Causal Analytics for Media Planning

Our Media Planning Methodology using Causal Analytics

Audience targeting is becoming more difficult as the potential number of customers to reach increases, the array of media options grows, and the ability to remain relevant and be seen by consumers becomes harder. 

Casual analytics for media planning

Traditional targeting methods no longer provide the optimal solution. Instead the concepts of 'involvement' and 'engagement' have been introduced to improve targeting methods. 


Telmar investigated these concepts and developed a media planning and targeting methodology based on casual analytics that:

  • Focuses on causal analytics over correlation and common movement of variables.
  • Removes random behavior from correlation analytics.
  • Includes algorithms for Intrinsic Causal Probabilities.

Our paper shows some examples of the results achieved, based on GfK/MRI magazine readership data.


To read the complete study please fill out the form to download the white paper.

Download the Causal Analytics White Paper

Subscribe to Receive Telmar Insights and News

We would like to keep you updated about Telmar and our products. You can expect to receive the following types of communication from us:

  • Industry news relating to media planning, audience targeting and segmentation, data integration, and market research
  • Information on Telmar products, services, and company updates
  • Free downloadable whitepapers, infographics, and other long-format content

If you do not wish to receive such communication email from Telmar, then please opt-out here

“We provide clients with solid tools for understanding their customers and building unique strategies for determining the best audiences across all media platforms using the data they prefer.”

- Corey Panno, President, Telmar Group inc.