A powerful mix: fusing audience data with consumer behaviour to measure advertising effects

The objective of this paper is to introduce an innovative methodology for propagating audience data in a consumer panel in order to build a 'single source' and to measure advertising efficiency.

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...

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