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

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