MRG Conference: Merging Data For Media Effectiveness

The ongoing advertising downturn is forcing brands to scrutinise their marketing budgets, making it increasingly imperative for researchers to maximise media effectiveness and demonstrate return on investment.

This was the argument put forward by BMRB International’s Christina Hyde at the MRG Conference in Budapest last week. Hyde argued that bringing different research databases together can greatly enhance the usefulness of any given dataset, it can add a new dimension to media planning and can provide a means of measuring media effectiveness, she said.

She explained that fusions of ad hoc research and syndicated studies; ascriptions such as TGI.Net and database enhancement, which involves matching research respondents to customer databases, would be vital to the future of media research.

Hyde went on to describe BMRB’s work with Dunn Humby, holders of the Tesco Clubcard data, to match and ascribe TGI data onto the Tesco customer database. She explained that the resulting dynamic database of 7.5m active Clubcard users can provide media planners with detailed transactional information collected at till on purchasing in all Tesco stores.

She argued that this information enables analysis that relates to the actual in-store purchasing, pre, during and post campaign of specific target groups to their media consumption. According to Hyde, this allows media planners to identify their target audience, communicate with them effectively and analyse the effectiveness of their marketing message.

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