What Is The BASE Rating™?
The BASE Rating™ is a powerful circular advertisement research tool that provides a consistent, objective standard for evaluating advertised brands. The key to the system is that it puts all ads into context: The BASE Rating™ calculates ad ratings that can be used synergistically with Point of Sales (POS) data to help companies better understand how circular advertisement quality can positively or negatively affect brand sales.
The BASE Rating™ differs significantly from other ad tracking services, which simply collect and organize circular ads and leave companies to subjectively evaluate how sales may be affected. The BASE Rating™ enables you to:
- Easily Compare Brand Support at Any Retail level.
- Increase advertising Return On Investment (ROI).
- Strengthen positioning in contract negotiations with partners.
- Anticipate and manage changes in frequently dynamic markets.
How The BASE Rating™ Works
The key to The BASE Rating™'s patent pending process is that it puts all ads into context using a complex data model and calculations that incorporate more than 30 ad metrics and 10 key ad attributes as well as the retailer, the retailer's competition and the market as a whole. Such calculations reference ECRM’s warehouse of ad data which currently includes over a billion circular ads from major retail chains across the United States and Canada.
Based on the results of The BASE Rating™'s data model and calculations, circular ads for each brand are categorized into one of three distinct groups (Excellent, Competitive or Satisfactory) at the retail banner level. It is then an easy process to compare sales data to ad quality scores and calculate ROI for each brand, with historical ad quality ratings available for most retailers from January 18th, 2009.
