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Research papers

Measurement of the mobile internet audience

The mobile phone has become an indispensable tool during the course of our daily activities. Development of 3G networks combined with that of smartphones has accelerated the use of the mobile internet. This media's success in meeting the need for...

Catalogue: WM3 2010: Your Audience = Media Consumer + Generator
Author: Laurent Battais
Company: Mediametrie
October 21, 2010

Research papers

The French experience

The cross-media audience measurement has been operational in France since December 2008. This new tool requested by the French media market is an innovative approach to quantify the media brand audience across media.This presentation will introduce...

Catalogue: WM3 2009: Change Is In The Air...
Author: Laurent Battais
Company: Mediametrie
May 7, 2009

Research papers

A powerful mix

The objective of this paper is to introduce an innovative methodology for propagating audience data in a consumer panel in order to build a 'single source' and to measure advertising efficiency.

Catalogue: WM3 2007
Authors: Jean-Luc Stehlé, Laurent Battais
June 3, 2007

Research papers

Loyalty card databases

The paper describes how the development of store loyalty programmes enabled the emergence of a new kind of data allowing analysis of consumer behaviour at the point of sale.This information is of course first used to develop purchases of the store's...

Catalogue: Retail 2007
Authors: Matthieu Jolly, Laurent Battais
Company: MarketingScan
February 19, 2007

Research papers

Media continuity VS. concentrated flights

Recent studies in the United States concerning short term advertising strength and effective frequency have triggered numerous important questions in Europe. In France, the great majority of advertisers continue to use pulsing strategies....

Catalogue: ESOMAR/ARF Seminar 1998: Electronic Media And Measurement Trends
Authors: Patrick Ballarin, Laurent Battais
Company: MarketingScan
June 15, 1998

Case studies

The French single source experience

The 1996 is the year of the launching of French single-source research with a data base, named TVScan, providing meter audiences together with scanner-collected purchases. A case study illustrates the approaches developed for integrating the...

Catalogue: Seminar 1996: Managing Media Data For Market Profit
Authors: Laurent Battais, Laurent Spitzer
Company: MarketingScan
November 11, 1996