Listen: NBCUniversal’s Ambitious Plan to Reinvent Audience Measurement

Variety | 1/8/2019 | Andrew Wallenstein
Click For Photo: https://pmcvariety.files.wordpress.com/2019/01/kavita-vazirani-innovate-summit.jpg?w=700&h=393&crop=1

Over the two decades she worked at Comcast, Kavita Vazirani was responsible for ensuring the company got a return on investment for billions of dollars in marketing spend.

But now that she’s in her second year in a new role as executive VP of insights and measurement at Comcast-owned NBC Universal, she brings the perspective of a marketer even as she sits on the other side of the table. And that has given her a clear-eyed sense of what she wants to change about audience measurement: just about everything.

Podcast

Listen to the podcast here:

“We have no choice but to push that agenda because marketers are demanding so much from us in terms of ‘yes, we know you have great shows, but what is it doing for delivering results for me?'” said Vazirani on the latest episode of the Variety podcast “Strictly Business.” “As an industry, we have to do it.”

Vazirani - Reforms - Phase - CFlight - NBCU

Vazirani reviews the reforms she is trying to bring to measurement, including the next phase of CFlight, an NBCU initiative aiming to unify linear and digital...
(Excerpt) Read more at: Variety
Wake Up To Breaking News!
Sign In or Register to comment.

Welcome to Long Room!

Where The World Finds Its News!