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Pathfinder tracking / measurement & timings

Pathfinder tracking / measurement & timings. Up-dated 14 th October. Definitions of methodologies used during Pathfinder for assessing communications effectiveness.

phoebe-cooley
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Pathfinder tracking / measurement & timings

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  1. Pathfinder tracking / measurement & timings Up-dated 14th October

  2. Definitions of methodologies used during Pathfinder for assessing communications effectiveness Tracking of distribution is the analysis of the effectiveness of door drop distribution and direct mail to reach the set KPIs* for delivery. (using signed dockets, back-checks, and independent research samples). Measurementof the awareness, understanding and re-assurance KPIs. This is the regular analysis of each individual migration by exchange area and clusters using independent research companies. Measurement is also employed to compare the effectiveness of the different media mix for each migration (Pathfinder measurement is also setup to test the methodologies of doorstep face to face research vs. telephone research). Evaluation of media and the methodologies used is to assess the cost effectiveness and KPI achievement for each test undertaken. Evaluation of each separate migration is planned and a final Pathfinder evaluation of the full 75,000 migrated is due in May /June 2009 * Key Performance Indicators

  3. Measurement process per migration area • For each migration event; the awareness as well as understanding & re-assurance is measured for residential householders per exchange area (also for SMEs* per exchange area). • Using independent research companies (Research International; for telephone research to residents and SMEs and Stepcheck; for face to face on doorstep interviews with residential householders only.) • The aim is to asses the differences in communications effectiveness between direct mail and door drops in achieving the relevant communications KPIs • To establish the incremental cost for increases in awareness levels using mixes of door drops and direct mail. • To establish communications effectiveness learnings for use in the rollout stage of switched-on. *Small Medium Enterprises of under 250 employees , single site businesses only

  4. Pathfinder migration progress • The next Pathfinder migration after the completion of Wick & Bedlinog on 30th Oct 08 is Nelson on 6th November 08. • Direct Mail is being used for all migration communications to residents and SMEs until volumes & areas are large enough for door drops to be tested against direct mail to residents; SMEs will continue to receive Direct Mail. The first media mix tests will be on 12th March 09 in Ferndale & Tonyrefail. • Delivery tracking will take place for every migration communications distribution using direct mail and door drops. • Independent research is planned for post every migration to measure awareness, understanding and re-assurance levels and compare to KPIs. • The final Pathfinder migration to these 75,000 residents & SMEs in South Wales is Roath D & E on 23rd April 09. • A final evaluation & presentation of all Pathfinder communications results will take place at the end of May 09.

  5. Migration Schedule for Pathfinder – to Feb 09

  6. Migration Schedule for Pathfinder Cont – 5th March 09 to 23rd April 09

  7. Number Ranges for Pathfinder migrations

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