The papers for this edition of Online Audience Measurement suggest that research into the performance of this new medium is beginning to present itself in a more established way. There is less discussion about possibilities and rather more focus on accurate measurement, planning and ROI. Research companies specialising in online audience measurement are beginning to face up to the challenge of creating stable and useable currencies.
This paper demonstrates the potential power of data mining modem single-source consumer databases. The use of a database containing information collected from young people in several European countries to provide much of the insight usually obtained from expensive and time- consuming ad-hoc surveys is discussed. Obtaining interesting qualitative insights to give organisations a marketing edge is demonstrated utilizing a single source database. We conclude that this use of databases will stimulate significant growth in the database approach to market analysis.
In 1986 a new Company appeared on the World Stage, United Distillers, the spirits Company of Guinness PLC. The company was formed as a result of the highly publicised takeover of the Distillers Company Limited by Guinness and was primarily a combination of the Distillers Company Limited and Arthur Bell which had been bought by Guinness in 1984. The major part of the new company's portfolio was made up of leading brands of Scotch Whisky and Gin including such names as Johnnie Walker, Bells, Dewars, White Horse, VAT 69 Haig, Gordons, Tanqueray and Booths. These and others from over 150 brands were sold in every country in the world where commercial access was possible. In the four years of its existence United Distillers has been successful. In 1986 turnover was £2,747 million with pre-tax profits of £375 million. In 1990 turnover was £3511 million pre-tax profit £965 million making United Distillers not only one of the biggest but also one of the most profitable spirits companies in the world. Many factors have contributed to this success. The understanding and management of the price dynamic has been important among these. This paper describes the way in which United Distillers has set out to understand the effect of price in its various markets and how this understanding has been incorporated into the management decision process.
This project provides an unusually clear insight into the way in which an aesthetic benefit can add to the perceived quality of a commodity product like tea. It also shows the way in which an ad-hoc panel can be used to provide reliable pre-launch test market data on how a new brand is likely to perform. Finally, it demonstrates that free sampling with significant amounts of product can enhance the quality of trial, such that trial is more focussed in the target group and higher levels of repeat purchase are obtained than would otherwise be the case.