MarketCast Appoints Regina Johnson CHRO

Johnson to Lead All People Initiatives and Diversity and Inclusion Strategy as MarketCast’s First Chief Human Resources Leader

Los Angeles, Calif. – March 1, 2021 - MarketCast today announced the appointment of Regina Johnson to its senior leadership team as its first Chief Human Resources Officer (CHRO). Johnson will lead all MarketCast human resources and people initiatives, including shaping its employee experience, driving talent management, and building out its diversity and inclusion strategy with its teams around the globe.

“Regina is a tremendous addition to MarketCast at a time when we are deeply focused on innovation and expanding our world-class team of researchers, data scientists and technologists,” said John Batter, CEO of MarketCast. “Regina’s passion and advocacy for creating an inclusive workplace, where diversity and learning are core values, will help us attract, nurture and retain the very best talent to meet our ambitious growth plans.”

Johnson has spent her career working as a people leader for businesses that have data analytics, research and technology at their core. She brings a track record of building HR strategies and programs to MarketCast, supporting leadership teams and workforces that are transforming themselves through innovation, as well as experiencing both rapid growth organically and through acquisitions. Regina’s experience developing successful diversity and inclusion programs will be critical as MarketCast looks to embed D&I throughout its culture, consumer research and client relationships.

“MarketCast has created a unique culture that brings researchers, data scientists and technologists together to collaborate on growing fandom for the world’s biggest names in media and sports,” said Johnson. “As MarketCast’s client segments continue to shift along with the changing of fan opinions and behaviors, my role will be to provide our people leaders, researchers and data scientists the right platforms and opportunities to learn, grow and evolve their skills to thrive today, as well as in the future.”

Johnson joins MarketCast from Western Asset Management, a global investment firm, where she served as head of human resources and established their diversity and inclusion strategy companywide. Prior to Western Asset Management, Regina headed human resources for Spireon, an automotive analytics organization, and before that, CoreLogic, a global data and analytics business. Additionally, Regina is a board member of The Moxie Exchange, a woman-owned technology and learning organization dedicated to driving equity and inclusion in organizations big and small.

Johnson joins a growing MarketCast organization, which includes former leaders from Netflix, Nielsen, Gracenote, LRW, IPSOS, Inscape, DreamWorks and Comscore. In 2020, 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 Sports Intelligence. 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 Names Martin Eichholz Head of Technology and Games

Former Kelton Global Chief Insights Officer to Lead Client Services and Growth for MarketCast’s Technology and Games Research and Analytics Business 

Los Angeles, Calif. – January 21, 2021MarketCast today announced the appointment of Martin Eichholz, Ph. D., to its senior leadership team as Corporate Senior Vice President and General Manager of MarketCast Technology and Games. The longtime Kelton Global research and commercial leader will head up client services and growth initiatives with MarketCast’s technology and video games clients, which today includes some of the world’s leading social media organizations, digital publishers and game developers. 

Martin’s reputation for being an innovative researcher and trusted advisor to marketing and research leaders will be critical as we continue to scale MarketCast’s Technology and Games practice,” said John Batter, CEO of MarketCast. “With research street creds, a love of all things games and tech, and decades of experience in client services, Martin will be an incredible addition to our leadership team.  

Eichholz joins MarketCast from Kelton Global, an LRW Material+ company, where he served as Kelton’s Chief Insights Officer and spent more than ten years growing its business and positioning Kelton as one of the most respected custom research and insights practices in the U.S. Prior to Kelton, Eichholz led video games research for Magid Associates, where he partnered with some of the biggest names in the space to better understand their audiences and identify shifts in gamer behaviors. 

Consumer research and advanced analytics are needed more than ever as technology companies, digital publishers and video games businesses continue to evolve their platforms, along with their role in our lives,” said Eichholz. “MarketCast’s vision for growing fandom and transforming the way consumer opinions and behaviors are collected, measured and explained, through a unique mix of data science and traditional research, will help our clients stay ahead of the disruptive forces shaping the landscape.” 

Eichholz joins a growing MarketCast organization, which includes former leaders from Netflix, Nielsen, Gracenote, NRG, IPSOS, Inscape, DreamWorks and ComscoreIn 2020, 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 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.  


Kinetiq and MarketCast Team Up

Kinetiq and MarketCast Team Up to Bring Competitive Benchmarking to Tune-in TV Attribution

PHILADELPHIA (December 15, 2020) — MarketCast and Kinetiq have teamed to advance tune-in attribution by combining MarketCast’s advanced data science capabilities with Kinetiq’s comprehensive ad detection covering 1,600 channels in all 210 U.S. DMAs. The combined capabilities produce powerful data-driven insights and empower TV networks with transparent competitive benchmarking to understand tune-in campaign effectiveness for the first time.

“With MarketCast’s ability to use data science to deliver multi-touch attribution and Kinetiq’s robust monitoring capabilities, we are changing the TV attribution game,” said Kevin Kohn, CEO, Kinetiq. “TV networks and marketers now have a single solution that enables them to understand what aspects of their tune-in campaigns are succeeding, attribute real value to conversions, and see how they stack up against their broadcast competitors.”

In the increasingly competitive TV landscape, the introduction of competitive benchmarking to tune-in TV attribution provides a new lens to measure the performance of television campaigns. Kinetiq’s ad monitoring technology is used to detect where and when TV promotions air across networks, delivering viewership impressions. Then, MarketCast applies advanced data science techniques to the Kinetiq data to identify which TV sources should be credited for the tune-in conversion. The combined solution delivers next-day reporting of benchmarking and advanced attribution metrics that allow marketers to optimize their campaigns in response to near real-time information.

“Consumers spend a finite number of minutes in front of the TV with their attention only becoming more fragmented,” said Tom Weiss, Chief Data Scientist, MarketCast. “Teaming up with Kinetiq gives our data scientists a powerful new data set to track where and when every TV promotion appears across channels and networks. Together we can uncover actionable insights with the speed of digital marketing and enable our TV clients to stay ahead of the competition.”

Formed in 2019 with the merger of iQ Media and 4C’s Teletrax, Kinetiq uses fingerprint detection to monitor an extensive ad catalogue and pair household demographics with TV impressions. MarketCast applies a unique combination of traditional market research with advanced data science and analytics to build and nurture fans for TV networks, streaming services, brands and sports leagues. In September, MarketCast acquired Deductive, a team of data scientists applying advanced techniques – including game theory – to TV attribution.

About Kinetiq

Kinetiq, headquartered in Philadelphia, PA, pushes the boundaries of TV intelligence with the first and only unified, global platform to measure the complete spectrum of paid, earned and owned TV media with the speed and precision of digital. The Kinetiq platform empowers marketers, technology partners and content owners with TV audience metrics and analytics in real-time, providing the critical data and transparency needed to make informed decisions. Formed in 2019 with the merger of iQ Media and 4C’s Teletrax, Kinetiq is trusted by leading brands, agencies, broadcasters and ISVs, including Mercedes-Benz, Uber, Fox Broadcasting Company and Google. Visit www.kinetiq.tv to learn more.

About MarketCast

MarketCast research, analytics and data science fuels fandom for the 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. Visit www.marketcast.com to learn more.


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.