Suggestions
Paulina Berkovich
Analyst at Nielsen Catalina Solutions
Paulina Berkovich is a Senior Analyst at Nielsen Catalina Solutions (NCS), a company that specializes in advertising effectiveness measurement.1 Some key details about her role and work:
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She co-authored a paper in the Nielsen Journal of Measurement on using single-source data to measure advertising effectiveness.1
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The paper discusses how NCS has developed methodologies using large shopper databases to directly measure the sales impact of advertising campaigns.1
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Specifically, they use "sales effect studies" that compare purchase behavior of households exposed to an ad campaign versus similar unexposed households.1
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This allows advertisers to quantify the direct effect their campaigns have on in-store sales.1
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As an analyst at NCS, Paulina likely works on developing and implementing these types of advertising measurement methodologies and studies.
While I don't have detailed information about her full background or career history, her co-authorship of this paper indicates she has expertise in advertising effectiveness measurement and analytics. Her work aims to provide advertisers with more concrete data on how their campaigns impact real-world sales.
