The New York based Advertising Research Foundation’s (ARF) annual Marketing and Media Workshop, has a rare Indian involvement. Two NDTV executives Projit Chakrabarti and Venu Satyamurty are making a presentation, amidst the likes of Erwin Ephron and John Phillip Jones, based on their media model developed over the last several years.
Their presentation titled ‘Mapping mediamorphosis’ is based on a media model that tries to find sharp audience behavior patterns. The model can potentially help programming executives to break set audience patterns and register audience gains. The model uses TAM data as input and then dynamically organizes audiences in clusters, leading to suggested approach to break into the clusters.
According to ARF, the presentation highlights is - “A Segmentation model that adds value to known structures of ratings data from a response perspective. And the procedure provides sharper insights on viewing behavior which is otherwise diffused and fragmented in rapidly proliferating television environments.”
The presentation is part of ARF ‘Week of Workshops’ organized in New York between October 7 and 10. The Workshops expects to help the marketers to create more effective campaigns with the advances in research, and new thinking about the marketing paradigm that have enabled solid measurement of marketing and media plans.