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Ruth Stevens moderated this on-stage conversation between Max Kalehoff and Bryan Eisenberg, who discussed the current state of measurement in the new breed of marketing.

Participating Panelists 

Who was involved

These are the people and teams that participated in this panel
Ruth Stevens
The moderator, Ruth runs a consultancy called eMarketing Strategy
AttentionMax
Max Kalehoff works for BuzzMetrics, where he "studies social media." This is his personal blog.
Nielsen BuzzMetrics
Kalehoff is also VP of marketing for this research firm.
Future Now Inc.
Panelist Bryan Eisenberg is cofounder and Chief Persuasion Officer of this company.

One Group to Go to 

An interesting organization

Max mentioned the Advertising Research Foundation, which is doing some promising work around engagement and attention
Advertising Research Foundation
"The ARF is the premiere advertising industry association for creating, aggregating, synthesizing and sharing the knowledge required by decision makers to lead and succeed."
The Journal of Advertising Research
Published for the ARF by the World Advertising Research Center, this journal appears to be an intriguing read. Also looks like a lot of its content is available online.

AttentionMax As It Happens 

An RSS feed of Max's blog

Timely tidbits on the topic of conversation

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Book Worth a Look 

Recommended by Ruth and Bryan

These two books might be worth a read!

Waiting for Your Cat to Bark?: Persuading Customers When They Ignore Marketing

Amazon Price: $13.59 (as of 05/16/2008)
Used Price: $0.18

The Ultimate Question: Driving Good Profits and True Growth

Amazon Price: $19.77 (as of 05/16/2008)
Used Price: $0.94

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