Social Media Sales

TITHI GHOSH

Director, Advertising Research / Academic Affairs

646-***-**** *****.*****@*****.*** Woodside, NY A senior research analyst with twelve years of experience across academia and data analysis—Leveraging demographic information to tell stories that explain human behavior. A passion for organizational decision-making has fueled the journey from mathematical education to research analysis. Expertise against the media/advertising industries, coupled with the capacity to assess policy trends, enables me to drive efficiencies in workflow and productivity to facilitate revenue growth. PROFESSIONAL EXPERIENCE

ComScore New York City, NY

Business Analyst, (May, 2017—Aug, 2019)

• Managed quality for TV audience viewership data; monitored, investigated/reported discrepancies of data to operation team

• Oversaw team progress in eliminating errors in data; ensured teams accuracy in error removal/accuracy of backlog data

• Performed analysis of historical data; dissected each teams’ error causing trends, calculated statistics for overview purposes o Researched systems: created/implemented protocols to resolve, prevented/categorized errors for SVP/operation team o Identified error as systematic/singular: KPI benchmark; used to assess team performance; analyzed to identify cause o Used target 3-month averages to assess cut-off; reviewed past occurrences; applied to form groups for Operations

§ Reduced error backlog: 70%; improved stream process—smooth transference; educated team to educate clients

§ Identified reasons for funding to hire engineers/servers; created data visualization dashboards for easy team access

• Upsold micro-level trends/analysis insights assess change in variables: impressions, ratings, reach/frequency o Targeted audience with projected data; studied variables: genre, days/week, premiere, networks, times of day, etc. o Held meetings with the sales team to discuss how to maintain clients/select trends info to present/retain viewers o Researched programs that retain viewers during commercials, during specific times of day/what content air Discovery Communication New York City, NY

Research Strategist, (Jul, 2015—Apr, 2017)

• Charged with four networks’ viewership data; assisted sales team with campaigns: demographic/psychographic metrics Trained/coordinated with teams on large projects; broke down information—Nielsen’s NCS/NBI: position favorably o Dispensed variables/methodologies for each tool/explanation—metrics; built registered highlights o Summarized categories/products; assessed which performed well/had potential growth; distributed to the sales team o Focused on relationship between two data sets; sampled indices between high-low users, demonstrated age/sex o Studied which trends performed better; simulated request to display how the study would be presented o Registered highlights became a reference to understand how CPG category/product operations within the network

§ Created visual; identified categories strengths/weaknesses; provided networks with decks of CPG categories

§ Educated research team on the difference between two tools; identified product over-indexing on network to clients

• Determined similarities: rating/demographic target; examined demos ascertained if running at the same time slot o Gauged disapproval of certain content; asses’ other networks’ clients spending; content/time invested/impressions o Analyzed premiere date: season finale/captured loss of viewership/amended ad losses; collaborated with marketing o Showed how content was advertised within networks; searched talents to gauge social media reaction TiVo Corp (Formally Rovi) New York City, NY

Advertising Sales Researcher, (Mar, 2013—Jul, 2015)

• Helped sales team to conduct research for clients: Return Path Data system; performed pre/post-campaign analysis

• Built/maintained historical data for metrics; streamlined data by building spreadsheets; summarized platform impressions o Designed guide based on coverage of platforms/models; built to justify shortages/over-delivery; created PowerPoint:

§ Developed talking points for client meetings: summary/highlights of services/demographics/psychographic insights

• Derived data metrics; compared viewership with/without ads; assessed ad engagement; quantified interactions—insights Dept of Mathematics Statistics, Hunter College, CUNY New York City, NY Adjunct Statistician/Lecturer, (Sep, 2008—Aug, 2012)

• Taught statistics: math/stats/economics/psychology/nursing; customized plans: statistical modeling/data visualizations o Provided alternative ways to understand material—90% passing rate; more than one-third—“A” or better EDUCATION

• Master of Arts, Economics Hunter College, CUNY New York, NY Dec, 2009

• Bachelor of Arts, Mathematics and Economics Hunter College, CUNY New York, NY Jun, 2008 COMPETENCIES ACHIEVEMENTS VOLUNTEERING

• Technical Skills: MS Office Suite, Nielsen; GFK Memri, Star Multitrak, comScore; Simmons Oneview, Tableau; SQL

Contact this candidate