Strategic Marketing Applications

The EA metric has been tested and re-tested over the past 10 years. Major marketers have proven that the 10-point scalar EA approach is reliable, sensitive and a valid predictor of consumer behavior.

EA has been proven to match Share of Requirements (SOR) data captured via Nielsen Home Scan. In addition, EA has been shown to determine frequency and revenue per transaction data –sizing most valued targets/segments and identifying strategies to drive enhanced revenue.

Because EA is a single-source approach, marketers can work with NewMediaMetrics to better align their strategic brand planning and media planning resources – linking brand insights, message strategies and media consumption data together. The results -- Marketing and Media Plans that drive enhanced “sales pull” and revenues.

Our clients engage NewMediaMetrics and the EA measure to aid their brand planning, new product development, message optimization, merchandising and media optimization efforts.

EATM Marketing Applications

Brand Strength

New Product
Development

Positioning

Merchandising

Message
Optimization

Media
Optimization

Predicting Brand Strength

Emotional Attachment(EA)TM plots out brand Attachment across a 10-point scalar to answer key strategic questions.

How strong is my brand?
Who is the most attached to my brand, and why? Plus, who is less attached, and why?
Who is in my "strategic margin group" -- who are "next in"?
Who is most attached to my competitors' brands?

Predicting Attachment to Behavior

Emotional Attachment(EA)TM identifies how attached your most loyal customers will be to new product concepts and/or product features.

Helping to identify and prioritize those concepts and/or product features that should be invested in first.

Magnifying Brand Insights

Emotional Attachment(EA)TM is used by many marketers to magnify insights by user groups and identify strategic levers that optimize a brand's positioning.

Matching Brand Attachment to Retail Environments

Emotional Attachment(EA)TM can identify those products best suited in different retail establishments... and the merchandising strategies that will help sell more product.

Matching Brand Attachment to Messaging

Emotional Attachment(EA)TM identifies the messages that resonate best with those most attached to your products (and those of your competitors).

Finding "Buyer Rich" Media Properties

Emotional Attachment(EA)TM identifies the “Buyer Richness” of media properties...to help maximize the revenues associated with your in-marketing media

Similar to direct marketing predictive modeling techniques -- NewMediaMetrics goes direct to the source – using "EA" -- to find and prioritize media properties, based on the concentration of actual brand buyers. This leads to improve performance--“sales pull”-- from placed media