SCARBOROUGH - en-us.nielsen.comen-us.nielsen.com/sitelets/cls/documents/... · Back to School...

S C A R B O R O U G H NIELSEN U COURSE LISTING2014

2 Copyright © 2014 The Nielsen CompanyVISIT http://en-us.nielsen.com/sitelets/cls/scarborough.html OR CALL 1-800-423-4511

COURSE LISTING: SCARBOROUGH COURSE LISTING: SCARBOROUGH

CLICK A BLUE LINK TO NAVIGATE DIRECTLY TO ANY OF THE COURSE LISTINGS.

In order to be successful, you will need access to PRIME Lingo and Nielsen U on your computer.

LEARNING PATHS RESEARCH

SALES

SOFTWAREGETTING STARTED

SCARBOROUGH: PRIME LINGO 101,

FUNDAMENTALS


USING REPORT BUILDER

BEYOND THE BASICS


REACH ANALYSIS & NSI PROFILER

SCARBOROUGH: PRIME LINGO,

MEANS AND MEDIANS


CUSTOM DEFINITIONS

USING DATAGETTING STARTED

SCARBOROUGH: HOT SALES NOW

SCARBOROUGH: HOT TOPICS

SCARBOROUGH: SALES WALL SUCCESS

SCARBOROUGH: SELLING YOUR STORY

SCARBOROUGH: WHAT EVERY NEW USER NEEDS TO KNOW

BEYOND THE BASICS

SCARBOROUGH: AUTOMOTIVE INSIGHTS

SCARBOROUGH: BACK TO SCHOOL

SCARBOROUGH: EXCLUSIVE AUDIENCE

SCARBOROUGH: INSIGHTS ON WORKING MOMS

SCARBOROUGH: INTEGRATED TV/WEB AUDIENCE

SCARBOROUGH: REFORM YOUR HEALTHCARE DOLLARS

SCARBOROUGH: RETAIL SPENDING CATEGORIES

SCARBOROUGH: SCORE BIG WITH SPORTS SALES

SCARBOROUGH: THE BOOMER CONSUMER

SCARBOROUGH: THE HISPANIC AUDIENCE

SCARBOROUGH: VOTERS IN PROFILE

MAXIMIZING SCARBOROUGH

SCARBOROUGH: ATTITUDINAL INSIGHTS

WITH GFK/MRI DATA

SCARBOROUGH: CROSS MEDIA INSIGHTS

FOR LOCAL TV NEWS

SCARBOROUGH: EXPLORING MEDIA USAGE

WITH QUINTILES

SCARBOROUGH: PROFILE AND GROW LOCAL NEWS

SCARBOROUGH: SELLING WITH AD MONITORING DATA

SCARBOROUGH: USING VALS EFFECTIVELY

http://en-us.nielsen.com/sitelets/cls/scarborough.html

https://nielsenu.nielsen.com/lms/bin/docentisapi.dll/lms,NAWINAPP064.ENTERPRISENET.ORG,2151/?CMD=LOGIN&file=login.jsm&main_url=%3FCMD%3DGET%26file%3Dcatalog%2Factivity.jsm%26ID%3D6374


3Copyright © 2014 The Nielsen Company


LEARNING TYPES

LEARNING PATHAn organized collection of self-guided and instructor-led

sessions intended to guide users through training offerings

for a specific client type and/or skill level.

INSTRUCTOR-LED SESSIONThese sessions are facilitated by an instructor in a virtual

classroom and require using your computer, internet

connection and a telephone. Live Meeting log in information

with teleconferencing number and passcode will be emailed

by your instructor approximately 24 hours prior to your

session start time.

You will have an opportunity for a hands-on practice

exercise during the class, so please have access to

Arianna during these training sessions.

LAB CLASSThese sessions involve hands-on participation by attendees

and are facilitated by an instructor in a virtual classroom.

USER TYPES

RESEARCHAll sessions are targted for research professionals.

SALESSelected sessions are also useful for salespeople.

LEARNING LEVELS

GETTING STARTED These courses will give you the foundation you need

to get an understanding of how the data is gathered,

recommended uses, and how to run basic reports.

BEYOND THE BASICS These courses will go over additional reporting options,

concepts and more intermediate-level software uses.

MAXIMIZING SCARBOROUGH These courses will cover advanced use in the sales

department and other departments at the station,

and more advanced-level software uses.

ADDITIONAL MATERIALS

CLIENT LEARNING SITEOnline resource for available training materials: http://en-us.nielsen.com/sitelets/cls/scarborough.html



CLICK A BLUE LINK TO ENROLL IN A COURSE.

SOFTWAREGETTING STARTED

SCARBOROUGH: PRIME LINGO 101

FUNDAMENTALS INSTRUCTOR LED CLASS – 90 MINUTES

RESEARCH AND SALES

This class is for local broadcast television Scarborough

clients who would like to utilize PRIME Lingo. This is a

‘how-to’ class. You’ll learn how to create specific reports

in the software.

Are you a new Scarborough client, novice user or an

Account Executive looking to quickly pull your own

reports? If so, this class will be perfect for you!

This class will walk you through the terminology,

methodology and report elements used with Scarborough

data. It will also cover three template-based modules to

allow you to quickly build reports with just a few clicks of

the mouse.

NO PREREQUISITES


USING REPORT BUILDER INSTRUCTOR LED CLASS – 90 MINUTES

RESEARCH AND SALES

Scarborough PRIME Lingo 102 gives you an overview

of Report Builder and all of the functions available

within this area of the PRIME Lingo software.

In this course, you will learn:

• Profile, Crosstab and Trender reports

• On-the-Fly Custom Definitions

• Ranking

• Graphing

• Saving reports

RECOMMENDED PREREQUISITE

• Scarborough:PrimeLingo101Fundamentals

BEYOND THE BASICS


REACH ANALYSIS & NSI PROFILERINSTRUCTOR LED CLASS – 60 MINUTES

RESEARCH AND SALES


clients. Interested in analyzing your qualitative reach

within or across dayparts? Want to see how often your

target audience is exposed to a proposed schedule?

Need to look at reach across media, such as Radio,

Newspaper, TV, Internet or even Mall advertising?

PRIME Lingo Reach Analysis allows you to demonstrate

how your inventory can increase value and overall

efficiency with key consumer targets such as new car

buyers, furniture shoppers, frequent travelers, or any

other database item in Scarborough. In this course,

you will learn how to:

• Create schedules easily for one or more media

• Compare multiple schedules side-by-side

• Modify schedules to improve effectiveness

and cost efficiency

RECOMMENDED PREREQUISITES


• Scarborough:PrimeLingo102UsingReportBuilder


CUSTOM DEFINITIONSINSTRUCTOR LED CLASS – 60 MINUTES

RESEARCH

Scarborough PRIME Lingo 201 provides an overview of

PRIME Lingo Tools, which are geared for intermediate/

advanced PRIME Lingo users. You’ll learn to build,

access and organize:

• Basic and complex custom definitions

• Custom Dayparts

• Custom Trade Areas















SCARBOROUGH: PRIME LINGO,

MEANS AND MEDIANS INSTRUCTOR LED CLASS – 60 MINUTES

RESEARCH

This class is for local broadcast television clients.

It is a conceptual and how-to class using PRIME Lingo.

Means, Medians, and Totals are a way to showcase the

spending of your viewers and consumers in your market,

as well as their average income, and many other data

points that have ranges within the Scarborough database.

In this course, you will learn how to:

• Showcase your Viewers Mean Household Income

• Discover your Client’s Shopper’s Median Age

• Highlight your Website Visitor’s total planned

spending on new cars in the next year

NO PREREQUISITES


SCARBOROUGH: HOT SALES NOWINSTRUCTOR LED CLASS – 60 MINUTES

RESEARCH AND SALES

Let Scarborough heat up your sales efforts! This session

will cover a variety of ways Scarborough data can be used

to increase sales for existing accounts and to prospect for

new clients. The presentation will focus on the following

concepts:

• Finding new business opportunities

• Competing against other media

• Cross platform sales

• Targeting non-traditional advertising categories

• Creating a consultative relationship with your clients

NO PREREQUISITES

SCARBOROUGH: HOT TOPICSINSTRUCTOR LED CLASS – 60 MINUTES

RESEARCH AND SALES


This course will focus on several popular advertising

categories and how you can target sales with Scarborough

data. Please note that topics will change on a quarterly

basis. This is a conceptual class. You’ll see different ways

of using the data and reports.

NO PREREQUISITES

SCARBOROUGH: SALES WALL SUCCESS INSTRUCTOR LED CLASS – 60 MINUTES

RESEARCH AND SALES

A strong sales wall is an essential tool to make your sales

staff as efficient as possible. In this class you’ll discover

innovative ways to create one-sheets that focus on:

• Sports/Specials

• TV Station and Website Strengths

• Hispanic Audience

• Spending Categories

• News

NO PREREQUISITES










SCARBOROUGH: SELLING YOUR STORY LAB CLASS – 90 MINUTES

RESEARCH AND SALES

Scarborough provides different ways of looking at data,

but many users are unsure which data to use to tell the

most compelling story. Working with the Top Ten Reports

introduced in the Scarborough:WhatEveryNewUser

ShouldKnow class, this interactive session allows you to:

• Practice developing positive sales statements using

Target Population, Target Percent, and Index

• Evaluate when to use one statistic over another,

or use them in combination to tell the best story

• Gain insight into the variety of valuable reports

available and how to create them




• Scarborough:WhatEveryNewUserShouldKnow

SCARBOROUGH: WHAT EVERY

NEW USER NEEDS TO KNOW INSTRUCTOR LED CLASS – 60 MINUTES

RESEARCH AND SALES

Are you a new Scarborough user? This class will give you

a broad overview of Scarborough data as well as tips on

how to use it to drive sales. This conceptual class is not

software specific and all users welcome! In this course,

you will learn:

• Introduction & Methodology

• Latest Data Additions

• Terminology

• Examples of the top 10 reports

NO PREREQUISITES

BEYOND THE BASICS

SCARBOROUGH: AUTOMOTIVE INSIGHTSINSTRUCTOR LED CLASS – 60 MINUTES

RESEARCH AND SALES

Automotive advertising is one of the biggest categories

for a television station – and one of the toughest when

trying to grow your business with local dealerships.

In this class you will:

• Learn ways to grow your local automotive business

utilizing Scarborough data

• Understand how Scarborough can be used to

combat common objections posed by your

automotive advertisers

• Examine specific reports that have significance

in the automotive category

NO PREREQUISITES

SCARBOROUGH: BACK TO SCHOOL INSTRUCTOR LED CLASS – 60 MINUTES

RESEARCH AND SALES [SEASONAL CLASS]

Back to School season is right around the corner!

And Scarborough data has many categories for

Back to School shoppers targeting parents and

grandparents of school-aged children, adult continuing

education students and university students. This is a

conceptual class. You will see different ways of using

the data and reports. This class will include examples

of the following for Back to School Shoppers:

• Top retail categories

• Purchasing Power

• Top ranking stations and dayparts

• And more

NO PREREQUISITES









SCARBOROUGH: EXCLUSIVE AUDIENCE INSTRUCTOR LED CLASS – 60 MINUTES

RESEARCH

In this course you will identify your Exclusive Audience.

You’ll learn how to create reports to explore:

• The number of viewers that watch your station,

but not your competition

• How many of your viewers are reached by

other stations

NO PREREQUISITES

SCARBOROUGH:

INTEGRATED TV/WEB AUDIENCE INSTRUCTOR LED CLASS – 60 MINUTES

RESEARCH

Station websites are a lot more than “added value” –

they are a valuable extension of your audience.

In this class you will:

• Look at ways to highlight your website visitors

• Become familiar with internet data available

• Learn how to maximize your reach by creating

an integrated TV/Web audience

NO PREREQUISITES

SCARBOROUGH:

INSIGHTS ON WORKING MOMS INSTRUCTOR LED CLASS – 60 MINUTES

RESEARCH AND SALES

Is your station missing out on opportunities?

Join this session to examine an influential consumer

group, Working Mothers. This session will cover:

• What makes this group an important target

• The shopping insights of Working Mothers

• Media behaviors of Working Mothers

• How to apply this data to your local market

NO PREREQUISITES

SCARBOROUGH: REFORM YOUR

HEALTHCARE DOLLARSINSTRUCTOR LED CLASS – 60 MINUTES

RESEARCH AND SALES

Healthcare is almost always at the forefront of public

discussion, and has become a hundred-million dollar

advertising category. This session will dig into this topic

and show you how to:

• Find opportunities for your station with insurance,

healthcare and pharmaceutical companies

• Create reports that profile your market

• Discover news and sales departments applications

of Scarborough healthcare data

NO PREREQUISITES











USING DATABEYOND THE BASICS

SCARBOROUGH:

RETAIL SPENDING CATEGORIESINSTRUCTOR LED CLASS – 60 MINUTES

RESEARCH AND SALES

Do you know about your client’s shoppers?

Retail spending reports can be used to create a

comprehensive presentation for your local retail clients,

helping you and your station become a valued part of

their marketing plans! This course will highlight the

different retail categories within the Scarborough database.

You will learn about several report types including:

• Market Share/Competitors Reports

• Closing Ratio

• Purchasing Power

• Internet Retail Spending

NO PREREQUISITES

SCARBOROUGH:

SCORE BIG WITH SPORTS SALES INSTRUCTOR LED CLASS – 60 MINUTES

RESEARCH AND SALES

Need a winning strategy to pitch sports on your station?

Use Scarborough data to help your advertisers understand

and accurately target sports viewers. This session will

include examples of:

• Profiling sports viewers

• Creating the ultimate fan using W.A.L.

(Watch, Attend, or Listen to a specific sport)

• Building integrated sports packages

• Fan purchasing power

• Prospecting for One Time Only sporting events

NO PREREQUISITES

SCARBOROUGH:

THE BOOMER CONSUMER INSTRUCTOR LED CLASS – 60 MINUTES

RESEARCH AND SALES

Baby Boomers are possibly the most watched and

analyzed of all generations. As they approach retirement

age, learn how they are adapting their lifestyle and

media habits. Examine how to better highlight this

valuable demographic for your station. You will learn

more about the behaviors of Adults 55+ in the

following areas:

• Finance and Employment

• Lifestyle

• Shopping, travel, and grocery spending

• Technology and media usage

NO PREREQUISITES

SCARBOROUGH:

THE HISPANIC AUDIENCE INSTRUCTOR LED CLASS – 60 MINUTES

RESEARCH AND SALES

How can you use Scarborough data and reports to

highlight the Hispanic consumer? In this course

you will learn more about targeting this important

consumer group. Topics include:

• How to profile the Hispanic marketplace and

show the value of the market

• Ways to reach the Hispanic audience through both

Spanish-language and general market television

NO PREREQUISITES












SCARBOROUGH: VOTERS IN PROFILE INSTRUCTOR LED CLASS – 60 MINUTES

RESEARCH


An election year offers opportunities to grow your station’s

business with political advertising. This is a conceptual

class. You will see different ways of using the data and

reports. In this course, you will learn how to maximize

this potential using Scarborough data to:

• Profile registered voters

• Showcase the unique value of your voting audience

and visitors

• Highlight your viewer’s active engagement in the

political process

• Promote your station’s broad reach of a variety

of voter segments

NO PREREQUISITES

MAXIMIZING SCARBOROUGH

SCARBOROUGH: ATTITUDINAL INSIGHTS

WITH GFK/MRI DATAINSTRUCTOR LED CLASS – 60 MINUTES

RESEARCH AND SALES

A subscription to Scarborough Gfk/MRI is required.

This class is for broadcast television clients only.

GfK/MRI data is fused with the local Scarborough data to

provide an additional 400+ responses across 13 categories.

You already use Scarborough to find out the Who, What,

When and Where of your viewers and client’s customers.

Scarborough GfK/MRI provides the WHY.

In this session you will learn:

• What attitudes and beliefs your viewers hold?

• What motivates your viewers or client’s customers

purchasing decisions?

• How to supplement your current Scarborough database

with the vast micro and macro targeting possibilities

available with Scarborough Gfk/MRI Fusion.

NO PREREQUISITES

SCARBOROUGH: CROSS MEDIA

INSIGHTS FOR LOCAL TV NEWS INSTRUCTOR LED CLASS – 60 MINUTES

RESEARCH


With advances in Web and Mobile technology, News

is now available across more media than ever before.

How is this change impacting your TV News Viewers in

how they get their News content? And, how can you track

these changes to stay ahead of the curve, develop your

News products, and look towards building your News

audience? This is a conceptual class. You will see different

ways of using the data and reports. In this class you will

see examples of how to use Scarborough to answer the

questions:

• How is my News viewer changing? And, how can we

adapt to meet their new needs?

• Is the News landscape as a whole changing

in my Market?

• How can I build my News audience targeting those

who do not watch any of my News products?

NO PREREQUISITES







SCARBOROUGH DATAMAXIMIZING SCARBOROUGH

SCARBOROUGH: EXPLORING MEDIA

USAGE WITH QUINTILES INSTRUCTOR LED CLASS – 60 MINUTES

RESEARCH


clients. Want to examine media usage in your market?

Need to find out if certain consumers are heavy or light

users of a particular media? Looking to identify whether

your viewers are heavy users of TV or other media?

These are all questions Scarborough Quintiles can help

you explore. This is a conceptual class. You will see

different ways of using the data and reports. In this

session, you will:

• Gain a better understanding of Scarborough

Quintile data

• Find practical ways to use the quintile data

• Learn how to delve into media usage in your market

NO PREREQUISITES

SCARBOROUGH:

PROFILE AND GROW LOCAL NEWS INSTRUCTOR LED CLASS – 60 MINUTES

RESEARCH

Scarborough isn’t just a sales tool! Get more from your

Scarborough investment by uncovering ways you can

use the data specific to your news department.

• Analyze your news viewers

• How to reach your competitors newscast viewers

• Identify and target sponsors for news segments

and promotions

NO PREREQUISITES

SCARBOROUGH: SELLING WITH

AD MONITORING DATAINSTRUCTOR LED CLASS – 60 MINUTES

RESEARCH AND SALES

Are your clients efficiently reaching their target

customers with their advertising expenditures?

Learn how Scarborough and your advertising

monitoring data complement each other. By using

Scarborough with your Advertising expenditure

intelligence tool, you can reveal key local market

insights and create compelling sales stories and

presentations. Topics include:

• Advanced prospecting tools

• Finding inefficiencies in advertising schedules,

and how to add your station to the buy to

increase efficiency

• Trending to reveal key advertising insights

NO PREREQUISITES










SCARBOROUGH:

USING VALS EFFECTIVELYINSTRUCTOR LED CLASS – 60 MINUTES

RESEARCH

A subscription to VALS is required for this course.

VALS provides psychographic information that is

used in conjunction with your Scarborough data.

What factors influence the purchasing decisions

of the people in your market?

What motivates your station’s news viewer to purchase

the products they do?

How can your sales and production departments be

more effective helping advertisers write copy specific to

the customers they are trying to reach?

VALS explores the WHY behind consumer behaviors by

measuring them based on personality dimensions and

demographics that shape certain preferences and decisions.

In this course, you will learn:

• The VALS framework

• Basic characteristics exist in each consumer segment

• How to apply VALS to your own marketing needs

• Ways VALS can help focus marketing efforts

NO PREREQUISITES




12 VISIT http://en-us.nielsen.com/sitelets/cls/scarborough.html OR CALL 1-800-423-4511

ABOUT NIELSEN Nielsen Holdings N.V. (NYSE: NLSN) is a global information and

measurement company with leading market positions in marketing

and consumer information, television and other media measurement,

online intelligence, mobile measurement, trade shows and related

properties. Nielsen has a presence in approximately 100 countries,

with headquarters in New York, USA and Diemen, the Netherlands.

For more information, visit www.nielsen.com.

Copyright © 2014 The Nielsen Company. All rights reserved. Nielsen and

the Nielsen logo are trademarks or registered trademarks of CZT/ACN

Trademarks, L.L.C. Other product and service names are trademarks or

registered trademarks of their respective companies.


SCARBOROUGH - en-us.nielsen.comen-us.nielsen.com/sitelets/cls/documents/... · Back to School...

Documents

Transcript of SCARBOROUGH - en-us.nielsen.comen-us.nielsen.com/sitelets/cls/documents/... · Back to School...