Resources Library by ANA

Spotting online influentials among business audiences

The way a company chooses to disclose information about itself greatly impacts its reputation. The Internet is often overlooked as a channel that can be strategically used to relay corporate messages to key constituencies. Indeed, today's influential...

Catalogue: ESOMAR Conference 2004: Technovate 2

Author: Idil Cakim

February 1, 2004

Real cross media intelligence for real cross media planning

Arbitron's Portable People Meter (PPM) results provide 'real' cross-media duplication between radio and television. PPM differs from present currency-based estimation of random duplication between independent sources for local-market radio and...

Catalogue: ESOMAR/ARF WAM Conference 2003: Media Mix

Authors: Roberta M. McConochie, Beth Uyenco

Companies: Nielsen, OMD Group

June 18, 2003

ADcom local market TV ratings

Since entering the local market ratings arena in 1996 there has been considerable interest in ADcom's set meter panel (with viewers modeled) as an alternative to the current people meter panels). ADcom has successfully used the large cable panel...

Catalogue: ESOMAR/ARF WAM Conference 2003: Television

Authors: Bill Livek, Linda Baniel

June 17, 2003

Generating scoring models with auxiliary target variables and data bridging

The authors present an innovative way to deal with a frequent practical problem in CRM and direct marketing projects: the lack of cases with known target behavior. Usually, this makes learning scoring models that can be utilized for selecting the...

Catalogue: ESOMAR Excellence in Consumer Insights Conference 2003

Authors: Johannes Ruhland, Wendy Gersten

March 30, 2003

Calibrating new products for generation Y automotive consumers with emerging market realities

The coming of age of Generation Y in the United States represents the largest inflow of new consumers to the U.S. automotive marketplace in over two decades. This paper concerns how and why Honda has approached this new consumer segment in the U.S....

Catalogue: ESOMAR Excellence in Consumer Insights Conference 2003

Authors: Aziz Ucmakli, Kevin M. Joostema

March 30, 2003

The modern upper middle classes in Western and Central Eastern Europe

Recently, BankAustria Creditanstalt has successfully developed a strategy to target the upper mainstream market in Austria by using the Sinus-Milieu® approach. The extension of that strategy to the markets in Central and Eastern Europe is...

Catalogue: ESOMAR Excellence in Consumer Insights Conference 2003

Authors: Agnieszka Krason, Michael Schipperges, Martin Mayr

Company: SINUS Markt- und Sozialforschung GmbH

March 30, 2003

GPS - Generating Perfume Sparkles by Global Positioning System

This paper describes the 'GPS' approach, which consists of defining the right target for the next perfume of the brand 'XYZ' and of point out the concepts to which this target is sensitive. The aim of GPS is to serve the development of perfume...

Catalogue: ESOMAR Fragrance Research Conference 2003

Authors: Patrick Duquesne, Frédéric Miedzinski

March 16, 2003

Targeting doctors in the Middle East - Is it just a mirage?

This paper will review the segmentation, classification and targeting of doctors within the context of overall promotional activity in the Middle East. Using Saudi Arabia as a specific example, it will discuss current methods and examine their...

Catalogue: ESOMAR Global Healthcare Conference 2003

Author: Jim Ryan

February 23, 2003

Improving healthcare marketing through market segmentation and targeting

This paper demonstrates how accounting for respondent heterogeneity can improve marketing effectiveness in the healthcare sector. Three specific techniques, Latent Class Analysis, Hierarchical Bayesian Regression, and Decision Trees, are presented....

Catalogue: ESOMAR Global Healthcare Conference 2003

Author: Jon Pinnell

Company: MarketVision Research

February 23, 2003