In brief: TRP expresses the sum of campaign ratings in a specific target group. Unlike GRP, it relates to a selected audience, but still does not distinguish the quality of contact.
How I use TRP (Target Rating Point) in practice
Before I start tracking TRP (Target Rating Point), I write down its exact definition, data source and the decision it should influence. I check the numerator, denominator, time window, currency and any duplicates. I then read the value in the context of margin, capacity and customer quality; one number without comparison cannot say what the company should change.
What to watch out for
The greatest risk is a report without a decision. When TRP (Target Rating Point) is measured only because it is available in the interface, the team gets another chart, not better management. Also watch out for comparing periods in which the website, tagging or counting method changed.
Questions for decision-making
- How exactly do we calculate the value, and from which source?
- Which decision will change if the number rises or falls?
- What can distort or duplicate the measurement?
- What do we compare the value with so that it has commercial meaning?