December 7, 2007
FoE2 Podcast: Metrics and Measurement

The first panel from the conference, on mobile media, will be available shortly. However, we now have the metrics and measurement panel from FoE2 available for download in audio and video forms.

The metrics and measurement panel, available here, can be accessed in audio, 320x240 video, and 640x480 video. The video is intended for download, and some browsers may try to display text if you don't right-click the link to save to your computer. If your browser tries to download it as a ".txt," remove the ".txt" from the name, and the file should work as an "m4v."

here for download, features a conversation among Maury Giles of GSD&M Idea City, Bruce Leitchman of Leitchman Research Group, Jim Nail of Cymfony, and Stacey Lynn Schulman of Turner Broadcasting, and moderated by me.

The live-blogging from this panel is available here, and feedback from the blogosphere on the panel is available here.

Here is the panel description:

As media companies have come to recognize the value of participatory audiences, they have searched for matrixes by which to measure engagement with their properties. A model based on impressions is giving way to new models which seek to account for the range of different ways consumers engage with entertainment content. But nobody is quite clear how you can "count" engaged consumers or how you can account for various forms and qualities of engagement. Over the past several years, a range of different companies have proposed alternative systems for measuring engagement. What are the strengths and limits of these competing models? What aspects of audience activity do they account for? What value do they place on different forms of engagement?

  • Bruce Leichtman is the president and principal analyst of Leichtman Research Group, Inc., (LRG) which specializes in research and analysis on the adoption of products and services in the media, entertainment and broadband industries. Leichtman is responsible for LRG's five annual industry research studies, and he has conducted research for, and consulted with, dozens of organizations throughout the industries. He is a frequent public speaker at conferences and events, and his insights often appear in the media, including The Wall Street Journal, USA Today, Investors Business Daily, NPR, and The NewsHour with Jim Lehrer. Prior to founding LRG, Leichtman served as Vice President of Media and Internet Strategies for the Yankee Group, and launched the firm's Media and Entertainment practice. He has also served as director of marketing for Continental Cablevision, where he worked on the deployment of new products and services, and provided competitive analysis and positioning. He received a B.S. degree in communications management from Syracuse University and an M.B.A. from the University of Rochester. In April 2008, Leichtman will run in his fifth consecutive Boston Marathon to help raise money for the Dana-Farber Cancer Institute.

  • Stacey Lynn Schulman is senior vice president of Turner Entertainment Ad Sales Research, based in New York. Schulman, one of the leading research professionals in the media and advertising marketplace, works both at the company-wide level and with ad sales teams at the various Turner channels. Schulman spent ten years working for The Interpublic Group of Cos. in a variety of executive research and marketing positions, most recently as president of consumer experience practice for the company. While with the company, she also served as executive vice president of Initiative, a media agency within the Interpublic family, and played an integral role in Initiative's exclusive research partnership with MIT, which resulted in breakthrough research on a number of key industry issues, including consumer behavior, interactivity, and media convergence. She began her career at Katz Communications where she conducted programming and local market research before moving on to CBS as a Senior Research Analyst. Schulman is a former president of the Radio and Television Research Council (RTRC) and is a member of the Media Rating Council (MRC). She has been honored with numerous industry awards, including her selection as a "Wonder Woman" in the cable industry by Multichannel News, a "Media All-Star" by Mediaweek, and a "Media Maven" by Advertising

  • Maury Giles is responsible for the creation and application of proprietary research and analytical tools as the as Vice-President and Director of Accountability and Analytics at GSD&M Idea City. He directs a group that provides consulting, design, and advanced analytics in the areas of ideation, message and copy testing, media and marketing strategy, channel and connections planning, and marketing return on investment. At GSD&M Idea City, Giles has led the application of non-traditional modeling techniques to media and marketing strategic planning. He came to GSD&M Idea City from Wirthlin Worldwide (acquired by Harris Interactive), where he held key positions in brand positioning and strategy, communications assessment, and ROI metrics and tracking. Giles is a David Ogilvy Grand Winner award recipient, the highest accolade in market research excellence and has 12 years of experience in the industry. He holds a B.A. in communication studies and journalism from New Mexico State University.

  • Jim Nail works as Chief Marketing and Strategy Officer for TNS Media Intelligence/Cymfony. He is a thought leader and frequent speaker on how companies can tap social media like blogs and social networks to gain consumer insight and develop stronger bonds with influencers. He has an extensive background in integrated marketing through his 22-year career that spans online marketing, market research, brand advertising and direct marketing. Jim was an analyst at Forrester for eight years, focusing on how marketing strategies and tactics must adapt to technology-driven changes in consumer media consumption habits. Prior to joining Forrester, he helped launch Web advertising network AdSmart, where he served as director of marketing. He spent 15 years planning and managing integrated marketing campaigns at leading advertising agencies including Ogilvy & Mather Direct, Draft Worldwide, Bates USA and Hill Holliday. Jim is also a member of the Board of Directors of the Word of Mouth Marketing Association.