Sally Basten

Experience

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  NZME.

  Nov 2009 - Oct 2011

  Market Research Analyst

  NZME brands connect with 3.1 million kiwis. Their brands include the largest daily newspaper, the top radio stations, e-commerce websites and the second largest commercial news website in the country. This role was my first out of University and it established me in the research industry. Primarily I was running reports in research software, analysing databases and updating existing research for NZHerald Newspaper and NZ Magazine portfolio.Key Responsibilities• Working with Consumer and Media Insights (CMI), AQX Fusion, Microscope and IMS.• Anaylsing Nielsen Data, collating and presenting information• Updating existing presentations and creating new ones from briefs• Presenting top line readership to company at release time• Updating the advertising website• Managing competitions from our surveys• Creating presentations for NZ Magazines• Weekly sales meetings with NZ Magazine advertising and marketing team• Weekly scan data sales reports for Newspapers Show less

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  MediaWorks

  Oct 2011 - Jan 2014

  Market Research Analyst

  Actively collaborate with Agency and Direct Sales teams, Integration, Interactive, Programming, Publicity and Executives to provide business solutions with the use of research analysis and insights.Key ResponsibilitiesResponding to client/agency briefs with supporting research analysis and insightsMaintaining and developing in-house industry research monitors Proactive generation of research storiesContribution of research information to the client service presentationsAdhoc research as required for other research stakeholdersActively contribute to the brand across online, mobile and on air platformsI have strong communication and client service skills with proven problem solving skills and the ability to present results and solutionsMicrosoft Office expertise in particular Power Point and Excel.Also proficient in Arianna, AQX Fusion, Clear Decisions, TVMap, Survey Monkey, Qualtrics and Topsy Show less

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  Yahoo

  Jan 2014 - Aug 2015

  Senior Strategy Insights Analyst

  Yahoo New Zealand reaches 1.5 million kiwis each month. Audiences are highly engaged high dwell times and a growing social presence across Facebook, Twitter and Pinterest. As the Sales Strategy Insights Analyst it was my job to turn data into meaningful insights that drive business. The role focused on delivering deep strategic actionable insights from syndicated and primary data, to support audience and revenue growth, and to enable the development of exceptional consumer experiences.Key Responsibilities:• Commercial insights and reporting• Insightful responses for the agency and direct sales teams• Proactive insights to drive opportunities• Sales and Editorial team training in research tools and the market• Updating weekly and monthly reports• Product insights and reporting• Transformed data into meaningful insights for the business• Responded to adhoc audience briefs• Contributed to the internal understanding of consumer technology and competitor trends• Project coordination• Measurement administration• Identify measurement challenges, possible improvements and drove positive change Show less

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  IPG Mediabrands UK

  Oct 2015 - Jul 2016

  Senior Research Executive - MAT Cover

  IPG Mediabrands is a new world agency group that houses well known advertising agencies Universal McCann and Initiative. They are marketing communication, media and technology specialists in over 130 countries. As Senior Research Executive I am part of the team responsible for the day to day management of Mediabrands worldwide research programme, the Connections Survey which is currently operating in 70+ markets. It covers demographics, media engagement and shopping behavior. Key Responsibilities:• Ensure the fitness for purpose of the Connections Survey programme as an effective data collection tool including:o Supporting the continual questionnaire development to better facilitate roll-out in new markets using online and offline research methodologies and help clarify the link between media and cross-category decision making and purchase behavioro Ensure the correct balance of content to support our Global positioning whilst enhancing the understanding of local nuances.o Connecting with consumers in a meaningful way by ensuring survey design and content is up to date and consumer relevanto Ensuring all survey inputs and outputs are accurate, useful, usable and engaging• Managing research suppliers ensuring the effective delivery of accurate data on a market by market, regional and overall basis, on time and on budget.• Maintaining an effective working relationship with the Technology team – Decision tools to ensure the efficient processing and configuration of survey data to fuel the propriety media planning tools• Analysis, interpretation and communication of research results to include the delivery of tables, top-line summaries and a key Global trends reports, to bring the data to life.• Support the Global Research Associate Director in the exploration/validation of insights developed using qualitative research, secondary data sources and local knowledge Show less

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  A+E Networks

  Aug 2016 - Oct 2018

  International Research Analyst
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  GWI

  Nov 2018 - now

  Head of Independent Agencies, Education and Charities Custom Research

  • Senior Research Manager

    Apr 2022 - now

  • Research Manager

    Nov 2018 - Apr 2022