Carat

Carat is the largest independent media agency in the UK. They work with some of the world’s best-known brands, including Guinness, Disney, Royal Mail and Renault.

Carat have used CACI’s InSite software since 2000 to aid with media planning for their clients, and they continue to renew their licence due to the high level of service and support that they receive from their account manager and the InSite support team.

The Consumer Insight division of Carat use InSite to provide a geodemographic backdrop to CCS, their Consumer Connections Study. The CCS is similar to TGI, but focuses on media usage and client bespoke questions about consumer usage and attitudes to particular brands, markets and media.

Target markets for particular campaigns are selected from the CCS, for example using attitudinal criteria, and are then coded with ACORN and plotted as a thematic hot spot map. Carat can then overlay TV and radio boundaries onto the hotspot maps to enable clients to visualise their target areas, media coverage, and the relationships between them.

In addition, Carat use InSite in a number of other ways.

	Understanding the market potential using TGI and ACORN
	Plotting store locations for clients
	Identifying the catchment areas of ATL campaigns
	Profiling client’s customer data
	Generating postal sector rankings for door drop campaigns
	Mapping responses and conversions from particular campaigns
	Linking local press readership to key postal sectors

Caitlin Williams (Consumer Insight Manager) of the Customer Insight team commented:

“We made a point of reviewing the existing marketplace when the renewal of InSite was due this year. We chose to renew the InSite licence as we have always been very happy with the level of service and support that we have received from CACI as for our needs this was the key point of differentiation. The InSite team and our account manager understand our business very well and we wanted to continue to strengthen this relationship.”

InSite for Direct Marketing