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AREAS
OF
EXPERTISE
Getting it all
right, all at the same time
Marketers today are lucky.
They have many powerful tools at their disposal. CRM. Singlesource
data. Measurements of Marketing ROI. Interactive Media. Optimizers.
And more.
They
may not realize how lucky they are. because the challenge of getting
all of those tools to work together in unison is like a circus act.
Part
of what Bill Harvey Consulting brings is a proven ability to think
in enough dimensions so as to aid in the process of integrating
all those powerful tools.
Bill
Harvey Consulting is rare in having experience across all of these
areas.
MODELS
OF
MARKETS
- Area
of Dominant Influence (ADI) - inventor (for Arbitron)
- Area
of Community Influence (ACI) - inventor (for Next
Century Media)
Audience
measurement methods
- Radio
Diary - report designer (for Arbitron)
- Ethnic
stratification - first implementor (for Arbitron)
- Advertising
Exposure Coincidental - inventor (for C.E. Hooper)
- Integration
of server-side with user-side data - first implementor (for Next
Century Media and Arbitron CyberMeasurement Index)
- Internet
cachebusting - first publication
- TV
set-top box based audience measurement - pioneer (for Next
Century Media)
Singlesource
Databases
- Brand
Rating Index (BRI) - Executive Vice President
- Target
Group Index (TGI) - Consultant to Chairman Dr. Timothy Joyce
- ScanAmerica
- Consultant
Passive
Peoplemeters
- Tom
Tanner project - champion within Interpublic
- Wristwatch
idea - first publication
- R.D.
Percy - Consultant to Roger Percy
- Arbitron
- Consultant to development of current PPPM
International
Harmonization of Data
- International
Ratings Services - Founder
Media
Effectiveness Models and Metrics
-
Advertising Research Foundation Media Model - Committee Co-Chair
-
First national TV commercial recall measurement (for C.E. Hooper)
- Early
aggregation study of findings related to TV program environment
and commercial effectiveness (for Interpublic)
- Advertising
effectiveness of TV sponsorship versus scatter plan (for C.E.
Hooper)
- Commercial
Audience Retention by types of TV program environments (for Next
Century Media)
- Attention
to Radio by demographics, station types and dayparts (with Dr.
Peter Langhoff, for Arbitron)
- Effect
of print editorial environment on advertising effectiveness (for
Black Enterprise Magazine)
- Effect
of print editorial environment on correlates of advertising effectiveness
(for Brand Rating Index)
- Effect
of exposure by media types on brand switching (for Brand Rating
Index)
- Effectiveness
of Place Based Medium (for AdSpace Networks)
- Effectiveness
of Internet sponsorships (for Studio One Networks)
- Effectiveness
of telephone based media (for Computerized Telemarketing Inc.,
and for eVoice)
-
Use of brainwaves to measure media effectiveness (for major advertisers
and media)
Optimizers
- Agency
proprietary optimizers - inventor/designer (for Interpublic, BBDO,
Cossette, others)
- Cable
network optimizer - inventor/designer (for USA Network, Discovery
Channel, Weather Channel, Fox Family Channel)
- First
optimizer to integrate sales data - inventor/designer (for General
Foods)
- Optimizer
for allocation of weight to markets allowing for spillover - inventor/designer
(for Arbitron)
- First
optimizer for TV commercials addressable to individual set-top
boxes - inventor/designer (for Next
Century Media)
Storyfinding
Systems
- Original
Storyfinder system - inventor (for IMS)
Interactive
Media
- Popularizer
of foundational ideas of Interactive Media through newsletters
since 70s
- Online
system to plan radio buys running on Telmar in 1971
- First
online questionnaire running on Compuserve in 1982 (for World
Book)
- Consultant
to early trials including QUBE, Prodigy, GTE mainStreet, Star
Response, ACTV, Bell Atlantic Stargazer, et al and to current
players including Microsoft, Diva, TiVo, TV Guide Interactive,
WINK, et al
- Designed
BellSouth ITV trial audience measurement component and brought
ten top advertisers into trial
- Helped
bring a dozen top advertisers into Time Warner Orlando trial
- Pioneered
automated telephone voice systems, including 800 Number for AT&T,
and their use in cable industry
- Consultant
to major advertisers such as General Motors, Nissan, Visa, Pepsi,
and many others on such issues as website strategy and utilization
of ITV
- Board
member of pioneer 3D animation Internet company (Worlds Inc.)
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