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Best of Both Worlds?: Can we make convenience samples representative?
Pete Doe and Robert Smith, ESOMAR, Congress, Istanbul, September 2013
This paper discusses the reliability of online panel data, considering the issue of sample bias by examining different methods of selecting and weighting samples from panels.
This paper discusses the reliability of online panel data, considering the issue of sample bias by examining different methods of selecting and weighting samples from panels. Many companies have large online respondent panels which allow data and insight to be generated quickly and cheaply. However, the methods used to recruit respondents are not scientific and suffer from self-selection. Sample matching against a smaller, but statistically representative panel has been suggested as a means to reduce sample bias and to enable a statistically representative sample to be selected. This paper examines the extent to which bias can be reduced using this approach, and the relevant factors that must be taken into account.
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.
On-device metering in measuring the biggest mass medium - mobile
Hannu Verkasalo, ARF Experiential Learning, Audience Measurement 7.0, 2012
This paper introduces the Arbitron Mobile Meter, a framework to conduct user experience research in the mobile and wireless sector.
This paper introduces the Arbitron Mobile Meter, a framework to conduct user experience research in the mobile and wireless sector. The approach utilises different types of data collected using on-device meters in customer panels alongside advanced analytics to convert the data into actionable insights. The paper provides an analysis of the data collected from 20,000 panellists and addresses ways to scale data collection so representative data can be obtained from different national markets.
Short-Term Effects of Advertising: Some Well-Established Empirical Law-Like Patterns
Leslie Wood, Journal of Advertising Research, Vol. 49, No. 2, June 2009, pp. 186-192
Extensive work with single-source data since the 1960s has consistently shown that advertising has a pronounced short-term effect on sales, that this effect decays over time, and that creative copy is the largest contributor toward effectiveness.
Extensive work with single-source data since the 1960s has consistently shown that advertising has a pronounced short-term effect on sales, that this effect decays over time, and that creative copy is the largest contributor toward effectiveness. This article shares the foundations for these generalizations as well as more current examples that use Project Apollo data, based on the AdImpact metric (described). Other findings from the Apollo data, which are new, are that multiple brands with many sub-brands may achieve very different results from their sub-brand campaigns, and that advertising environments such as TV programme genres also make a difference. From an issue of JAR devoted to `empirical generalisations’: the papers were first presented at a conference at the Wharton School, University of Pennsylvania in December 2008.
Tapping the wire - Audience response research in a non-linear age
Jennie Beck, ESOMAR, Worldwide Media Measurement, Stockholm, May 2009
The Wire was a five-season U.S. police series that was a commercial broadcast failure and failed to win a major award.
The Wire was a five-season U.S. police series that was a commercial broadcast failure and failed to win a major award. It has nevertheless been described by many as the greatest TV show of all time. It became a massive TV hit despite very low ratings, due to more people viewing it on DVD than on its original broadcast outings. This paper asks how success can be harvested from a show that doesn’t obey the broadcasting rules, and how to measure how well it's going down when normal audience metrics are insufficient. Taking The Wire as an example of a "new world order", the paper shows how audience response research is dealing with these new challenges and getting ready for a very different TV world.
The IPA TouchPoints initiative - Its effects on the market place and its future plans
Lynne Robinson, ESOMAR, Worldwide Media Measurement, Stockholm, May 2009
The IPA TouchPoints Initiative was the world's first, industry, consumer-centric, multi-media database.
The IPA TouchPoints Initiative was the world's first, industry, consumer-centric, multi-media database. Since its launch in 2006, it has been emulated around the world. The IPA published the second TouchPoints Survey during 2008, when the survey was comprehensively updated to reflect the changes in the communication landscape particularly in the digital and search areas. In doing this, it produced the first trend data on how people's media usage patterns are changing. A third TouchPoints study is planned for 2009. This paper covers the key trends from TP2 vs.TP1 and, in particular: the impact of digital on people's total media usage; the growing sophistication of use of the data, illustrated by case histories from agencies, media owners and advertisers; the impact of multi-media data on the marketplace in terms of acceptance, uptake, trading, required skill sets and training; and the new requirements for TouchPoints3.
The effect of recency of ad exposure on purchasing across categories and media
Erica Riebe, Carl Driesener and Virginia Beal, ESOMAR, Worldwide Multi Media Measurement (WM3), Budapest, June 2008
The best time to reach a potential buyer with advertising is immediately before they make their choice.
The best time to reach a potential buyer with advertising is immediately before they make their choice. This model of 'recency planning' is often ignored, however, as a result of a considerable amount of confusions among planners about how to best reach large numbers of consumers near the point of purchase, and as a result of other theories which muddy the waters with regard to the importance of the frequency of exposure. Using single source data, these paper argues that there appears to be a relationship between purchasing behaviour and the recency of a consumer's exposure to advertising, with the possibility that heavier brand buyers are affected to a greater extent still.
Scoring media for ROI potential
Leslie Wood and James Spaeth, ESOMAR, Worldwide Multi Media Measurement (WM3), Budapest, June 2008
This paper reports on early research results aiming to establish how media selection contributes to an advertisement's ability to motivate incremental brand sales, above and beyond its ability to deliver recent category purchasers.
This paper reports on early research results aiming to establish how media selection contributes to an advertisement's ability to motivate incremental brand sales, above and beyond its ability to deliver recent category purchasers. It argues that single source data has high economic and practical value, and that understanding that the 'environment' in which brand communications occur is crucial, and also allows for increased accountability.
Measuring responsiveness from a 360 degree angle - are you reaching consumers who respond to advertising for your brands?
Joan FitzGerald, ESOMAR, Worldwide Multi Media Measurement (WM3), Budapest, June 2008
This paper explores consumer responsiveness to advertising, in order to establish the relationship between product sales and individuals' exposure to advertising.
This paper explores consumer responsiveness to advertising, in order to establish the relationship between product sales and individuals' exposure to advertising. It aims to move beyond a 'retail-centric' approach by using a single source product purchase and media use panel, which allows for the assessment of the impact of various media types on different target groups. The paper focuses on the U.S. market, and assesses the influence of broadcast and cable TV, magazines, radio, online video and cinema. It argues that single source data allows marketers to identify which consumers use particular media, and especially those that are influenced by what they see. It also looks at when and why advertising may reach a 'saturation point' with consumers, assesses how planners can integrate multimedia campaigns into their work, and shows how to move beyond demographics and consumer targeting to aiming communications at the most responsive consumers.
How does advertising affect loyalty? Using Project Apollo data to investigate the relationship in a new way
Rachel Kennedy, Carl Driesener, Gerald Goodhardt, Colin McDonald and Leslie Wood, ESOMAR, Worldwide Multi Media Measurement (WM3), Budapest, June 2008
Understanding and measuring advertising and buyer loyalty have been on marketers' agendas for many decades.
Understanding and measuring advertising and buyer loyalty have been on marketers' agendas for many decades. However, the act of bringing the two together has been limited due to the data requirements associated with doing so appropriately. While Project Apollo has ceased, it has left behind an incredibly valuable pure single source data set that allows us to explore individual's loyalty and buying behaviour in relation to advertising exposure within different windows. This paper demonstrates a new approach to analysis, which focuses on a key parameter (Phi) from the Beta Binomial Distribution, which can be used to better understand the relationship between advertising and purchase probabilities (a measure of Latent Loyalty). This approach demonstrates that marketers have much to learn about advertising, and that such data is incredibly powerful in terms of its ability to measure relationships that could only be guessed at before it was available.
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