Can a Picture Save 1,000 Words?

Augmenting Telephone Tracking with Online Ad Recognition

Nigel Hollis
Millward Brown Interactive

 

INTRODUCTION

At the end of 1998 I moved from my previous position of Group Research and Development Director at Millward Brown to become one of the team at Millward Brown Interactive.  I made the move because I believe that the Web is fundamentally important to the future of my company and to that of marketing research in general.  Shortly after I made the move, however, I realized that I had made a mistake.  The mistake was not that I had joined the Interactive team, but that I thought this ARF Workshop was at the end of February, not January!  As a result, the research reported here was designed, authored, processed, and analyzed in the intervening three weeks.