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TURF Analysis Playbook


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TURF Analysis stands for Total Unduplicated Reach and Frequency. We are aiming to help marketing and research professionals use this methodology more often to get better results. It can be used to find the right product combos, optimize your marketing campaigns, find the right place for your content and even to predict the marketshare your company can gain. The TURF Analysis Playbook is a webinar to help you maximize your reach and just the playbook you need to start winning what is rightfully yours.


What is TURF Analysis?
When Should You Use It?
How Do You Set it Up?
What Results Do You Get?
Live Q&A With Our Presenter

Published in: Marketing
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TURF Analysis Playbook

  1. 1. Survey Analytics We help companies listen Enterprise Research Platform Full suite for creating surveys, sending email invitations, and analyzing survey data Online, mobile, off-line fielding apps, panel, respondents sample, and more Presenter: Esther LaVielle VP of Client Services 5 Years with Survey Analytics 7 Years in Market Research “When I’m not working I enjoy being in nature, traveling, cooking new recipes, eating and trying out new restaurants and food trucks around Portland, OR and hanging out with my dog, Cooper.”
  2. 2. 30 Minute Agenda What is TURF & When to Supplement Research + Marketing Efforts How to program TURF Analysis for Best Results *Registrants will receive a copy of our TURF Analysis Guide After presentation An Example TURF Analysis Study in Action Live Demo and Q & A
  3. 3. Total Unduplicated Reach & Frequency • Total: Complete or Absolute • Unduplicated: Unique • Reach: Number of people reached at least once • Frequency: Total number of times a person was reached Market Potential Originally devised for analysis of media campaigns Optimal Product Line Product & Services
  4. 4. When To Use TURF Thinking about selling new line of products or services? Where to place ads to reach your target consumers within a budget? Where to spend money on products within a line to meet demand? Do you have any multi-select question types in your survey? Need to estimate market potential or reach potential, include TURF Analysis! Have a multi-select question type in survey, add TURF Analysis!
  5. 5. 3 Steps To Program TURF Identify what areas of your project you want to run a TURF on Create multi-select questions based on areas for research Program survey in Survey Analytics
  6. 6. How To Analyze TURF Data 2 WAYS Analysis - Calculates Unduplicated Reach & Frequency Offers reach % or market share Use this option to calculate reach for a set of alternatives Simulator - Runs through Every Possible Combination Output shows the optimal REACH for a limited set of choices
  7. 7. How To Analyze TURF Data Price Modeling • Assign "Cost" or "Price" for each of the options, and also specify a "Budget” • Simulates every possible combination that falls within the budget. Optimum configurations for the maximum reach Line Optimization • Minimum Reach % that you need to achieve • What’s the cheapest way to hit that number? Run this and find out
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  9. 9. TURF In Action – Sports Study Add photo here
  10. 10. TURF In Action – Sports Study Add photo here
  11. 11. TURF In Action – Sports Study Add photo here
  12. 12. TURF In Action – Sports Study Add photo here
  13. 13. TURF In Action – Live Demo
  14. 14. Want to get started on TURF today? Call: 800-326-5570