YMA Presents....A Workshop Speaker!

YMA welcomes Alannah Virtanen, Consumer and Shopper Lead for The Nielsen Company, to the Marketing YOUniverse! 

Alannah serves as an Analytic Lead for The Nielsen Company in the practice area of Segmentation and Targeting. Alannah is Nielsen Canada’s in-house ethnic expert and helps manage Nielsen projects for both retail and CPG clients that contain an injection of consumer insight across all areas of the company, including real estate, store planning, direct marketing, in-store execution and category management.  Alannah has, in the past, worked in the Consumer Panel Services team of Nielsen Canada, including a role on-site at Wal-Mart Canada.  Prior to this she worked in the Financial Services industry in marketing research roles and in total has 12 years of marketing experience, particularly focused on demographic strategy and targeting.  Alannah has a BA in Geography from the University of Western Ontario and also has a Masters from the University of Waterloo specializing in consumer segmentation and marketing geography.

Alannah's workshop, titled "Tea for Me Strategy: Precision Marketing", will explore how a company like Nielsen turns to comprehensive consumer data to create very focused, precise targets with specific end goals in mind. In a day of limited marketing budgets, its important to determine not just how to best and most cost effectively reach people, but also intelligently determine just who should be targeted in the first place.