Tyler Edward Johnson
B.S., Northwestern University, Evanston, IL
Major: Communication Studies, School of Communication
Certificate: Integrated Marketing Communications, Medill School of Journalism
Samba TV, Chicago, IL
Research Manager July 2018 – June 2019
●Worked directly with advertising clients to understand TV and digital campaign objectives and align core questions with Samba’s attribution products.
oProducts included location conversion (Cuebiq partnership), site conversion, reach and frequency, TV tune-in, TV viewership (Networks/Programs watched), and brand lift measurement (Millward Brown partnership) across TV and digital ad campaigns.
●Lead team of 3 associates and managed all phases of research studies from initial scoping through report delivery and presentation.
Pandora Radio, Chicago, IL
Sr. Analyst, Ad Effectiveness August 2017 – February 2018
Analyst, Ad Effectiveness April 2016 – July 2017
●Proved Pandora’s incremental value to brands by executing campaign measurement initiatives, including ad testing, A/B testing, survey research, in-store visitation, TV tune-in, CRM analysis & online/offline sales lift measurement.
o20+ vendors utilized, including NCS, Oracle, IRI, Foursquare, Placed, NinthDecimal, Millward Brown, Research Now, Axciom & Flashtalking.
●Identified advertisers core challenges and aligned Pandora as the solution by advising on creative best practices, ad products, audience targeting, flight length, media plan optimizations & proposals.
●Packaged insights in a digestible way, and presented findings to internal & external executives with a clear storyline that addressed business impact.
●Created case studies showcasing brand success stories to inform future media buys.
●Mixtape Programming Chair: Developed & executed career development programming for at risk youth, partnering with Chicago non-profits’ After School Matters & My Block, My Hood, My City.
Ipsos Marketing, Chicago, IL
Sr. Research Analyst July 2015 – April 2016
Research Analyst November 2014 – June 2015 Intern June 2012 – January 2013
●Lead panel based quantitative research studies across four areas of Marketing Division: innovation and forecasting, market understanding, product development and path to purchase.
●Managed all phases of project management including survey design and link checking, data quality control, analytical plan development, report creation and client presentation.
●Generated insights and actionable recommendations to meet client objectives; verticals researched include apparel, CPG, OTC pharmaceuticals, retail, and banking.
Kantar Millward Brown, Chicago, IL
Technical Account Manager July 2013 – October 2014
●Managed key operational components for research studies evaluating the effectiveness of digital advertising campaigns at driving consumers through the purchase funnel.
●Collaborated with agencies, publishers and ad servers on data collection, executing survey recruitment and digital ad tracking across web, mobile, and tablet devices.
●Assessed research proposals to ensure sample feasibility by analyzing media buy.
●Partnered with internal engineering team to drive efficiencies for key clients by developing custom recruitment and tracking capabilities.