UKOM data in Comms Planning
THE UKOM AUDIENCE PLANNING SYSTEM IS DESIGNED FOR COMMS PLANNERS FIRST, AND DIGITAL SPECIALISTS SECOND.
This article describes how you can...
Target audiences by client-friendly demographics, digital behaviours and a combination of the two
Use UKOM as an insight tool to understand consumers' use of the whole web
Run competitive analyses for your clients' own websites
Optimise campaign reach & frequency
Click here for an overview of using UKOM in Comms Planning
Guide to using UKOM data in bureau planning software
Bureau software is typically used by comms planners to analyse planning datasets, including NRS, RAJAR, BARB, TGI, and POSTAR. Provided by companies including Telmar, Nielsen IMS and Kantar, these systems let you analyse these datasets both in depth, and quickly (for the trained user).
UKOM data is now available in crosstab and campaign optimisation systems from these providers. They offer planners a series of advantages compared to the “traditional” user interfaces provided with digital planning datasets:-
1. Speed of use. In bureau software you can run analyses against multiple target groups and websites at once, with easy drag-and-drop functionality, massively speeding up the process of identifying best performing sites or the characteristics of target groups.
2. Flexibility of analysis. In bureau software, any combinations of the data can be used, including the creation of composite demographic and behavioural targets (e.g. young families who use holiday websites).
For examples, download this document