At the front end of the TAM system, the analysis software ARIANNA allows clients to use and analyze the TAM database. The enormous amount of detailed data and its richness exclude the possibility of using printed reports, except in the case of very simple analyses. Commercial statistical packages, which would overcome the challenge of this database complexity, are not designed for TAM data and for TAM data users. This is why the VIETNAM-TAM offers specialized software packages to its clients: data quality is an absolute must, but without good analysis software, this quality cannot be put to work!

The most important and diffused of these packages, the WorkStation has been adopted by more than 3,000 users world-wide. Each of them count on the support of the VIETNAM-TAM, a key element to ensure that each client is able to make the most of the software.

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ARIANNA have ability to flexibly customize reporting types in a variety of formats to differentiate Arianna with other data analysis tools. In addition, the ability of configuration in multiple languages allows to research for serving the needs of each market.

ARIANNA’s functions:

ARIANNA’s functions are separated into 2 distinct blocks: Viewing behavior and Post Evaluation.

Viewing behavior: The block analyzes the behavior and habits of television viewers

  1. Daily Grid: Gives reports on audience ratings of different shows and different timeframes on television channels during the day of analysis. It is possible to apply more filters by date / audience / market characteristics ... to make different reports
  2. Programmes: Gives reports of the effectiveness of programs or breaks broadcasted during the selected day for analysis on a defined channel or channel group.
  3. Daypart: Analyzes the TV audience index of a given timeframe during the day to give results on the effectiveness of TV channels over different time periods /TV channels in the same time/days for a period of time
  4. Telegraph: Report on the results of analysis of television audience indices by visually representing across a wide range of graphs and options over time to show the upward trend of television viewership among other channels. Each other in the day / indicates the time the audience reached the top / audience distribution between channels over time
  5. Series & Competition: For the purpose of reporting TV audience ratings, when comparing a long-running program that is broadcast on a channel to the competitor's program that is broadcasting on the same time frame on another channel. The report allows users to compare and rate almost instantaneously the effectiveness of each program's episode content against a competitor's product.
  6. Reach & Frequency: Provide reports about coverage of each channel or time frame for different dates.
  7. Channel Migration: Analyzes audience's channel migration among channels, programs in a channel, target programs wanted to analyze.
  8. TV Items: Allows user to give an analysis, rating report about program groups or daypart groups of a channel in different dates
  9. Telegrid: Uses charts to analyze, evaluate the effectiveness of a channel of a channel group according to schedule in the research time.
  10. Duplication & Exclusivity: Analyze the amount of audience watching a target program, sort the unique or non-unique audience in the time program broadcasted.
  11. Loyalty: Analyzes audience loyalty according to different thresholds of view rate based on program duration. Reports can be represented in graphical or tabular format by selected audiences.

Post Evaluation: The analyzing block, investment pricing for TV advertisement.

  1. Adex: Analyze investment cost for all advertising category of each advertiser and whole market, also the effectiveness of campaign based on amount of audience attracted.
  2. PostBuy: Analyze detail of cost and effectiveness of each ad spot through TV audience indices
  3. Simulation: Based on the historical data of the audiences of the ad campaign that has performed, in order to run the simulation of that campaign to provide different scenarios when changing the choice of time, channel, program, quantity of ads to optimize the reach of audiences as well as the investment costs for next ad campaigns.
  4. Dynamic Flights: Based on audience data for no - ads days, users may check whether the ad date selection strategy is better than the competition’s, the influence among the ad users and the audiences attracted. The analytics results display the ad efficiency during the day when the user is not booked ads, and the performance results are reported in different groups according to user-defined efficiency levels.
  5. MultiCampaign: Gives multidimensional reports that can compare the effectiveness of audiences attracted in each of campaigns. Compared to Post buy, this module shows more accurate results when applying different weighting coefficients to each campaign.
  6. Activity Pattern: Evaluates ad activities of a brand or many brands in a specified period of time by an intuitive graphics report. Reports show brands or time periods are more effective to book advertisement.