Unearthing TURF

Michael Lieberman

Michael Lieberman, founder and president of Mutivariate Solutions, explains some of the most popular uses for the statistical optimisation tool - 'Totally Unduplicated Reach and Frequency' (TURF) analysis.

Unearthing TURF

Michael Lieberman

Over the past few years the use of 'totally unduplicated reach and frequency' (TURF) analysis has grown and become en vogue. In fact, this useful, powerful technique has grown in sophistication, developing into more and more advanced applications than were originally envisioned when the technique first emerged in the 1970s.

TURF is often used to answer such questions as:

  • 'Of the 50 magazines on my list, which combination of five has the largest readership?'

  • 'I have a budget of $10,000 – what are the optimal media outlets I could buy in?'

  • 'What kind of market share...

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