First up will be Leendert van Meerem, MD of the Intomart GfK Group in the Netherlands. Every six months, the group monitors the growth in the development of the digital consumer. Van Meerem will look at what changes have occurred in the world of the digital consumer, whether new media mean the death of old or whether they create new audiences and how we measure all this in the future.
He will also present a paper revealing a new approach to providing an audience measurement currency for the internet, a currency which rolls out this year in the Netherlands.
Andrew Green, chief marketing officer at Ipsos MediaCT, UK, considers the key measurement challenges facing newspapers and magazines as audiences increasingly embrace digital platforms, in his paper on the future of readership measurement.
Megan Clarken, MD - Media for Asia Pacific, the Middle East and Africa at Nielsen, Australia, looks at how, in order to grow ad spend, the accountability that exists in the traditional media space needs to extend across digital media.
Kate Bramich, RAJAR director at Ipsos MediaCT, UK, looks at radio measurement in a digital UK, focusing on the short-term and long-term objectives of RAJAR, the UK's radio audience measurement survey.
Finally, the senior VP of Data Integration at The Nielsen Company, US, Pete Doe, will speak about making the best use of raw data. As media complexity and fragmentation increase, the demands on data can exceed the capabilities of research sample sizes and methods. He explores how statistical modelling techniques can be of use in enhancing reliability and granularity in measurement. He will cover data fusion, the use of set top box data, and data smoothing techniques to address zero ratings.
Doe will also present a second paper on how to "make better bets" by systematically identifying reliable target index data, whatever the media and the targets being considered, to improve targeting reliability and precision.
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