Our People
Steve Tipps, Ph.D. He leads the forecasting and evaluation practice at Copernicus, where he employs simulation technology to evaluate the performance of marketing programs before investments are made in the real world. His media research work has included television, print, and outdoor campaign analysis. Previously, Steve served as a vice president at Yankelovich Clancy Shulman, directing the statistical modeling group in its research and development functions. He moved to Yankelovich Clancy Shulman after three years as a senior marketing research analyst in the industrial and consumer products group at Polaroid. Steve has published articles on media research and marketing strategy topics in various journals, including DTC Perspectives:
More recently, his
work on the impact of television program involvement on advertising effectiveness
for Court TV received positive attention in the industry press. The
Copernicus Mzine summarized his work on program involvement and
engagement in, Making
Our Way Through the Media Muddle: Latest Findings from the Frontlines
of Television Advertising. The Outdoor Advertising Association
also invited him to present pioneering work in outdoor advertising effectiveness
at its annual conference and Marketing News asked him for his thoughts on getting marketing to use marketing research more in their decision-making. Steve has several areas of expertise including:
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