Using Marketing Data

1. Using Marketing Data

2. Working with Simmons Data • Identifying potential consumers • Segment prospect markets • Narrow consumer targets • Characteristics • Media use patterns • Identifying efficient media options

3. Simmons/MRI • Multi-media audience estimates combined with extensive product/service use • Simmons Market Research Bureau (SMRB) • Mediamark Research Inc. (MRI) data • National syndicated studies • Random sample surveys conducted year round • Coterminous 48 states - One respondent per HH • Media measurement methodologies vary • Simmons better for some, MRI for others

4. Magazine Audience Measurement • Simmons: “Through the book” • Measure audience of a specific issue • Provide actual memory prompt of cover • MRI: “Recent reading” • Identifies people who read a magazine with a specified time period • 10% - 30% higher than Simmons • Simmons is the preferred method

5. Broadcast Audience Measurement • Simmons: Measures TV and radio use only among a sub-sample of respondents • Assessed primarily in May-June • MRI: Measures TV and radio use among all respondents who complete survey • Assessed all year long Simmons better for print; MRI for broadcast

6. Product Data • Both Simmons and MRI provide extensive product/service use data • By broad product category - ex. Salted Snacks • Within categories, by type & brand • Similar results for overall product use • Both also measure volume of product use • MRI collects more detailed volume data

7. Use vs. Volume • Use: Number of people using a product • Ex. Number of airline travelers • Volume: Number of units or amount of the product used over a specified time period • Ex. Number of trips taken • Must consider use and volume • Offers better understanding of brand user

8. Volumetrics • MRI provides more volume data • Estimates based on respondent giving actual use figure for each item • Simmons provides less volume data • Estimates based on respondent checking a “use range” for entire category or kind

9. Generate a Crosstab View Report in Simmons

10. Vertical percentages From the population that choose Subway most often 15.1% were age 18-24 Composition of Users

11. Horizontal percentages From the population of 18-24 years olds surveyed 21.8% visit Subway Coverage of Users

12. The Index Index compares the coverage among user group to overall coverage in total population 21.8% compared with 18.7% 21.8%/18.7% = 1.16 = 116 Index

13. Must look at all • Vertical Percentage indicates coverage of that demographic group or media user group • is it a large group? Too large to ignore even is index is not high? It is too small to provide a market? • Horizontal Percentage indicates composition of product users in terms of demo or media • Do high percent of demo or media users consume the product? Is it higher than the population in general? • Index Number indicates the selectivity • Compares the composition of the selected group to the population in general. But don’t just look at this!