Route is the industry currency for
out-of-home audience measurement, and the first such currency in the UK
to harness the power of so-called “big data”. In fact, Route
incorporates many different strands of data: including both passive and
recall survey data, “big” behavioural data from a
variety of third party traffic counts, and specially commissioned
academic work into visibility.
lecture will outline how the Route methodology harnesses the strengths
of each dataset, including the challenge of combining very
disparate datasets. High quality survey data provides context, and the
opportunity to plan using demographic, lifestyle and behavioural
targets. Third-party data on the volume of traffic offers a degree of
granularity that would be impossible to achieve from
the survey sample alone.
recently began a new contract with research supplier Ipsos MORI. We
will outline key new developments to further enhance the granularity
of the data. These include the introduction of multi-sensor meters
which can track behaviour indoors as well as out, incorporation of ‘next
generation’ traffic analytics in a further development of the big data
solution, and extensions to the methodology
to combine and model the data which will allow even more detailed
analysis than has hitherto been possible.
6.00-6.30 – Registration and refreshments
6.30-7.30 – Lecture
7.30-8.30 – Drinks and networking
Katherine Page is Technical Consultant to Route in Great Britain. She is also Technical Consultant to AMP – Audience Measurement for Publishers, a new multi-platform readership survey for Great Britain which also combines very disparate datasets. Wit over thirty years of experience in audience measurement, she works for a variety of other clients in the UK and elsewhere. Katherine is a long term member of the Steering Committee of the Print and Digital Research Forum, a global forum sharing expertise in all aspects of measuring print and digital audiences and their value to advertisers. On their behalf she compiles a biennial review of print and digital audience surveys in 81 countries.
Where is the event taking place?
The Old Trading House, 15 Northburgh Street London EC1V 0JR