November 16, 2016 @ 12:00 pm - 1:00 pm
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Nielsen Catalina Solutions - Leslie Wood
Marketers are constantly challenged to prove that their advertising not only “works”, but that each dollar is spent where it will drive the highest financial returns.
Nielsen Catalina Solutions (NCS) gathered a diverse team of industry experts to analyze the NCS database. This webinar will not only help marketers understand how their brand type impacts their return, but will also guide the multitude of decisions that affect a campaign such as creative, marketing mix and budgets. It’s never been more important to know your own numbers, how they stack up and how they can be improved.
Why attend this webinar:
1. What sales and return should I expect from my advertising?
2. How do different media platforms compare?
3. How is the return impacted by the cost of media?
4. Does the creative type or category affect the results?
5. Is return affected by brand characteristics?
More information about the speakers:
Nielsen Catalina Solutions - Leslie Wood - Chief Research Officer
A pioneer and innovator in advertising analytics with more than 25 years of experience, Leslie Wood is responsible for the research and development at Nielsen Catalina Solutions. This includes shaping the methodologies that keep the firm on the leading edge of marketing and advertising performance analytics, and playing a key role in envisioning future products. Leslie has a long history with deep involvement in single-source methodologies including BehaviorScan, Scan America, and Project Apollo.
Leslie is an expert not only of single-source analytics, but of reach and frequency research, optimizers, fusion/data integration and return-path data. All of this feeds Leslie’s passion for building business decision support tools for the advertising industry.
Leslie is president emeritus of the Market Research Council, secretary of the Advertising Research Council and Nielsen’s liaison to the Center for Research Excellence’s ROI Committee. Leslie Wood has a BS in mathematics from Hunter College and a PhD from The University at Albany in Information Science with a specialization in Expert Systems and Data Mining.