Industry Work

My industry research experience comes from two sides: first from working within the media and hospitality industries and second from conducting industry-facing academic work.

Data Strategy

I currently work as a Data & Analytics Strategy Manager at Choice Hotels, where I work on data fluency training, communications, data quality issues, and internal process optimization.

Our team won the 2023 Genius Award for the Adoption category for our work in pivoting to a guest-centric strategy.

Ad Sales Research

I worked as a Digital Ad Sales Research Analyst at NBCUniversal from 2014 to 2017. I worked across NBCU’s entertainment and lifestyle brands. I primarily supported NBC Digital and later E! News Digital.

My work included the following:

  • Using data to tell stories about NBCU’s audiences and users in response to client RFPs
  • Aiding in ad effectiveness and brand lift studies
  • Pulling insights for post-campaign reports
  • Creating quarterly brand reports

I became proficient in using the following data tools:

  • Nielsen
  • Comscore
  • Adobe Analytics
  • Hulu Partner Portal
  • MRI-Simmons
  • MOAT
  • Nielsen Social (now Talkwalker)
  • ListenFirst
  • Twitter Analytics
  • Facebook Business Insights
  • YouTube Analytics

Dissertation Research

My dissertation research involved working with four media organizations: two media publishers and two data companies. I interviewed individuals who work in research, insights, analytics, measurement, or data science at these organizations. My work aimed to uncover how these individuals work together to solve problems that result from changes in the media industries, including:

  • The move away from traditional Nielsen data and toward alternative data sources
  • The upcoming loss of third-party cookies and subsequent loss of data
  • The COVID-19 pandemic and remote work

I also attended two industry conferences (the Advertising Research Foundation’s AUDIENCExSCIENCE Conference and the Cynopsis Data & Measurement Conference) as part of my work.

After I completed the project, I reported back to the organizations with findings and recommendations related to organizational culture, hiring, creativity in solving data problems, and privacy and digital divides.

Certifications:

Master of Analytics, Advertising Research Foundation, 2017.

Certificate in Nielsen Audience Measurement, New York University, 2014.