Thoughts about media in Canada

“The Rain Man Methodology”

If you didn’t know already from some previous posts (Data isn’t that evil & TV is a Pokemon), I like Rain Man, for various reasons. Because of his ease with numbers, because Dustin Hoffman is awesome, because of his famous “Uh-Oh”, because I’m borderline autistic (for real).

Anyway.

Everyone remembers the toothpick scene, I think. Or else, Google it. It is obvious that the guy is a wizz with numbers.

Then, there’s the slightly less known Doctor scene

The guy is a number genius, but often cannot apply his skills to real life situations.

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So…

Today I’m looking for as many case studies as possible showing the incremental reach of Online Video (OLV). I’ve found a few good ones. And I’ve seen terrible ones.

OLV increased campaign reach by 10%!!!!

We spent $2MM in TV and $500K in OLV. TV alone generated 60% reach and OLV generated 25% reach, total unduplicated reach is 70%. A 10% increase. OLV rocks!!!

Yeeeeaaaahhhh…. hmmm… errr….

*raises hand*

“What if you spent $2.5MM in TV alone? What would’ve been your TV reach? 65%? (then OLV indeed is good) 73%? (then OLV would’ve been bad from a reach standpoint)”

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You need to compare apples to apples. Otherwise your case study is bad and you’ve wasted my time.

Of course, you can create a case study that goes like this:

OLV increase reach by 95%!!!!

Indeed, Spending $0 in TV generated 0% reach while spending $750MMM in OLV generated 95% reach, a 95% lift!!!!

You have a Master Degree in Statistics, are paid big money to conduct researches and come up with this?

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This is what I call “The Rain Man Methodology”

2 comments

  1. Pingback: How to look good, data wise | Thoughts about media in Canada

  2. Pingback: Why I don’t trust (most) case studies | Thoughts about media in Canada

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