Measurement Methodologies

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Making Magic, Using Logic: Substantiating the Value of Branded Entertainment in the Marketing Mix

Abigail Marks, director, strategy and operations, at OgilvyEntertainment, provided an overview on OgilvyEntertainment’s Branded Entertainment Assessment Model™ and discussed how they are applying the model to measure value for marketers across the industry.

TVB: Network TV Scatter vs. Spot TV Cost Comparison

Research from the TVB (Television Bureau of Advertising) provides analysis of SQAD national and local market cost estimate data.

Lessons from the Road: Intel Applying Neuroscience-Based Research

David Ginsberg, director, insights and market research, Intel Corporation, discussed how Intel has been deploying various approaches to understanding unconscious-based consumer insights for the past two years.

Lessons from the Road: Intel Applying Neuroscience-Based Research

David Ginsberg, director, insights and market research, Intel Corporation, discussed how Intel has been deploying various approaches to understanding unconscious-based consumer insights for the past two years.

Lessons from the Road: Intel Applying Neuroscience-Based Research

David Ginsberg, director, insights and market research, Intel Corporation, discussed how Intel has been deploying various approaches to understanding unconscious-based consumer insights for the past two years.

Single-Source, Three-Screen Measurement Pilot

The Coalition for Innovative Media Measurement (CIMM) and Arbitron partnered on a pilot program in late 2011 to determine the feasibility of building a single-source, three-screen (TV, PC, and mobile) measurement panel.

National Brand Use of Local Marketing and ROI Metrics

This micro study from Balihoo shows that 66% of brands are currently investing in local marketing.

Social Media Marketing ROI: To Measure or Not Measure?

This report from the Lenskold Group includes 10 questions that marketers should consider when determining their need for social media measurement.

Three Critical Questions to Get the Most from Marketing Mix Models

This report from the Lenskold Group looks at how marketers can determine if marketing mix modeling works for them and how to get the right insights out of marketing mix modeling.

The Ogilvy Branded Entertainment Assessment Model

In this white paper, Ogilvy’s BE Assessment Model (BEAM) is discussed as a standard for branded entertainment measurement and for determining associated metrics and building a dashboard of appropriate data.

Networked Insights: Adapting to the Demand Economy with Real-Time Consumer Data

Networked Insights provides details on how to improve marketing campaigns by leveraging real-time data gathered from social media conversations.

Media Optimization Guide: Make Every Ad Perform Like a Super Bowl Ad

This guide from Networked Insights provides details on how marketers can achieve real-time insight into audience preferences, habits and behaviors to aid in better placement of media and promotions, resulting in both optimal reach and cost savings.

A.T. Kearney's 2011 Assessment of Excellence in Procurement

Alex Ferrer, director, Procurement and Analytics Solution, A.T. Kearney, and Rosanna Yang, director, Procurement and Analytics Solution, A.T. Kearney, discussed A.T. Kearney's 2011 Assessment of Excellence in Procurement (AEP) study, which finds that procurement has greater stature, more influence, and a wider reach than ever before.

A.T. Kearney's 2011 Assessment of Excellence in Procurement

Alex Ferrer, director, Procurement and Analytics Solution, A.T. Kearney, and Rosanna Yang, director, Procurement and Analytics Solution, A.T. Kearney, discussed A.T. Kearney's 2011 Assessment of Excellence in Procurement (AEP) study, which finds that procurement has greater stature, more influence, and a wider reach than ever before.

A.T. Kearney's 2011 Assessment of Excellence in Procurement

Alex Ferrer, director, Procurement and Analytics Solution, A.T. Kearney, and Rosanna Yang, director, Procurement and Analytics Solution, A.T. Kearney, discussed A.T. Kearney's 2011 Assessment of Excellence in Procurement (AEP) study, which finds that procurement has greater stature, more influence, and a wider reach than ever before.

The Future of TV and Video Advertising

David Cooperstein, vice president, research director, Forrester Research, Inc., discussed the results of the latest ANA/Forrester survey on TV and video.

The Future of TV and Video Advertising

David Cooperstein, vice president, research director, Forrester Research, Inc., discussed the results of the latest ANA/Forrester survey on TV and video.

The Future of TV and Video Advertising

David Cooperstein, vice president, research director, Forrester Research, Inc., discussed the results of the latest ANA/Forrester survey on TV and video.

DPAA: Standard Advertising Units

The DPAA (Digital Place-based Advertising Association) provides standard advertising unit guidelines which are recommended for acceptance by all digital place-based networks.

The Future of TV and Video Advertising

David Cooperstein, vice president, research director, Forrester Research, Inc., discussed the results of the latest ANA/Forrester survey on TV and video.

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