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‘Geopath Insights’ R/F Approach - Overview
Geopath’s existing Beginning with the launch of Geopath Insights in 2019, our Reach & Frequency approach was built around highly aggregated, anonymous carrier data. This mobile data was used to determine average frequency and understand general home locations, which allowed us to look at the footprint of audiences in different markets.
However, This was the best data resource available to us at the time, as there was no limited device-level data available to us at the time for validation of the approach. This In 2021, Geopath began using observed Frequency data, replacing the surveyed data that had been used for the last several years.
These limited data resources lead to outputs from the existing methods that were misaligned for some packages of inventory, where higher package-level Reach across the market should have been reported.
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This then provides us with predictors for Reach, and a model that allows us to calculate package-level Reach and Frequency for any campaign length, aligned with the observed data ±5%.
survey → observed → etc. (iterative approach)
**Clarification on “package level”, when referring to Inventory Plan and Market Plan**
[What do I do about reports I previously ran?] – do we address?
→ What do I do when there is a fluctuation/big change/new model/new release, etc.
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→ Which release does this apply to?
Components | What Has Changed (examples) | Why It Matters |
|---|---|---|
Duplication – [what is this] | Previously, duplication of Reach was random at the package level. However, Reach duplication is not necessarily random - using the mobile movement data, we now understand the overlap and duplication of audience within a package. | At the package level, there were instance where additional units were not adding incremental Reach to the plan. |
Media Weight (TRP) – [what is this] | Media weight, expressed as TRPs, is inter-related with Reach and Frequency. The higher the TRP value, the larger the portion of the reachable audience within a market | |
Coverage – [what is this] | ||
Data Inputs (observed) – [what is this] | ||
Inventory Planning (specific units) | ||
Market Planning (market averages) | ||
Reach Ceiling | Now based on observed | |
Transit |
As new data becomes available….. subject to further improvements. Changing forecasts/updates. “Living dataset”