MultiBasing Is it the future

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MultiBasing Is it the future?

• SAARF Media Research Symposium
• 6th October 2004
• Dick Dodson
• Managing Director
• Telmar Europe Ltd.

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MultiBasing

• MultiBasing is one method of data integration
• What is data integration?
• Why is it needed?
• Does it work?

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What is data integration?

• The merging of information from multiple sources
• Respondent Surveys
• Customer databases
• Summary databases
• To provide Single Access and greater insight

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Why is DI needed

• Falling response rates
• Shorter questionnaires
• Move towards multi-media planning
• Most media research is single media
• Focus on ROI
• Increase in proprietary surveys
• Growth in customer databases

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Data Integration methods

• Manual
• Weve all done it!
• Fusion
• The main approach for 20 years
• MultiBasing
• The new 3 year old kid on the block

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Manual

• Random duplication
• Survey 1 36 Read Newspaper A
• Survey 2 25 Watch TV Show B
• Estimate 36 25 9 do both

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Fusion

• Traditional fusion
• Match respondents from one survey onto another
• Use common variables as linkage cells
• Force key matches (typically Sex, Region)
• Produce new single source database
• Matching process is a black-box

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Fusion

• The Problems
• Sample size issues
• Maintaining media currency levels
• It works when you dont need it and not when you
  do
• Poor for minority media
• Cost
• Updating

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Fusion

• UK TGR Example
• Fused TGI onto BARB
• Only Product level data, not brand
• Never achieved acceptable print results
• Few users
• Rumoured to be stopping

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Fusion

• Recent Developments
• Fusion On-the-fly
• Increased accuracy as linkages developed
  on-the-fly for specific target
• Dont now get a single, distributable database
• Sample size issues still the same
• Even more of a black-box

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Fusion

• Summary
• Many papers showing fusion does/doesnt work
• However undoubtedly better than manual
• Fusion on-the-fly much better than stand-alone
  fusion, but not widely used

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MultiBasing

• Can we improve on the fusion results?
• and
• Solve some of the problems

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MultiBasing - description

• Two stages
• Profile matching
• Surrogate leverage

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MultiBasing Profile matching

• A combination of
• Fusion on-the-fly
• Linkages are determined run by run from
• all common variables
• and the Manual approach

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MultiBasing Simple Random
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MultiBasing Weighted Profile
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MultiBasing Weighted Profile
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MultiBasing Surrogates
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MultiBasing an example
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MultiBasing an example
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MultiBasing Benefits

• Accuracy
• Maintains currency audience levels AND
  duplication patterns
• Adds residual leverage to demographic variation
• In use in US/Asia
• Independent studies show that ..
• Tests underway in UK, Canada, US
• Cost
• Cheaper than fusion
• Updates of data virtually instantaneous

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MultiBasing Benefits

• Multiple Surveys
• Not just two at a time
• Summary (Outdoor?) as well as respondent data
• Minimises data loss
• Data not thrown away
• Not a black box
• Reports show cell structure used
• and leverage applied from surrogates

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MultiBasing Benefits

• Survey data remains unchanged!
• Easy to use
• Is being added to standard Telmar software
• nothing new to learn
• Available very soon in TNT and MediaPlanner
• allowing multi-media planning
• Later this year in Transmit
• Next year in RBP

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MultiBasing in TNT

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MultiBasing in TNT

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MultiBasing in TNT

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MultiBasing in TNT

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MultiBasing in TNT

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MultiBasing in TNT

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MultiBasing in TNT

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MultiBasing in TNT

MultiBased from NRS
MultiBased from UKTV
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MultiBasing in MediaPlanner

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MultiBasing in MediaPlanner

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MultiBasing in MediaPlanner

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MultiBasing in MediaPlanner

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MultiBasing in MediaPlanner

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MultiBasing in MediaPlanner

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MultiBasing in MediaPlanner

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MultiBasing Benefits

• Real Multi-media Planning
• without Single Source
• Media Planning against Product Targets
• Media Planning using Customer databases
• or proprietary surveys
• Allowing better ROI planning

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MultiBasing UK Projects

• BARB (TV) with a financial study
• Rajar (Radio) with a product survey
• Regional newspaper survey with
• local radio survey

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MultiBasing The future?

• We think so
• Come and see for yourself