Author

Tina Wilson

Tina Wilson is EVP, Media Analytics & Marketing Effectiveness in the US. A 25 year Nielsen veteran, Tina leads teams that are the epicenter of media consulting, leveraging Nielsen’s world class data assets to inform clients’ decisioning on reaching audiences, acquiring and distributing content and understanding media outcomes.

Guest Authors

How Marketers Can Grow Confidence in Measuring ROI Across the Entire Range of Marketing Objectives

Tina Wilson Nov 23, 2022

Many technology solutions exist to measure and optimize platform-specific and channel-specific marketing ROI and according to Nielsen’s fifth Annual Marketing Report, Era of Alignment, 64% of global marketers feel confident in their ability…
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Guest Authors

3 Ways to Thrive in the Age of Adaptation

Tina Wilson Sep 9, 2021

Over the past few years—and especially in 2020—marketers have had to be increasingly flexible and agile to meet ever-changing consumer demands. In this year’s Nielsen 2021 Annual Marketing Report, The Era of Adaptation, we found that…
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Guest Authors

Why Brands Should Ramp Up Their OTT Marketing Strategies

Tina Wilson May 27, 2021

When the COVID-19 pandemic struck, video streaming skyrocketed as populations around the globe sheltered at home. The mass consumption of internet-delivered over-the-top (OTT) media wasn’t just a fad, though. As of year-end 2020, video…
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Guest Authors

Bad Data is Bad News for Marketers

Tina Wilson Apr 29, 2021

In recent years, marketers have had to juggle more priorities than ever before. And, as the COVID-19 pandemic has shown, they need to be able to quickly pivot their plans to ensure they are still reaching and engaging the right audiences as…
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Guest Authors

How Marketers Can Improve ROI by Strengthening their Measurement Practices

Tina Wilson Apr 22, 2021

It’s standard practice for marketers to measure the ROI of their efforts, though oftentimes the extent of their measurement is assessing impact on overall brand revenue. However, such a blanket measurement offers few insights into whether…
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Customer Acquisition

How to Balance Attracting New Customers and Retaining Loyal Ones

Tina Wilson Feb 11, 2021

Overview: In today’s competitive landscape, brands can’t miss an opportunity to convert prospects or encourage past shoppers to buy again. The stakes are high for advertisers to strategically entice consumers and carry them along the path…
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Analytics

The Problem with Perception: Why Marketers Must Rely on Data to Make Decisions

Tina Wilson Jul 17, 2020

According to Nielsen’s Annual Marketing Report, which surveyed over 350 marketers globally, organizations often base their investments in digital marketing and advertising on perceived value, even when the effectiveness of those investments…
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