Leslie Wood is a world-class media and advertising research leader who has followed her passions from reach and frequency to recency; from single source to incrementality, into separating the effects of advertising into creative and media. Her passions have led from understanding brands through long-term effects of advertising, loyalty, churn and how to build brands. She spearheaded the introduction of fusion to the US and led the early work on simulation and optimization of media. Leslie is the Chief Research Officer at iSpot TV with the role of developing products, solutions and methodologies that underpin iSpot’s industry-leading cross-platform measurement suite as well as bring an unrivaled and innovative approach to TV and streaming currency measurement. Most recently, she was Chief Research Officer at NCSolutions where she led the development of best-in-class incrementality solutions and targeting. She has a PhD in machine learning and single source data. Among the accolades celebrating her work, Leslie is the author of multiple JAR articles, recipient of the AMA’s 2023 Charles Coolidge Parlin Award, the ARF’s 2019 Erwin Ephron Demystification Award, the 2016 inductee to the Market Research Council Hall of Fame, the ARF’s 2015 Great Minds Award, the 2016 JAR Best Paper winner, and is a member of the JAR Senior Advisory Board.