Quick Stat

Young Chinese consumers are more likely than their U.S. counterparts to keep in touch through instant messaging

SOURCE:

"Understanding China's Digital Generation"

NEW BOOK! "Understanding China's Digital Generation"
A Marketer's Guide to Understanding Young Chinese Consumers

ProsperChina^TM MediaPlanIQ

The consumer-centric ProsperChina^TM MediaPlanIQ is the next plateau in driving ROI. Knowing how consumers are influenced to purchase through consumption of different media categories (including traditional, digital, and in-store) is essential for consumer-centric allocation. It is resource allocation at the beginning that holds the key to increased ROI.

About ProsperChina^TM MediaPlanIQ

For almost a century, marketers have struggled at attempting to estimate or calculate the returns received from their marketing and communication investments. It is resource allocation at the beginning that holds the key to measurement success. The issue in marketing measurement is not how much the firm spends or what media and communication tools it uses. It is whether or not the consumer accepted or internalized those efforts.

By connecting media usage, media influence to purchase in nine product categories, and shopping/ consumption data from the ProsperChina^TM Quarterly Survey with advanced proprietary analytics developed by Don Schultz, Ph.D., Martin Block, Ph.D. and Prosper Technologies, advertisers are now able to generate idealized media allocation plans for a broad array of products and services using ProsperChina^TM MediaPlanIQ.