Behind the Numbers: an EMARKETER Podcast Why Measurement Is Harder Today, and The Ways It Needs Improving with Nielsen: Part 2 | Behind the Numbers
Nov 10, 2025
Max Willens, Principal Analyst at eMarketer, Alison Gensheimer, Head of Performance Marketing at Nielsen, and Matthew Devitt, SVP at Nielsen, tackle the complexities of modern measurement. They discuss how fragmentation and shifting consumer behavior complicate data-driven decisions. The guests emphasize the need for a focus on customer experience and intentional planning. They also stress the importance of transparency in measurement methods, urging marketers to avoid opaque solutions for more effective strategies.
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Finding A Quiet Ski Spot Near Tahoe
- Alison described finding Bear Valley, a small local ski area near Tahoe that felt delightfully under-the-radar.
- She highlighted its charm: one lift, walk-in lodge, and easy lessons for her son.
Traverse City As A Midwest Gem
- Matt recommended Traverse City, Michigan, describing it as classic Pure Michigan on the water.
- He framed it as a family destination he's enjoyed for years in Lelanau County.
Cassis Surprised With Mediterranean Charm
- Max loved visiting Cassis in the south of France after hiking from Marseille and found it unexpectedly beautiful.
- He noted the town's Mediterranean charm made a strong impression after a hot trek.