AUG 2007 - Invitation to a Presentation on Audience Measurement for Non-Traditional Media
It is with pleasure that we invite you and the senior members of your team to attend the above presentation.
Depending on how you cut the numbers, online and direct marketing initiatives account for the best part of $200m annually. These vehicles are only set to grow.
However, end users and agencies have expressed difficulties in justifying spend in these areas or in applying appropriate spending weights to online/DM as a percentage of the total promotional budget. There are no effective readership or ratings measures to act as the planning currency like we have in print, radio and TV, and therefore there is no effective or consistent measure to evaluate the use of these vehicles when distributing funds across multiple media.
The existing measures also often revolve around generating an actual response limiting DM and online to more sales response activities – under utilising branding.
In this discussion Simon Pownall will address three of the key issues in the area of non traditional:
- Measuring direct marketing using consistent measures more akin to readership and ratings
- Benefits and problems of such a system
- Using these measures to encourage brand building in non traditional media - Making placement with alternate vehicles a process which can be justified and given due weight inside the total promotional budget
- Coupling these measures with additional data bases (clients internal data and external), to deliver a greater return on expenditure
Simon Pownall
Simon Pownall is the Director of Analytics and Integrated Marketing at Roy Morgan Research. His primary role is to develop mapping and modeling methods that combine the often transactional databases of clients’ with more descriptive external databases such as census, research and other sources. In doing this, Simon has helped clients such as British Telecom, Australia Post, General Motors, Citibank, McDonalds, Telstra and Coles Myer to more effectively market to their databases and more efficiently reach their targets across all channels, above the line and below.
Simon was one of the first to provide GIS (Geographic Information Systems) and mapping services to the marketing industry, conducting over 2000 projects ranging from store site analysis, database analysis and direct marketing campaigns.
Auckland
When: Thursday 23 August, 5.00pm
Where: to be held in our Auckland office at Level 4, 52 Swanson Street
Wellington
When: Tuesday 21 August, 5.00pm
Where: Duxton Hotel, 170 Wakefield Street, Wellington
RSVP by Friday, August 17 by emailing Jacqui Stephenson (jacqui.stephenson@roymorgan.com) or telephoning on (09) 912 7032.
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