Unified Measurement Showcase
Mike Finnerty is a Vice President, Marketing Solutions at Neustar. He has over 10 years of experience in marketing measurement and optimization and leads the development and implementation of Neustar measurement and attribution solutions, helping clients measure, activate and improve customer-centric marketing strategies.
David Lascelle, VP, Nielsen Marketing Effectiveness
David is a 14 year veteran at Nielsen, specializing in Marketing Mix, Multi-Touch Attribution and Lift solutions for CPG advertisers. He is currently the US Media Client Business Partner on Johnson & Johnson, leading efforts to optimize ROI across their entire consumer brand portfolio. David has a BA in Business Administration from the University of Vermont and an MBA from Northeastern University.
Nielsen’s Client: Aleks Petkovski, Director, Advanced Analytics & Data Science, Johnson & Johnson
Aleks has 16 years’ experience driving ROI in organizations through cutting-edge future-fit marketing science capabilities. Most recently, Aleks is responsible for leading the Analytics and Marketing investment for J&J’s North American Consumer Products business. While scaling multi-touch attribution and advancing digital measurement, he has also led initiatives around portfolio optimizations, among others, to drive tangible business impact.
Jennifer advises the world’s top CPG companies and their media agencies on how integrated data and prescriptive analytics can significantly improve campaign performance and achieve measurable sales lift. She helps brands strategically target, measure and optimize their campaigns across channels, saving them millions of dollars in the paid owned and eared media space. Her global expertise crosses several critical business functions including marketing, general management, innovation, analytics and operations, offering a unique integrated perspective to improving business results. In addition to her brand strategy work she is a recognized media and CPG industry thought leader, frequent contributor to top advertising publications and a sought-after speaker for key industry organizations, including ANA and ARF. Jennifer has an MBA in Marketing from Northwestern University’s Kellogg School of Management. Follow her on Twitter at @JenniferJPelin
Greg Silverman has always been fascinated with Human Behavior and helping people better understand the motivations behind how they make decisions. As a sociologist and mathematician, Greg has sought to quantify consumer decision making to make business decisions less risky and more efficient, whether it be an analysis of operational data in retail, reengineering manufacturing processes, or assessing the intangible value of brands. 10 years ago, this passion inspired Greg to create Concentric, a company dedicated to forecasting how people will make decisions in the face of competing alternatives. He gathered some of the smartest minds in social science, mathematics, marketing, and software to develop a simulation platform that empowers business leaders to more accurately predict how their go-to market strategies will deliver the revenue goals.
Alice has been a partner at Sequent Partners for over eight years. She has been involved in industry ROI initiatives, new media metrics development, and cross-media measurement through USA TouchPoints, the cross-platform, consumer journey measurement system developed by Sequent Partners. Prior to joining Sequent Partners in 2008, Alice held a variety of positions in research and planning at major advertising agencies. Most recently, she was Senior Vice President, Account Planning Director at DraftFCB. She has also worked at Young & Rubicam Inc., (Director of Brand Insights) Leo Burnett, (Director of Brand Economics) J. Walter Thompson (Media Research Director) and Tatham-Laird & Kudner (now Havas). Ms. Sylvester has a diverse interdisciplinary background in media research, brand research and account planning.
Stephen leads IRI’s Marketing Effectiveness practice helping clients across consumer package goods and retail to optimize their marketing investment through the use of advanced economic approaches and consumer research. He has been a leader in advancing IRI’s capabilities around Unified Marketing Measurement which integrates the best of breed approaches of top down Marketing Mix and bottom’s up Multi-touch Attribution. He started his career in management consulting at Andersen and KPMG before focusing on Marketing Effectiveness in leadership positions at MMA, Neustar and IRI. He has published multiple articles and is a frequent speaker across key industry organizations. Stephen has an MBA in Marketing and Finance from NYU’s Stern School of Management.
As Senior Vice President, Chen leads (m)Phasize’s digital and unified analytics practices. Chen has brought about 20 years of marketing/media analytics experience to the company with his focus especially on digital media. Prior to (m)Phasize, Chen worked in various analytics role for big name media and creative agencies, which include MEC, Mediacom, Mindshare, BBDO, Wunderman, helping clients leverage more advanced techniques for campaign measurement, optimization, activation. Chen spearheaded log level data analysis in digital when such analytics was at its nascent stage. Chen’s industry experience ranges from banking, insurance to automotive, CPG, travel, telecommunications, retail, pharma, entertainment, restaurant.