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To me, one of the most compelling stories from the New Testament is the story of Jesus feeding multitudes starting with a meager supply of bread and fish. From the point of view of spreading the good word, this simple story had to resonate with a relatively poor, resource-constrained semi-rural population. Imagine feeding a big crowd with what seemed barely enough for a single small family! This is the essential problem facing marketers today -- how to feed the desires of the entire organization with marketing budgets that can barely satisfy any part of it. If only we could get others to underwrite our marketing efforts.

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Howard Shimmel, previously the SVP Ad Sales Sports Research at Turner is now Turner's new CRO. With some big shoes left by departing CRO Jack Wakshlag, Shimmel is amply up to the task and will continue Turner's strong tradition of strategic research. In this video interview (which can be viewed here) Shimmel talks about the role of research, the roll out of segmentation analysis, set top box data, Turner's cross platform initiative All-Screen and some predictions for the media landscape going forward. In this article, we explore the details of CNN's recent All Screen cross platform measurement study which was recently highlighted at the 2014 CIMM Summit.

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