Focus and Expertise:
- Media and data analytics
- Personalized consumer targeting and activation
- Measurement across multiple KPI’s (e.g., sales and brand health) and multiple time horizons (e.g., short term, long term and lifetime customer value)
About Harvey Goldhersz
As executive vice president, data and innovation for IRI’s Media Center of Excellence, Harvey is responsible for leveraging the latest innovations in data and artificial intelligence to improve the way brands communicate with their consumers. He is also responsible for expanding IRI’s partner ecosystem by establishing relationships with like-minded media data partners.
- Purchase-Based Targeting – Targeting consumers based on their past purchases can create 4- to 5-times return on ad spend versus legacy tactics.
- Measurement- Creating simple, integrated measurement solutions that span multiple KPI’s and time horizons.
- Technology and Consumer Path to Purchase - Evolution of media and the consumer path to purchase as voice, smart appliances and AI technologies evolve and mature.
- Cynopsis’ Measurement & Data Boot Camp, Managing & Reporting on Campaign Success, November 2018