Yahoo Consumer Direct Case Study
Yahoo!: Consumer Direct Case Study
Michelle Bennett
QNT/565
September 2, 2013
Norma Antunano
Yahoo!: Consumer Direct Case Study
Two years ago or so Yahoo developed a methodology to evaluate the effectiveness of banner ads through the process. This would be from the initial exposure to the ad to the shopping cart. This methodology is called Consumer Direct.
Research Design for Consumer Direct The research design for Consumer Direct was to partner with ACNielson to use their sample frame panel. This information provided demographic and lifestyle data that is necessary to track purchases in the home. Using this information Consumer Direct was able to create the panel members and internet activities where tracked. These activities were then compared to a control group that were exposed to consumer-packaged-goods ads. A group for testing consisted of 2000 households and based on the effectiveness of ad targeting and the persuasiveness of the advertising. The test groups were given exposure to an ad and then have the exposure removed after a period of time. The control group was given exposure to different ads. Purchases from each group were tracked and the results were compared and analyzed using analysis of covariance methodology.
Strengths and Weaknesses of the Research Design The biggest weakness of the research design is the lack of a structured form of the sampling plan. There is also indications that the researchers were unsure initially as to how the target groups would feel about having their internet purchases tracked. The biggest strength of the research design was the opt-in process, which allowed the participants could consent to allow the tracking of the website activity. This opt-in option eliminated the appropriateness of tracking Web behavior without consent.
Panels affected by the Research Design The use of the ACNielson panels expanded the research scope and allowed for collection of household purchase data
Michelle Bennett
QNT/565
September 2, 2013
Norma Antunano
Yahoo!: Consumer Direct Case Study
Two years ago or so Yahoo developed a methodology to evaluate the effectiveness of banner ads through the process. This would be from the initial exposure to the ad to the shopping cart. This methodology is called Consumer Direct.
Research Design for Consumer Direct The research design for Consumer Direct was to partner with ACNielson to use their sample frame panel. This information provided demographic and lifestyle data that is necessary to track purchases in the home. Using this information Consumer Direct was able to create the panel members and internet activities where tracked. These activities were then compared to a control group that were exposed to consumer-packaged-goods ads. A group for testing consisted of 2000 households and based on the effectiveness of ad targeting and the persuasiveness of the advertising. The test groups were given exposure to an ad and then have the exposure removed after a period of time. The control group was given exposure to different ads. Purchases from each group were tracked and the results were compared and analyzed using analysis of covariance methodology.
Strengths and Weaknesses of the Research Design The biggest weakness of the research design is the lack of a structured form of the sampling plan. There is also indications that the researchers were unsure initially as to how the target groups would feel about having their internet purchases tracked. The biggest strength of the research design was the opt-in process, which allowed the participants could consent to allow the tracking of the website activity. This opt-in option eliminated the appropriateness of tracking Web behavior without consent.
Panels affected by the Research Design The use of the ACNielson panels expanded the research scope and allowed for collection of household purchase data
References: Cooper, D. R., & Schindler, P. S. (2011). Business research methods (11th ed.). New York NY: McGraw-Hill Irwin. Cooper, D. R., & Schindler, P. S. (2011). Business research methods (11th ed.). Yahoo!: Consumer Direct Marries Purchase Metrics to Banner Ads. Retrieved on 9/1/13 from case index.