Project Apollo and ad impact: improving returns from media expenditures

Bart Flaherty
GroupM Business Science N.A., United States

INTRODUCTION

Project Apollo is a single-source service that is being developed to provide direct links between advertising and purchasing behavior at the household level. The goal is to achieve a consumer-centered view across all aspects of CPG marketing programs.

By combining information from the Arbitron Portable People Meter, ACNielsen Homescan, and online print measurement and non-CPG category sales, the originators of Project Apollo are working toward a system that helps marketers improve advertising efficiencies and track purchasing results directly from advertising.

Project Apollo has now been in development for three years. The underlying technology and process are operational, although, as with any pilot, continuous testing, adjustments and value analyses are being done to prepare for commercialization.