This is the first installment in "PII," a series featuring the talent that makes the wheels turn in our data-driven advertising world.
Nazanin Jazayeri is a translator.
As director of advanced analytics at Mindshare, she’s part of a team that bridges product developers, media planners and buyers by interpreting the massive streams of data that inform media buys.
“Previously, media agencies didn’t have a team of advanced analytics [pros] or a big data innovation hub,” Jazayeri told AdExchanger. “Most likely there wasn’t much of an internal measurement group. That’s changing drastically across the industry.”
At Mindshare, Jazayeri and her team work with media planning and buying teams, creating algorithms, discovering new data sets and merging them together to guide client buys. Then they measure the effectiveness of those buys to make incremental improvements for the next plan.
“We help these teams analyze data before they come up with a media plan,” she said. “Before we were coming in at the end, but now we are part of the whole planning process.”
Jazayeri, who has a statistics background and a master’s degree in economics, sat down with AdExchanger.
AdExchanger: What problem does your team solve for clients?
NAZANIN JAZAYERI: If a client comes to us with the right data, we could come up with a tool to analyze it in a matter of days. But sometimes we have to find new data sets and algorithms first. Getting the data from silos is one step, but looking at it in one screen is another. It’s not like 10 years ago when you could see it in a simple chart. Big data is changing that. We inform the planning team on moving money or changing their strategy. That’s where our creativity and innovation comes in.
Continue reading »