Ipsos to fly in big guns for ‘emma’ launch

Ipsos to fly in big guns for ‘emma’ launch
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Ipsos MediaCT, and the Readership Works, will host two research symposia in Sydney and Melbourne to coincide with the launch of ‘emma’ (Enhanced Media Metrics Australia), its new cross platform audience insights survey.

The keynote international speaker at both events will be former WPP group research director Sheila Byfield, who will discuss managing change in the rapidly evolving media and marketing industries.

The events will also see several of Ipsos’ top brass speak, including its global head of corporate social responsibility, Richard Silman, global chief marketing officer, Andrew Green, mind and mood report executive director, Dr Rebecca Huntley, Australia managing director, Simon Wake, Australia executive director, Kirsten Riolo, and Ipsos MediaCT Australia client services director, Mario Paic.

Green will provide a global overview of cross platform measurement trends and innovations, while Huntley will unveil Ipsos’s new 21st century consumer segmentation model. Wake will introduce the new emma survey,  Riolo will look at new innovations, while Paic will give an overview of emma’s deeper product data.

In addition, independent consultant to emma, Ian Garland, will also speak about measuring new platforms and the integration of Nielsen Online Ratings.

"The purpose of the research symposia is to give those media agency executives who will be using the emma data regularly an in-depth introduction to emma, the methodology and how audience estimates are derived. The symposia are an example of the transparent approach emma is taking to audience measurement,” said Wake.

“This is the first symposium of its kind and will provide an industry forum to showcase and discuss emma’s™ new readership measurement techniques, as well as broader consumer segmentation and product data.”

The Melbourne symposium will be held on August 13th at Melbourne Business School and the Sydney symposium will follow on August 14th at Macquarie Graduate School of Management, and will precede the first release of emma data on August 19th.

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