Data Scientist @ Develop analytical framework for measuring digital advertising effectiveness through randomly controlled trials Quantify online advertising's impact on TV viewership and in-store shopping through Specific Media's Direct Match platforms, which utilize Myspace's registration database of 1 billion users to deterministically target consumers based on offline activity Write case studies about the efficacy of cross-device ad exposure, creative sequencing and people-based marketing Provide ongoing analytics and research support to subsidiary companies: Specific Media, a top network of display, video and mobile advertising; Vindico, a leading ad tech company for video ad serving, programmatic buying and campaign quality measurement; Myspace, reinvented as a top site for streaming music, videos and entertainment news, and Xumo, a joint venture with Panasonic, pioneering in the field of Connected TV advertising. From May 2015 to Present (8 months) Manager of Media Analytics @ Managed the monitoring, measurement and forecasting of 40+ public service announcement campaigns. Focused on digital, broadcast, outdoor and earned media Launched an enterprise-level data management and BI platform reporting tool: mapped out business requirements for the reports and tested various reports to ensure that they adhere to designated specifications Extracted media placement data through SQL queries and manipulated and interpreted results using R Evaluated measurement methodology and distribution practices, and made recommendations that optimize effectiveness and reach From September 2010 to May 2015 (4 years 9 months) Assistant Manager of Data and Analysis @ Programmed in VBA a dashboard reporting tool, providing access to key campaign metrics and benchmarks. Designed user interface and output charts in Excel, created a data structure in Access, and implemented data connectivity between the two Automated quarterly reporting processes using VBA, saving department an estimated 2 months of labor per year; and utilized advanced technical skills (SQL, Access, VBA) to improve and enhance data and reporting processes From May 2007 to September 2010 (3 years 5 months) Assistant Online Media Planner @ Worked with Planner and AMD on all facets of media planning and execution, utilizing major portals, display sites and search engines. Familiar with both branding and acquisition strategies Transitioned client from Cost Per Conversion reporting/optimization metrics to more advanced Revenue and ROI metrics, creating increased transparency for optimization Utilized expertise in VBA programming to automate client and internal reporting, resulting in quicker execution of reports and enabling agency to track daily performance From August 2006 to May 2007 (10 months)

Master of Science (M.S.), Business Analytics @ New York University - Leonard N. Stern School of Business From 2014 to 2015 Tulane University From 2002 to 2006 BSM, Marketing and Information Systems @ Tulane University - A.B. Freeman School of Business From 2002 to 2006 Boston University Questrom School of Business From 2005 to 2005 One Year Program @ The Hebrew University From 2005 to 2005 Susan E. Wagner High School Daniel Lederman is skilled in: Analytics, Data Analysis, SQL, Advertising, Microsoft Excel, Social Media, VBA, Dashboards, Data Visualization, MS Excel Pivot Tables, R, Audience Measurement, Media Measurement, Crystal Reports, Quantitative Analytics