Cross Channel Measurement - Hot Seat

Register today for the June Hot Seat Panel discussing Cross Channel Measurement.

As consumption behavior continues to fragment across devices and platforms, the need for holistic, cross channel measurement becomes increasingly important.  Please join CAF’s next Hot Seat event to learn how Cross Channel Measurement is advancing. Hear from the leaders at the tip of the spear as they develop new measurement tools to help marketers make sense of the proliferation of data points that exist and identify performance indicators that really matter. We will discuss the tools available today and the strengths and weaknesses that exist within the current measurement landscape.

When:  Wednesday, June 6
Time: 8:00-9:30 am
Where: Havas, 36 E. Grand Ave, Chicago 60611
Cost: Members $50, Non-Members $75


Northwestern University

Rachel Davis Mersey is an associate professor at Northwestern University’s Medill School of Journalism, Media, Integrated Marketing Communications. There she also serves as Executive Director of the Media Leadership Center (MLC). Her first book, Can Journalism Be Saved? Rediscovering America’s Appetite for News, was released in 2010 and stands as a formative argument in the recasting of local news efforts as community-driven initiatives. In May, her second book will be published by Routledge. Mobile Disruptions examines the state of and opportunity for mobile media innovations in the Gulf states. Rachel is currently working on a number of different industry-relevant studies, including the role of 360-degree video, augmented reality and virtual reality in audience engagement. She is also researching a book on the media consumption habits of elites, specifically America’s one percent, with particular attention to the implications for community-building and democracy. She holds a Ph.D. in mass communication from the University of North Carolina at Chapel Hill.



Brian Kilmer is currently the Senior Vice President of Advanced Television Solutions at NinthDecimal, where he works with brands and their advertising agencies on how to leverage consumer location data to enhance their current marketing strategies through data/insights, media and in-store measurement across both television and digital marketing channels.  

Prior to NinthDecimal, Brian worked in mobile media for over a decade, specializing in both initial mobile advertising tests for brands and the marketing applications of location data at PayPal Media, Yahoo! and The Weather Channel Interactive.   

Brian spent the first six years of his advertising career creating customized television advertising experiences at Scripps Networks & The Weather Channel.



As Director in Marketing Effectiveness at Nielsen, Matt supports advertisers across a wide array of technology and analytics solutions with the objective measuring and improving marketing performance. Matt brings 8 years of experience at Nielsen leading different applications of data technology and analytics in service of client's looking to deliver greater efficiency to their business. These applications have spanned initiatives in marketing, data management and visualization, pricing, and sales. Today, his professional interests are in better understanding how the exponential growth in addressable consumer information and technology will transform marketing analytics and measurement in the advertising industry.

Matt holds a degree in Economics and Philosophy from Cornell University and Master's in Predictive Analytics from Northwestern. He lives in the Cleveland area with his wife and two kids.

comScore, Inc.

Aaron Fetters serves as Senior Vice President comScore Marketing Solutions with direct responsibility for the Advertiser and Agency business.

Aaron brings over 17 years’ experience in the CPG industry having held various positions at Procter and Gamble and the Kellogg Company. Most recently Aaron served as director of the Insights and Analytics Solutions Center at the Kellogg Company overseeing a broad marketing insights organization tasked with building leading-edge approaches in areas such as:

  • Market mix modeling
  • Advanced digital marketing analytics
  • Idea, product, and communication validation
  • Data management and programmatic strategies. 

Aaron’s positions at comScore and the Kellogg Company enabled him to play an expanding leadership role within the digital and marketing research and analytics industry at large, through key roles and speaking engagements with the Advertising Research Foundation (ARF), I-COM, iMedia, Association of National Advertisers (ANA), Coalition for Innovative Media Measurement (CIMM), and other organizations. Aaron recently served as Co-Chair of the ANA Measurement Committee. 

Aaron has received multiple recognitions throughout the Marketing and Research industry for his achievements. In 2015 he was awarded the ARF Great Minds Game Changer Leadership award, and was recently named as one of Brand Innovators' "40 Under 40 Midwest" Class of 2014, as well as a 2014 iMedia 25 Marketing Leaders and Innovators. 

Spark Foundry

Adam Weiler is SVP Director of Analytics & Insights at Spark Foundry. He began his career in marketing research at The Zeno Group, part of the Edelman Group where he was a founding member of the Competitive Intelligence group. He spent more than six years there working to help clients monitor and measure the effects of their public relations efforts. He moved into media at Mindshare and then later at FCB working with a wide roster of clients such as Unilever, Kimberly-Clark, MillerCoors, Taco Bell and State Farm developing custom studies, working with syndicated research and leading new business efforts from within the media research department. He joined Spark in 2012 and leads the Analytics & Insights group in Chicago on behalf of all Spark clients including proprietary research, advanced and campaign analytics and tools and training.  Adam has served as President and Vice President of Programming for the Media Research Club of Chicago.  He is a graduate of the University of Notre Dame and also holds an MFA from Michigan State University. He is a lifelong fan of the Chicago Cubs and lives just North of the Friendly Confines with his family.


While David leads the Marketing Sciences Team at OMD, he considers himself more of a data-minded marketer than a hard-core statistician. He currently is leading Marketing Sciences for PepsiCo North American Nutrition and Gatorade. Prior to that, he spent the prior four years growing the Global Marketing Sciences team covering the Intel account, inclusive of managing and operating a team of 25 global Marketing Science professionals in Singapore, Beijing, Shanghai, London and Chicago.

His experience includes working at Hill Holliday, a full-service agency out of Boston, and a NYC based digital start-up. Throughout his career he has gained experience in many different industries including CPG, Health Care, Travel, Retail, and Technology.

David holds a Bachelor’s Degree in Finance from Morehouse College and an MBA from the Tuck School of Business at Dartmouth.


Brad currently serves as the VP of Media & Consumer Engagement for MillerCoors, a Molson Coors company, overseeing all US media strategy, investment, precision and digital marketing agency operations, partnerships, and brand experiences.  In Brad’s nine plus years at MillerCoors, he has held media roles across the portfolio of brands including helping contribute to the turn around on Miller Lite – the original lite pilsner - as well as spearheading the media launch for the highly successful Redd’s Apple Ale and Henry’s Hard Soda new product launches.  He also has helped propel Blue Moon to the number one craft beer brand in the US with its national media launch in 2010. 

Prior to joining MillerCoors, Brad served as the Senior Director of Media Planning & Partnerships for Discovery Channel and Science Channel.  In his 4 years at Discovery Communications, Brad had the opportunity to lead Media Planning efforts for the launch of Deadliest Catch, the 20 anniversary of Shark Week, and the critically acclaimed series Planet Earth.

His passion for finding the “aha” in media creativity and the “needle in the haystack” of data analytics has led to groundbreaking media executions on some of the most iconic brands within highly competitive industries (e.g. TWA, Wrigley, Discovery Channel, Miller High Life, etc.) that has delivered real business growth as well as award winning recognition within the media industry.



The Chicago Advertising Federation exists to foster momentum in Chicago’s advertising industry. The four pillars of the Chicago Advertising Federation are:

  • Professional Enrichment
  • Chicago Market & Industry Recognition
  • Networking
  • Community Involvement

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