PRACTICE OVERVIEW
Knowledge Networks is leading the industry in delivering innovative ways to directly tie marketing investments to incremental dollar or case sales. We recognize that achieving a sense of your return-on-spend requires:
- The ability to isolate and measure target consumers with unprecedented precision
- Industry expertise that allows us to understand your most important goals
KN has executed numerous client engagements that have provided a clear understanding of where marketing is succeeding and where it could be more effectively applied. We do this by
- Identifying the specific markers of success that a given project will be judged against
- Leveraging the only online sample that is statistically representative of the full U.S. population, providing a more accurate read of consumers nationwide
- Using our extensive profile information on panelists to precisely locate any specific consumer groups you need to reach
- Accessing, when appropriate, our exclusive database of scanner-level data for nine million households shopping at major grocery stores and pharmacies
We have measured ROI on such diverse marketing efforts as sports sponsorships, FSI coupon campaigns, and advertising on cable television networks.
FEATURED INSIGHTS
- Beijing and Beyond: A Customized Approach to Defining the Impact of Cross-Media Events
David C. Tice - Bringing Branding and Research Together to Understand Consumers
Interview with Christopher Piotrowski - Outsourcing Research Only Makes Sense when your "Vendor" Is Really a Partner
Patricia Graham - Driving Effective Drug Development and Targeting through a Consultative Research Approach
Interview with Tjun Wong - Defining and Maximizing the Power of Experiential Marketing
Interview with John Rowady - "Engagement" is in the Eye of the Beholder
Maura Clancey - When Does a Fad Become A Trend—And A Trend An Opportunity?
Phil Abrahamson - Identifying Opportunity Spaces In Fast-growing Consumer Product Categories
Patricia Graham - Improving the Connections Among Precision Measurement, Marketing Impact, and Decision Making
Daniel Slotwiner and Patricia Graham - Staying a Step Ahead of the New Marketing Paradigm
Interview with Artie Bulgrin - Improving the Effectiveness of Magazine Advertising
Britta C. Ware, Roger B. Baron and Justin Edge - Combining Creativity & Accountability to Make the Most of In-Store Marketing
Ron Breeden and Al Halkuff - How Effective is Product Placement at Improving Brand Image and Preference?
Darren Marshall
© Copyright 2005 by ESOMAR ® – The World Association of Research Professionals. This paper first appeared in "WAM – Worldwide Audience Measurement 2005 – Radio and Branded Entertainment & Sponsorship", published by ESOMAR
