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Research papers

From brilliant to actionable

This paper will describe the collaboration between Hershey's and In4mation Insights to revolutionize how marketing ROI is modeled and how its results are spread throughout an organization. The development of new-to-the-world Bayesian statistical...

Catalogue: Congress 2011: Impact
Authors: Mark Garratt, Rafael Alcaraz, Steve Cohen
Company: In4mation insights
September 18, 2011

Research papers

I did not hear you the fist time

This paper demonstrates the use of econometrics in the researchenvironment. Traditional media econometrics has used a decayed TVRapproach to account for the effects of advertising. This has helped deliverquantification, and in some instances the...

Catalogue: ESOMAR Worldwide Advertising Conference 2000
Authors: Tim Foley, Chris Mee
Companies: integral, OmnicomMediaGroup,
November 1, 2000

Research papers

The sales drive of radio campaigns

The question of the sales performance achieved through radio campaigns - not so much in tactical as in strategic terms - was foremost in the author’s mind in developing an econometric model of turnover activities. The model developed was...

Catalogue: ESOMAR/ARF Seminar 1999: Radio On The World Stage
Author: Lars Gibbe
June 15, 1999

Research papers

Combining economic and image analysis for breakthrough brand management

The writers have developed a new approach that draws together these two sets of dimensions. Based on advanced econometric methods, it presents a simultaneous analysis of both economic and image measures. This methodology permits managers to draw...

Catalogue: New Monograph Series Vol.5: Brand Choice Modelling
Authors: Eric Almquist, Ian H. Turvill, Kenneth J. Roberts
June 15, 1998

Research papers

Advertising increases market shares and media mix achieves most

There are still controversial opinions on how to quantify the contribution of classical advertising to market success. The development of advertising-effect-formulas, considering the calculable relationship between advertising expenditures and market...

Catalogue: Seminar 1997: New Challenges And Opportunities For The Publishing Industry
Author: Adrian Weser
June 15, 1997

Research papers

Linking customer satisfaction to loyalty and performance

Satisfied customers and customer retention should be one of the highest priorities of any business enterprise. Many companies are using some form of customer satisfaction measurement, but most companies do not have methods to put the customer...

Catalogue: ESOMAR/EMAC Symposium 1996: Research Methodologies For 'The New Marketing'
Authors: Kai Kristensen, Anne Martensen
November 1, 1996

Research papers

Retail audits

This paper examines Retail Audit data captured in Egypt using econometric modelling. The approach currently is not purely directed at forecasts or predictions but an understanding of trend movements. ARIMA and Transfer Function Modelling has been...

Catalogue: MENAP Forum 1996: Pressure On Profit
Authors: Bhawani Singh, Salil Punoose
March 1, 1996

Research papers

The demand for concerts of classical music

Three Dutch orchestras approached Intomart and SEO for a demand analysis regarding concerts of classical orchestral music in the Amsterdam area. The main object was to determine the attributes that constitute concerts of classical music, as well as...

Catalogue: ESOMAR Congress 1995: Making The Decision
Authors: Bernard M.S. van Praag, Karel C. P. Slootman, Piet Stam, Hans van Ophem, Willem Wijnbergen, Mirjam van Praag
September 1, 1995

Research papers

We're out of the trenches

The downward pressure on pharmaceutical product prices and the level of profitability is already forcing companies to consider how to cut costs and to gain the most out of the money that is spent. An improvement in the way resources are allocated...

Catalogue: EphMRA/ESOMAR Conference 1994: Meeting The Pressures By Intelligent Resourcing
Author: Alan J. Bowditch
June 1, 1994