No reliable tool to conduct TURF
As the CEO of data intelligence firm Metasight Technologies, Wenshuang Zhang has many years of experience performing complex analysis, including TURF (Total Unduplicated Reach and Frequency) for his clients.
“We use TURF a lot, especially for advertising research,” he explains. “For example, for a feature study, I might want to find out what the best combination of features are for a product. The product might have 15 features, but my client can only print five on the package. So I use TURF to figure out which five are the best to present to customers.”
But Wenshuang didn’t have a convenient tool for TURF. At first, he tried using an SPSS extension to run the analysis, but he quickly found that the tool lacked the power to deal with more than 30 items and had very limited functionality.
“It would take a very long time to work and produce results,” Wenshuang remembers. “Sometimes we would get results in a few minutes, and other times SPSS would run for a long time, and eventually it would just say that it couldn’t produce results.”
Wenshuang and his team also tried using an in-house, Excel-based tool that they had developed. But he found that he had to spend a lot of time formatting and preparing the data in advance.
“We had to convert the data to the exact format we needed and define rules to transform the data before we could do anything with it,” he says. “Excel has a lot of limitations.”
Wenshuang needed a powerful tool to perform TURF that had better functionality than SPSS, and didn’t require the same amount of data preparation that their in-house solution required. Something that could help him save time, cut costs, and wow his clients.
“Sometimes we would get results in a few minutes, and other times SPSS would run for a long time, and eventually it would just say that it couldn’t produce results.”
Wenshuang Zhang, CEO, Metasight Technologies