2005媒体投资回报测量手段【40页】.pdfVIP

2005 “If you can’t measure it, you can’t manage it.” Robert Kaplan and David Norton Authors of “The Balanced Scorecard” The Spirit of Management is to optimize! Consumer Panels vs. 100 80 60 40 20 0 0 Brand B 10 20 30 Brand A 40 50 60 70 80 2004 11560 Increase to 18 cities in 2004 Sample Size 11560 1200 secondary city; 360 Urban+ J JJ Established in June, 1996 Sample Size 5100 J J JJ J JJJ J J 400 400 400 500 500 500 500 500 500 500 500 500 500 1000 1000 1000 1500 1. KPIs 2. KPI 3. 4. 5. 6. - KPI CTR Category: Index :KPI City: 15cities KPI - Share Penetration SOR Penetratio C n Purchase Transa