Greg Iocco
VP. Audience Measurement
Powell,TN
Overview
24
24
years of professional experience
10
10
years of post-secondary education
Work History
VP, Audience Measurement
Warner Bros Discovery
04.2022 - Current
- Led cross-functional teams that included members from IT, Pricing, Ad Sales and other departments to implement the ability to transact linear TV advertising campaigns based on audience measurement from VideoAmp and Comscore.
- Collaborated with multiple personnel to launch the Data Driven Video (DDV) offering, which was WBD's attempt to develop new revenue streams by offering a converged linear+digital video offering.
- Enhanced company profitability by participating in strategic business plans to reduce total research &analytic expenses across the entire organization.
- Adjusted to multiple organization changes by taking on leadership roles for additional teams and responsibilities, such as the linear network Estiamtes team and the Digital Ad Ratings responsibilities needed for WBD to transact on a Person 2+ audience.
VP, Measurement & Outcomes
Discovery, Inc.
10.2018 - 04.2022
- Led a cross-functional team within the Advertising Research department that supported three key growth areas:
- Digital Ad Sales which focused on monetizing the FEP inventory available via discovery+ and Discovery GO properties. Responsibilities included shaping the research positioning for go-to-market messaging.
- Audience Measurement included managing Discovery's relationship with major third-party meausrement vendors such as Nielsen, Comscore, VideoAmp and iSpot.tv. This function included contract managment and conducting business review so that the measurement partner roadmaps's included key enhancements to service that were priorities to the company.
- Advertising Effectiveness directed the custom research created to support key linear & digital advertising campaigns. A variety of research was conducted to prove the effectiveness of advertising across the marketing funnel, from brand lift to Sales ROI.
- This six-person Measurement & Outcomes team was cloud-centric, have members based in four different locations at any given time.
VP, Strategic Insights & Analytics
SCRIPPS NETWORKS INTERACTIVE
4 2016 - 10.2018
- Direct the support of multiple corporate clients including Content Distribution & Marketing (linear TV and non-linear video offerings), Corporate Development and other business functions
- Provide analytics support to the Brand and National Ad Sales Research teams when they encounter complex Nielsen measurement issues or challenges
- Participate in the design, fielding and analysis of custom primary projects our group conducts on behalf of our internal clients
- Create and deliver quarterly presentations to senior SNI executives on current topics of interest such as: Viewing & multichannel subscription trends, Overview of the economy and potential impact on the ad market, Non-linear platform findings from SVOD, TV-Everywhere and social video, Assess the impact to SNI via changes in media measurement offerings
- Supervised the management of SNI’s online consumer panel
- Served as an integral member of the Content Distribution & Marketing team that executed the 2009 linear network renewals, which included both a rate reset and a network rebrand across our portfolio of networks.
Strategic Research Director
SCRIPPS NETWORKS INTERACTIVE
11.2008 - 04.2016
- Direct the support of multiple corporate clients including Content Distribution & Marketing (linear TV and non-linear video offerings), Corporate Development and other business functions
- Provide analytics support to the Brand and National Ad Sales Research teams when they encounter complex Nielsen measurement issues or challenges
- Participate in the design, fielding and analysis of custom primary projects our group conducts on behalf of our internal clients
- Create and deliver quarterly presentations to senior SNI executives on current topics of interest such as: Viewing & multichannel subscription trends, Overview of the economy and potential impact on the ad market, Non-linear platform findings from SVOD, TV-Everywhere and social video, Assess the impact to SNI via changes in media measurement offerings
- Supervised the management of SNI’s online consumer panel
- Served as an integral member of the Content Distribution & Marketing team that executed the 2009 linear network renewals, which included both a rate reset and a network rebrand across our portfolio of networks.
Manager, Strategic Research
SCRIPPS NETWORKS INTERACTIVE
10.2007 - 11.2008
- Used multivariate statistical methodologies to evaluate the relationship between network viewing metrics and various brand health attributes (via both primary and secondary studies)
- Forecasted the Universal Estimates that were officially used as part of the SNI National Ad Sales rate card
- Awarded an E.W.Scripps President’s Award in 2006.
Senior Research Analyst
SCRIPPS NETWORKS INTERACTIVE
07.2006 - 10.2007
- Used multivariate statistical methodologies to evaluate the relationship between network viewing metrics and various brand health attributes (via both primary and secondary studies)
- Forecasted the Universal Estimates that were officially used as part of the SNI National Ad Sales rate card
- Awarded an E.W.Scripps President’s Award in 2006.
Research Analyst
SCRIPPS NETWORKS INTERACTIVE
06.2004 - 06.2006
- Used multivariate statistical methodologies to evaluate the relationship between network viewing metrics and various brand health attributes (via both primary and secondary studies)
- Forecasted the Universal Estimates that were officially used as part of the SNI National Ad Sales rate card
- Awarded an E.W.Scripps President’s Award in 2006.
Business Management Analyst
KNOXVILLE UTILITIES BOARD
01.2003 - 06.2004
- Oversaw marketing segmentation solutions for both our residential and commercial customer bases
- Used SQL, Visual Basic & advanced macros to create advanced reporting solutions for multiple business units.
Associate Analyst
KNOXVILLE UTILITIES BOARD
11.2000 - 01.2003
- Oversaw marketing segmentation solutions for both our residential and commercial customer bases
- Used SQL, Visual Basic & advanced macros to create advanced reporting solutions for multiple business units.
Education
Applied Statistical Strategies
The University of Tennessee
Knoxville, TN 05.2001 - 05.2007
Bachelor of Science - Economics
Pennsylvania State University
State College, PA 05.1994 - 05.1998
Skills
Statistical Analysis & Predictive Modeling (JMP, SQL, R)
Audience & Cross-Platform Measurement
Strategic Planning & Budget Management
Additionalworkhistory
Available upon request
Professionalinvolvement
- VAB National Measurement & Insights Committee
- MRC (I attend product audits of importance to my direct clients or SNI)
- CTAM Insights & Analytics Council
- CRE Media Insights & Engagement sub-committee (2014-2016)
References
Available upon request
Timeline
VP, Audience Measurement
Warner Bros Discovery
04.2022 - Current
VP, Measurement & Outcomes
Discovery, Inc.
10.2018 - 04.2022
Strategic Research Director
SCRIPPS NETWORKS INTERACTIVE
11.2008 - 04.2016
Manager, Strategic Research
SCRIPPS NETWORKS INTERACTIVE
10.2007 - 11.2008
Senior Research Analyst
SCRIPPS NETWORKS INTERACTIVE
07.2006 - 10.2007
Research Analyst
SCRIPPS NETWORKS INTERACTIVE
06.2004 - 06.2006
Business Management Analyst
KNOXVILLE UTILITIES BOARD
01.2003 - 06.2004
Applied Statistical Strategies
The University of Tennessee
05.2001 - 05.2007
Associate Analyst
KNOXVILLE UTILITIES BOARD
11.2000 - 01.2003
Bachelor of Science - Economics
Pennsylvania State University
05.1994 - 05.1998
VP, Strategic Insights & Analytics
SCRIPPS NETWORKS INTERACTIVE
4 2016 - 10.2018
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