Media Effectiveness

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Upcoming Meetings

JULY 31, 2008 • 2:30–4:30PM EDT

Single Source – What Can it Offer, Where are We?

Hear several major presentations on single source including:

• Joan FitzGerald, Arbitron will present her award winning ESOMAR paper on media curves.
• Leslie Wood and Jim Spaeth will present their ESOMAR paper on scoring media using sales response.
• Bill Harvey will share findings from TRA’s new single source data.

We will also be announcing a new initiative with TNS and set-top box data.

Agenda

2:30–2:35PM

Welcome
Marc Nightingale, The ARF

2:35–2:45PM

Introductions
Leslie Wood, LWR, Inc,
Mike Hess, OMD

2:45–3:00PM

Media Curves
Joan Fitzgerald, Arbitron Inc.

3:00–3:15PM

Scoring Media Using Sales Response
Jim Spaeth, Sequent Partners
Leslie Wood, LWR Inc.

3:15–3:30PM

TRA’s New Style Source Data
Bill Harvey, TRA Inc.

3:30–3:45PM

TBA

3:45–4:15PM

Discussion and Q&A

4:15–4:30PM

Next Steps and Wrap Up
Leslie Wood, LWR Inc,
Mike Hess, OMD

Registration

To attend in person: Email councils@theARF.org. (Please include your name, title and company.)
To attend virtually: Register online via WebEx.

NOVEMBER 13, 2008 • 2:30–4:30PM EDT

Topic to be decided.

Previous Meetings

MAY 15, 2008

Understanding Consumers

In Chicago
At this meeting we continued our 2008 theme of exploring what we have learned in a variety of areas. In February it was about Fusion; in May we discussed about Channel Planning. Speakers from three related disciplines all looked at the same issue: a research supplier, Integration; a media agency, OMD; and a well-known marketer, Microsoft. Each examined how they approached the topic of Channel Planning and what they learned on this hot topic, and shared it with others.

Download agenda »

PRESENTATIONS

Global Channel Planning with Consumer-Generated Metrics (PDF, 831kb)
Channel Planning OMD Practice and Learning (PDF, 4mb)
Channel Planning Opportunities & Challenges for Advertisers (PDF, 880kb)

FEBRUARY 27, 2008

Fusion: What is the Current State of the Art? What do we Know? What Have we Learned?

OMD will share their fusion of Prime Prospects from custom research, using multivariate techniques such as factor and cluster analysis as well as regression, into syndicated databases. They will specifically discuss the process of selecting relevant variables, model estimate/fit and business applications.

James Collins of MRI, Peter Doe of Nielsen and Irina Fadeyeva of OMD will share insights into the current state of the art of fusion in the US.

Meeting Notes (PDF, 43kb)

PRESENTATIONS

Fusion of OMD Prime Prospects (PDF, 512kb)

MRI Fusion Initiatives: Addressing the Need for More Information Supporting More Effective Targeting and Audience Delivery (PDF, 84kb)

Data Fusion (PDF, 724kb)

AUGUST 7, 2007

Single Source Measurement and Modeling

The Media Effectiveness Council this year is focused on how media effectiveness is supported by data - in particular different types of integrated data: fusion, data integration and single source.  This meeting will build on these concepts by examining the more narrow focus of how advertising effectiveness is supported by single source.

How can single source data enhance market mix models?  How can single source support more general advertising and media models? How can single source data enhance the measurement of advertising effectiveness?

A panel of experts, including Art Christiani of Mediaedge:cia, Sandy Eubank and Hew Griffiths of OMD, and Jim Spaeth from Sequent Partners, will share their perspectives on these ideas, and then engage with the audience in a lively discussion of this topic. Please bring your questions and ideas!

PRESENTATIONS

How To Realize the Full Potential of Single Source Data by Understanding
the Impact of Advertising on Individual Brand Choice (Art Christiani) (PDF, 64kb)

Measurement, Theory and Advertising Value (Jim Spaeth) (PDF, 15.1mb)

Linking Media Enagement to Sales (OMD) (PDF, 427kb)

APRIL 5, 2007

How Can You Judge the Quality of a Data Fusion?

Fusion is a potentially powerful way to address the problems of siloed information and data sets. While Fusion can greatly increase the insights available from previously independent data sets, the reliability and validity of the new data are of critical importance. So how do you evaluate the quality of a fused data set? And what guidelines should you use when determining what actions are appropriate based on output obtained from a fused data set?

Please join Fusion experts Pete Doe, VP of Analytics and Modeling, The Nielsen Company and Dr. Jim Collins, SVP of Research, Mediamark Research Inc. for an open member discussion on validating fusion. The Media Effectiveness Council meeting will explore fusion guidelines, various means for validating fusion studies, and methods for understanding what makes the results from a Fusion database good enough to trust.

CHAIRED BY

Mike Hess, OMD
Leslie Wood, LWR, Inc.

SPEAKERS

Pete Doe, VP of Analytics and Modeling, The Nielsen Company
Dr. Jim Collins, SVP of Research, Mediamark Research Inc.

PRESENTATIONS

Fusion Validation (LWR, Inc.) (PDF, 100kb)

Fusion Validation (MRI) (PDF, 84kb)

SEPTEMBER 14, 2006

Truly, Madly, Deeply Engaged:
A Study of Youth and Media Technology

This study by Yahoo! and OMD on over 5,000 interviews in 11 countries with Youth ages 13-24 is the first research study that examines media habits, internet and cell phone usage on a global basis. Key results include the multi-tasking of Youth that produces the "43 hour day" as well of the Youth segment to be receptive to advertising there.

CHAIRED BY

Mike Hess, OMD
Leslie Wood, LWR, Inc.

SPEAKERS

Mike Hess, OMD
Theresa LaMontagne, Yahoo

Council Chairs

Mike Hess – OMD

Mike Hess joined OMD in 2004 with a mission to integrate the best consumer learning with the discipline of research analysis to find the most effective, actionable and accountable plans for its clients. As a major step to that end, he recently introduced Market Structure Prospector, a channel planning tool that segments the market to determine key new customer prospects, while linking these prospects to a media plan. As global director, Mike serves on several industry committees to advance the state of the art and has been a frequent speaker at ARF functions.

Prior to OMD, Mike ran the in-store research, point-of-sale business for TNS, the world’s largest survey research company, where he analyzed relationships between consumer attitudinal data and at-the-shelf decision-making behavior. In this role, Mike was the first to link attitudinal loyalty segmentation with implications for retail shelving and overall category management strategies. Mike has also held senior positions at IRI, Clorox, BASES and Bristol-Myers. His monograph, Short and Long-Term Effects of Advertising and Promotion was published by the AAAA in 2002. He has also contributed articles to Advances in Consumer Behavior, Marketing Research Magazine and the CASRO annual. Mike has an MBA from Wharton in Marketing Research, M.A from Columbia in Experimental Psychology, and B.S. from Loyola University of Chicago.

Leslie Wood– LWR, Inc.

Consistently on the cutting edge of key media research and planning innovation over the past 25 years, Leslie is currently the president of Leslie Wood Research. She is a frequent industry speaker at forums such as the ARF, Canadian ARF, ANA, Radio TV Rating Council,Worldwide Readership Symposium, InForms and Marketing Modelers Group. She is currently Chair of the ARF's Media Methods, Tools and Techniques Committee and has authored two articles for the JAR: Decency in Media Planning Redefined(August 97) and Internet Ad Buys-What Reach and Frequency Do They Deliver?(February 98).
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