The NRS Advertising and Data team is excited to announce the addition of Brandon Thurber as the Director of Media Measurement & Scan Data Insights.
In this role, Brandon is responsible for measurement and other analytical capabilities associated with NRS Digital Media’s place-based advertising campaigns including sales lift, ROI, A/B Campaign testing, source of volume/source of share and store segmentation studies. The ability to offer this range of campaign measurement options using store/item level scanner sales data provides for a fact-based understanding of campaign effectiveness very often overlooked in Digital-Out-of-Home DOOH Advertising. In addition, this 1st party retail data allows us to precisely target ads only where the product is sold or other criteria which creates a “zero waste” proposition for advertisers.
Brandon will also oversee the productization of Insights and Standardized Reporting Subscriptions from the NRS store/UPC level point-of-sale scanner data for our ~11,000 Independent Small Format Retailers and build out consultative partnerships with existing and future NRS data clients.
Brandon joins NRS most recently from Management Science Associates where he spent the past six years helping Consumer Package Goods leaders in the Tobacco, Confectionery, Snack Food and Beverage Industries leverage data and analytics to drive sales and profit growth. He is immersed in the nuanced dynamics and the operational processes of the Convenience Channel including innovation launch strategy, trade program management, SKU optimization, competitive analysis. Brandon brings a partnering, consultative approach to NRS which is aligned with our vision and will enable us to continue to expand and evolve as we bring visibility to the retail “blind spot” of the Independent through our first-of-its kind data and we collaborate with manufactures on unique problems, dive into the data, activate insights and recognize results.