ARF Cross-Platform Measurement Council: Marketers Talk Metrics
APRIL 26 @ 12:00 PM – 1:00 PM EDT
Marketing analytics professional dedicated to fostering data driven insights leading to actionable recommendations. Working with GM’s Performance-Driven Marketing team for the last six years applying career experience across various channels and marketing technologies to ensure sound data collection, audience understanding and personalized customer journeys. Developing defined measures for success aligning to the business goals. Striving to provide strong education and guidance through the evolving digital landscape. Currently managing cross-brand initiatives focused on bringing media performance data and insights to the dealer teams
Measurement Innovation Executive
Charlie brings more than 30 years of experience in the information services and media measurement industry. He was on the executive team of AdRelevance, the first online ad tracking company in 1999 and then spent 13 years at Nielsen where he oversaw the Research & Analytics function for Nielsen Online, served as Chairman & CEO of Nielsen Online Japan in Tokyo, and upon his return to the US helped launch Online Campaign Ratings, Nielsen’s innovative JV with Facebook. After Nielsen he was President & CEO of Symphony Advanced Media, a pioneer in measuring streaming content. For the last two years he’s been with Samsung Ads as a Measurement Innovation Executive.
Karen Chisholm is the Director, Analytics Transformation, for Pernod Ricard USA. Pernod Ricard is a global leader in wines and spirits, with such brands as Jameson and Absolut. In her role, Karen leads the marketing analytics function for PRUSA, with a focus on accelerating key analytical programs and embedding learnings across marketing, finance and sales. Karen has extensive experience measuring marketing performance, from traditional MMM to machine learning to agent-based modeling in the CPG world with roles at Kraft Foods, Diageo and Accenture. She has a passion for leading digital transformations that deliver step-change in business performance.
Sr. Director, Global Media and Data – ROI Engine
Jeremy Wasson is an accomplished business insights professional on from Media Measurement to Category Management to Sales and more. Most recently, Jeremy has led the PepsiCo Global Media Measurement initiative (ROI Engine) driving change within the company through optimization of A&M allocations and strategic business decisions. Prior to PepsiCo, Jeremy spent many years in the consulting industry around Analytics and Project Management.
Growing up in the beautiful state of Arkansas, Jeremy graduated from the UofA with a Master’s Degree in Industrial Engineering. The University is also where he met his wife, Annie, of 12 years. Together they have one boy, William (5) and currently reside in Gunter, TX (45 min North of Dallas). In his free time, Jeremy is an avid Crossfitter and holds a current Texas State Record in Olympic Weightlifting.