You have to specify a situation and estimate probabilities of "purchase" for that situation. For example, suppose you are considering new home mortgages. You need to measure who might be in the market within the coming year (say) and what their preferences are for working with different institutions. The combination of likelihood to be in the market and to consider your brand could be profiled against a platform like Neustar's E1 for targeting and profiled against TV shows, DMAs etc.
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You have to specify a
You have to specify a situation and estimate probabilities of "purchase" for that situation. For example, suppose you are considering new home mortgages. You need to measure who might be in the market within the coming year (say) and what their preferences are for working with different institutions. The combination of likelihood to be in the market and to consider your brand could be profiled against a platform like Neustar's E1 for targeting and profiled against TV shows, DMAs etc.
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