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MultiBasing is an exciting
new data integration technique (patent pending) developed
by Telmar for bringing together audience currency databases
with product and lifestyle databases for media planning, analysis
and optimization. With MultiBasing, users
can now use real planning and buying target audiences for
television and other media instead of just standard demographics.
A combination of MRI and Nielsen data can be used to produce
television plans on product targets, lifestyle characteristics
or traditional demographics. MultiBasing takes advantage
of surrogate measures of media on single-source surveys to
determine whether TV programs, cable channels, radio stations
or other media have any special leverage for a particular
marketing target group - that is, any leverage that is not
accounted for by demographics because it's due to people's
product usage, interests, or lifestyles. Global advertisers are increasingly
demanding that agencies adopt an integrated approach to planning
their advertising campaigns.MultiBasing provides:
- "Currency" audience ratings and
duplications for all main media
- Product and lifestyle target groups,
not just demographics
- Total preservation of all statistical
relationships in each survey
- Superior alternative to respondent-level
fusion
MultiBasing is available
through eTelmar Crosstab, TVPlan, and InterMix media optimization
modules. Telmar's new TVPlan with patent-pending MultiBasing
represents the newest and most exciting milestone in media
planning software. TVPlan provides reach, frequency, and schedule
optimization against real product users with Telmar's MRI/Nielsen
integrated data set.
 
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