Lynne Robinson, IPA

1
The IPA TouchPoints Initiative Creating the
Missing Link
Lynne Robinson, IPA Steve Wilcox, RSMB MRG
Conference Vienna 2006
2
(No Transcript)
3
IPA TouchPoints Why

• New Communications Reality
• Power of any single medium declining
• Consumers increasingly in control
• All industry research, single media based
• Need to know more than numbers
• Credibility gap for clients

4
IPA TouchPoints Requirement
A tool which evaluates mixed media schedules,
both for planning and post campaign evaluation
5

IPA TouchPoints Remit

• To deliver new and fresh insights in its own
  right
• To act as a gateway across data sources
• NOT to act as an alternative to current
  industry research

6
The IPA TouchPoints Survey
Proprietary Data
The IPA TouchPoints Hub Survey
Simulations for on-line, SMS Direct
7
Deliverable 1
A time based study of how consumers spend their
time - where - with whom - main
activities - media usage and attitudes -
mood - lifestyles and attitudes - shopping
habits
8
Deliverable 2
The first, industry available, multi-media
planning system.
9
How the Hub Survey

• Undertaken by TNS
• 5,000 sample of adults in GB
• Used range of TNS access panels
• Telephone recruitment, postal delivery and return
• 20 incentive

10
How Hub research design

• Television
• Radio
• Press
• Outdoor
• Cinema
• Online
• SMS
• Event Sponsorship
• Direct Marketing
• Lifestyles/ Attitudes
• Shopping

11
How Hub research design

• By half hour
• Where were you?
• Who were you with?
• What were you doing?
• And were you doing any of these?
• (media consumption)
• Mood
• At the end of the day
• Cinema going
• Advertising mail
• Telemarketing calls received
• Commercial text messages received

12
How Integration Progress

• Undertaken by RSMB
• Maintaining industry definition of commercial
  contact
• Validation undertaken by Ken Baker

13
Data Integration For Multi-Media Planning

• Consistency with industry currencies -
  Granularity - Definition and levels of exposure
  - Reach and frequency beyond a week

14
Data Integration For Multi-Media Planning

• Consistency with industry currencies -
  Granularity - Definition and levels of exposure
  - Reach and frequency beyond a week
• Integration Methodology - Data fusion -
  Profile matching - Calibration

15
The Integration Process
The Integration Process
16
The Integration Process
TheTouchPointsHub
17
The Integration Process
Fusion
Fusion
Fusion
TheTouchPointsHub
18
The Integration Process
Fusion
Fusion
Fusion
TheTouchPointsHub
Calibration
Calibration
19
The Integration Process
Fusion
Fusion
Fusion
TheTouchPointsHub
Profiling
Calibration
Calibration
20
Re-Engineering The Hub Survey
21
Re-Engineering The Hub Survey
BARB ES
TouchPoints
22
Re-Engineering The Hub Survey
BARB ES
TouchPoints
Fusion
Media
Media
Media
23
Re-Engineering The Hub Survey
BARB ES
TouchPoints
Fusion
Media
Media
Media

• Equivalent to weighting and replication

• Original currency sample sizes preserved in
  subsequent fusion processes

24
The Re-Engineered Hub Survey

• Large high quality random sample
• Representative of all planning groups
• Demographic hooks for currency fusions
• Plus media imperative hooks
• Internet, direct mail and SMS planning data

25
Media Imperative Hooks

• TouchPoints respondent is Heavy TV and Light
  Radio
• Fuse with BARB panel member who is Heavy TV
• Fuse with RAJAR respondent who is Light Radio
• Preserves media interactions
• Principal components analysis to identify real
  media imperative hooks

26
Fusion Hooks Importance Weights

• Required to prioritise when not possible to match
  respondents on all hooks
• Calculated in the TouchPoints Hub using analysis
  of variance of media interactions
• Demographic hooks have a chance to gain their
  rightful place in the hierarchy

27
Importance Weights TV Example

• Gender and Geography critical cells
• 12 TV viewing imperatives
• 21 demographic hooks

28
Importance Weights TV Example

• Gender and Geography critical cells
• 12 TV viewing imperatives
• 21 demographic hooks
• Examples - First TV imperative 7.0 - Second TV
  imperative 3.3 - Age 2.9 - Working
  full-time 1.5

29
The Integrated Database

• 50,000 sample
• Demographic, geographic and geodemographic
  classifications
• TGI product usage and ownership information
• Media usage from each media currency
• Media usage from TouchPoints for other media

30
Planning With The Integrated Database

• Multi-Media schedule reach and frequency
• Each media currency has a different statistical
  expansion model
• Personal probabilities provide a common solution
  for TouchPoints

31
Personal Probabilities Readership Example

• NRS data is Read or Didnt Read yesterday
• Personal probability 1 or 0
• Useless for estimation of personal long-term
  contacts
• Segmentation used to find underlying personal
  probabilities, i.e. numbers between 0 and 1
• Binomial expansion to estimate each persons
  probability of making 0,1,2,3,.. contacts with a
  schedule

32
Duplication Between Titles

• Title 1 Title 2 Duplication AIR AIR
• Actual 4.3 11.8 0.73

33
Duplication Between Titles

• Title 1 Title 2 Duplication AIR AIR
• Actual 4.3 11.8 0.73
• Random 4.3 11.8 0.51

34
Duplication Between Titles

• Title 1 Title 2 Duplication AIR AIR
• Actual 4.3 11.8 0.73
• Random 4.3 11.8 0.51
• Segmentation 4.3 11.8 0.71

35
Duplication Between Titles

• Title 1 Title 2 Duplication AIR AIR
• Actual 4.3 11.8 0.73
• Random 4.3 11.8 0.51
• Segmentation 4.3 11.8 0.71
• Modelled duplication error -3

36
Duplication Between Titles

• Title 1 Title 2 Duplication AIR AIR
• Actual 4.3 11.8 0.73
• Random 4.3 11.8 0.51
• Segmentation 4.3 11.8 0.71
• Modelled duplication error -3
• All publications -4

37
Multi-Media Reach and Frequency

• Calculate a personal frequency distribution for
  each media separately
• Compound results to calculate a multi-media
  frequency distribution for each respondent
• Aggregate the sample

38
The Operation

• Created a small group of agencies/media owners to
  act as founding partners
• - develop the technical solution
• - guarantee the cost

39
Founding Sponsors
Media Owner AOL (UK) Ltd BBC Chrysalis
Radio JCDecaux The Guardian ITV News
International SMG Access Tesco Media
Services Wanadoo
Agencies (IPA MFG) Initiative MediaCom Mediaedge
CIA Media Planning Group MindShare OMD UK PHD
Media Ltd Starcom MediaVest Universal
McCann Vizeum ZenithOptimedia
40
Current Status
March 2006 Stage 1 the Hub Survey results
released. October 2006 Stage 2 the Integrated
Planning System released.
41
New sponsors
New Sponsors
Agencies - Creative BBH Publicis Agencies
Media All Response Media BJKE BLM Brilliant
Media Carat, including Carat Insight Feather
Brooksbank John Ayling and Associates MediaVest
Manchester MGOMD Naked Universal McCann
Midlands Walker Media
Agencies - Direct AIS Agencies -
Digital i-Level Wheel Media Owners Flextech
Television (including UKTV ids) Yahoo Other Fut
ure Foundation
42
What has it told us so far?

• The Hub Survey
• An overview of daily life in GB
• An insight into social change
• How media usage fits into daily life
• - usage by time of day
• - multi-tasking
• Integrated Planning Database
• The first, industry- available, multi-media
  planning database

43
Connection Interrelationships
Multi-Dimensional Insights
Demographics
Lifestyle
Magazines
Life stage
Where at
Life values
Time
Activities
Who with
Multi-tasking
TV
Cinema
Radio
Direct Mail
Newspapers
Internet
Sponsorship
Out of home media
Travel
Text
Mobile phone
Technology
Media values
Shopping
Communication
Brand/product values
44
Applying TouchPoints
Applying TouchPoints
A Picture of Life
Consumers
½ hour by hour Day by day...across the
week Work rest and play Shopping/entertaining/m
edia/technology
45
How does media fit in?
How does media fit in?
Communication Context
Media
Who (with) When Where Usage across
week Overlapping consumption Moments of
opportunity
46
Internet Usage All Adults (15)
47
Share of Written CommunicationAll Adults
Source IPA TouchPoints Hub Survey 2005
48
Share of Written Communication15-24s
Source IPA TouchPoints Hub Survey 2005
49
Doing nothing in particular (weekdays)
50
Watching TV whilst multi-tasking All Adults -
Wednesday
Source IPA TouchPoints Hub Survey 2005
51
Saturday ActivitiesMain shoppers who shop
2pm-2.30pm on a Saturday
Source IPA TouchPoints Hub Survey 2005
52
Saturday Media MomentsMain shoppers who shop
2pm-2.30pm on a Saturday
Source IPA TouchPoints Hub Survey 2005
53
Using TouchPoints in the Planning Process

• Discovery
• Developing target markets
• Communications briefing
• Defining channel strategy
• Channel and multi-media planning
• Base reference in evaluation

54
The Report
Easy to Interpret Results with Frequency
Distribution, Unique Media Cover and Results by
Medium and Combined Schedule
55
(No Transcript)
56
(No Transcript)
57
Comparison of TouchPoints Results Vs. Industry
Currencies
Source TouchPoints/BARB/NRS/JICREG
58
Using TouchPoints in the Planning Process

• Designed to assist the new communications
  environment
• Learning curve for all
• Widespread application
• Opportunity to support/ connect with other work
• International demand
• A major opportunity

59
The Challenges

• Its new
• Demanding changes to working practices
• Prompting work in the most challenging areas
• - combined channel effects
• - most valuable contacts
• - moving from contact to engagement
• It will take time to be assimilated

60
The Immediate Future

• Refining TouchPoints 1
• Defining TouchPoints 2
• International uptake

61
Thank you
http//www.ipatouchpoints.co.uk/