Research Papers - Kathryn Koegel

• From server to panel Data integration via frequency of exposure
  The authors recently analyzed ad campaign reach and frequency metrics derived from calibrated exposure frequency integration of DoubleClick ad serving data with Nielsen//NetRatings consumer panel data. The purpose of the analysis was to determine the efficacy of using frequency of exposure as one possible technique for linking data from disparate online measurement sources. This paper briefly...
  Author(s):Craig Gugel, Kathryn Koegel, Rick E. Bruner
  Date of publication: 20.06.2005
  Conference collection: WAM - Worldwide Audience Measurement 2005 - Online and Outdoor / Out-of-Home
  
• Touchpoints II The changing purchase process
  The Touchpoints II Study, which seeks to understand what marketing factors have the most influence on a consumer's decision to purchase a product, reveals a continuing purchase process shift set in motion by the mass adoption of interactive media. An increasingly informed, empowered consumer demands more detailed and balanced information, more readily. This shift in consumer information...
  Author(s):Kathryn Koegel
  Date of publication: 14.06.2004
  Conference collection: WAM - Worldwide Audience Measurement 2004 - Online and Outdoor / Out-of-home