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Paulina Berkovich

Analyst at Nielsen Catalina Solutions

Paulina Berkovich is a Senior Analyst at Nielsen Catalina Solutions (NCS), a company that specializes in advertising effectiveness measurement.1 Some key details about her role and work:

  • She co-authored a paper in the Nielsen Journal of Measurement on using single-source data to measure advertising effectiveness.1

  • The paper discusses how NCS has developed methodologies using large shopper databases to directly measure the sales impact of advertising campaigns.1

  • Specifically, they use "sales effect studies" that compare purchase behavior of households exposed to an ad campaign versus similar unexposed households.1

  • This allows advertisers to quantify the direct effect their campaigns have on in-store sales.1

  • As an analyst at NCS, Paulina likely works on developing and implementing these types of advertising measurement methodologies and studies.

While I don't have detailed information about her full background or career history, her co-authorship of this paper indicates she has expertise in advertising effectiveness measurement and analytics. Her work aims to provide advertisers with more concrete data on how their campaigns impact real-world sales.

Highlights

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Paulina Berkovich
Paulina Berkovich, photo 1
Paulina Berkovich, photo 2
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Location

Greater Chicago Area