Abstract:
Understanding and measuring advertising and buyer loyalty have both been on marketers' agendas for many decades. However, the act of bringing the two agendas together has been limited due to the data requirements associated with doing so appropriately. While Project Apollo has ceased, it has left behind an incredibly valuable pure single source data set that allows us to explore individual's loyalty and buying behaviour in relation to advertising exposure within different windows. We demonstrate a new approach to analysis, which focuses on a key parameter (Phi) from the Beta Binomial Distribution, which can be used to better understand the relationship between advertising and purchase probabilities (a measure of Latent Loyalty). The new approach demonstrates that we have much to learn about advertising and that such data is incredibly powerful in terms of its ability to measure relationships that we could only guess at before this Single Source data was available.
Research Papers
The effect of recency of ad exposure on purchasing across categories and media
Catalogue: WM3- Worldwide Multi Media Measurement 2008
Authors: Virginia Beal, Erica Riebe, Carl Driesener
 
June 1, 2008
Research Papers
Scoring media for ROI potential
Catalogue: WM3- Worldwide Multi Media Measurement 2008
Authors: Leslie Wood, James Spaeth
 
June 1, 2008
Research Papers
Measuring responsiveness from a 360° angle
Catalogue: WM3- Worldwide Multi Media Measurement 2008
Author: Joan Fitzgerald
Company: Nielsen
June 1, 2008
