How It Works

1. Track Exposure to Advertising Among Consumers Reached
Factor TG technology tracks exposures among millions of consumers in the media plan. All online advertising impressions are tracked via exposure cookie. Offline exposures are calculated using Opportunity-to-See and Ad Recognition information, collected via random survey from the online media plan.

2. Capture Consumer Attitudes and Intentions
Consumers in the online media plan are randomly sampled with a non-incentivized 5-10 minute survey. The survey asks if the respondent is in the market for the product, demographics, and blind questions about awareness, opinion, and intentions toward the measured brand and its competitors. All brands are randomized to prevent response bias toward any one brand. In addition, respondents are asked about media behaviors and preferences to determine the likelihood of exposure in offline media such as television and print.

3. Quantify Attitudinal Impact Due to Ad Exposure
The attitudes of consumers exposed to advertising are compared to an identical group of consumers that can be found in the media plan but have not been exposed to any advertising. This experimental design methodology credits any change in attitudes and intentions toward the brand to advertising exposure, since all other variables are constant.

4. Measure Sales Impact of Campaign Investment
To measure the sales impact of the campaign, Factor TG creates a model using sales data, spend data, and brand impact data from the survey. This method allows us to correlate the changes in sales and spend with the actual impact of the campaign among the target audience for a much more accurate and timely answer about how advertising drives sales. The model provides insight into the individual and combined contribution of each media channel, and determines the optimal spend and mix for the campaign investment.

5. Optimize Future Advertising Spend and Mix for Maximum ROI
Finally, Factor TG creates a predictive model using the insights produced from the optimization model to provide a roadmap for higher ROI for the next advertising investment. This recommendation considers the performance of the campaign-to-date to create recommendations for optimal spend threshold, audience target, media mix, and creative message to achieve the highest possible ROI.

	Metric	Data source	Methodology
Advertising exposure	Online exposure	Online tracking	Observation
	Offline exposure	Survey	Self-report
Audience	Category position	Survey	Count
	Demographics	Survey	Count
Top Funnel Metrics	Awareness	Survey	Experimental design
	Opinion	Survey	Experimental design
	Purchase Intent	Survey	Experimental design
Bottom Funnel Metrics	Shopping intentions	Survey	Experimental design
	Shopping behaviors	Direct response data	Modeling
	Sales	Sales data	Modeling