Ebook

Using TURF (Total Unduplicated Reach and Frequency) to Optimize Product Portfolios

TURF (Total Unduplicated Reach and Frequency) is widely used to answer two questions: Which possible products should a company make? And Which media vehicles should a company focus? This ebook is for everyone who wants a step-by-step guide to creating a TURF analysis.

What you'll get from this ebook

This TURF ebook covers everything from data preparation through to data visualization and reporting.

  • The data you need for your TURF study
  • How to interpret your results
  • How to visualize your results with visualizations like Venn Diagrams and UpSet Plots.

More about this ebook

TURF provides insight into maximizing the number of people you can connect to and address with various lineups.

Data requirements and preparation
Data used in TURF studies
Missing data
Sample size

TURF analysis
Bubble gum flavor preferences case study
TURF
The F in TURF
Constraining which alternatives appear
Understanding substitution using a duplication matrix
Using multiple correspondence analysis to understand substitution
Venn diagrams
Interactive Venn Diagrams
Upset plots
Using principal component analysis to understand substitution
Portfolio size (how many products?)
TURF with many alternatives

TURF in Displayr
Importing and setting up the data
Viewing the reach of the alternatives
Running the TURF
Comparing TURFs with different portfolio sizes
Duplication matrix
Correspondence analysis of a square table
Principal component analysis
Venn diagrams
Interactive Venn diagrams
Upset plot

TURF in Q
Importing and setting up the data
Viewing the reach of the alternatives
Running the TURF
Comparing TURFs with different portfolio sizes
Duplication matrix
Correspondence analysis of a square table
Principal component analysis
Venn diagrams
Upset plot

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