Abstract:

This paper discusses about AUDE (Analyse Unifiee des DonneEs), a new marketing tool, launched in FRANCE last fall 1992 and which has jointly been developped by SECODIP and MEDIAMETRIE. The two main topics addressed by AUDE are on the one hand TV advertising media planning based on products consumption profile, and on the other hand, TV advertising effectiveness measured through impact, related to TV campaign exposure, on consumers purchases. This paper deals first with kinds of answers AUDE can provide to advertisers, advertising agencies, media buying agencies and TV channels, secondly with the unique methodology we developped to build a permanent and comprehensive link between purchases behaviours and TV audiences panels while using previous experiences on data fusion and adding our specific know-how we got through the iterative process we conducted. The last part shows some real results to let you understand how it works in the two areas of TV media targetting and TV campaigns assessing. AUDE is positionned as a reliable and a real "value for money" alternative to single-source panels which have not yet proved, neither in the US nor in Europe, that they work on a national and continuous basis and that they are affordable for Clients. In addition, we have to mention that all results issued from AUDE are absolutely coherent with the figures included in SECODIP purchases behaviours and in MEDIAMAT TV audiences reports.