Describes how Rubinson Partners is transforming marketing research practice

1. Introduction to Rubinson Partners, Inc.
Equipping marketing and research for a digital, social, and
mobile age
Joel Rubinson, President
Rubinson Partners, Inc.
joel@rubinsonpartners.com
Blog.joelrubinson.net
Ideas herein are property of Rubinson Partners and cannot be used without permission. joel@rubinsonpartners.com

2.  Rubinson Partners, Inc. (RPI) founded in 2010 by the former Chief Research
Officer at the Advertising Research Foundation
 Includes a network* of world class talent and relationships with research suppliers and a big data
technology firm
 50+ Clients include leading marketers, marketing research firms, and digital
media companies.
 Founder was the Chief Research Officer at the ARF, 25 years as chief research
officer at The NPD Group, Advanced methods practice leader for Vivaldi
(leading branding consultancy), and head of analytics in North America and
global lead on shopper insights for Synovate. Joel started his career at Unilever.
 Joel has an MBA from the University of Chicago, with concentrations in
Economics and Statistics.
 Joel is a widely read blogger, published author, frequent speaker, conducts
executive workshops, and has prepared expert testimony.
A bit about Rubinson Partners, Inc…
*Senior resources formerly at Procter, Kraft, Mastercard, Subway, IHG,
Unilever and current NYU and Fordham faculty, and two leading research
and analytic firms are all part of the RPI network
Joel is also on the faculty of NYU Stern School of Business where he
teaches social media strategy.

3. Rubinson makes the digital world
approachable
 Rubinson Partners helps client-side and supplier-side researchers learn how to put
digital, social and survey data together into contemporary guidance systems for brand
success, revenue growth, and marketing productivity
 …making research relevant and valuable to the most important marketing question today: How
do I get digital right in the constantly evolving digital marketing ecosystem?
Connect the
two brains of
marketing:
Insights and
the DMP
Build
enhanced
offerings
evangelize
Shape the
digital
transformation
Demystify
1
2
3
4
5

4.  Smartphone understanding. For AOL, consulted on award winning project to understand smart phone owners’ usage and
motivations, published in HBR
 Value of a Facebook fan. With Compete, determined the value of a Facebook fan is real but only if they pay return visits to the
fan page
 Path to purchase research: What is media’s influence on shopper actions, not just awareness and intention
 Workshops on shopper and digital marketing
 White paper reviews of new methodologies
Rubinson game changing assignments
Media innovation
Brand and innovation guidance
Understanding
 Next generation Productivity tools:, RPI has
created approaches for improved estimation of
digital and social media impact, using multi-
stage regression modeling, ABM, and big data
approaches
 Measurable model of media in a paid, owned,
earned, media world. For large CPG
marketers, created the first measurable model
of media integrating surveys, digital, social data
 Sense, respond, anticipate. Designed one of
the most comprehensive shopper insights
listening and digital sensing platforms ever
created in CPG.
 From brand tracking to brand guidance. For
leading CPG marketers and supplier, created a
next generation approach to brand tracking that
fully leverages digital and social data, integrated
with survey and research
 How do we ‘Moneyball’ innovation processes
and forecasting?
 Path to purchase as a media planning structure. Working with AOL, measure path to
purchase across 30+ categories understanding shopping as a media behavior
 Cross-media optimization: working with Marketing Evolution to create the first consumer-
based system that can measure effectiveness of emerging levers and thousands of digital
profile variables
 Created passive ad engagement metrics for Moat
 New insights into sharing and social audiences for ShareThis leading to publisher
engagement metrics

5. What clients say about working with
Rubinson Partners, Inc.
 “Joel Rubinson is one of the greatest minds and innovators in the market research industry.
He uniquely combines traditional experience and in-depth analytic skills with fresh thinking
and creativity. He is a real problem solver and a pleasure to work with”
 Donna Goldfarb, Vice-President, Consumer and Market Insights, Unilever Americas
 “Of all the partners with who I regularly work, Joel brings a unique clarity…this is what makes
him a rare breed of collaborator—in every interaction, I can count on Joel offering an honest
and thoughtful assessment and a suggestion for a path forward”
 Christian Kugel, VP, Consumer Analytics and Research AOL
 "Joel is a visionary researcher, creative problem solver, and strategist. I've hired Joel as a
consultant and would recommend him to others because he is a pleasure to work with and a
strong resource to help teams evolve with the fast changing digital marketing landscape. “
 John Walthour, Consumer Insights Director, General Mills, Inc.
 “I got to know Joel during our work together at the ARF and I have been very impressed with
his leadership, creativity and technical expertise”
 Susan L. Wagner, Vice President, Global Strategy Insights, John & Johnson
 In my capacity as a global shopper insights manager I am always on the lookout for supplier
partners who can add value to the debate…Joel was one of those…
 Cliff McGregor, Global Shopper Insights Manager at Nestle

6. Rubinson Partners has served over 50 clients across
advertisers, research agencies, media companies, big data
technology, and other consulting firms

7. How Rubinson Partners can work with
research and consulting agencies
1
2
3
4
As part of the
research
organization’s
extended team,
understand and help
define the
commercial
opportunity or client
problem
Design the offer that would
address unmet client needs, and
create a proposed plan of action Guide, manage, and/or
build the solution
Equip the organization to deploy and
commercialize the new approach

8. How Rubinson Partners works with
advertisers and media companies
1
2
3
4
As part of your
insights team,
understand and
help define the
need
Create a picture of the future-
state, a proposed plan of
action, identify potential
partners for the client
organization
Guide, manage, and/or
build the solution on
behalf of the client
Equip the organization to
leverage the new approach

9. How may we help you?
 joel@rubinsonpartners.com
 917-821-8554
 Blog.joelrubinson.net
 Find me on linkedIn, Twitter