Optimizing In-Store and Television ROI: Interview with Matthew Keylock of dunnhumbyUSA and Bill Harvey of TRA

Each year at the ARF Annual Convention we are proud to give the stage to groundbreaking research This year attendees will have the chance to learn the results of a massive study from TRA and dunnhumbyUSA that attempts to redefine how we think about marketing tactics and brand sales We spoke with Matthew Keylock of dunnhumbyUSA and Bill Harvey of TRA about their work ARF Explain why this is such a landmark study Keylock and Harvey There has never been a systematic multicase study undertaken that allows marketers to quantify the synergy of price cuts instore marketing and television advertising tactics This is the first time that householdlevel data are being used to address the impact of these tactics on the individual household and the first time it is being done on such a broad geographic scale Previous studies have focused on small market research or marketing mix modeling and that can present a challenge when marketers seek to translate and action those insights on a larger more general scale Meanwhile the TRAdunnhumbyUSA study leverages anonymous householdlevel purchase behavior data from 60 million households across the US and the secondbysecond measurement of TV viewing habits from more than 2 million settop box households The scale of the data allows for a more granular understanding of brand purchase behavior and ROI of marketing approaches For this particular study TRA and dunnhumbyUSA focused on heavily advertised CPG brands that average upward of 20 million in television advertising within the categories of toothpaste yogurt and cereal and the impact of brand marketing messages within the three tactics previously named pricecutting instore marketing and television advertising The study breaks new ground in the industry for its robust representation of each of the three tactics which allows a more thorough analysisARF What kinds of synergies did you find between TV and instore TV and price Did these finding surprise youKeylock and Harvey Within the advertising and marketing community we have historically accepted an inverse relationship between pricing and television advertising Traditionally for example when brands go dark on TV it is commonly believed that consumers are more price sensitive to the brand at the point of purchase instore and when the brand is heavily advertised they are less price sensitive We are excited to give ARF attendees a closer look at how these important tactics work in tandem and independently to drive brand salesARF How could your findings impact the way marketers determine and plan for ROI Keylock and Harvey The study may lead to a common set of metrics for brands that apply across price cuts instore promotions and television advertisements These findings can provide guidance for more accurate media buying and more strategic and effective allocation of marketing funds to determine budgets that will account for these marketing tactic synergies Guidelines derived from this study have the potential to significantly impact the coordination of instore promotion and television advertising With the complete results of the study media planners will look to scheduling and placing television advertisements as they relate to instore promotions and price cuts In addition there is an opportunity to address challenges within the industry around quotbig dataquot Many marketers struggle to effectively leverage their quotbig dataquot assets yet databases continue to grow in size and complexity By giving marketers access to sophisticated measurement tools that data can become valuable by creating the right insights to drive brand sales and sustainable business resultsWant to hear more Matthew Keylock and Bill Harvey will be speaking at the ARF Rethink 2012 Convention on Monday March 26 Register nowMatthew Keylock Senior Vice President New Business Development ampamp Partnerships dunnhumbyUSA is recognized as an industry leader in building winning customer strategies helping to transform some of the world39s largest enterprises including major retailers in North America Europe and Asia Keylock is responsible for building dunnhumbyUSA39s capabilities and customer base providing foundational data solutions insights products communication and media for companies within the retail manufacturing financial services telecommunications travel automotive utilities and ecommerce industry segments Keylock also works to enhance and develop strategic partnerships that expand dunnhumby39s capabilities and innovation strategiesBill Harvey Vice Chair and CRO TRA Inc has spent over 35 years leading the way in the area of media research with special emphasis on the New Media As the 24 yearold strategy head of the American Research Bureau now Arbitron he invented the Area of Dominant Influence or ADI an audiencebased definition of television markets that Nielsen emulated as the DMA and which was called by Sales ampamp Marketing Magazine quotthe most widely used marketing tool in the world todayquot ADI has profoundly influenced the advertising and television industries Founder of Next Century Media and New Electronic Media Science third party research companies serving 70 of the top 100 advertisers as well as most of the major cable and satellite operators networks agencies and other research companies first to turn set top data into TV audience data to media research standards leader of standard setting process in media measurement through ARF AAAA ANA former executive of Arbitron Interpublic Grey Advertising and OpenTV Inventor of addressable commercials and passive peoplemeter concepts consulted on PPM and Scanamerica with Arbitron developed first automated marketing mix modeling system for General Foods Initiated and spearheaded the writing of the industry privacy principles for the ANA AAA and ARF joint task force CASIE Coalition for Advertiser Supported Information and Entertainment

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