Data Integration

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Data IntegrationMultiBasing

• MRG Evening Meeting
• 17th May 2005
• Dick Dodson
• Managing Director
• Telmar Europe Ltd.

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Have you ever wanted to

• Run a multi-media reach and frequency analysis
• Use your clients proprietary surveys/databases
  for media planning
• Plan all your media against your planning targets
• Add back a re-contact survey to the full main
  survey
• Do all the above while maintaining consistency
  with the industry media currencies
• And all within simple Single Access
  software
  
  
  
  
  
  Single Access and greater
  insight

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Data Integration

• Allows you to do all this and more!
• A necessity in todays planning environment
• Various techniques available
• Check that the one you choose
• Gives accurate sensible results
• Maintains industry currency results
• Allows you to optimise for the particular target
  you want
• Is cheap, easy and quick to update
• Is understandable and easy to use
  
  
  
  
  
  Single Access
  and greater insight

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Telmars MultiBasing

• Telmars MultiBasing does all this
• The integration is built into our standard
  software true Single Access

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MultiBasing

• Demo
• Multi-media Planning
• (NNG and Rajar)

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Telmars MultiBasing

• Telmars MultiBasing does all this
• The integration is built into our standard
  software true Single Access
• The results are always in line with common
  sense

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MultiBasing ValidationCommon Sense

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Telmars MultiBasing

• Telmars MultiBasing does all this
• The integration is built into our standard
  software true Single Access
• The results are always in line with common
  sense
• We maintain consistency with all currencies

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MultiBasing ValidationCurrency Consistency

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Telmars MultiBasing

• Telmars MultiBasing does all this
• The integration is built into our standard
  software true Single Access
• The results are always in line with common
  sense
• We maintain consistency with all currencies
• Results are internally consistent

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MultiBasing ValidationInternal Consistency
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Telmars MultiBasing

• Telmars MultiBasing does all this
• The integration is built into our standard
  software true Single Access
• The results are always in line with common
  sense
• We maintain consistency with all currencies
• Results are internally consistent
• Updating with new data waves is immediate

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MultiBasing v FusionWhats the difference?

• Not the place for detailed technical debate
• Both techniques use all common variables from
  surveys to choose linkage variables
• Vital for accuracy that linkage variables are
  chosen on-the-fly for target optimum

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MultiBasing v FusionWhats the difference?

• MultiBasing will maintain ALL currency values
• MultiBasing does not amend, in any way, the
  input data.
• The calculations could be done in a
  spreadsheet.
• Its not a black-box technology
• MultiBasing can handle 2,3,4.. surveys at once

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Whats the difference technically?

• Both use common variables for linking
• Fusion works by linking surveys together at the
  respondent level (eg Man 15-24 in London)
• MultiBasing works at a summary level within
  linkage cell (eg All Men 15-24 in London)
• MultiBasing uses surrogates for powerful
  additional accuracy

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Whats are Surrogates

• Weekly radio station reach as a surrogate for
  1/4hr or daypart Rajar data
• Interest in golf as surrogate for golf magazine
  readership
• Gardening expenditure as surrogate for
  gardening magazine readership

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MultiBasing

• Demo
• TGI and Rajar

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Summary

• Data Integration is a necessity
• (particularly for TouchPoints)
• now its a reality