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Executive Biography
Craig Jaffe |
Leadership in Research & Analytics
Craig Jaffe is an award-winning published research strategist. He drives sales and audiences for television networks, publishers, and advertising agencies in the upfront, newfront, and scatter markets. He works closely with technology, sales, marketing, content, finance and buying. Craig delivers holistic and cross-platform insights about consumer viewing on all screens--television, digital, and mobile.
Craig also teaches an MBA/MS program in Marketing at Baruch College, Zicklin School of Business.
In business, he focuses on translating data into actionable insights. Craig's responsibilities include leading cross-platform research initiatives, conducting primary and secondary research, analyzing ad effectiveness, and evaluating consumer behavior through predictive analytics. In the field of measurement, he helps establish industry standards used to audit Google, Nielsen, comScore, and other companies that measure advertising and content.
Since running his own research and analytics consultancy (Craig Jaffe Research 360), Craig has actively engaged with the industry in the following areas: developed a new open-source methodology for collecting and reporting social TV audience analytics; presented to Standard & Poor's Rating Service (the S&P) on the use of media research for financial analysis; presented best research practices for engaging consumers as a conference speaker at the Advertising Research Foundation (ARF); guest lectured to graduate students at Fordham University's business school on audience measurement; prize winner of Columbia University's small business pitch competition for his analytics consultancy; presented to the Traffic Advertising Bureau on the soft spots of Nielsen methodology; published as an industry commentator in The New York Times, Forbes, and MediaPost. Along with being hired as a consultant by the world's largest advertising agency and two cable networks, Craig has also passed course work in Data Science through Johns Hopkins University.
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 function and used his research to increase revenue across all platforms including the largest Spanish-language national broadcast television network, local station group (TV and radio), cable network, and website in 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 TV Guide where his research was used to help the company launch and monetize four television and digital platforms. These included the nationally distributed TV Guide Network, TV Guide Online, TV Guide IPG, 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 web publisher side of the business, he worked at Zenith Media where his research accomplishments helped contribute to the success of the advertising agency when it launched in the United States in 1995. Craig began his career at Young & Rubicam, another advertising agency, where he specialized in Television Research. At both agencies he supported television 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 (it was at Zenith where he earned the nickname, "Commissioner," a sports moniker referencing his successful forecasts of sports audiences on TV).
Craig won the Jack Myers “Media Innovator” award with research that established ROI measures, and pioneered new digital measurements for VOD, behavioral targeting, and video ad impressions.
He discovered his interest in research and analytics at age 11 when he began analyzing Nielsen ratings by way of his father's encouragement. Prior to college age, Craig got his unofficial start in media by conceiving a tribute-special honoring the late Nicholas Colasanto ("Coach" on the sitcom Cheers) that was pitched to NBC's program chief Brandon Tartikoff in 1985. In 1992, he officially entered the media industry after graduating with honors from the State University of New York at Albany. His father and early mentor Gerald M. Jaffe of NBC retired several years earlier.
Craig is a three time social media "Top Influencer," presents at industry events, and is trained in Data Science and Six-Sigma protocols.
Craig also teaches an MBA/MS program in Marketing at Baruch College, Zicklin School of Business.
In business, he focuses on translating data into actionable insights. Craig's responsibilities include leading cross-platform research initiatives, conducting primary and secondary research, analyzing ad effectiveness, and evaluating consumer behavior through predictive analytics. In the field of measurement, he helps establish industry standards used to audit Google, Nielsen, comScore, and other companies that measure advertising and content.
Since running his own research and analytics consultancy (Craig Jaffe Research 360), Craig has actively engaged with the industry in the following areas: developed a new open-source methodology for collecting and reporting social TV audience analytics; presented to Standard & Poor's Rating Service (the S&P) on the use of media research for financial analysis; presented best research practices for engaging consumers as a conference speaker at the Advertising Research Foundation (ARF); guest lectured to graduate students at Fordham University's business school on audience measurement; prize winner of Columbia University's small business pitch competition for his analytics consultancy; presented to the Traffic Advertising Bureau on the soft spots of Nielsen methodology; published as an industry commentator in The New York Times, Forbes, and MediaPost. Along with being hired as a consultant by the world's largest advertising agency and two cable networks, Craig has also passed course work in Data Science through Johns Hopkins University.
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 function and used his research to increase revenue across all platforms including the largest Spanish-language national broadcast television network, local station group (TV and radio), cable network, and website in 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 TV Guide where his research was used to help the company launch and monetize four television and digital platforms. These included the nationally distributed TV Guide Network, TV Guide Online, TV Guide IPG, 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 web publisher side of the business, he worked at Zenith Media where his research accomplishments helped contribute to the success of the advertising agency when it launched in the United States in 1995. Craig began his career at Young & Rubicam, another advertising agency, where he specialized in Television Research. At both agencies he supported television 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 (it was at Zenith where he earned the nickname, "Commissioner," a sports moniker referencing his successful forecasts of sports audiences on TV).
Craig won the Jack Myers “Media Innovator” award with research that established ROI measures, and pioneered new digital measurements for VOD, behavioral targeting, and video ad impressions.
He discovered his interest in research and analytics at age 11 when he began analyzing Nielsen ratings by way of his father's encouragement. Prior to college age, Craig got his unofficial start in media by conceiving a tribute-special honoring the late Nicholas Colasanto ("Coach" on the sitcom Cheers) that was pitched to NBC's program chief Brandon Tartikoff in 1985. In 1992, he officially entered the media industry after graduating with honors from the State University of New York at Albany. His father and early mentor Gerald M. Jaffe of NBC retired several years earlier.
Craig is a three time social media "Top Influencer," presents at industry events, and is trained in Data Science and Six-Sigma protocols.
Craig Jaffe Research 360
Leadership in Research & Analytics
New York, New York
Mobile: 917-587-3649
Email: CraigJaffeResearch@gmail | Website: www.CraigJaffeResearch.com
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