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“New
Media, New Demand Measurement Methodologies”
Columbia
University, New York
June
25, 2012
Uris
Hall 330
9:00am – 5:30pm
Click here to Register
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A Workshop of the International
Media Management Academic Association
Organized by the Columbia Institute
for Tele-Information,
in collaboration with the Center for
Communications at Fordham University
The
focused expert workshop will bring together academic researchers of media
business as well as media managers and audience research companies. It will
explore the audience measurement of online and mobile media, and the use of
individualized data enabled by the new technology. While data scarcity has been
often overcome, interpretation techniques have been lagging. The most up to
date information as well as the conference registration can be found at the
website http://www4.gsb.columbia.edu/citi/events/IMMAA.
The
workshop will also be streamed live and will be viewable at http://www.citi.columbia.edu/Stream/
Agenda
9:00am - Panel 1: New
Approaches
John Lavine,
Northwestern University, Welcome from
IMMAA
Chris Scholz –
University of Saarbruecken, by video
Eli Noam – Columbia
University, Digital Media, Analog
Methodologies – Introduction
Fernando Bermejo –
Universidad Rey Juan Carlos, Harvard University, Open Society Foundations, From Audience Measurement to Web Analytics
Paul Rappoport – Chief
Research Officer, Centris, Measuring the New Media Base: Moving from TV HHs to Video HHs
Joost van
Dreunen/Janelle Benjamin – SuperData Research, Online Games Research: Getting Publishers to Play Nice
10:45am - Coffee Break
11:05 - Panel 2:
Methodology Panel
Methodological
Challenges and Opportunities in Online/Mobile Audience Measurement
Ben Compaine – Fordham
University, Moderator
Philip Napoli – Fordham
University, Social Media Analytics as an
alternative method of audience research
John Carey – Fordham
University, Measurement Challenges from
New Audience Behavior
Sherill Mane – SVP
Research, Analytics and Measurement, IAB, Managing
Media Measurement Change: The 3MS Story
12:45pm - Lunch Break
1:45pm - Panel 3:
Practitioner Panel
Scott McDonald – Senior
Vice President for Market Research, Condé Nast, Measuring Magazine Media on Mobile Platforms
Marco Parente –
Director of Product Management, Nielsen –
Audience Measurement Data for Online Streaming
Jeffrey Hackett –
Executive Vice President, comScore – Methodological Approach to Audience and Advertising
Effectiveness Measurement
3:05pm - Coffee Break
3:25pm - Panel 4: Society Panel
Russ Neuman –
University of Michigan, Trends of
Information Flows and Consumption, Moderator
Paulo Faustino - Porto University, Polytechnic
Institute of Leiria, The Online News and
Digital Newspaper Concentration and Voices Diversity in Portugal
Andrew Gruen –
Northwestern University, The Informedness
Center Project
Limor Peer – Yale
University, User Engagement with Online
News: Conceptualizing Interactivity and Exploring the Relationship Between
Online News Videos and User Comments
4:55pm - Conclusion and
Outlook
Eli Noam and John Lavine, Moderator
What is next for New
Audience Research?
What is next for IMMAA?
5:30pm - Reception