Image Impact BrandBase

6-1-2006

ALLOFE BUILDS CUSTOM DATA MINING APPLICATION FOR IMAGE IMPACT

AllofE was commissioned to build BrandBase, a data analysis application for the company Image Impact. BrandBase works with data generated by TRI-ID reporting software.

The goal of BrandBase is to provide meaningful, multilevel market research data for marketing decision-makers. It is specifically geared toward companies that are advertising or considering advertising their products during televised sporting events. It allows clients to view information in terms of general, industry-specific, and brand-specific trends.

BrandBase analyzes data in several ways. A few key examples include detecting the amount of time a sponsor's logo or advertisement is visible onscreen; logging the source of the logo image (such as a billboard in the background during a game, a patch on a sport player's uniform, or an animated vignette); and estimating the quality of the image given several different factors.

BrandBase uses two key concepts invented by Image Impact, which are Quality Index (QI) and Monetary value (MV). QI is measured by combining the factors of image duration, image size, and image isolation (whether other logos are displayed at the same time), among other considerations. MV is determined by using the duration of the image exposure during an event, combined with the cost of an advertisement of the same duration during media coverage of the same event. These factors help clients to determine which image and product placements help which types of sponsors to get a better return on their advertising investment.

BrandBase combines this array of collected and derived data to allow Image Impact's subscribers to view any given cross-reference between such factors as sporting events, sponsors, and types of exposure. Each drill-down view provides the subscriber with details including the quality index, monetary value, and duration of individual exposures, or an aggregate of the information for several exposures. Subscribers also have the ability to view the original data as it was collected from the televised event.

By implementing BrandBase as part of the suite of applications they provide for their subscribers, Image Impact hopes to make their vast array of available data more accessible and meaningful to a wider-ranging audience.

About Image Impact

Image Impact is a sister company of RCA Group, an event marketing and promotions company who, for over 22 years, has excelled in the sponsorship and event management business. RCA Group, under the direction of President and Founder Russ Cline, has an extensive resume of event promotions, both nationally and internationally.

Some of these include Davis Cup and Fed Cup Tennis and ESPN/ ABC Sports’ Winter and Summer X-Games. In addition, RCA Group provides strategic management of event signage and sponsor fulfillment, including the interactive elements for ESPN / ABC Sports.