Project Apollo and ad impact: improving returns from media expenditures

Project Apollo is a single-source service developed to provide direct links between advertising and purchasing behavior at the household level.

Project Apollo and ad impact: improving returns from media expenditures

Bart FlahertyGroupM 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...

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