|When:||Wednesday Apr. 23, 2014 Noon - 2 PM|
|Place:||The Penn Club, 30 West 44th Street, New York, NY|
|Reservations:|| Call John Waldes at (212) 362-0302 or email him.
|Cost:||$60 for non-members, $50 for
$5 surcharge for walk-in without reservation.
First-time Attendees : $40 membership + $20 lunch
|Topic:||The Marketing Mix Crisis, Attribution Modeling and the Experimental Design Renaissance|
|Abstract:||Most companies are making major shifts in the allocation of marketing budgets, with a much greater proportion going to Online/Digital Channels. But the analytics of understanding and measuring the impact of that shift, both alone and in combination with investments in traditional media has not kept pace. Consequently, the science and art Marketing Attribution, whereby "credit" is assigned to the contribution that each channel has made to sales, has become a very hot topic. Simplistic "Last Click" analysis, where all the credit is given to the last point of customer contact, overestimates the contribution of online at the expense of investments in offline media. A number of analytic approaches have emerged to fill that void.
The Chief Research Officer of Insight Express, Jerome Shimizu, will describe these industry shifts, discuss the inherent difficulty of Attribution problem as an analytic exercise, and describe the solutions which have been devised to provide a more accurate picture of the influence that each type of online and offline media investment contributes to sales.
|Speaker:||Jerome Shimizu, InsightExpress
Jerome Shimizu holds the position of SVP, Chief Research Officer at InsightExpress. In this role, he is responsible for developing innovative data driven research solutions. Jerome is the primary data analytics leader for InsightExpress' next generation research analytics platform, the Ignite Network. He works with clients on integrating Ignite Network data into core product solutions and developing new research applications from the Ignite Network database. Jerome also works with data partners on the integration of 3rd party data sets into the Ignite Network platform.
Jerome joined InsightExpress from The Nielsen Company, where he worked since 2000 in a variety of research roles with increasing responsibility. Most recently, he was Vice President, Advertising Effectiveness North America on the Nielsen Media & Advertising Analytics Team, serving as an authority for the company and the industry on test vs. control design of experiments and digital advertising ROI analysis methods. Prior to this, Jerome was Vice President Advertising Effectiveness Innovation, Nielsen Online, where he conceived, piloted, packaged and launched the company's syndicated in-market advertising effectiveness product, Response Effect.
Jerome received a B.A. in Economics from the University of Chicago. An accomplished sport fisherman, he lives in Stamford, CT with his wife, Sisi.