Analysts, Researchers, Measurement Scientists, Marketers…”Connecting the Dots” contributors are Nielsen associates who represent a broad range of expertise and experience in digital media measurement and market research. The list of bloggers will grow – and from time-to-time include guests – as we analyze the evolving landscape.
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Charles Buchwalter, SVP, Research and Analytics, has built a 30-year career in the information services industry, spending the last ten helping leading advertisers, marketers and publishers understand online media and marketing trends. In his current role, he oversees a team of researchers and analysts who develop and deliver all custom research and analytics projects for Nielsen Online’s clientele. Prior to this, he was Vice President of Industry Solutions at Nielsen//NetRatings where he brought sales, customer support and analytics together to service the major portals, along with retail, financial services, CPG and technology clients.
Charlie serves on the board of ad:tech and is regularly sought out by leading media outlets including The New York Times, The Wall Street Journal, Forbes, Business Week and others, for his perspectives on the online media market. He holds a M.S. in Natural Resource Economics from the University of California, Berkeley, and a B.S. in Economics from University of Washington.
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Pete Blackshaw, EVP, Digital Strategic Services, is a recognized expert in interactive marketing, word of mouth, and consumer understanding, who coined the term consumer-generated media (CGM). He currently runs the Digital Strategic Services group at Nielsen Online, focused on leveraging Nielsen’s online data sources to help clients manage their online reputations, grow brand advocacy and leverage CGM.
Pete is a co-founder of the Word-of-Mouth Marketing Association, WOMMA, and he authors a bi-weekly column on digital marketing strategy targeted to CMOs for ClickZ network. Pete is frequently quoted in major publications, including the Wall Street Journal, New York Times, Advertising Age, and USA Today. He authors several personal blogs, including www.consumergeneratedmedia.com, www.hybridbuzz.com and www.tresbebes.com and is author of the forthcoming book, Satisfied Customers Tell Three Friends, Angry Customers Tell 3,000.
Previously, Pete served as Chief Marketing Officer of Nielsen BuzzMetrics and was, before that, at P&G where he led online advertising development, online issues/rumor management, online sampling, database marketing and consumer word-of-mouth behavior initiatives. He also co-chaired and organized the P&G-sponsored Future of Advertising Stakeholders Summit (FAST-Summit). Pete holds a B.A. from the University of California at Santa Cruz and an M.B.A. from Harvard Business School.
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Alex Burmaster, European Internet Analyst, identifies key trends from Nielsen Online’s research suite and analyzes their commercial and sociological impact. Alex has five years of experience in Internet research with specialist knowledge in audience measurement, online communities, search, retail and consumer-generated media, including word-of-mouth. He is a frequent contributor to industry publications, does considerable media work with The Times, Guardian and Financial Times, New Media Age, Media Week, PR Week and Revolution and appears frequently on TV. Alex holds a BSc in Management Sciences from the University Institute of Science and Technology in Manchester. |
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Kenneth Cassar, Vice President, Industry Solutions Analytics, oversees custom analytics for Nielsen Online’s clients in the technology, search, commerce, CPG, healthcare and automotive sectors. For the past five years, Ken has driven development of the company’s market research products, its suite of advertising effectiveness offerings, and its vertically focused analytical approach. He is a resource for both clients and the press, and is often cited in The New York Times and The Wall Street Journal. Before joining Nielsen, Ken was a member of Modem Media’s Strategic Consulting group, creating online marketing and Web site strategies for Home Depot and IBM Global Services, among others. Previously, Ken was the lead Online Retail Analyst with Jupiter Research, where he advised online commerce companies in all facets of their businesses, from customer acquisition and retention, to site development, to strategic positioning. Ken earned his B.A. in Political Science and M.B.A. from the University of Connecticut. |
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Melissa Davies, Research Director, Healthcare, oversees integrated Nielsen Online research and nalytics for the company’s healthcare practice, which serves the top 15 largest pharmaceutical companies in the U.S. as well as many other healthcare clients. In this role, Melissa has managed research projects to study patient/consumer perceptions about multiple disease categories, emerging and established treatments, and key marketplace issues affecting the healthcare industry. Melissa joined Nielsen Online as a Senior Analyst with BuzzMetrics, which provides monitoring and insights based on online consumer-generated media (CGM).
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Julie Enzweiler joined the Nielsen Online automotive team in 2006. Serving as Research Director, her responsibilities include overseeing automotive client relationships, custom/syndicated research and the dedicated automotive research team. Julie also focuses on developing new and innovative solutions based on strategic partnerships and data fusion opportunities.
Prior to joining Nielsen Online, Julie spent six years with a global financial research firm, where she developed both on- and offline behavioral models to support customer acquisition, improve brand perceptions and maximize ROI. Julie also led the company’s successful search engine marketing strategy and provided direction on how best to optimize their corporate Web site to resonate with its core audience.
Julie received a bachelor’s degree in Marketing from Northern Kentucky University, where she focused on Market Research.
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Kim Eugenio has been with the Nielsen Online Automotive Team since July of 2007. Kim works closely with top automotive manufacturers and energy companies to provide insight on how brands, products, services and campaigns are perceived and discussed by online consumers.
Prior to joining Nielsen Online, Kim worked in an account service role working with clients in the sports, manufacturing and CPG industries to develop cohesive branding through packaging, point of purchase and Web design.
Kim earned her bachelor’s degree in Marketing from the University of Dayton.
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Jon Gibs, Vice President, Media Analytics, specializes in research methodology design and development using Nielsen’s wide array of media measurement and market research products. With more than 10 years of market research experience, Jon previously managed the survey group for Nielsen Online. He is called upon frequently by the press, including MSNBC, CNBC, the Investor’s Business Daily, and MarketWatch. Prior to Nielsen Online, Jon was an analyst and analytics director at Jupiter Research where he developed client reports based on primary survey analysis. Jon earned a M.A. in Geography, specializing in spatial statistics, from the State University of New York at Buffalo and a B.A from Clark University, also in Geography.
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Emily Heitkamp, Research Analyst, provides expertise spanning a wide range of client deliverables, including gaming, finance, media and travel. She brings a wealth of marketing experience to CGM measurement, joining Nielsen Online after five years of work focused on marketing in the publishing and consumer goods industries. Emily holds a degree in Marketing from The University of Toledo.
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Jessica Hogue, Research Director, helps clients in the CPG industry derive insights from consumer-generated media. She brings more than eight years of marketing experience to her role, advising clients on how to interpret and leverage Internet word-of-mouth for marketing, public relations and product development planning.
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Emily Luger, Analyst ,specializes in insights and analysis in CPG, media, entertainment blogs, and social networks. Prior to joining Nielsen Online, she worked for Teach For America, a national education non-profit. Emily received a B.A. in Journalism and Mass Communication from the University of North Carolina with a specific focus in news and editorial writing.
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Sue MacDonald, Research Manager, specializes in Internet monitoring and brand tracking for telecom, consumer technology and restaurant clients. She brings to her research role a 22-year career as an award-winning newspaper reporter and columnist for The Cincinnati Enquirer, where she specialized in education, lifestyle/family issues and consumer health. From 2000-2006, she managed public/media relations, marketing communications, Web content, blogging and analyst outreach for PlanetFeedback, Intelliseek Inc. and Nielsen BuzzMetrics, and was a founding member of the BlogPulse team. Sue and her husband have published three books on partner-stretching to relieve chronic, structural pain. |
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Nina Stratt, Senior Analyst, joined Nielsen Online in November 2006. She has worked with a variety of clients spanning consumer electronics, CPG, retail and healthcare to help with brand perceptions, product innovation and crisis management. She has recently moved to the Measurement Science team with a focus on supporting CGM research through methodology creation, best practices development and R&D projects. Nina holds a BBA from the Goizueta Business School, Emory University. |
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