Media Insights Q&A with Ken Wollenberg – President/General Manager Experian Simmons - Charlene Weisler

Ken Wollenberg PresidentGeneral Manager of Experian Simmons has a range of measurement experience from MRI to Nielsen to Arbitron which led to his current position at Simmons In this fascinating interview Ken talks about the pros and cons of STB data measurement research quality the modeling and hybridization of STB data and other big data sets especially as it applies to Experian and the future of media Ken also discusses the development of Simmons Connect a new crossplatform media planning service that links consumers39 consumption of eleven traditional and digital media platforms including mobile to rich behavioral attitudinal and lifestyle information including brand preferencesThe three videos of the complete interview are as followsSubject Length in minutesBackground STB Data Quality 829Experian 1155Predictions 921The videos can be viewed at wwwWeislerMediablogspotcomClick here to view the videos Below is a short excerpt of the interview CW I39ve heard that Experian is developing a way to take internet data and develop a CrossPlatform measurement tool KW We are now at a watershed moment in our industry as we all work to understand the impact of technology and media on consumer behavior As the silos break down between consumers39 use of digital and traditional media it is imperative that tools be developed to provide our clients with the measures needed to understand and account for investments against these behaviors What Simmons Connect will do is use passive measurement procedures to gather people39s activities on their PCs their tablet computers and on their mobile phones and bring them together with the 60000 variables that Simmons collects in the National Consumer Study including that of traditional media The end result will be a robust look at crossplatform media behaviors within the context of the consumer39s complete set of behaviors This will be done on a syndicated basis published quarterly and placed within the boundaries of the complete planning buying and selling processes CW You speak of age and gender as quotsurrogatequot demographics Do you think we will eventually get away from age and gender as standard measurement demographics KW It really depends on how sophisticated the complete system is One of the reasons we stay with age and gender is the simplicity of it and the ability to carry it through the entire process including any postanalysis It is this simplicity that must be overcome I think that as new generations of planners and buyers and sellers come in and there is a greater demand for accountability the means will be found to bring this more robust measure as well as other more direct and focused measures into play and we will slowly move away from age and sex At the end of the day behavior predicts behavior not age and sex Interview conducted by Charlene Weisler Weisler Media LLC She can be reached through her research blog wwwWeislerMediablogspotcom or at WeislerMediayahoocom Twitter wwwtwittercomweislermedia Read all Charlene39s MediaBizBloggers commentaries at Charlene WeislerCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBloggerThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries

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Media Insights Q&A with Ken Wollenberg – President/General Manager Experian Simmons - Charlene Weisler

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Charlene Weisler

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Media Insights Q&A with Ken Wollenberg – President/General Manager Experian Simmons - Charlene Weisler

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