Will These New Technologies Simplify Measuring Marketing Effectiveness?
A couple of new balloons being floated by marketing research firms tout technologies to satisfy the yearning for accurate views into marketing effectiveness. But will they really fulfil their promise?
VNU, parent company of ACNielsen and Nielsen Media Research, has partnered with Arbitron Inc. on joint testing of a marketing research tool code-named “Project Apollo.” A portable people meter (PPM), developed by Arbitron and worn like a mobile phone, will use radio waves to capture and record embedded signals in the broadcast marketing messages wearers are exposed to. As with other Nielsen projects, this will rely on a consumer panel. When members of the panel return from shopping trips, they will scan their purchases with a barcode reader, and database technology will match the messages they received to actual purchases.