Pete Blackshaw, whose professional background encompasses public policy, interactive marketing, and brand management, is Executive Vice President of Digital Strategic Services for Nielsen Online, a new entity combining Nielsen BuzzMetrics, a firm Pete helped co-found, and Nielsen NetRatings. Pete's strategy group works with many of the world's top brands and corporations to develop cohesive, consumer-centered digital programs and strategies in three core aeas: online content, defensive branding, and brand advocacy. A key focus revolves around how to help brands interpret, manage, act on consumer-generated media (CGM), a term Pete coined. A former interactive marketing leader at P&G and founder of consumer feedback portal PlanetFeedback.com, Pete co-founded the Word-of-Mouth Marketing Association (WOMMA). A popular speaker with Nielsen clients and at interactive marketing industry events, Pete authors several blogs including ConsumerGeneratedMedia.com. He is author of an upcoming book by Random House entitled "Satisfied Customers Tell Three Friends, Angry Customers Tell 3000: Running a Business in Today's Consumer-Driven World." He sits on the board of the National Council of Better Business Bureaus, as well as the advisory boards of Ad-Tech and Expo-TV.com, and recently was one of three "industry achievement award" winners at Ad-Tech San Francisco, one of the industry's largest conferences. He advises a number of non-profit organizations on digital strategy. Pete, his wife Erika, and three children live in Cincinnati. Pete is a graduate of Harvard Business School and the University of California, Santa Cruz.