Auf der diesjährigen GOR in Berlin ist Ipsos am Freitag, den 17. März gleich zweifach vertreten:
Mara Badita und Diana Livadic werden um 14 Uhr zum Thema "Understanding mobile respondents and their importance for representative samples: attitudes, behavior, demographics and survey-taking" sprechen.
Daria Arkhipova greift um 15:15 Uhr das Thema "Measure the brand impact of Facebook video advertising" auf.
Diana Livadic, Ipsos Connect, Deutschland
Mara Badita, Ipsos Interactive Services, Deutschland
Daria Arkhipova, Ipsos Marketing, Deutschland
Content is the touchpoint du jour for more and more marketers – around 85 % of marketing professionals in the UK now use content marketing with around two thirds planning to increase spending this year.
There is however, still some confusion surrounding the nebulous definition of content and where it fits in to a media mix.
Ipsos Encyclopedia - Peoplemeter (aka Audimeter)
Definition: Peoplemeters electronically record who is watching TV and what they are watching. They are a key component within Television Audience Measurement (TAM) systems. The installation of metering equipment generally requires the building and maintenance of a household panel and, once built, delivers viewing data to the industry on at least a daily basis with a high level of granularity in terms of minute by minute behaviour.
Ipsos Encyclopedia - Marketing Mix Modelling
Definition: Marketing mix modelling (abbreviated as 'MMM') is an analytical approach that uses historical data, such as retail audit data, syndicated point-of-sale data and companies' internal data, to quantify the sales impact of various marketing activities. Mathematically, this is done by establishing a simultaneous relation of various marketing activities with the sales, in the form of a linear or a non-linear equation, through the econometric/statistical techniques.
Ipsos Encyclopedia - Emotional Measure
Definition: Understanding emotional response is a critical dimension to assessing the strength and effectiveness of all types of marketing elements from concepts to advertising, product experience, fragrance, packaging and promotion of all kinds. It has been long accepted that brands that evoke positive emotions have the highest chances of being preferred and purchased. So measures that can help us profile consumer response are invaluable to our understanding of marketing and brand impact.