Jerry Back Email & Phone Number

Works within Nielsen's Audience Insights organization, a Nielsen division dedicated to providing actionable data insight and analytic expertise to advertisers, ad agencies, media companies, and digital and technology companies.Nielsen's "go-to" person for all related local TV client ratings or Nielsen DMA sample inquiries. Expert knowledge of all available Nielsen-affiliated local television market research tools including NLTV (Nielsen Local TV), Arianna, NPower, Scarborough, and Ad Intel.Expert knowledge of Nielsen's available custom reports (e.g., Quarter Hour and Minute x Minute Flows, Unified Studies, Only-Only-Boths, Reach & Frequencies, etc.) used to analyze audience viewing patterns and TV ratings performance within LPM, Set Meter, Code Reader, and RPD+ TV markets.Comprehensive media research experience to enhance target audience development, media selection optimization, and competitive strength analysis.Strong client service skills. I guide and assist Nielsen-client TV station research directors, news directors, and general managers, from any of Nielsen's 208 television markets, on how to read, understand, use and act on Nielsen television audience data. At Starcom/Publicis & Hal Riney, I was a direct, day-to-day contact for clients that included Sprint, Hewlett-Packard, and Saturn.Day-to-day mentor for the Nielsen Audience Insights' Responsive Analytics team (team of ten analysts).Prior agency experience includes:Competitive Advertising Intelligence: Kantar Media Stradegy, Nielsen Ad IntelCrosstab/Reach and Frequency Processing: Telmar, IMSMultimedia Syndicated Research: Intelliquest, J.D. Power, MRI, ScarboroughOnline: @Plan, AdRelevance, NetRatingsPrimary Research: SPSSPrint: ABC, Affinity, Harvey, SAM, SRDS, StarchSecondary Research Databases: Factiva, Forrester, Lexis-NexisTV and Radio: Arbitron, Nielsen, SQAD Datavue Computer: Excel, PowerPoint

Listed skills include Market Research, Nielsen, Primary Research, Advertising, and 12 others.

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  California State University-Fresno

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