Randall Beard

Randall Beard

New York City Metropolitan Area
12K followers 500+ connections

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RSB Advisory LLC

About

TECH ENABLED SERVICES | INDEPENDENT DIRECTOR | BOARD MEMBER | CHAIRMAN | ADVISOR Leading…

Services

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Experience

  • RSB Advisory LLC

    Greater New York City Area

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    New York City Metropolitan Area

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    New York City Metropolitan Area

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    Greater New York City Area

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    Greater New York City Area

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    Greater New York City Area

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    New York City Metropolitan Area

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    Raleigh-Durham-Chapel Hill Area

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    Greater New York City Area

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    Greater New York City Area

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    Greater New York City Area

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    New York City

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    Cincinnati Area, KY

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    New York City

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    Greater New York City Area

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    Greater New York City Area

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    Greater New York City Area

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    Kobe, Hyogo, Japan

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    Guangzhou, Guangdong, China

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    Cincinnati, Ohio

Education

Publications

  • Finding The Sweet Spot Between Mass Market and Premium

    Harvard Business Review

    Other authors
    See publication

  • UNCOMMON SENSE: ASYMMETRIC MARKETING—SMALL INVESTMENTS FOR BIG RETURNS

    Nielsen Wire

    See publication

  • UNCOMMON SENSE: NEXT-GEN INNOVATION--AN EVOLUTIONARY MODEL FOR CREATING AND REFINING IDEAS AT SCALE

    Nielsen Wire

    See publication

  • NIELSEN TV: THE ROAD TO BETTER ADVERTISING ROI

    Nielsen TV

    See publication

  • UNCOMMON SENSE: THE PROBLEM WITH YOUR BRAND VALUE AND WHAT YOU SHOULD DO ABOUT IT

    Nielsen Wire

    See publication

  • UNCOMMON SENSE: WILL THERE BE AN ADVERTISING SINGULARITY?

    NIelsen Wire

    See publication

  • Unleashing the Power of Cross-Platform Advertising

    Nielsen What's Next

    Today, traditional TV still accounts for the lion’s share of video viewing, and will likely continue to do so for a good while, but online and mobile are where the growth is—30 percent growth in hours watched per month from fourth-quarter 2012 to fourth-quarter 2013.

    Not surprisingly, advertisers believe the integration of campaigns across multiple screens is important and will become even more so, but the effectiveness of these campaigns in maximizing results has been mixed. Our…

    Today, traditional TV still accounts for the lion’s share of video viewing, and will likely continue to do so for a good while, but online and mobile are where the growth is—30 percent growth in hours watched per month from fourth-quarter 2012 to fourth-quarter 2013.

    Not surprisingly, advertisers believe the integration of campaigns across multiple screens is important and will become even more so, but the effectiveness of these campaigns in maximizing results has been mixed. Our analysis of 45 campaigns measured by Nielsen Cross-Platform Campaign Ratings found that the vast majority of advertisers’ “integrated” TV and online campaigns did not achieve better results than if the TV and online advertising had been planned separately.

    This is a real missed opportunity. Nielsen research shows that marketers can generate an average of 8 percent greater reach, or reinforce key messaging across screens with significantly higher frequency, without spending more money or altering their mix of spend. When managed together, TV and digital hold the potential to drive real impact for advertisers.

    This issue of What’s Next explores TV and online reach and the keys to successfully creating and implementing an integrated media campaign.

    Other authors
    See publication

  • The Next Step Forward in Advertising Effectiveness

    Nielsen What's Next

    Ad spend remains one of the biggest and most strategic resource allocation decisions that the management of any leading consumer marketing company has to make. So the speed of change in the world of media and advertising is creating new uncertainties in the executive suite.

    The good news is that the rules have not changed, and the questions to be answered remain the same: What do I need to spend in each medium to make sure I get the reach I want? How do I allocate that spend within each…

    Ad spend remains one of the biggest and most strategic resource allocation decisions that the management of any leading consumer marketing company has to make. So the speed of change in the world of media and advertising is creating new uncertainties in the executive suite.

    The good news is that the rules have not changed, and the questions to be answered remain the same: What do I need to spend in each medium to make sure I get the reach I want? How do I allocate that spend within each medium? And how do I know if it’s working well enough, so I can make changes that will improve it? Similarly, the basic equation for advertising effectiveness hasn’t changed: the more of your ideal audience you can reach, and the more intensely your advertising resonates with them, the stronger your brand lift or sales lift – or reaction. Essentially, reach x resonance = reaction.

    Other authors
    See publication

Organizations

  • Bionic Solutions

    Senior Advisor

    - Present

    Selected to serve on Advisory Board for Bionic Solutions, based on deep expertise in new product Innovation, data, and predictive analytics. Bionic focuses on helping large companies accelerate growth by implanting venture capital based lean-start-up techniques, tools and talent.

  • Work Market

    Senior Advisor

    - Present

    Selected to serve on Advisory Board for WorkMarket, the #1 software platform for on-demand talent, based on in-depth knowledge of Marketing, Advertising, Technology and Media, and how Marketers are preparing for the on-demand, gig economy of the future.

  • Turner - Advertising of the Future

    Advisory Board Member

    - Present

    Selected by Nielsen CEO to be one of two Nielsen Advisory Board members for Turner's Advertising of the Future Ad Lab project, focused on defining and developing transformational approaches and models for advertising in the future. Focus on transforming advertising and media personalization, using consumer understanding, digital platforms, data, and predictive analytics.

  • Marketing Accountability Standards Board (MASB)

    Trustee

    - Present

    Appointed by Nielsen CEO to be Nielsen's Trustee for the Marketing Accountability Standards Board, a not for profit, industry leading organization which focuses on aligning CMO's and CFO's behind marketing measurement methods and metrics which drive business outcomes and brand value. Led successful search for new CEO.

  • M50 | Marketing 50

    Member | Speaker

    - Present

    Selected to be a member of Marketing 50, a highly select group of the top global CMO's and ex-CMO's

  • Executive Forum

    Member | Speaker

    - Present

    Selected for membership in Executive Forum, a highly select senior executive organization in the New York tri-state area. Member and speaker in the MEDIA special interest group, focused on how digital, information and analytics are transforming business.

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