Zoë Friend to lead MarketCast Custom Research & Insights

Netflix Research Leader to Head up MarketCast Custom Research and Insights Practice Across its Business Segments 

Los Angeles, Calif. – December 22020  MarketCast today announced the appointment of Zoë Friend to its senior leadership team as Corporate Senior Vice President of Custom Research and Insights. In her new role, Zoë will lead MarketCast’s custom research practice across all of its business segments and will be responsible for guiding its future direction, growing and nurturing the team, and elevating MarketCast’s research for leading media, sports and brand clients.  

Zoë’s experience building high performing research team at one of the world’s most tech forward media companies will be invaluable as we continue to aggressively grow and transform our business,” said John Batter, CEO of MarketCastZoë brings the right balance of research acumen and client service expertise to our lineup, and we are thrilled that she has chosen MarketCast as the next chapter in her life and career. 

Friend led the Netflix Content and Marketing Research and Insights practice for 5 years, growing the team to more than 40 researchers during a period of massive transformation. While there, Friend was part of Reed Hastings’ senior leadership team and was responsible for delivering consumer research that guided billions of dollars of investments in Netflix original series and movies, helping the streamer experience explosive subscriber growth and positioning them as an entertainment powerhouse. Prior to joining Netflix, Friend served as senior vice president of research and strategy for Paramount.  

I’ve had the pleasure of working closely with the MarketCast research team and seeing the incredible work they do firsthand as a longtime client,” said Friend. MarketCast’s reputation as a research leader and their vision for transforming media and brand research through a combination of primary research, advanced data science and technology innovation will be game changing for creators, brands and marketers alike, and I look forward to helping shape and bring this vision to life.  

Friend will join a growing MarketCast organization, which includes former leaders from Nielsen, Gracenote, IAC, NRG, Inscape, Dreamworks and Comscore. Earlier this year, MarketCast acquired data science services leader, Deductive, and integrated its previous acquisitions of social digital opinion measurement firm, Fizziology, custom research and insights leader, Insight Strategy Group, and Turnkey Intelligence (sports) under the MarketCast brand and leadership team. Combined, the new MarketCast organization provides the scale to support the largest media brands and sports leagues on the planet with the speed and agility to focus on solving unique client business challenges. 

About MarketCast
MarketCast research, analytics and data science fuels fandom for leading studios, entertainment platforms, sports and lifestyle brands on the planet. Our unique mix of research analytics is combined with big data science to provide clients powerful insights to inform their biggest business decisions. Today, MarketCast counts some of the biggest names in entertainment as clients, including leading Hollywood studios, streaming services, video games publishers, lifestyle brands and sports leagues and teams.  


MarketCast Acquires Deductive

MarketCast is Expanding its Data Science Services for Media and Entertainment Companies and Brands

Adds Team of Oxford Data Scientists and Advanced Analytics Capabilities to MarketCast's World-Class Research and Insights Business

Los Angeles, Calif. – September 23, 2020 – MarketCast today announced the acquisition of Deductive, the data science team that supports some of the biggest names in media and consumer electronics. Formerly called Dativa, Deductive provides data science services to help its clients find meaning from the complex, granular datasets being captured by today’s media platforms and connected devices. With Deductive, MarketCast clients will now be able to pair primary custom research with advanced analytics to crunch a wider range of data and tease out insights and recommendations that are easy-to-understand and act upon by marketing and research leaders.

As audiences fragment across media services and devices, the number of data signals that are available is growing exponentially. However, more signal often means more noise. With the addition of Deductive, MarketCast now provides its clients instant access to a team of data science experts to help put big datasets to work for them. MarketCast clients can quickly deploy Deductive’s data science resources to address marketing and research topics big and small, from examining audience viewership data from connected devices to predicting box office behavior and TV viewership trends.

“The acquisition of Deductive addresses the changing needs of modern media companies and brands that require an ability to process complex data from a variety of sources at speed and scale,” said John Batter, CEO of MarketCast. “MarketCast has long been known for its incredible quantitative and qualitative research capabilities. Being able to now add data science and advanced analytics to this research mix is game-changing for our clients and the industry as a whole.”

Best known for their groundbreaking work for Vizio’s Inscape data analytics business, Deductive was founded by a team of Oxford data scientists and TV data pioneers with backgrounds in content recognition and advanced media analytics. The company offers a portfolio of data science services to help media and advertisers at every stage of their data science journeys - from helping them combine first and third-party data sources from connected devices and set-top boxes to measuring marketing attribution using a nationally representative panel.

“With competition heating up among entertainment platforms, studios, broadcasters and streamers are increasingly looking for ways to tap into granular audience datasets to find fans for their content and understand the impact of their advertising," said Michael Collette, founder and CEO of Deductive. “With many shared clients and a common vision for the future of media research and analytics, MarketCast is the ideal home for our amazing team of data scientists and portfolio of services.”

Deductive founders, Michael Collette and Tom Weiss, will join a growing MarketCast organization, which includes former leaders from Nielsen, Gracenote, IAC, NRG, Dreamworks and Comscore. Earlier this year, MarketCast integrated its recent acquisitions of social digital opinion measurement firm, Fizziology, custom research and insights leader, Insight Strategy Group, and Turnkey Sports Intelligence under the MarketCast brand and leadership team. Combined, the new MarketCast organization provides the scale to support the largest media brands and sports leagues on the planet with the speed and agility to focus on solving unique client business challenges.

About MarketCast
MarketCast research, analytics and data science fuels fandom for leading studios, entertainment platforms, sports and lifestyle brands on the planet. Our unique mix of research analytics is combined with big data science to provide clients powerful insights to inform their biggest business decisions. Today, MarketCast counts some of the biggest names in entertainment as clients, including leading Hollywood studios, streaming services, video games publishers, lifestyle brands and sports leagues and teams.


Lyndon Campbell Joins MarketCast

Former Nielsen Sports Leader to Head up Sports, Live Events and Brands for MarketCast

Los Angeles, Calif. – September 16, 2020 – MarketCast today announced the appointment of Lyndon Campbell to its senior leadership team as Corporate Senior Vice President and General Manager of MarketCast Sports, Live Events and Brands. The long-time Nielsen Sports leader will be responsible for guiding all client services, commercial activities and growth initiatives for MarketCast’s sports, lifestyle brand, and live events clients, including Turnkey Intelligence, the sports fan research firm acquired by MarketCast in 2018 and rebranded earlier this year. Campbell will report to MarketCast CEO, John Batter.

“We are thrilled to have such an experienced and respected leader in sports media and data joining the MarketCast team,” said Batter. “As fan consumption habits and sponsor spending continues to shift, Lyndon will provide the client service expertise and firepower to grow our share of the business and deliver new research and analytics services to support the biggest names in sports, media and brands.”

Campbell spent more than a decade growing Nielsen Sports in North America, working closely with leading sports leagues, teams and brands, including the NFL, MLB and NBA, to deliver audience measurement services. In his new role with MarketCast, Campbell will be tasked with expanding MarketCast’s fan research practice with existing sports clients and top lifestyle brands, as well as guiding the development of new advanced analytics products and services aimed at growing and nurturing fandom.

“This is an incredible opportunity to join MarketCast during a period of massive industry growth and transformation,” said Campbell. “Through its deep relationships with brand and entertainment clients, and recent acquisition of Turnkey Intelligence, MarketCast has established itself as a trusted resource for analyzing and understanding fandom across all media, and I look forward to leading this incredible team.”

Campbell will join a growing MarketCast organization, which includes former leaders from Nielsen, Gracenote, IAC, NRG, Dreamworks and Comscore. Earlier this year, MarketCast integrated its recent acquisitions of social digital opinion measurement firm, Fizziology, custom research and insights leader, Insight Strategy Group, and Turnkey Intelligence (sports) under the MarketCast brand and leadership team. Combined, the new MarketCast organization provides the scale to support the largest media brands and sports leagues on the planet with the speed and agility to focus on solving unique client business challenges.

About MarketCast
MarketCast research, analytics and data science fuels fandom for leading studios, entertainment platforms, sports and lifestyle brands on the planet. Our unique mix of research analytics is combined with big data science to provide clients powerful insights to inform their biggest business decisions. Today, MarketCast counts some of the biggest names in entertainment as clients, including leading Hollywood studios, streaming services, video games publishers, lifestyle brands and sports leagues and teams.


Beware of Mystery Shopper Scams

It has recently come to our attention that false documentation regarding a “Mystery Shopper” or “Store Evaluator” program is being circulated under the MarketCast brand and well-known retailers to consumers across the U.S.

This is a consumer scam. Do not respond to any request that you receive through the postal service, email or via phone from anyone claiming to be from MarketCast asking you to participate in a store evaluator, mystery shopper or similar program.

Please know that MarketCast would never ask for funds to be exchanged, including purchasing gift cards, to participate in any consumer survey.

We are appalled that someone is using our name and brand for these purposes. Unfortunately, this is one of many similar fake offers being circulated at this time. In fact, the U.S. Federal Trade Commission (FTC) recently published an article warning consumers about this very issue: ‘Fake offers for secret shopper jobs.’ At the end of this article, there is a link to notify the FTC if you receive a similar proposition.

Team MarketCast


MarketCast & VICE Media: Purpose to Purchase Webinar