Getting it ALL right, all at the same time.
Marketers today are lucky. They have many powerful tools at their disposal. CRM. Single-source 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 performing 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. The most common result? More sales made at either flat or reduced cost to the organization.
Bill Harvey Consulting is rare in having experience across all of these areas. He invented some of them.
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
- TRA – first listed inventor, co-founder, Vice Chairman, Chief Research Officer
Passive Peoplemeters
- Tom Tanner project – champion within Interpublic
- Wristwatch as a media measurement tool idea – first publication
- R.D. Percy – Consultant to Roger Percy
- Arbitron – Consultant to development of current PPM
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 EnterpriseMagazine)
- 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)
Story-finding Systems
- Original Story-finder system – inventor (for IMS)
Interactive Media
- Popularizer of foundational ideas of Interactive Media through newsletters since the 1970s
- 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, 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 Internet virtual reality company (Worlds Inc.)
