Determining the True Impact of Marketing

Session Chair:  Patricia Hughes, GfK Custom Research North America

8:45-9:30am	"Long Term Impact of Marketing Spending." Dominique M. Hanssens, PhD, Bud Knapp Professor of Marketing Anderson School of Management, UCLA
9:30-10:15am	"Evaluating the Business Impact of Brand Perceptions." James S. Henney, Senior Vice President, Enterprise Marketing Wells Fargo
10:15-10:30am	Break
10:30-11:15am	"Stronger Relationships, Better Results: New Metrics of Loyalty and Engagement." Linda Vytlacil, Vice President, Global Decision Sciences Carlson Marketing
11:15am-12:00pm	"Marketing Effectiveness: Beyond ROI." Gordon Wyner, PhD, Executive Vice President Millward Brown, Inc.
12:00-12:15pm	Session Summary
12:15-1:30pm	Lunch

Making the Most of Metrics

Session Chair:  Deborah Roedder John, Carlson School of Management, University of Minnesota

1:30-2:15pm	"Leveraging Loyalty Card Data to Measure ROI." Adrian Sosa, Director of Marketing Intelligence CVS Caremark
2:15-3:00pm	"Customer Value in a Networked Society." Sunil Gupta, PhD, Edward W. Carter Professor of Business Administration Harvard Business School
3:00-3:15pm	Break
3:15-4:00pm	"Linking Consumer Data to Business Metrics that Matter." David Krajicek, PhD, Executive Vice President GfK Brand & Communications
4:00-4:45pm	"Metrics of Pricing: Insights from a 20-Year Research Journey." Mark E. Bergen, PhD, Carolyn I. Anderson Professor of Business Education Excellence, Marketing Department Chair Carlson School of Management, University of Minnesota
4:45-5:00pm	Session Overview and Closing
5:00-6:30pm	Reception, Carlson School Atrium

What the Metrics Mean and What to do about Them

Session Chair:  Om Narasimhan, Carlson School of Management, University of Minnesota

8:30-9:15am	"Budgeting and Allocation Across Corporate and Brand Advertising." Prasad Naik, Ph.D., Professor of Management and Chancellor's Fellow Graduate School of Management, University of California, Davis
9:15-10:00am	"Multi-Channel Marketing Optimization." Cesar Brea, Global Practice Leader Monitor Group
10:00-10:45am	"Measuring Tasks and Compensating Channel Partners: Guidelines and Consequences." George John, Ph.D., General Mills-Gerot Chair in Marketing Carlson School of Management, University of Minnesota
10:45-11:00am	Session Overview
11:00-11:15am	Break

Measuring Progress

Session Chair:  Rajesh K. Chandy, Carlson School of Management, University of Minnesota

11:15am-12:15pm	Panel: Metrics of Growth
	Rajesh K. Chandy, PhD, James D. Watkins Chair in Marketing Carlson School of Management, University of Minnesota
	Jeff Hunter, Consumer Insights Director, Innovation Toolkit and Cereal Partners Worldwide General Mills
	Gregory Michaels, PhD, Global Director of Analytics Kraft Foods, Inc.
	Tom Sullivan, Vice President UnitedHealth Group
12:15-1:15pm	Lunch

Metrics in a New World

Session Chair:  Jane E.J. Ebert, Carlson School of Management, University of Minnesota

1:15-2:00pm	"Metrics in a Business Under Siege: The Turnaround Plan at American Airlines." Rob Britton, PhD, Adviser to the Chairman American Airlines
2:00-3:00pm	Panel: Metrics in a New World
	Jane E.J. Ebert, PhD, Assistant Professor of Marketing Carlson School of Management, University of Minnesota
	Lisa L. Love, PhD, New Business Development Manager, Industrial and Transportation 3M
	Bryan Maach, Vice President, Market Research & Analysis Cisco Systems, Inc.
3:00-3:30pm	Closing Remarks