A powerful mix
Fusing audience data with consumer behaviour to measure advertising effects
Laurent Battais & Jean-Luc Stehle
Abstract
An innovative “audience propagation” methodology is presented. First application is the French “MarketingScan” panel consisting of about 9000 panellists which consumer behaviour is permanently tracked. About 2000 of them are equipped with a TV audience measurement tool. Their TV audience behaviour is then extrapolated to the others, building a single source of 9000 individuals which audience and consuming behaviour may be simultaneously analysed.
Some precautions had to be taken to ensure the relevance of this extrapolation and to allow the single source surviving to some “failures” (panellists leaving the panel, technical problem on some audience measurement tool…) without having to restart all the computations from scratch.
Beside the propagated TV audience data, exposition to Outdoor, Radio, Magazines, Newspapers, (very soon Internet) is also available, allowing analysing pluri-media campaigns on the market of consumer goods, measuring the synergy between TV and other media such as the efficiency of each single media. This kind of analysis is now possible for most all brands whereas before it was feasible only for brands with very large penetration.
Laurent Battais
MarketingScan, France
Aged 44, French citizen.
With a master degree in marketing, Laurent Battais begins his professional life in 1987 in Intercor Etudes (retail panel Secodip subsidiary).
After several years as Account Director on consumer and retail panels, he joins IRI in 1993 as Account Director, and participates in the development of Scanning trade panels for France.
In 1996, Laurent Battais is appointed as the General Manager of MarketingScan, subsidiary of Médiamétrie and GfK AG.
Laurent Battais is an AFM (Association Française du Marketing) and Esomar member.
Jean-Luc Stehle
Ecole Centrale Paris, France
Dr. Jean-Luc Stehlé, French Mathematician, graduate from École Normale Supérieure Paris, part time Professor of Computer Science at École Centrale Paris, Scientist at IBM France and thereafter Chief Scientist of Publicis/Credome and later of EuroMédia. Author of more than 40 scientific publications, inventor or coinventor of 10 patents, founder of JLS Conseil, a consulting company developing mathematical algorithms, mainly in the field of Media analysis and cofounder of Everbee Networks specialized in computer networks security.
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