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SCARBOROUGH: COURSE LISTING
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 on your computer.
LEARNING PATHS RESEARCH
SALES
SOFTWAREGETTING STARTED
SCARBOROUGH: PRIME LINGO 101,
FUNDAMENTALS
SCARBOROUGH: PRIME LINGO 102,
USING REPORT BUILDER
BEYOND THE BASICS
SCARBOROUGH: PRIME LINGO 103,
REACH ANALYSIS & NSI PROFILER
SCARBOROUGH: PRIME LINGO,
MEANS AND MEDIANS
SCARBOROUGH: PRIME LINGO 201,
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
3Copyright © 2014 The Nielsen Company
SCARBOROUGH: COURSE LISTING
LEARNING TYPES
LEARNING PATHAn organized collection of self-guided and instructor-
led sessions intended to guide users through training
offerings for a specific skill level and/or client type.
INSTRUCTOR-LED SESSIONThese sessions are facilitated by an instructor in a
virtual classroom.
CLASS PARTICIPATION REQUIRES
• a computer
• a high-speed internet connection
• a telephone or audio headset
• access to the software
GoTo Training login information with teleconferencing
number and audio passcode will be emailed to clients
registered for the class approximately 24 hours prior to
the session start time.
You will have an opportunity for a hands-on practice
exercise during the class, so be sure you are logged into
to the software prior to the training session.
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 BEGINNER-LEVEL USERS
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 INTERMEDIATE-LEVEL USERS
These courses will cover additional reporting options,
and concepts.
MAXIMIZING SCARBOROUGH ADVANCED-LEVEL USERS
These courses will cover advanced uses of the software
at the station and require several prerequisities. Not
for beginners.
LEARN MORE
SCARBOROUGH PAGE ONCLIENT LEARNING SITEOnline resource for available training materials
and links to register for upcoming classes: http://en-us.nielsen.com/sitelets/cls/scarborough.html
4 VISIT http://en-us.nielsen.com/sitelets/cls/scarborough.html OR CALL 1-800-423-4511
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
SCARBOROUGH: PRIME LINGO 102, 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: Prime Lingo 101 Fundamentals
BEYOND THE BASICS
SCARBOROUGH: PRIME LINGO 103, REACH ANALYSIS & NSI PROFILERINSTRUCTOR LED CLASS – 60 MINUTES
RESEARCH AND SALES
This class is for local broadcast television Scarborough
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: Prime Lingo 101 Fundamentals
• Scarborough: Prime Lingo 102 Using Report Builder
SCARBOROUGH: PRIME LINGO 201, 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
RECOMMENDED PREREQUISITES
• Scarborough: Prime Lingo 101 Fundamentals
• Scarborough: Prime Lingo 102 Using Report Builder
SCARBOROUGH: COURSE LISTING
5Copyright © 2014 The Nielsen Company
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
USING DATAGETTING STARTED
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 class is for local broadcast television clients.
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: COURSE LISTING
6 VISIT http://en-us.nielsen.com/sitelets/cls/scarborough.html OR CALL 1-800-423-4511
CLICK A BLUE LINK TO ENROLL IN A COURSE.
USING DATAGETTING STARTED
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: What Every New User
Should Know 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
RECOMMENDED PREREQUISITES
• Scarborough: Prime Lingo 101 Fundamentals
• Scarborough: Prime Lingo 102 Using Report Builder
• Scarborough: What Every New User Should Know
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: COURSE LISTING
7Copyright © 2014 The Nielsen Company
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
SCARBOROUGH: COURSE LISTING
8 VISIT http://en-us.nielsen.com/sitelets/cls/scarborough.html OR CALL 1-800-423-4511
CLICK A BLUE LINK TO ENROLL IN A COURSE.
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: COURSE LISTING
9Copyright © 2014 The Nielsen Company
SCARBOROUGH: VOTERS IN PROFILE INSTRUCTOR LED CLASS – 60 MINUTES
RESEARCH
This class is for local broadcast television clients.
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
This class is for local broadcast television clients.
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: COURSE LISTING
10 VISIT http://en-us.nielsen.com/sitelets/cls/scarborough.html OR CALL 1-800-423-4511
CLICK A BLUE LINK TO ENROLL IN A COURSE.
SCARBOROUGH DATAMAXIMIZING SCARBOROUGH
SCARBOROUGH: EXPLORING MEDIA USAGE WITH QUINTILES INSTRUCTOR LED CLASS – 60 MINUTES
RESEARCH
This class is for local broadcast television Scarborough
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: COURSE LISTING
11Copyright © 2014 The Nielsen Company
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
SCARBOROUGH: COURSE LISTING
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.