Jerry Back
• United States: San Francisco Bay Area
• marketing and advertising
Current: Sr. Research Coordinator, The Nielsen Company
Past:
VP, Associate Media Director, Starcom Worldwide
VP, Associate Director of Research and New Media, Publicis & Hal Riney
Jerry Back
Address: San Francisco Bay Area
Current:
- Sr. Research Coordinator at The Nielsen Company
Past:
- VP, Associate Media Director at Starcom Worldwide
-
VP, Associate Director of Research and New Media at Publicis & Hal Riney
Education:
- California State University-Fresno
People Network: 84
Industry: Marketing and Advertising
Jerry Back’s Summary
-Expert knowledge of all available Nielsen-affiliated local television market research tools including Arianna, Stellar, Scarborough, and Monitor-Plus AdViews.
--Expert knowledge of Nielsen's available custom reports (e.g., Quarter Hour and Minute x Minute Flows, Unified Studies, Only-Only-Boths, Reach & Frequencies, etc.) used to analyze audience viewing patterns and TV ratings performance within Local People Meter, Metered, and Diary-only TV markets.
-Comprehensive media research experience to enhance target audience development, media selection optimization, competitive strength analysis, and audience delivery verification.
-Strong client service skills. Currently assist Nielsen-client TV station research directors who work within 28 different television markets (e.g., San Francisco, Seattle, and Portland). Was previously a direct, day-to-day contact for clients that included Sprint, Hewlett-Packard, and Saturn.
Jerry Back’s Specialties:
Solid to expert knowledge of the following:
Competitive Advertising Intelligence: TNS, Monitor-Plus
Crosstab/Reach and Frequency Processing: Telmar
Multimedia Syndicated Research: Intelliquest, J.D. Power, MRI, Scarborough
Online: @Plan, AdRelevance, NetRatings
Primary Research: SPSS
Print: ABC, Affinity, Harvey, SAM, SRDS, Starch
Secondary Research Databases: Factiva, Forrester, Lexis-Nexis
TV and Radio: Arbitron, Nielsen NTI/NSI, SQAD Datavue
Computer: Excel, PowerPoint
Sr. Research Coordinator
The Nielsen Company
(Privately Held; 10,001 or more employees; Market Research industry)
November 2006 — Present (1 year 6 months)
Local TV Client Services: 2007 Research Support Associate of the Year
Eductional Details:
California State University-Fresno
BA, Journalism (Advertising sequence), 1990 — 1993
Additional Information
Jerry Back’s Interests:
Cantonese, FCC-licensed (KG6PCA) amateur radio operator (Extra Class)