Natalie Wuchenich is Director, Research for the Local Search Association and the National Marketing Division (NMD). The NMD was formed following the merger of the Association of Directory Marketing and the Local Search Association, formally known as the Yellow Pages Association.

She has over 25 years experience in advertising research, analysis and strategy. Natalie has worked with all media--including yellow pages--and has extensive experience in the use of media analysis software and research databases. She developed and implemented media plans and conducted a media research training program.

Natalie oversees and advises on all of the Local Search Association’s research activities, including recommending and approving research design to meet members’ needs, selecting vendors, and disseminating results. She also conducts webinars and training sessions to educate members on application of research sources.

In addition to directing the Local Search Association’s research initiatives, Natalie supervises the NMD’s PAYS (Proof that Advertising in Yellow Pages Sells) database and portal of national call tracking results. She oversees collection of national data, analyzes call tracking studies and prepares reports for CMRs’ and publishers’ use in planning yellow pages programs and tests. She is involved with PAYS database design, training and testing.

Natalie also oversees the Measurement and Accountability Partnership (MAP) program. She contributes to the Local Search Association’s Interactive Roundtable and monitors activities in new and emerging media, particularly regarding research.

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