MRS ADA network: An advanced look at audience measurement

Join us for a discussion based forum on Media Effectiveness, Web Attribution, Hybrid Segmentation and Consumer Confidence. 

We invite you to join the winner and finalists of the 2021 MRS Award for Innovation in Data Analytics for a panel event chaired by ADA network committee members Karsten Shaw and Tom Morgan.

Our celebrated guests will present their innovative case studies and this will be followed by an interactive panel discussion surrounding how analysts can weave different sources together to tell stories. Some have done this by joining record to record, others through modelling and others through story-telling and analysis. The discussion will explore the practicalities of each of these approaches for analysts across the wide range of budgets and data available.

Direct Web Attribution
Aliya Paracha, Insight Controller
Sky Media
Aliya will present their winning case study on their Deterministic Web Attribution - a measurement capability that enables advertisers to successfully measure the effectiveness of TV campaigns by linking exposure data to web visits.

This solution involves directly matching the visitor to a Sky Household; by leveraging Sky’s 500k viewing panel and following their journey on the website all the way through the purchase funnel to establish how many went on to take an action (e.g. purchase a product, apply for loan, book at test drive etc). With this model advertisers can now confidently measure whether their advertising works, and to what extent and truly quantity the value of TV.

A new KPI for media effectiveness: Reality Performance Score (RPS)
Lisette Kruizinga-de Vries,  Teamlead Science & Analytics
DVJ Insights
Lisette will present their solution to the many shortcomings around using media expenditures in analyses. They developed a new KPI for determining media effectiveness; the Reality Performance Score (RPS). Lisette will explain how they compute the RPS.

RPS represents the real number of contacts that brands have with consumers. The RPS takes into account the following: it weighs each media based upon the opportunity people have to get exposed to a medium and thus notice ads, it takes into account decay effects, and it contains the possibility to take into account the strength of the creative. Lisette will subsequently tell how they validated this metric and for which applications it can be used and how it can be used in analyses.

From Concierge to CEO: A hybrid approach to segmentation that brings ‘guest missions’ to life
Lucy Spooner, Client Director
Realise Unlimited 
As data consultants for Warner Leisure, Realise Unlimited recognised the virtue of bringing together advanced data analytics with market research – two functions that are famously siloed across brands globally. By bringing together these functions, Warner’s rich behavioural data could be harmoniously combined with market research insights that supplied the coveted ‘why’ behind these behaviours. A new, innovative hybrid segmentation approach which delivered “guest missions” to fulfil Warner’s desire for integrated insights and enable personalised marketing.

Using 3rd party data to measure consumer confidence
Andrzej Moyseowicz, Innovation and Analytics Director
Freemavens
Freemavens leverage data from Social, Search and other 3rd party sources to better understand consumer behaviours for their clients. Taking innovative approaches in analysing such data has always been at the heart of their work, whether this comes through as volumetric, text or other formats. Andrzej will detail how they built a new consumer confidence index (CCI), one which is measured against multiple variables and is devoid from any cognitive bias.

This MRS professional webinar is being hosted by the ADA (Advanced Data Analytics) Network. This is a specialist group for advanced practitioners to meet, identify, develop and disseminate research industry best practice in the area of advanced analytics.