you must give more dtails I can not work out what is to be the percentage of what?

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Posted on 2005-04-20

Hi all,

I have a table of data (extract below) and I want to use a formula to come up with a value between 0 - 100 (i.e. a percentage)

for each row of data.

Product WeekNum WkBegin WkEnd pValue qValue gValue

MTF -3 07/01/2005 13/01/2005 210219.35000 525548.37500 29613912 25 3

MTF -2 14/01/2005 20/01/2005 5058747.84200 12646869.60500 136635960 154 12

MTF -1 21/01/2005 27/01/2005 48125702.77000 19250281.10800 336758426 592 142

I would appreciate any help on coming up with something for this.

thanks in advance,

KS

I have a table of data (extract below) and I want to use a formula to come up with a value between 0 - 100 (i.e. a percentage)

for each row of data.

Product WeekNum WkBegin WkEnd pValue qValue gValue

MTF -3 07/01/2005 13/01/2005 210219.35000 525548.37500 29613912 25 3

MTF -2 14/01/2005 20/01/2005 5058747.84200 12646869.60500 136635960 154 12

MTF -1 21/01/2005 27/01/2005 48125702.77000 19250281.10800 336758426 592 142

I would appreciate any help on coming up with something for this.

thanks in advance,

KS

11 Comments

The table lists products with their respective PR value (pValue) and Advertising Costs (qValue) and the number of press items (gValue). The table above shows these values for the 3rd, 2nd and 1st week before the product is released.

The percentage value I hope to get for each week, will be like an indication of how effective the advertising has been or how much awareness the advertising has generated.

I hope that makes more sense.

KS

TotalPressItems and TotalDuration (where press items are playable clips, i.e vide or radio).

thx,

KS

this can be done using week_results(week N)*100/week_result(week N-1) - 1

what is the income from selling the product ?

how can you think to measure effectivness of AD investments, without giving/knowing the money return from the sales ?

get the numbers from your financial office :

sales(-3)

sales(-2)

sales(-1)

get the target of the weekly sales (target)

then you should do:

[100*sales(-2)/sales(-3)] - 100 : sales growth week(-3) to week(-2)

and compare it with each of {pValue weekly growth , qValue weekly growth , gValue weekly growth}

by doing this you will be able to go to your bos, and tell him "there is a corelation between increasing the qValue (for instance) and the sales growing"

tal

I got the figures below like so, they are close but not quite percentages:

PR value (pValue) + and Advertising Costs (qValue) + AudienceReadership

/

Total(PR value (pValue) + and Advertising Costs (qValue) + AudienceReadership) for the entire period of -5 to +5 weeks of release date

*

number of press items (gValue)

*

total number of minutes of playable press items

SHREK 2 -5 24/05/2004 30/05/2004 21.081036

SHREK 2 -4 31/05/2004 06/06/2004 18.509000

SHREK 2 -3 07/06/2004 13/06/2004 9.592725

SHREK 2 -2 14/06/2004 20/06/2004 20.394642

SHREK 2 -1 21/06/2004 27/06/2004 255.736535

SHREK 2 Release Day 28/06/2004 24.040850

SHREK 2 +1 29/06/2004 05/07/2004 379.474755

SHREK 2 +2 06/07/2004 12/07/2004 27.150431

SHREK 2 +3 13/07/2004 19/07/2004 2.693394

SHREK 2 +4 20/07/2004 26/07/2004 2.698440

SHREK 2 +5 27/07/2004 02/08/2004 .201082

Is there no way (with the data available to me) that i can acheive this? I have no sales data.

The idea is that film studio bosses can get an idea of how much "excitement" their movie is creating in various countries, for the time period of -5 to +5 weeks of the release date.

thx.

That question must be answered if you want a %.

I do not think you want a percentage. I suspect that you are combining items which have no relationship to each other. You will be able to normalize your numbers. You can get suggestons on how to combine you numbers but , for best results, one has to know just what they represent. I can get some idea from what you have said but not a very reliable idea.

Ypu said "TotalPressItems and TotalDuration (where press items are playable clips, i.e vide or radio)." But that is not a very enlightening description particularls the TOtal Duration

You said

"The idea is that film studio bosses can get an idea of how much "excitement" their movie is creating in various countries, for the time period of -5 to +5 weeks of the release date."

You can compare your other variables to advertizing costs (qvalue?)

You can normaize the variables to a movie your bosses considers VERY good or normaize to an average over many movies.

this can be :

1) number of movie visitors,

OR

2) sales

OR

3) any kind of questionnaire from the audience

basically, I suggested above 1 of to ways to measure the effectiveness of AD:

1) find what number (q,p or g or sum of them ) represents better the changes in the sales

2) measure the growth of the sales

you may revert sales with audience satisfaction if they filled questionnaires for example

Each radio and tv clip has a duration (how long the clip plays for) and totalduration is the total number of minutes for all the individual durations combined.

But I am certain that I do not need any feedback numbers, as the end figure is to be an indication of how much "excitement" the movie is creating. This excitement can be measured by the amount spent on advertising and the number of times the movie is mentioned on Press, Radio and TV.

I did a search and found that yahoo actually have a buzz index - which is the same concept i believe, altho i couldnt see it in action as a yahoo account is required.

You are right, in that i cannot get a percentage unless i know what the percentage it is of. Maybe I shouldnt be looking for a percentage.

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