It's not often that someone in media moves from sales to research, but Nora Shimmel, who began her career in broadcast spot sales, is one of those rare talents. Currently working as the senior research manager at Comcast Spotlight, Shimmel has found that adding viewership data to her arsenal of research systems has greatly heightened her ability to parse the tuning habits of television audiences and "use data to drive successful campaigns for our clients in ways that are feasible and that our sales team can execute." Comcast boasts a platform that "gives us a lot of levers that we can pull to execute a TV buy in several ways for our clients, depending on their goals," she noted.
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