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The Marketer's Dilemma: Focusing on a Target or a Demographic? The Utility of Data-Integration Techniques
Mike Hess and Pete Doe, Journal of Advertising Research, Vol. 53, No. 2, 2013, pp. 231-236
Data-integration techniques can be useful tools as marketers continue to improve overall efficiency and return on investment.
Data-integration techniques can be useful tools as marketers continue to improve overall efficiency and return on investment. This is true because of the value of the techniques themselves and also because the current advertising market, based on demographic buying, has major opportunities for arbitrage in the range of 10 percent to 25 percent (where in that range depends on the nature of the vertical). The current study reviews different methods of data integration in pursuing such negotiations.
Achieving Reach in a Multi-Media Environment: How a Marketer's First Step Provides the Direction for the Second
Jenni Romaniuk, Virginia Beal, and Mark Uncles, Journal of Advertising Research, Vol. 53, No. 2, 2013, pp. 221-230
Do the audiences reached by different media touchpoints match category user profiles? Does a second media touchpoint help reach a new audience? To provide answers, the current study analyzed 16 touchpoints across 23 data sets.
Do the audiences reached by different media touchpoints match category user profiles? Does a second media touchpoint help reach a new audience? To provide answers, the current study analyzed 16 touchpoints across 23 data sets. Audiences reached by television, gift-packs, in-store displays, and outdoor advertisements closely matched category user profiles. Most other media skewed to heavy category users. Positive word of mouth and social media also skewed to heavy brand users. This knowledge can help advertisers select media to reach certain types of buyers. Analysis of media pairs also revealed that second touchpoints tended to add more duplicate than new audience. Therefore, media should be added only after exhausting the capacity of the first media to achieve cost-efficient reach.
The Brave New World: Leveraging digital effectively
Bhomik Chandna and Priti Mehra, ESOMAR, Asia Pacific, Ho Chi Minh City, April 2013
This paper explores the impact and growth of digital in Asia, by asking whether digital leads to an incremental reach and synergistic impact versus other media channels.
This paper explores the impact and growth of digital in Asia, by asking whether digital leads to an incremental reach and synergistic impact versus other media channels. It discusses results of a research study comparing the impact of different media in achieving marketing objectives, including brand awareness, favourability and purchase intent. By using this framework, the authors aim to determine global digital campaign performance across geographies (with a focus on Asia), the performance of the emerging digital platform of mobile, and best practices for digital creatives. More generally, the authors conclude that understanding digital media is the key burning need of consumers and that digital media across the globe work strongly for successfully implementing marketing objectives.
In search of digital ROI: Best practices for including digital data in marketing mix modeling
Eric Schmidt, ARF Experiential Learning, Re:Think conference, 2013
This paper examines the challenges of including digital data in marketing mix models and suggests some best practices for determining its sales impact and ROI.
This paper examines the challenges of including digital data in marketing mix models and suggests some best practices for determining its sales impact and ROI. To better understand how to make mix decisions, it considers the unique difficulties in measuring three digital media types - online display, search (paid), and social word-of-mouth (buzz). Once the metrics have been determined, they must be combined with other sales drivers in a sales response modeling framework. Results are developed in a consistent framework with 'traditional' media to allow resource allocation decisions across the entire mix.
RapidMMM: Richer, faster and affordable marketing mix models
Patralekha Bhattachary and Krishna Mehta , ARF Experiential Learning, Re:Think conference, 2013
This paper argues that the time and costs involved in building a marketing mix model implies that model rebuild is an infrequent phenomenon and often the performance of these models deteriorate significantly - before they are evaluated and improved.
This paper argues that the time and costs involved in building a marketing mix model implies that model rebuild is an infrequent phenomenon and often the performance of these models deteriorate significantly - before they are evaluated and improved. This can limit the ability of firms to react quickly to changing market conditions. This paper discusses RapidMMM, a proprietary solution which uses advanced statistical and machine learning techniques to build marketing mix models within hours. The authors argue this solution reduces the time and costs involved with building a marketing mix model, making these models affordable to a larger cohort of media planners.
Are You Ready for the Next Big Thing? New Media Is Dead! Long Live New Media!
Jenni Romaniuk, Journal of Advertising Research, Vol. 52, No. 4, 2012, pp. 397-399
The growth in new-media channels is a major challenge for advertisers and researchers, who have to assess whether each 'next big thing' is worthy of marketing investment or just an over-hyped fad.
The growth in new-media channels is a major challenge for advertisers and researchers, who have to assess whether each 'next big thing' is worthy of marketing investment or just an over-hyped fad. This paper outlines four stages advertisers often go through when a new channel emerges (curiosity, worship, justification and acceptance) and makes some recommendations that will help marketers make the right decision (and optimise their ROI). Recommendations include: know the type of audience the new channel attracts; understand which consumers are willing to engage with new media channels; be wary of metrics and sceptical of 'bought' research.
Exploding the Legend of Television Advertising and Price Promotions: The Proper Mix of Price, InStore, and TV for Maximum Short- and Long-Term ROI
Bill Harvey, Terese Herbig, Matthew Keylock, Ritesh Aggarwal and Nina Lerner, Journal of Advertising Research, Vol. 52, No. 3, 2012, pp. 339-345
The advertising and marketing communities traditionally have understood television advertising effectiveness and its relationship to in-store marketing tactics through small-market research or marketing-mix modeling.
The advertising and marketing communities traditionally have understood television advertising effectiveness and its relationship to in-store marketing tactics through small-market research or marketing-mix modeling. Although these studies have improved the quality of advertising-effectiveness research, they have done little to improve the tools marketers need to translate those insights on a larger scale and optimize their marketing allocations. With the proliferation of “big data,” researchers now have the ability to refine those tools and give marketers a more granular understanding of brand-purchase behavior and the impact of multiple marketing levers on in-store brand sales. This paper leverages the anonymous household-level purchase behavior data from 60 million households across the United States and the second-by-second measurement of television-viewing habits from more than 2 million set-top box households, and the current study applies actual (non-modeled) single-source, household-level data to demonstrate a methodology for optimizing the mix of television advertising and in-store marketing.
All media are social: Contextual media planning
David Shiffman, Kevin Moeller and Brad Fay, ARF Experiential Learning, Audience Measurement 7.0, 2012
The authors of this paper argue that a social marketing strategy should not solely rely on social media because the majority of conversations about brands and advertisements actually take place offline.
The authors of this paper argue that a social marketing strategy should not solely rely on social media because the majority of conversations about brands and advertisements actually take place offline. Specifically, consumers can be targeted when they are in a social context whilst consuming offline media (e.g. watching TV) which can extend advertising reach and increase engagement with brands and ad content. The paper provides insights on when consumers are most likely to be social by fusing the USA TouchPoints and Keller Fay Talk Track studies. The findings include the time of day and the locations that online and offline communication are most likely to take place and which media platforms are more likely to be used simultaneously. The paper also features a case study focusing on young single adults, outlining how to select the media in which to advertise, and the times of day to run the advertisements, in order to maximise the chances of reaching the audience in a social context.
Engagement as a behavioral and sales-correlated ROI proxy
Charles Kennedy, Justin Z. Fromm, and Robert Passikoff, ARF Experiential Learning, Re:Think conference, 2011
This paper presents a cross-media, integrated engagement ROI evaluation process that can be applied to any brand and combination of media platforms for any product or service.
This paper presents a cross-media, integrated engagement ROI evaluation process that can be applied to any brand and combination of media platforms for any product or service. Using a series of in-market case studies, this paper presents a discussion of the methodology, with correlations provided for integrated-media consumption, engagement effects, and product purchases. The results of this research respond to the need to understand real consumer behaviour and allow marketers to assess – and plan for – the true effectiveness of integrated marketing communication in an increasingly multi-media environment. It demonstrates the efficacy of engagement measurements as a real proxy for ROI.
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.
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