Pernille Vermedal Høgh

Head of Insights & Effect @Schibsted Marketing Services Norge

Oslo, NO

As the leader of the Insights & Effect team, my primary focus is to deliver high-quality research and insights to Schibsted\'s advertisers. Our team has a two-fold approach that includes effect measurements and consumer insights.Effect measurements:We conduct approximately 250-300 survey-based campaign tests every year, covering digital, print, and podcast campaigns. We do this to learn what the impact of the campaign is - both on the brand level and how well the campaign communicate its message - to be able to continously improve together with clients. We also manage research projects to analyze the impact of various ad formats and products, and collaborate with clients and media agencies on larger effect studies to assess Schibsted\'s contribution to clients\' goals in the broader media landscape.Consumer insights:We carry out bespoke research projects to provide valuable insights to clients. We conduct a number of industry insight projects throughout the year to understand consumer trends in industries like retail, FMCG, automotive, personal finance, real estate etc. In addition to this we conduct a monthly consumer confidence and trend survey. We manage the entire project lifecycle, including survey design, collaborating with data providers, data analysis and reporting and presentation. Furthermore, we analyze data from multiple sources (syndicated studies, reports etc.) to identify trends and patterns, providing clients with actionable insights.Our team works closely with our colleagues in sales and our clients to understand client needs and provide strategic recommendations that help them make informed decisions.Was voted Manager of the Year in 2022.

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Bachelor's degree

Københavns Universitet - University of Copenhagen

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