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AUG 6

Who's Most Likely to Buy Your Brand?†

Nielsen Connect CEO Jon Mandel Aims to Find Out

Advertising Age, August 6, 2008 — When he was one of the industry's top media-buying executives, Jon Mandel needed the equivalent of a rifle to target consumers, but all he had was a bazooka. Now he's gone from pressing the industry for better data to measure the effectiveness of commercials to building the rifle himself. As CEO of Nielsen Connect, he's charged with finding a way to move the industry away from traditional demographic-based media plans in favor of those that more directly influence consumer behavior.

Categories: New Media Marketing, Marketing Effectiveness
Tags: Nielsen, Fusion, Media Measurement
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