TV to digital streaming: How content consumption is changing the way brands invest and interact with consumer
A presentation by Jon Lorenzini at INTEGRATE West Virginia
Jon Lorenzini is the Brand Measurement Lead, for North America at Google. In this role, he connects business objectives to brand measurement via MMM modeling, ROI measurement, creative testing and developing a "test and learn" agenda. Working with all large customer teams, he assists clients, agencies, brand managers and Google's sales team to create actionable next steps from all the data collected.
Currently he is specializing in reach-based tools to understand how YouTube can deliver incremental reach against YouTube plans and how 3rd parties like Nielsen and ComScore could measure performance.
Prior to his work with Google, Jon worked 5 years at several agencies including MediaVest, MediaCom, and Zenith on Bristol Myers Squibb, Dell, and General Mills. Within these roles, Jon has planned and optimized print, search, social and digital campaigns to ensure campaigns work with and are contextualized by business objectives, trade promotions and larger market factors.