The next step in audience measurement

I seem to become obsessed by measurement. Why's that? Because I've come to realize that measurement is the only way to progress, the only way to make change.



The difficulty so far was that on the one hand we were being delivered audience data, with no link to sales, on on the other hand have our sales data, with no link to marketing communication.

And yes, through some modeling work and other research efforts we are trying to bridge this gap. Sometimes very successfully so, but not nearly enough.

In the US Starcom did a pair of upfront deals using so-called secondary guarantees based on consumers' purchasing behaviors and lifestyles. We'll be able to link audience data to purchase behavior. You can find more details in an Ad Age article by clicking on the title of this post.

Is it perfect from a methodology perspective? Probably not. It does not take into account the quality of the creative and does away with POS activities. Yet, it is definitely a step in the right direction.