Abstract:

Project Apollo is a single-source service developed to provide direct links between advertising and purchasing behavior at the household level. The goal is to achieve a consumer-centered view across all aspects of CPG marketing programs. By combining information from the Arbitron Portable People Meter, ACNielsen Homescan, and online print measurement and non-CPG category sales, the originators of Project Apollo are working toward a system that helps marketers improve advertising efficiencies and track purchasing results directly from advertising.