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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.
'Fit for Purpose', IJMR Research Methods Forum, Royal Society, London, 2 November 2010
Reg Baker, Mike Hall, Jeannie Arthur and Emma Morioka, International Journal of Market Research, Vol. 53, No. 2, 2011, pp. 277-288
This article consists of the Conference Notes from four presentations made at the third Research Methods Forum.
This article consists of the Conference Notes from four presentations made at the third Research Methods Forum. The first, by Reg Baker, describes the empirical findings from research conducted in the US on the reliability of online panels. Baker's summary includes a useful list of references to sources of more detailed information on this topic. Second, Mike Hall and Jeannie Arthur describe the methodology used in creating and managing online communities, and how these methodologies impact on the traditional role of market researchers. The third summary, by Julian Dobinson, describes how, by integrating data from different sources, BSkyB has built a comprehensive picture of its customers. Finally, Richard Ellwood spells out what ‘Fit for Purpose' means from a clientside researcher's perspective.
Insights vs findings: lessons learned from the trenches
Marsha E. Williams, ESOMAR, Consumer Insights Conference, Milan, May 2007
How does one differentiate between findings and insights? Can it be concluded for research in the private sector that the principle difference between findings and insights is one's ability to translate the learning into revenue? Findings are often nice to know; insights should be considered need to know.
How does one differentiate between findings and insights? Can it be concluded for research in the private sector that the principle difference between findings and insights is one's ability to translate the learning into revenue? Findings are often nice to know; insights should be considered need to know. All insights are findings, but not all findings are insights. The case studies reviewed in this paper illustrate these distinctions in real business contexts.
Merging minds and matter - actionable segmentation powered by data fusion
Manjima Khandelwal, Shuchi Sethi, Daniel Jenkinson and Adam Murphy, ESOMAR, Annual Congress, London, September 2006
The paper through a case study will discuss an innovative segmentation approach that delivers actionable segmentation to marketers.
The paper through a case study will discuss an innovative segmentation approach that delivers actionable segmentation to marketers. It proposes segmenting consumers based on 'the cognitive mental process that underpin choice' and converging it with purchase behavior, demographics, lifestyle and media habits through data fusion of different data streams. This approach, rooted in cognitive psychology, allows us to integrate a variety of data describing consumer behavior in a way that allows us to more effectively interpret and ultimately influence it, as well as conduct in-depth segment profiling.
Data convergence. How much further to go?
Andrew Czarnowski and Judith Passingham, ESOMAR, Conference on Panel Research, Budapest, April 2005
The key focus of this paper is to outline how different market research disciplines are starting to converge and how the consumer panel is particularly at the heart of this process, reaching this position because of its ability to offer both quantitative output as well as a softer consumer dimension.
The key focus of this paper is to outline how different market research disciplines are starting to converge and how the consumer panel is particularly at the heart of this process, reaching this position because of its ability to offer both quantitative output as well as a softer consumer dimension. There is still further convergence to come. Evidence from the United States shows consumer panels moving from their longitudinal, quantitative heritage to a semi-continuous, slightly more qualitative positioning and application, further driving the convergence of consumer panel and custom research.
The future of fusion
Tony Jarvis, Admap, October 2004, Issue 454, pp. 123-124
Tony Jarvis, chairman of the ARF blue ribbon committee who produced the ‘Guidelines for Data Integration’, looks at the value and future of single source data, fusion and data integration.
Tony Jarvis, chairman of the ARF blue ribbon committee who produced the ‘Guidelines for Data Integration’, looks at the value and future of single source data, fusion and data integration. He quotes the views and opinions of committee members.
Multimedia audience measurement
Peter Masson and Sue Elms, Admap, October 2004, Issue 454, pp. 154-154
Peter Masson, a partner at Bucknull & Masson International Media & Research, and Sue Elms, managing director of Carat Insight UK, each provide a personal view on the current state, and future, of multimedia audience research.
Peter Masson, a partner at Bucknull & Masson International Media & Research, and Sue Elms, managing director of Carat Insight UK, each provide a personal view on the current state, and future, of multimedia audience research. Masson describes the limited and flawed data that is available in a number of countries, and how with repeat interviewing, modelling and data integration he works towards a multimedia reach and frequency map. Elms reviews the UK situation where a variety of solutions have been developed.
Measuring television viewership through a multi-method approach
Thomas F. Delaney, Randall K. Thomas, George Terhanian and John Bremer, ESOMAR, Television Audience Conference, Geneva, June 2004
This paper describes a multi-method approach for measuring total television viewing of the 2000 NCAA men's basketball tournament by 18-24 year olds.
This paper describes a multi-method approach for measuring total television viewing of the 2000 NCAA men's basketball tournament by 18-24 year olds. The approach exploits three information sources - the Nielsen Media Research (NMR) national people meter (NPM), Harris Poll telephone research, and panel-based online research - to estimate out-of-home viewership of those included within the NPM sampling frame, and total viewership of those excluded from the frame. In short, we fuse information derived from the NPM with individual-level survey data to generate estimates of total viewership for the entire population of 18-24 year olds. The evidence generated through this approach suggests that the NPM seriously under-estimated total viewership of the major games of the event by 18-24 year olds.
No free lunch in data fusion/integration
Michelle de Montigny and Roland Soong, ESOMAR, Cross Media Conference, Geneva, June 2004
This paper addresses the elusive quest for that one single best method for data integration. We assert that this is a fool's quest since at the heart of learning theory is the famous No Free Lunch Theorem which makes this an impossible mission.
This paper addresses the elusive quest for that one single best method for data integration. We assert that this is a fool's quest since at the heart of learning theory is the famous No Free Lunch Theorem which makes this an impossible mission. We show the results from four different projects, each one being a genuine real-life commercial problem, in which we applied a number of standard data integration methods. None of these methods is the best in all applications. For any specific problem, the best approach is to find the method that is crafted according to the exact circumstances.
Calibration. A valuable addition to survey merging methodologies
Paul Sumner and Peter Masson, ESOMAR, Cross Media Conference, Geneva, June 2004
Collection of sufficient information on a single-source survey is a well documented barrier to multi-media evaluation.
Collection of sufficient information on a single-source survey is a well documented barrier to multi-media evaluation. There are a number of methods used to attempt to ameliorate this information problem by collecting information on two or more separate surveys and then combining them. We can describe all these as 'survey merging methods'. There are three main methods of survey merging. These can be described as: a) one-way ascription; b) two-way ascription or fusion; and c) calibration. Method c), calibration, has not previously been used (to our knowledge) in this survey merging context, but it can be invaluable and superior to the other approaches. In some cases it is clear which method has to be used but often one can choose between two, or even all three, of the methods. Which method is the superior, when two or all three are available, is rarely a straightforward decision. It requires considerable expertise and experience with all three methods to decide which approach is the best for a particular situation. This paper will discuss the factors which influence the decision.
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Choice and behaviour modelling
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