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From brilliant to actionable - It takes technical brilliance and constant questioning to achieve the truly actionable in marketing ROI
Rafael Alcaraz, Steve Cohen and Mark Garratt, ESOMAR, Congress, Amsterdam, September 2011
This paper describes the collaboration between Hershey’s and In4mation Insights to revolutionize how marketing ROI is modeled and how its results are spread throughout an organization.
This paper describes the collaboration between Hershey’s and In4mation Insights to revolutionize how marketing ROI is modeled and how its results are spread throughout an organization. The development of new-to-the-world Bayesian statistical methods, coupled with scalable and speedy software run using parallel processing on the “cloud”, is addressed. Results have then been placed in a marketing enterprise-wide simulation model, where the findings have been pressure-tested by senior executives. The paper documents how a close relationship between a savvy client and advanced modelers led to groundbreaking results.
Re-defining marketing measurement- Impacting the bottom line through deep understanding of offline and online interactions
Hilary Perkins, ESOMAR, Congress, Amsterdam, September 2011
This paper describes the advances made in econometric modeling techniques for measuring and optimizing both direct and indirect effects of marketing investments including traditional media (TV, Press, Radio, OOH, etc.), paid and organic search, and social media.
This paper describes the advances made in econometric modeling techniques for measuring and optimizing both direct and indirect effects of marketing investments including traditional media (TV, Press, Radio, OOH, etc.), paid and organic search, and social media. The results are based on multiple case studies across the world using data from clients, Google, Facebook and other social media sites to explain variations in demand creating activity to business outcomes.
Real-time capture of consumer brand encounters for 360° media optimization and consumer insights
Walter J. Carl, ARF Experiential Learning, Re:Think conference, 2011
A basic problem for marketers is learning when consumers notice their brands and how these encounters contribute to purchase.
A basic problem for marketers is learning when consumers notice their brands and how these encounters contribute to purchase. Past approaches to solving this problem focused on marketing spend or impressions rather than what consumers actually noticed, recorded a limited set of encounters, and relied on data recalled long after the actual encounter. This paper suggests a better solution, which provides validated data captured in real-time for any type of consumer brand encounter, based on what consumers actually experience, within a competitive set of brands, to offer insight, optimisation, and data inputs for time-series modelling. Actionable insights include being able to calculate actual reach compared to impressions bought and seeing both above the line and below the line impact.
New Technologies Drive CPG Media Mix Optimization
Angela Reynar, Jodi Philips and Simona Heumann, Journal of Advertising Research, Vol. 50, No. 4, 2010
This study seeks to optimize media allocation and discuss the role of online in consumer packaged goods (CPG) marketing.
This study seeks to optimize media allocation and discuss the role of online in consumer packaged goods (CPG) marketing. To this end, the authors explore in depth three CPG subcategories: beauty care, home care, and beverages. By doing so, the authors seek to accomplish the following: • Provide a better understanding of how the various media vehicles available to consumer packaged goods (CPG) marketers work together • Demonstrate the need to move beyond traditional views and measurements of marketing • Explore the impacts each marketing driver has on sales and understand how they work together • Illuminate the power of the Internet in an overall marketing campaign.
Reach/Frequency and Optimization Challenges as Traditional Media Go Digital: A solution from out-of-home
Tony Jarvis and Pete Walsh, ESOMAR, WM3, Berlin, October 2010
The ‘long tail’ of digital media creates new challenges, not only for audience measurement but also for the design of media research databases, analytical systems and reach/frequency models.
The ‘long tail’ of digital media creates new challenges, not only for audience measurement but also for the design of media research databases, analytical systems and reach/frequency models. Current reach/frequency and optimization models generally work from the ‘bottom up’, as individual media units are selected and combined one at a time. This presentation describes a ‘top down’ solution for Out-of-home and its broader implications for increasingly fragmented media, notably digital and on-line, whose currencies are produced by the integration of diverse data sets.
Re-defining retail promotional allocation: Combining customer typologies, media preferences and consumption and shopping behaviors to build more effective retail promotional allocation models
Don Schultz and Martin Block, ARF Experiential Learning, Re:Think conference, 2010
Media planning and measurement appear to still follow planning and purchasing rules developed 50 years ago, with resources allocated on the basis of past media usage, so the authors describe how a new media planning and allocation model might work for retail organisations.
Media planning and measurement appear to still follow planning and purchasing rules developed 50 years ago, with resources allocated on the basis of past media usage, so the authors describe how a new media planning and allocation model might work for retail organisations. They utilise the recorded media habits of the customers of three leading US fastfood chains to illustrate mis-allocation of resources before constructing a CHAID (Chi-Square Automatic Interaction Detection) model of predictive media usage and suggesting how these predictive models might be used to improve media planning.
Can consumers cope? How to optimise contact frequency in a mixed media campaign
Arie den Boon, ESOMAR, Worldwide Multi Media Measurement (WM3), Shanghai, June 2006
Decreasing effectiveness of traditional spot advertising requires higher GRP-levels, and this sparks a downward spiral of efficiency.
Decreasing effectiveness of traditional spot advertising requires higher GRP-levels, and this sparks a downward spiral of efficiency. Whereas mixed media campaigns can help, they also show that consumers react very differently to contact frequency levels of different media. The contact frequency can be optimised for different media if we take into account target group differences, and this paper shows which direction can be chosen, and what tools advertisers can use, to increase effectiveness and efficiency.
Advanced techniques in panel and server data integration
Richard W. Goosey, ESOMAR, Online Conference, Montreal, June 2005
The purpose of this paper is to define the principles, research methods, and techniques used in the integration of panel centric and server centric audience measurement data.
The purpose of this paper is to define the principles, research methods, and techniques used in the integration of panel centric and server centric audience measurement data. Panel-based audience measurement and site-based page tagging both share the goal of measuring web traffic. In each case, the objective is to count or estimate the number of occasions when a person has the opportunity to see an element of online media content, advertising or editorial. Each measurement type has unique strengths and weaknesses. Combining these approaches can provide the Internet industry with a superior measurement system for planning and buying online advertising and post campaign evaluation.
Development of a media selection model using the analytic network process
Joseph Sarkis and Keith Coulter, International Journal of Advertising, Vol. 24, No. 2, 2005, pp. 193-216
The authors develop and test a comprehensive model for media selection utilising the Analytic Network Process (ANP).
The authors develop and test a comprehensive model for media selection utilising the Analytic Network Process (ANP). ANP is a flexible and powerful multi-attribute decision aid developed by Saaty (1996) for solving complex decision-making problems. It is aimed at integrating different measures (both qualitative/intangible and quantitative/tangible) into a single overall score for ranking decision alternatives. In applying the ANP method, the authors specifically incorporate web/internet media advertising into their list of media alternatives, using many of the same standard media attributes that have typically been employed in comparing more traditional media. The result is a model that may be utilised by expert and/or novice media planners with equal effectiveness.
Television Optimizers: Did They Change the Way We Do Business?
Andrew Green, Journal of Advertising Research, Vol. 45, No. 1, Mar 2005, pp. 27-33
Procter & Gamble's 1997 Agency of Record pitch spurred agencies to develop new tools for analyzing television audience data and to schedule advertising.
Procter & Gamble's 1997 Agency of Record pitch spurred agencies to develop new tools for analyzing television audience data and to schedule advertising. In this article, Andrew Green argues that there is only limited evidence that the new tools took hold in the market.
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