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Executive Biography
Craig Jaffe |
Leadership in Audience Measurement, Analytics, and Media Insights
Craig Jaffe is an award-winning published insights and data strategist. He is accountable for leading teams focused on delivering analyses, forecasts, statistical models, study findings, pricing strategy, segmentation, and more. Deliverables support goals aligned with data platforms, advertising sales, content creation, user experience, customer relationships, and programmatic buying and selling across all screens--digital, mobile, and television.
More specifically, some of his initiatives have included analyzing cross-platform audiences, conducting primary and secondary research, quantifying ad effectiveness, and evaluating consumer behavior through predictive analytics. In the field of media audience and measurement, he helps in the development of technical guidelines and industry standards that are used when auditing viewership, users, and ad exposure reported by Google, Facebook, Nielsen, Comscore, and other emerging advertising and measurement technologies.
Craig also teaches digital marketing at the graduate level to students pursuing their MBA and MS degrees in marketing at Baruch College, Zicklin School of Business. He teaches similar graduate and undergraduate course work at Fordham University, Gabelli School of Business and Sacred Heart University, Jack Welch College of Business & Technology.
Since running his own research and analytics consultancy (Craig Jaffe Research & Analytics 360), Craig has provided over 750 analyses to clients, and has actively engaged with the industry in the following areas: developed a new open-source methodology for collecting and reporting social audience analytics; presented as a conference speaker at the Advertising Research Foundation (ARF) on best research practices; prize winner of Columbia University's small business pitch competition for his analytics consultancy; presented to the Traffic Advertising Bureau on Nielsen methodology; published as an industry commentator in The New York Times, Forbes, and MediaPost; and presented to Standard & Poor's Rating Service (the S&P) on the use of media research for financial analysis. His clients operate in the TV, digital, and advertising sectors.
Prior to starting his own consultancy, Craig worked at Univision, an American media company serving the Hispanic market. He was hired to establish a Client Insights / Project Management function and used his research to increase revenue across all platforms including the largest Spanish-language digital platform, national broadcast television network, local station group (TV and radio), and cable network in the United States. His research was part of the company's turnaround strategy that helped add 93 brands to the company's client roster and increased upfront ad sales by +14% during the two and a half years he worked there.
Before being recruited by Univision, Craig worked at Gemstar-TV Guide (TiVo/Rovi) where his research was used to help the company launch and monetize four digital and television platforms. These included TV Guide IPG, TV Guide Online, TV Guide Network, and the TV Guide Awards and Specials franchise that ran in primetime on ABC, Fox, VH1, and the Food Network.
Preceding his move to the network and digital publisher side of the business, he worked at Zenith Media (Publicis) where his research accomplishments helped contribute to the success of the advertising agency when it launched in the United States. Craig began his career at Young & Rubicam (WPP), another advertising agency, where he specialized in Media Research. At both agencies he supported media buying and planning by accurately forecasting the success and failure for nearly 1,000 TV programs. This enabled Zenith and Y&R to negotiate improved targeted buys and better rates for commercial time on behalf of a large portfolio of blue chip marketers (Zenith management gave him the nickname, "Commissioner," a sports moniker referencing his successful forecasts of sports media audiences).
Craig won the Jack Myers “Media Innovator” award with research that demonstrated advertising effectiveness and other ROI measures, and pioneered new digital measurements for VOD, behavioral targeting, and video ad impressions.
He discovered his interest in marketing research and media insights at age 11 when he began analyzing Nielsen ratings by way of his father's encouragement. Immediately after graduating with honors from the State University of New York at Albany, he began working in the TMT industry. His father and early mentor (Gerald M. Jaffe of NBC) retired several years prior to Craig's start in the business.
Craig is a three time social media "Top Influencer," presents at industry events, and is trained in Six-Sigma protocols. He has also passed course work in Data Science through Johns Hopkins University.
More specifically, some of his initiatives have included analyzing cross-platform audiences, conducting primary and secondary research, quantifying ad effectiveness, and evaluating consumer behavior through predictive analytics. In the field of media audience and measurement, he helps in the development of technical guidelines and industry standards that are used when auditing viewership, users, and ad exposure reported by Google, Facebook, Nielsen, Comscore, and other emerging advertising and measurement technologies.
Craig also teaches digital marketing at the graduate level to students pursuing their MBA and MS degrees in marketing at Baruch College, Zicklin School of Business. He teaches similar graduate and undergraduate course work at Fordham University, Gabelli School of Business and Sacred Heart University, Jack Welch College of Business & Technology.
Since running his own research and analytics consultancy (Craig Jaffe Research & Analytics 360), Craig has provided over 750 analyses to clients, and has actively engaged with the industry in the following areas: developed a new open-source methodology for collecting and reporting social audience analytics; presented as a conference speaker at the Advertising Research Foundation (ARF) on best research practices; prize winner of Columbia University's small business pitch competition for his analytics consultancy; presented to the Traffic Advertising Bureau on Nielsen methodology; published as an industry commentator in The New York Times, Forbes, and MediaPost; and presented to Standard & Poor's Rating Service (the S&P) on the use of media research for financial analysis. His clients operate in the TV, digital, and advertising sectors.
Prior to starting his own consultancy, Craig worked at Univision, an American media company serving the Hispanic market. He was hired to establish a Client Insights / Project Management function and used his research to increase revenue across all platforms including the largest Spanish-language digital platform, national broadcast television network, local station group (TV and radio), and cable network in the United States. His research was part of the company's turnaround strategy that helped add 93 brands to the company's client roster and increased upfront ad sales by +14% during the two and a half years he worked there.
Before being recruited by Univision, Craig worked at Gemstar-TV Guide (TiVo/Rovi) where his research was used to help the company launch and monetize four digital and television platforms. These included TV Guide IPG, TV Guide Online, TV Guide Network, and the TV Guide Awards and Specials franchise that ran in primetime on ABC, Fox, VH1, and the Food Network.
Preceding his move to the network and digital publisher side of the business, he worked at Zenith Media (Publicis) where his research accomplishments helped contribute to the success of the advertising agency when it launched in the United States. Craig began his career at Young & Rubicam (WPP), another advertising agency, where he specialized in Media Research. At both agencies he supported media buying and planning by accurately forecasting the success and failure for nearly 1,000 TV programs. This enabled Zenith and Y&R to negotiate improved targeted buys and better rates for commercial time on behalf of a large portfolio of blue chip marketers (Zenith management gave him the nickname, "Commissioner," a sports moniker referencing his successful forecasts of sports media audiences).
Craig won the Jack Myers “Media Innovator” award with research that demonstrated advertising effectiveness and other ROI measures, and pioneered new digital measurements for VOD, behavioral targeting, and video ad impressions.
He discovered his interest in marketing research and media insights at age 11 when he began analyzing Nielsen ratings by way of his father's encouragement. Immediately after graduating with honors from the State University of New York at Albany, he began working in the TMT industry. His father and early mentor (Gerald M. Jaffe of NBC) retired several years prior to Craig's start in the business.
Craig is a three time social media "Top Influencer," presents at industry events, and is trained in Six-Sigma protocols. He has also passed course work in Data Science through Johns Hopkins University.
Email: CraigJaffeResearch@gmail | Website: www.CraigJaffeResearch.com
Social: www.linkedin.com/in/CraigJaffeResearch www.twitter.com/CraigJaffeR360
Phone: 914-966-9472
Social: www.linkedin.com/in/CraigJaffeResearch www.twitter.com/CraigJaffeR360
Phone: 914-966-9472
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