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Consumer 2.0: How Web 2.0 is Changing Moods, Metrics, & Monetization

Marketing and Community
Location: 2009 Level: Intermediate

Consumers are rapidly adopting new behaviors powered by Web 2.0 technologies including social networks, blogs, tags, ratings, user-generated content, news feeds, shared bookmarks, online photos, and videos.

Who are the early Web 2.0 tech adopters and who are the late bloomers? How do users differ in online consumer behavior, from each other and compared to the past? What can demographics, metrics, and market research tell us about users, usage, and monetization?

Find out more from this panel of consumer research experts about changes in online user behavior and how it affects internet marketing techniques. Learn how the “New-New Consumer 2.0” interacts with today’s web sites and social networks.

Photo of Rafe Needleman

Rafe Needleman


Rafe Needleman is editor of CNET Webware.com, a site covering Web-based products and startups. Rafe has been a technology editor and writer since 1988. Previously, Rafe wrote Catch of the Day for Red Herring. He has written for Business 2.0, Always On, and Release 1.0. He has also edited several publications, including Byte Magazine, where he was editor in chief.

Photo of Konrad Feldman

Konrad Feldman


Konrad co-founded Quantcast to improve the reach and effectiveness of online advertising through open data and scalable computing. He has 12 years of experience in high volume transactional analytics and measurement, pattern recognition and fraud detection. Previously, Konrad co-founded Searchspace (now Fortent) the leading provider of terrorist financing detection and anti-money laundering software to the world’s financial services industry. Earlier, Konrad was a Research Fellow in the Intelligent Systems Laboratory at University College London, from which he holds a BSc in Computer Science.

Photo of Erin Hunter

Erin Hunter

comScore, Inc.

Erin Hunter spearheads the Media Industry Solutions group at comScore Networks, overseeing the provision comScore’s analytical and consulting solutions for key clients. She is a seasoned industry analyst, with a background in marketing, marketing research, statistical modeling, and media consulting.

Prior to joining comScore, Ms. Hunter spent more than eight years at Marketing Management Analytics (formerly Media Marketing Assessment), a media consultancy in Westport, Connecticut where she used MMA’s proprietary regression-based methodology to quantify the return to clients on investment in traditional marketing vehicles. Ms. Hunter had responsibility for engaging and growing relationships with numerous blue chip clients, including Clorox, RadioShack, Procter & Gamble, Nestlé Purina Pet Care, and many others. As Senior Vice President, Ms. Hunter led a landmark effort between MMA, Information Resources, Inc. and Nielsen Media Research to measure the ROI of TV advertising on over 1,000 consumer packaged goods brands. The results of this broad study – titled How Advertising Works 2 – were widely published and utilized within the media industry.

Previously, Ms. Hunter contributed to the growth of the Coors and Keystone brands while at Coors Brewing Company in Denver, Colorado. Ms. Hunter began her career with Procter & Gamble where she was responsible for the marketing research of many established brands in the Soap and Household Cleaning sectors.

Ms. Hunter earned a BBA in marketing summa cum laude from University of Cincinnati.

Photo of Garrick  Schmitt

Garrick Schmitt

Avenue A | Razorfish

Garrick Schmitt is Vice President of User Experience at Avenue A | Razorfish. Over the past eight years, he has helped a range of Fortune 500 clients and industry leaders envision and deliver breakthrough customer experiences across multiple platforms.

Most recently, Garrick has focused on emerging media, publishing and eCommerce. He has lead the design and development of several user-generated video products, a broadcast network, a mobile service and redesigned several specialty retailers.

In addition, he leads an in-house innovation team at Avenue A | Razorfish that is focused on next-generation consumer applications and technologies — including social media, viral messaging, mobile applications, interactive advertising and IPTV. He recently authored Avenue A | Razorfish’s Digital Design Outlook http://www.avenuea-razorfish.com/reports/RegDDO2007.html, as well as writing and editing the company’s Digital Design Blog http://www.digitaldesignblog.com

Prior to joining Avenue A | Razorfish, Garrick developed localized broadband content at Cox Interactive Media for Excite @Home and Looksmart and worked on early search and directory services for CNET’s Search.com and Snap.com, a media portal that later became NBCi.

Photo of Murtaza Hussain

Murtaza Hussain

Peanut Labs, Inc

Murtaza Hussain is the co-founder and CEO of Peanut Labs, a leading provider of advanced market research services. Peanut Labs provides unparalleled access to the Gen-Y audience – with a sampling methodology integrated into 70+ online communities including MySpace, Facebook, and Google Open Social.

Murtaza has been heavily involved in social media, and is an expert in building online communities. He possesses a deep knowledge of Web 2.0 and ways to utilize social networks and the social graph to execute innovative business ideas and applications.

Murtaza is regularly approached to share his expertise at leading industry events, such as the Facebook Developer’s Conference, Widget Summit 2007, SNAP Summit, and Community Next. Additionally, Murtaza’s expertise is often sought by the media, and has been quoted in leading publications like Fortune, Forbes, TechCrunch, The Wall Street Journal, Red Herring, San Francisco Chronicle, Business 2.0, Guardian, among others.

Prior to Peanut Labs, he was most recently co-founder of XuQa.com, a leading online casual gaming community, which he built to 2M+ users and profitability. In 2001, Murtaza founded Gaming Ventura, an international entrepreneurship holding group which he has successfully been leading in his capacity as President for the previous 6 years. He has analyzed and developed business plans for a range of companies and organizations, recently assisting a startup in raising more than US $2 million for an enterprise incubator in the heart of London.

He was pursuing a Bachelor of Arts in Anthropology at Williams College, USA before he dropped out to start the company.