LONDON, Oct. 19, 2015 /PRNewswire/ -- Today, Telmar's Richard C. Dodson, Bsc. (Hons 1st), Chief Research Officer and Igor Mandel, Ph.D., Chief Statistician presented to the Print and Digital Research Forum 2015 in London a breakthrough paper on the use of Causal Analytics for Media Planning.
Audience Targeting is increasingly important as the vast array of media options continues to grow and fragment. Traditional targeting methods are challenged to provide optimal solutions, especially when 'Involvement' and 'Engagement' are introduced for targeting on the relationship between the vehicle and the audience.
In an effort to quantify metrics required for such targeting, Telmar found that similarities within the ongoing statistical pursuit of causal relationships used for the study of human behavior can be applied to audience targeting.
Telmar presented its development of a Causality Analytics algorithm that removes random behavior from traditional Correlation Analytics to produce Intrinsic Casual Probabilities.
This new approach to causal modelling is based on the direct accounting of the internal relationship between the causal impacts and the outcome effect with new insights in targeting and media planning. The proposed model is a significant departure from the regular regression, and statistical learning models in general, as well as from the traditional models of causal analysis.
Details of the paper can be found at www.telmar.com.
Telmar provides strategic targeting and media planning solutions to advertisers, agencies, media companies, and data suppliers. 15,000 users across 85 countries use Telmar systems to work with thousands of consumer and media measurement data sets for assessing target markets, audience reach, and media performance. Data sets can be either syndicated data to which rightful access has been granted by the data supplier, or customers' own proprietary data. Telmar provides data integration services which support fix fusion, ascription, and Telmar's leading data integration technique: MultiBasing. Telmar platform of systems are cloud based with applications available via desktop browsers and iOS mobile. API web services are available for access to Telmar analytic engines to support customer custom needs.
Telmar Group Inc.
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SOURCE Telmar Group Inc.