Episode 3 of the Me, You and Data Podcast takes us stateside! This conversation is with Irina Pessin-Monnerat who is a Partner of Analytics at Kantar in the USA. Irina has over 15 years’ experience across analytics rising to leadership roles at leading media agencies.

Areas we discuss include:

The nuances between working in the USA & the UK and how Irina dealt with the transition

Building Data teams in agencies

Client Development and Leadership

How the customer journey has evolved and its impact on measurement.

Growing your commercial/sales skillset as a hands-on data professional

Finally, we speak about the trends and future of marketing analytics and effectiveness – diving into MTA, Unified Measurement and more!

Show notes

Intro and insight into Irina’s Transition from Europe to the USA and how she adapted

Building Data teams – things to consider and steps to go through

Core traits/skills when hiring marketing effectiveness talent

How Irina’s career has evolved in terms of technical skills, leadership and client development.

How Irina grew her commercial skillset and how it helped her add more value to clients.

The complexity of the customer journey and its impact on measurement. Best practices to help you navigate this.

Unified measurement going forward. Understanding the best approach for your organisation.

Irina’s advice for agency career growth and strategies you can use to get the most out of your role/career.