News
Big Data meet Smart Thinking
It must have been funny in the early days of TV: a bunch of producers would broadcast programmes and they could all claim they had the finest programme and the highest audience. The science of measurement took a long time to catch up with the truth and put numbers on the viewers. Even now, traditional media are tough to measure, and to understand effectiveness is an even bigger stretch.
How to improve the effectiveness of your advertising
A major brand has carried out a large advertising campaign and has recently appointed Pointlogic to evaluate its effectiveness. During the campaign the advertiser undertook weekly interviews among its target audience to track the effectiveness of its campaign. Among other things, the advertiser asked the respondents about their awareness and consideration of different brands. The graph below shows how the brand awareness level evolved during the campaign, and how much media was used. The brand wanted to know how effective their campaign was and if they could have improved it even further using another media strategy.
Read more: How to improve the effectiveness of your advertising
Dashboards are the new PowerPoint
At Pointlogic we take a fairly pragmatic approach to technology, so after some positive experiences we wanted to share some good news about a new development in Information Technology – the world of dashboards.
Data Fusion: Combining Multiple Analysis
Nowadays, a lot of money is spent on advertisement on a yearly basis. For advertisers it is important to know what the pay-off of their advertisement will be. Therefore, it is important to know how many people will see the advertisement (or: how many people will be reached). Several respondent researches are available to fulfil this need for information. For example, the reach of magazines and newspapers is measured by print researches. In a print research, a so-called ‘reading probability’ is available for every respondent. This ‘reading probability’ serves as an indicator in computing the reach.
Bringing to life USA TouchPoints
After three successful years in the UK, TouchPoints has entered the US. The MBI (Media Behavior Institute) has successfully pilot tested the US version of the IPA’s TouchPoints service. The study was conducted with the industry organisation CIMM (Coalition for Innovative Media Measurement). With its debut in the US market, USA TouchPoints is poised to become a new and unique way of looking at American consumers. Pointlogic have developed a tool, Chorus USA TouchPoints, to access the study data in a simple-to-use format that gives a true visual rendering of the study data. Examples of Chorus USA Touchpoints reports will be referenced later on in this article.
More Articles...
Page 1 of 2