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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