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MWG Big Data & Media 20 november 2012
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MWG Big Data & Media 20 november 2012



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  • 1. Marjolijn Kamphuis, OKGO
  • 2. TV Return Path DataMeasuring contentacross platforms Opt-inNew tools to TV Meter Panelmeasure the Reference data Dataheterogeneity of (loyalty, geographic, customer data, integration Mobile Online Cookie panel Site traffic. Social media. advertising logs, etc.) Meter Panel Panelthe digitalaudience andcross-platform Permissionscross-mediaconsumptionIn real time. Mobile server data
  • 3. Social intelligence? Available ≠ Valuable If you’re making decisions purely Duizenden based on social media analysis… 12.000 Britain’s Got Talent The Voice UK 10.000 Audience Size The Apprentice 8.000 EastEnders Duizenden 2.500 6.000 The Big Bang Theory 2.000 Homeland 4.000 Question Time The SimpsonsAudience Size The Inbetweeners 1.500 2.000 Beverly Hills Top Gear 90210 Made in One Tree Hill Crimewatch Chelsea 0 1.000 Family Guy Tweets 500 South Park Scrubs … don’t. The Young Blackadder Ones Star Wars 0 facebook fans
  • 4. Geo Intelligence – everything happens somewhereMost data has a spatialcomponent, most of home too farour devices are geo-connected Buy flowersSpatial context is keyto analyze behaviour Meet for a drinkand intentionThe ‚where‘ is neededto analyse the ‚what‘ Lunchand understand the Gym‚why‘Location, movement work Meetingand taxonomyinfluence predictiveanalytical performance
  • 5. (Sales) effecten toerekenen aan media E C O N O M E T R Base & Seasonality Trend TV Investment PR Investment Newspaper & Magazines Investment Doordrop Investment I Promotion Teams Investment Display Investment Promotions C Unemployment Competitor S 2,5Sales Value (m€) 1,5 0,5 -0,5
  • 6. In 2020:verdere digitalisering van (traditionele) media- TV  Connected TV’s / Live TV via tablet / smartphone/ STB / RPD / VOD- RADIO  Digital Radio / Spotify / PRINT  E-readers / tablet / apps / digitale replica’s- OOH  Narrowcasting / smart displays• IP enabled devices Nieuwe terrein voor RTB – Real Time Bidding Circa 10% van online display wordt nu al in NL via RTB ingekocht
  • 7. Meer info