Table 1 Correlation between experience...

Table 1

Correlation between experience tracking data and established industry sources

	Market share^a		Paid media^b		Earned media^c
		Television advertising	Print advertising	Display advertising	WOM
Experience tracking	0.79*	0.88**	0.71*	0.78*	0.86*

	Market share^a		Paid media^b		Earned media^c
Experience tracking	0.79*	0.88**	0.71*	0.78*	0.86*

^a Correlation of self-reported purchases through experience tracking with market share data from GfK market research institute across brands; ^b Correlation of self-reported paid media exposure across brands with media spending obtained from Kantar's AdSpender market research tool; ^c Correlation of self-reported earned media exposure across brands with Facebook's PTAT key metric from Quintly database; **p < 0.01, *p < 0.05

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