Nirali is an accountability and measurement expert with experience that spans multiple industries such as CPG, B2B, telecom, retail, hospitality, and financial services. Her holistic view of marketing and communications is due to her experience in market research with Unilever, a sales stint with L’Oreal, and her current role in advertising and analytics. She has been at the forefront of media measurement from her efforts in pioneering an internet measurement template for Unilever, India in 1999 and developing an award-winning proprietary tool that predicted television ratings for blockbuster movies’ premiers on television in 2004 for FCB India. She then moved to the United States for graduate school at Syracuse University and joined DraftFCB West to develop the data practice for its Western Region offices. She pioneered the web analytics practice and led measurement strategy on PG&E and Del Monte. She has recently joined CatalystSF as Director of Intelligence to initiate the analytics and data intelligence practice.