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					                                   CrossMedia™ Methodology
•   CrossMedia™ uses a multiple regression modelling technique to isolate the effectiveness
    of all the individual media involved in the campaign and assess how the different media
    have interacted together.
                          Baseline                                   Media Impact
                        consideration                                 on baseline

                 (this captures underlying brand




                                                                                          media effect
                                                                                          Additional
                          predisposition)
                                                                         Media



                        Brand experience                             Brand experience



                                                   Consideration




                                                                                          Consideration
                                                   Pre-existing




                                                                                          Pre-existing
                         Category usage                               Category usage


                     Category involvement                          Category involvement




•   The pre/post analysis of media campaigns allows us to account for pre-disposition
    towards the brand and therefore genuinely isolate the true media effects


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                                   CrossMedia™ Methodology
•   By including other non advertising variables in our models we ensure that we are
    accounting for how people feel about the brand before being exposed to media – and
    thus accurately identify the campaign effect

                    Unexposed                                  Exposed


            Uses brand                           Uses brand
                                                                         Has had +ve
                               Has had +ve                               experience of
          Heavy category                      Heavy category
                              experience of                                 brand
           involvement                         involvement
                                 brand
                                                                              


                                                                                         Diff
                        45%                                     55%
                   consideration                           consideration               +10%
                     (of brand)                              (of brand)            campaign effect




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                                      CrossMedia™ Methodology
Measuring exposure to the media and working out probable frequency of exposure:

TV, Outdoor, Newspapers, Retail,
Sampling                                                              Online




• Declared: through detailed questions on                • Dynamic Logic’s cookie technology, allows us
  media use, eg:                                           to determine which people have been
     •   For TV: day parts viewed, hours per day part,     exposed to the ad and the frequency of
         specific channels and programmes viewed…          exposure (number of times exposed to the
     •   For Newspapers: titles read, frequency of
                                                           ad)
         readership etc…
     •   For outdoor: travel patterns
• Plus highly detailed post campaign reports
  from media agency for all media
• Plus external media information about the
  structure of and consumption patterns for
  each active media (eg BARB, NRS, Rajar,
  Postar)
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               We can then also accurately determine how much of the uplifts in brand metrics
              due to the campaign impact are attributable to the different media channels used


Estimate each respondents’ likelihood to
have seen each medium in campaign
                                                                      Calculate shift in metric due to media exposure
                                                                                      Uplift in Consideration
                                                                                            (13.2%)
     Don’t use                                  Use
    appropriate
     websites
                                            appropriate
                                              websites            
                             
   Reads relevant                           Reads relevant
   newspaper title
    once a week
                                           newspaper titles
                                            six days a week
                                                                                                   2.0


  Heavy TV watcher
                                                                                                     7.0
                             
                                           Lighter TV viewer
   in relevant day
         parts
                                            in relevant day
                                                   parts
                                                                  
     Does visit retail
                            
                                           Doesn’t visit retail
        outlets                                outlets                                              Retail
                                                                                                     Sampling
                                                                                                     Online
    Does use sampling                      Does use sampling
                                                                                                    Outdoor
                                                                                                     Newspapers
                                                                                                     TV


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