Project Apollo: Consumer-centric insights
The Dawn of a New Era of Advertising Research
Donald Gloeckler & Leslie Wood
The elusive, often hoped for and most desirous forms of data for most advertising researchers are single source data. Project Apollo has begun to deliver these data in the United States and we are all waiting with baited breath. Why? What is the potential? This presentation provides a brief overview of the U.S. single source pilot and its results. It also describes some of the potential of Project Apollo and demonstrates a variety of early examples of the delivery on that potential.
Donald Gloeckler
Procter & Gamble, USA
Don Gloeckler is Manager of North America Media Research for the Procter & Gamble Company. Over the past 29 years he has held market research positions for P&G in Canada, Japan, and the United States.Mr. Gloeckler is a member of the Media Rating Council and the Nielsen Media Research Council for Research Excellence. He has an MBA from The Ohio State University and a BBA from the University of Cincinnati.
He resides in Cincinnati, Ohio, with his wife, Linda. They have four children.
Leslie Wood
Leslie Wood Research USA
Leslie Wood is currently the president of Leslie Wood Research, and has been running consulting firms for 19 years. She is a frequent industry speaker at forums such as the ARF, Canadian ARF, ANA, ESOMAR, Radio TV Rating Council, Worldwide Readership Symposium, InForms and Marketing Modelers Group. She is currently Co-chair of the ARF’s Media Effectiveness Council.
Leslie’s expertise is in applying a strategic framework to client’s most data intensive opportunities, most recently through Project Apollo, The Fusion Lab and optimizers. The co-inventor of patents representing break-though intellectual property for clients, she is most excited by the use of creative analytics to solve communication planning and buying needs.
As a Partner in A-to-S Link, she developed the revolutionary AdImpact Measure of the short-term effect of advertising on sales based on three sets of single source data: IRI, ScanAmerica and NPD/Nielsen. A key effect of this model and the AdImpact findings was to highlight the importance of “recency” and to discredit the “effective frequency” threshold philosophy that dominated media planning at that time.
She was the SVP Director of Media Research at Ted Bates and Backer Spielvogel Bates for most of the 80s. Leslie is currently a doctoral candidate at The University at Albany in Computer and Information Science Department with specializations in decision support systems and data mining.
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