1. Confidential
Multivariate Media Models :
Providing a metric tool that
identifies significant Media Placement
Multivariate Algorithms Inc
www.multivariate.com
2. Confidential
Overview :
Multivariate Algorithms Inc has a statistical tool that can
identify key characteristics of high call volume spots.
Looking at the creative, placement and cost of the ad, we have
identified “efficient” combinations that can assist the client .
In addition, if adopted could have significant
insights into what is doing well and leverage this as a point of difference.
3. Confidential
Multivariate Media Models :
Used Call and Spot files for Oct 1999
Coded final calls into 10+ and less than 10 per spot
“Really defines the MOST reactive callers within the best spots”
Predictor variables used were :
Weekend versus Weekday - Day part
DRTV – Network – Program Type – Net Cost
Creative - Platform
4. Confidential
Multivariate Media Models :
The Technique used to model build is proprietary.
It can be classically described as
a Non-sequential CHAID that uses Interaction Terms
Rather than assume a constant effect for each predictor variable this
approach calculates ALL POSSIBLE interactions and then
chains them into thousands of selection rules
5. Confidential
Multivariate Media Model Results :
Examples of real combos include –
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| QTMS |
| V3.2 ALL 7-WAY SEGMENTS OF PROJECT NOCOST, SORTED BY RESPONSE INDEX, DETERMINED BY VARIABLES |
| CABNET DAYOWEEK DAYPART LENGTH NCOST NETWORK PLAT |
| CONDITIONS ARE CONFIDENCE LEVEL=95%, LIFT=50%, MINIMUM NUMBER OF SOLICITED=100, MINIMUM NUMBER OF RESPONDERS=0 |
| TOTAL NUMBER OF SOLICITED=42,210, TOTAL NUMBER OF RESPONDERS=7,210, OVERALL RESPONSE RATE=17.08% |
| |
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| NO.OF NO.OF RESPONSE CONF. INTERVAL| |
| # SOLICITED RESPONDERS INDEX RATE(%) LEFT - RIGHT | DESCRIPTION OF SEGMENT |
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| 1 107 46 252 42.99 33.61 - 52.37 | CABNET=CABLE TV DAYOWEEK=Weekdays M-F |
| | DAYPART=9AM - 3:59PM LENGTH=60 |
| | NCOST=2 NETWORK=America One |
| | PLAT=Unlimited |
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| 2 100 4 23 4.00 0.16 - 7.84 | CABNET=CABLE TV DAYOWEEK=Weekdays M-F |
| | DAYPART=7PM - 10:59PM LENGTH=60 |
| | NCOST=2 NETWORK=America One |
| | PLAT=Sprint Sense Anytime XTRA |
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| 3 107 4 22 3.74 0.14 - 7.33 | CABNET=CABLE TV DAYOWEEK=Weekdays M-F |
| | DAYPART=7PM - 10:59PM LENGTH=60 |
| | NCOST=2 NETWORK=Fit TV |
| | PLAT=Sprint Sense Anytime XTRA |
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6. Confidential
Multivariate Media Model Results I :
( Using 1,187 significant combinations we classified
Keepers and Losers unto the 42,210 spots )
Keepers = 17,852 spots = 153,979 calls = $52,784,516 = 342 CPC
Losers = 24,358 spots = 78,808 calls = $32,019,299 = 406 CPC
Savings
Average CPC is 364 ( 84MM / 232,000) = 364 – 342 = 22 * 153,979 = 3,387,538
11. Confidential
Conclusions :
There appears to be a preliminary model that can
* Score and separate out spots that reduce the CPC
by shifting Day part placement, weekday placement.
*Shifting 15 second spots to 30 second spots.
Achieving a $22.00 CPC savings for 150,000+ calls
