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SMART xChange: Marketing Research Executive Forum Track 

Westin Michigan Avenue  
Chicago , Illinois   
5/5/2010 3:00 PM  - 5/7/2010 12:00 PM 


Details Schedule Registration Travel Exhibitors

The Marketing Research Executive Forum is one of two distinctly designed yet complimentary tracks of the AMA SMART xChange. MREF promises to provide executive-level market researchers with an unrivalled opportunity to talk strategy with like-minded executives. 

The Goal: Unite POSSIBILITY with PROOF to DRIVE BETTER BUSINESS DECISIONS
The Means: Highly relevant content, the “best of the best” speakers and cool opportunities to connect
The Result: An experience that will ignite passion, inspire minds and impart actionable strategies for success.

CONFIRMED SPEAKERS
McDonalds Corporation: Larry Light, Former Chief Marketing Officer
Microsoft Corporation: Susan Athey, Chief Economist
Best Buy: Barry Judge, Chief Marketing Officer
Del Monte: William Pearce, Chief Marketing Officer
Nationwide  Insurance: Paul Ballew, SVP, Consumer Insights and Analytics
NBC Universal: Janet Gallent, VP, Consumer Insights & Innovation Research
Google: Hyunyoung Choi, Senior Econonist
Bank of America: Bob Calamari, Senior Vice President
Rockwell Automation: David Blair, Director, Customer Experience
Microsoft  Corporation: Reed Cundiff, Senior Director, Central Market Research
Facebook: Brad Smallwood, Director, Pricing and Analytics
IBM Corporation: Cynthia Wang, Director, Market Insights, Growth Markets Unit

Click Here to View Preliminary Agenda

 

MREF Track and General Session Details

 MREF track: SESSION DETAILS
Turning Research & Customer Insights into Action
Paul Ballew, Senior Vice President, Customer Insights & Analytics, Nationwide Insurance
In this session Paul Ballew will share Nationwide’s journey of maximizing the utilization of research within the organization. Paul will share lessons learned and successes experienced on how Nationwide values research as a critical mechanism for solid business decision making.

Meeting Business Challenges of the Next Decade: Evolving Internal Relationships, Core Competencies and Research Methods
Reed Cundiff, Senior Director, Central Market Research and Insights, Microsoft Corporation
In this session, attendees will learn:
1. What Microsoft is doing in 2009 to evolve the corporate market research function
2. How to advance the quality of research conducted for corporate clients
3. How to leverage centralized market research functionality

Nine Hundred Days in the Trenches: Finding a Practical Approach to Market Research in Emerging Countries
Cynthia Wang, Director, Market Management, Enterprise Storage, Systems and Technology Group, IBM Corporation
Everyone knows that conducting market research in India is not the same as conducting it in Indiana.  What is often underestimated, however, is that factors unique to specific emerging countries often alter some of the fundamental assumptions of market research.

In this session, Ms. Wang will share her recent on-the-ground experiences and lessons learned, amid various challenges, as she reshaped the way market insights are gathered and analyzed in emerging markets.

Rebuilding Trust in Financial Services
Bob Calamari, Senior Vice President, Enterprise Marketing, Research Executive, Bank of America
In this presentation, Robert Calamari, Senior Vice President, Enterprise Marketing Research Executive for Bank of America will discussion the market research role in understanding the issue of trust, its drivers and its impact on brand.
B2B Panel Discussion
David Blair, Director, Customer Experience, Rockwell Automation
Reed Cundiff, Senior Director, Central Market Research, Microsoft
Kathleen Chattin, Vice President, Market Research, Fiserv
During this moderated session, panelists from major business-to-business organizations will share their experiences as researchers within their organizations.  In particular, these senior researchers and consultants will describe organizational and marketplace dimensions that render the conduct and application of marketing research different for B2B companies as compared to business-to-consumer companies or business units.
Researching Corporate Reputation among Policymaker and Elite Audiences
David Ginsberg, Director, Insights and Research, Intel
An exploration and discussion on the approaches and challenges of measuring corporate reputation and testing messages against policymaker and elite audiences.  How does one balance the need for hard data on a company’s reputation among hard to reach audiences with the costs of reaching them?  What is the best approach for testing messages in a highly sensitive environment, in which the survey itself could become an issue?  And how do you quantify to senior management the value of corporate reputation when dealing with legal and regulatory issues?  Using relevant case studies, this presentation will explore these questions with discussion around potential solutions.
Predicting the Present
Hyunyoung Choi, PhD, FRM , Senior Economist, Google Inc
Google Trends provides a time series of query data that can be used to indicate the interests of the general public, or at least those of the large population of Google users. This raises the possibility that of Google Trends may be a leading or contemporaneous index of economic activity. Currently most economic indexes are released on a monthly basis and often go through multiple revisions. The real-time availability of Google trends data allows us to move towards a relatively accurate and real-time development of these economic indicators. We propose using weekly Google Trends data to forecast economic indexes. 

 SMART xChange: KEYNOTE SESSION DETAILS
Marketing Leadership: The Bold Move is the Right Move
Bill Pearce, CMO, SVP Del Monte Foods
Business success takes more than well-known brand names. Del Monte has a long history as a trusted food brand; but until recently, Del Monte Foods Company was grappling with declining margins, share erosion and non-differentiated products.  When Bill Pearce arrived as CMO two years ago, he developed a bold revitalization strategy on key brands like Del Monte, Milk-Bone, Meow Mix, Kibbles ‘n Bits and Pup-Peroni.  Bill will share his unique marketing philosophy and offer a tangible 8-point plan that will help you: sell more stuff, to more people, for more money, more often.   
The Transformation of Marketing
Larry Light, Former Global CMO, McDonalds
Consumers are transforming how they deal with brands, and now
marketers must transform how we deal with consumers.  There is a more savvy, knowledgeable consumer living in a world of immense personalization.  They are more skeptical, more demanding, and more value-driven.  Larry will discuss several key challenges and changes that marketing & marketing research leaders must address to re-energize their role and make it the central force of brand-business management today.
Intelligence Engines: How Search is Changing the Marketing Landscape
Susan Athey, Chief Economist, Microsoft
Internet search has become an essential information source and is shaping decisions and behaviors about everything from politics to products.  Susan will talk about how marketers can create sharper, more effective strategies through a deeper understanding of search engines. She will also discuss how innovation in targeting technology will change the role of search in the marketplace.
Barry Judge
Chief Marketing Officer, Best Buy
An outspoken customer advocate and marketing pioneer, Barry is helping this retail powerhouse become the consumers’ trusted advisor for the digital lifestyle. Barry will share his vision for harnessing the full power of marketing today

 

 

Hotel Air Travel Rental Car Ground Transportation
The Westin Michigan Avenue
909 North Michigan Avenue
Chicago, Illinois 60611
Phone:            1 312.943.7200
Fax:                1 312.397.5580
Reservations:   1 888.716.8104
www.thewestinmichiganavenue.com

AMA's travel coordinator, Tower Travel Management, is available to assist with reservations. Call 1 800.542.9700 within the U.S. and Canada. Reservation lines are open Monday through Friday 8 a.m. - 6 p.m. CST or, you may contact them via email at association@towertravel.com. 

Tower Travel will proactively research airfares on ALL airline carriers to ensure that the lowest available fares are offered to all attendees. Please note that fees, restrictions and cancellation penalties will apply.

Coming Soon...
For sponsorship or exhibit information, please contact lgil@ama.org

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