Media Research Unwrapped & Turning Data into Insights
What you'll learn in this business and management class:This workshop is designed to help sellers not only be comfortable understanding different types of research data but also be prepared to present research results and address the discrepancy issues when different methodologies deliver dissimilar results.
With so many sources of data and research it is often confusing to decipher how the source and methodology of data collection and interpretation can alter perspectives on website audiences and media platforms. This workshop will illustrate the different media research options and methodologies for sizing and finding audiences. In addition, we will provide clear direction on how to handle discussions with clients when discrepancies arise when internal and external sources are compared. We will highlight research that improves campaign performance and we will also highlight how to use different free tools (such as Google Ad Planner, Quantcast and Moat) to look for competitive insights and advantages. Additionally we will highlight key research vendors and their services for analyzing display, video, search, mobile and social ads and platforms. The goal of this workshop is to support sellers with their understanding of the “how and what” of media research, planning tools, and surveys, and how they are used in the execution of a media plan. Workshop participants will engage in discussions about how to use insights from campaign data as a proactive element managing the sales process. Armed with this insight, sellers can participate in more engaging discussions with their clients, educate, and play a more active role in supporting advertising objectives.
- Introduction to Research and Where/How it Supports Marketing and Advertising Decisions
- Media Research Methodologies
- Audience Research
- Benchmarking and Performance Research
- Ad Effectiveness Research
- Research Vendors and Services