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At the Advertising Research Foundation’s (ARF) 2011 annual re:think convention, a key issues forum presentation was held entitled AD IMPACT. The panelists discussed researching ROI to build better campaigns. Five learning points were discussed. Emphasis was placed on the importance of reviewing previous research. Panelists included Barbara Zack-Chief Analytics Officer at Nielsen IAG Research & Kimberly Stanford-Sr. Campaign Insight Lead at Microsoft Corporation. The panel was moderated by George Terhanian-President, Global Solutions at Toluna.