A powerful mix: fusing audience data with consumer behaviour to measure advertising effects
Laurent BattaisMarketing Scan, France
Jean-Luc StehléJLS Conseil and Everbee Networks; and École Centrale Paris, and Médiamétrie, France
Since 1996, MarketingScan has been developing in France a single-source tool to measure advertising efficiency on sales. This tool is based on a 2,000 member household panel, equipped with an audience meter linked together with television and an ID card with a bar-code that they present at a store checkout in the city of Angers.
This device enables linking exposure to advertising TV campaigns and the effect...