The 2016 Summit on the Future of Communications Measurement (#MeasureSum16) will be held October 13-14, 2016, at Shankhassick Farm in Durham, New Hampshire (Paine Publishing Headquarters).

Day 2 includes the annual meeting of The Conclave on Social Media Measurement Standards (click here for Conclave speaker info).

Click on the tabs for more information about each of our Summit speakers!

(They are listed alphabetically according to last name.)

deanna-centurion

Deanna Centurion

COMING SOON

What does Deanna think the future of communications measurement entails?

COMING SOON

stephen-cox

Stephen Cox

Stephen Cox is currently head PR executive for Sodexo North America – $9B annual revenue, 125,000 employees, 9,000 operating sites, 15M consumers served daily. Led a large, complex nonprofit from change management into growth strategies – rebranding, governance, M&A. William Randolph Hearst Foundation team member, leading U.S. Senate Youth Program. Lead PR consultant to the Director of a national intelligence agency for a top-tier consulting firm. Led international communications campaigns – U.S. Spokesman, Guantanamo Bay, Cuba and for a 7-country region in East Africa. Re-engineered a corporate-level Community Relations program. Grew personnel recruitment/sales operations 10-15% annually. Held TS/SCI security clearance. Bronze Star Medal recipient. MBA and MS Marketing.

What does Stephen think the future of communications measurement entails?

“Root Cause Analysis works in understanding and addressing complex systems – and going forward, communications measurement approaches would do well to take a page from the Root Cause Analysis playbook so that we as practitioners ensure we’re addressing causes and not treating symptoms.”

Mary Miller

Mary Miller

With more than three decades of marketing, agency, PR, and corporate communications experience, Mary Miller brings her multi-disciplined expertise to organizations that want to change the status quo. Prior to establishing Miller Comms, Mary was a key member of the Public Affairs leadership team at AbbVie, where she helped launch the $18B biopharmaceutical spin-off of Abbott. Passionate about employee engagement, the internal communications program Mary developed at Abbott Nutrition was credited by the executive vice president as the single most influential factor in a margin improvement program that exceeded the annual goal by 22%. Most recently, she has been counseling C-level executives on organization-wide alignment supporting change management and providing communication planning and implementation on a contract basis for special projects. Mary was elected a member of the Institute for Public Relations Measurement Commission in 2015.

What does Mary think the future of communications measurement entails?

“An increase in the scrutiny of communications performance – the need to establish a direct link between every communication tactic and the outcome it delivered against objectives – [it] will require communication professionals to become much more savvy regarding measurement, or become closely aligned to a measurement professional.”

Sean Monogue

Sean Monogue

Colonel Monogue currently serves as the Chief of Strategy and Assessments for Air Force Public Affairs, Headquarters United States Air Force, the Pentagon, Washington D.C.  He leads a cross-functional team of experts chartered with crafting communication strategies for the full range of Air Force priorities, including current operations, major acquisition programs, personnel recruitment and retention, and development and execution of a $167B budget.  His team is responsible for identifying strategic opportunities to build and sustain public trust and support for America’s Airmen across multiple communication lines of effort and engagement channels.  His current focus areas include institutionalizing core communication metrics, developing processes for synchronizing key leader outreach and engagement efforts, and developing robust partnerships with thought leaders and influencers for improved Airpower Advocacy.

What does Sean think the future of communications measurement entails?

“Today’s digital-centric communication environment facilitates ever-increasing opportunities to generate higher-quality data on reach, delivery, and engagement, often at the individual or self-selecting cohort level.  However, getting to the most useful understanding of investments and outcomes that support strategic objectives will require moving beyond single-parameter measures to build a better picture of data correlations across channels, lines of effort, and organizational measures of effectiveness.”

Matt O'Hern

Matthew O’Hern

Matthew O’Hern is an Assistant Professor of Marketing at the University of New Hampshire’s Paul College of Business and Economics. Professor O’Hern’s research focuses on the active role that consumers play in developing innovative new product offerings and providing support and advice to their fellow customers. More specifically, his research explores the various types of contributions that consumers make within online crowdsourcing and peer-to-peer problem solving (P3) communities and examines how these activities impact a firm’s new product development performance as well as consumers’ involvement with the sponsoring brand.

What does Matthew think the future of communications measurement entails?

“Currently, most firms gather consumer data and then use the insights they acquire to develop products and create communications campaigns that they believe will resonate with consumers. Going forward, firms will need to focus more on using communications to foster customer learning, spark creativity, and increase consumer engagement to create authentic experiences that can effectively differentiate the brand from its competitors.”

 

mark-stouse

Mark Stouse

coming soon

What does Mark think the future of communications measurement entails?

coming soon

Cindy Villafranca

Cindy Villafranca

With more than 17 years of experience, Cindy Villafranca began her career in television news as a producer for KOTV in Tulsa, OK. She left the news business after 8 years, transitioning to the PR field, where she quickly applied her news experience to internal and external communications, crisis situations, social media, and measurement/analytics. While in the public relations role, Cindy has worked for several large organizations and companies, including Tulsa Community College, the American Heart Association’s national headquarters, Balfour Beatty Construction, and currently, Southwest Airlines. Cindy’s expertise in the creation and execution of public relations campaigns on a local and national level, combined with her sound news judgment and diplomatic approach to all situations, has helped her succeed in driving business growth and recognition through key media placements and other PR tactics.

What does Cindy think the future of communications measurement entails?

“More companies and organizations are realizing the immense value in using numbers to tell a compelling story.  It’s important to be strategic in what we measure, how we measure, and the correlations we make with the data. We must continue to learn, share knowledge, and support the upward momentum of communications measurement.”

Mark Whitney

Mark Whitney

Mark Whitney is the Vice President of Strategy, Community Relations and Advancement at Exeter Health Resources.  In his current role, Mark leads the development of the coordinated strategic planning activities for all Exeter Health Resources, Inc.’s operating affiliates (Exeter Hospital, Core Physicians, Exeter Health Care, and Rockingham Visiting Nurse and Hospice). He also has responsibility for community relations, marketing, fundraising, legislative affairs and community benefit activities.

Prior to coming to Exeter Health Resources, Mark worked at Winchester Hospital in Winchester, Massachusetts for 14 years in various positions.  Before that he worked at University Hospital in Boston (now part of Boston Medical Center) for seven years in a variety of operational roles including Unit Management, Nursing Administration, Materials Management, and as a post-graduate Administrative Fellow.

What does Mark think the future of communications measurement entails?

“In healthcare I think it means becoming much more sophisticated about our understanding of our relationship with the people we serve not just as patients but as consumers and individuals.  As healthcare struggles between opposing forces of market driven fragmentation and the need to evolve into coordinated providers of population driven health, we need to move from an episodic transactional relationship with healthcare consumers to a longitudinal, long-term, multidimensional one.  Communication measurement and data will help drive that transition.”

Sean Williams

Sean Williams

Sean Williams is the owner of Communication AMMO, Inc., which helps organizations plan and execute communications effectively and measure the results. Focusing on research-based, strategic counsel, and execution, his practice focuses on integrated communication, with special attention to internal communication and communication skills training for managers. He is the past head of internal communication at National City Corporation (where he also created the company’s PR measurement program) and The Goodyear Tire & Rubber Co. An adjunct professor at Kent State University, he leads an Institute for Public Relations project to establish standards for measuring internal communication.

What does Sean think the future of communications measurement entails?

“The future of measurement is here. It’s the pursuit of insight, through data analysis, research and action. We can and should develop new ways of doing things, but the tactics of measurement have to be secondary to its intelligence. This is a metaphor for public relations in general – we have to ensure we add value, not merely go through the motions of the new cool thing.”

jennifer-williamson

Jennifer Williamson

Jennifer Williamson is Senior Vice President of Brand & Communications, North America, for Sodexo. Prior to her current position, she was Senior Vice President Corporate Communications.  Jennifer has more than 20 years of human resources, operations and communications experience along with a strong background in training, change management and strategic planning. She began her career with Sodexo in 1989 as an executive waitress and moved into a variety of operations management positions. She is a member of the Board of Directors for Cities of Service and Sodexo Foundation. Sodexo Foundation is an independent charitable organization founded in 1999 to ensure that every child in the United States grows up with dependable access to enough nutritious food to enable them to lead a healthy, productive life.

What does Jennifer think the future of communications measurement entails?

“As an imperative for the future, communications measurement has to inform and provide credible insight to support organizational decision-making – and therefore must be based on three basic questions, ‘What are we trying to achieve?,’ ‘What’s our point?’ and ‘What’s our impact?’”

Michael Ziviani

Mark Whitney

Michael Ziviani

Michael Ziviani is CEO and founder of Precise Value Australia and brings 25 years of experience in advanced analytics for communications and marketing. This includes launching the market research and predictive analytics function for Microsoft Australia. His communications value models lead international best practices to help visualize how communications creates business value. Over recent years, his work has focused on design of custom value architectures for large clients. Michael is an influential and active member of the communications measurement and evaluation (M&E) community as a frequent speaker in Australia with organizations such as the PRIA delivering forums and workshop and internationally with PRINZ, and, as a council member and international speaker on behalf of the AMEC Asia Pacific chapter.

What does Michael think the future of communications measurement entails?

“My future vision is for evaluation to prove the value of communications as a strategic management function, regardless of its type or delivery platform. The Holy Grail is people working together across silos towards a shared goal.”

Summit Speakers At a Glance:

Sean Monogue

Sean Monogue
Chief of Communications Strategy, Research, and Assessment
U.S. Air Force
@usairforce

Mark Whitney

Mark Whitney
Vice President of Strategic Planning
Exeter Health Resources
@ExeterHospital

deanna-centurion

Deanna Centurion
Principal
Cyera Strategies

Cindy Villafranca

Cindy Villafranca
Senior Communications Specialist
Southwest Airlines
@CinDLew

Michael Ziviani

Michael Ziviani
Founder & CEO
Precise Value
@mikeziv

stephen-cox

Stephen Cox
Vice President, PR
Sodexo
@sodexoUSA

Sean Williams

Sean Williams
Owner
Communication AMMO
@CommAMMO

jennifer-williamson

Jennifer Williamson
SVP, Corporate Communications
Sodexo
@sodexoUSA

mark-stouse

Mark Stouse
Founder & CEO
PROOF
@markstouse

Mary Miller

Mary Miller
President & Chief Strategist
Miller Comms Inc.

Matt O'Hern

Matthew O’Hern
Assistant Professor of Marketing
Peter T. Paul College of Business and Economics at UNH
@UNHPaulCollege