Making the most of your data with GfK MRI. MPA PDRF Forum Risa Becker, SVP Research Operations

Transcription

1 Making the most of your data with GfK MRI MPA PDRF Forum Risa Becker, SVP Research Operations GfK 2017 December Essentials Deck

2 Clients use GfK MRI Databases for Audience estimates & profiles Product usage, behavior & psychographics Advertising ROI Clients have also started to make creative use of the three large databases by overlaying proprietary databases and exploring the relationships National, Issue Specific, AdMeasure 2

3 Value of Subscriptions by Channel - Time Inc. Project Ability to overlay subscriber files onto MRI databases to look at subscriber types by profile and behavior National Study profiles, behavior, attitudes, readership, engagement Starch Ad Engagement 3

4 Are they all equal? Publishers have felt pressure from agencies and advertisers to justify the value of nondirect subscription sources 4

5 5 Ways consumers get their magazine subscription Direct from publisher Individual Non-Direct Partnerships CAPS Arrears 5

6 Time Inc. Subscriber Database: Two years of data were matched Small word Match 1 GfK MRI National Study: Doublebase Match 2 GfK MRI Starch Ad Effectiveness Study

7 Time Inc. s Subscriber Database GfK MRI National Study Starch Ad Effectiveness Study Includes transactional data on 160MM US consumers across all Time Inc. products 48K respondents in Doublebase Demographics & media usage 500+ product categories 480K respondents annually Measures all national magazine ads 1/3+pg Ad Noting / Actions Taken 7

8 Make me a match Time Inc. s Subscriber Base GfK MRI National Study Starch Ad Effectiveness Study Third-party Match Partner ACXIOM PII 8

9 Make me a match Time Inc. s Subscriber Base GfK MRI National Study Starch Ad Effectiveness Study Third-party Match Partner ACXIOM PII 9

10 Time Inc. s Subscriber Base Match 1 GfK MRI National Study 3,000 matched records 4 subscriber variables created Appended to Doublebase for Time s analysis 10

11 Time Inc. s Subscriber Base Match 2 Starch Ad Effectiveness Study 25,000 matched records Data aggregated across titles Report focused on ad noting & actions taken metrics 11

12 12 Partnerships & CAPS are Affluent $86,268 Other Paid Subscribers $95,169 Partnerships $109,682 CAPS $82,884 Arrears 12

13 Better educated & employed in top level positions Grad College+ Top Mgmt CAPS Partnerships Arrears Other Paid Subs 13

14 Have affinities with luxury products & services Own a Luxury Vehicle Fly First/ Business Class CAPS Partnerships Arrears Other Paid Subs 14

15 Starch Ad Measure match % Noted 49% 46% 51% 53% Other Paid Subs CAPS Partnerships Arrears % Actions Taken 46% 47% 53% 50% 15

16 National study Print Metrics Can explore the relationship of types of subscribers to readership or engagement metrics such as Time spent reading Reading days Place of reading Ovarall Rating one of my favorites Page exposures 16

17 Starch Noted % of readers who remember seeing the ad Reader Actions Taken % of Noters who took an action as a result of seeing the ad Key Syndicated Metrics Associated % of readers who not only Noted the ad, but also knew the advertiser Read Any % of readers who read any part of the ad s copy Read Most % of readers who read more than ½ of the ad s copy 17

18 Database matching to establish value of secondary readers Subscriber match and issue-specific readership data linked to another database such as NCS 250K Issue Specific surveys conducted annually Establishes secondary readership for specific issues Evaluate ROI Use of other databases to link readers to purchase behavior or ownership or purchase 18

19 NCS Database Publisher Subscriber File Respondent IDs & Name/ Address from Issue-specific sample providers Third-party Match Partner Experian PII Primary Readers subscribers/ Newsstand Secondary Readers Other readers from IS Merged File to NCS w/ respondent IDs Non- Readers unexposed Issuespecific readership files w/ respondent IDs 19

20 Database matching for profiling & targeting Use of issue-specific or AdMeasure to establish secondary readership and load onto DMP Links readership events on an issue basis & subscriber profiles to use for planning/ profiling 20

21 Bring your primary proprietary segments into MRI Segments are more powerful profiled in MRI Dimensionalizing & fine tuning your targets while providing deeper guidance on them WHO they are WHAT they consume WHAT else they read WHERE to reach them 21

22 Digital activation is all the rage TARGETS Your Proprietary Segments DMP/DSPS Your Customer Segments Custom-made segments through MRI Your DMP 22

23 Why digitally activate? Recruit new digital or print media subscribers based on GfK MRIdefined criteria psychographics & behavior Extend targets for advertisers print buys into digital for crossplatform selling Analyze readers against digital behavior/other on-boarded data issue-specific audiences/ad noting 23

24 Nearly 400 GfK MRI Syndicated Digital Segments Available Segments available for tabulation through GfK MRI, including: 24

25 Thank You! 25