Nascent Online Metrics
In an informal poll, eMarketer asked industry insiders “What single word or
phrase would you use to describe the current state of online advertising
measurement?”. The answers to the question were telling...
Consequently, marktforschung.de identi ed client-based tracking as one of
the two top opportunities in online market research in a poll among
leading market research agencies.
What is QD?
QD allows research agencies to track software usage and web site visits.
Participants within a selected target group install a client-based tracker
application on their desktop that generates detailed activity data. This data
is made available for detailed statistical analysis and trend spotting.
Research Agency Customer Panel
All data is derived from automated trackers, so there is no subjective
interpretation to disrupt your analysis. QD data is 100% objective.
‣ Unique depth
Provide your clients with a unique set of data, with deep insight into the
habits of their customers or target audience across sites and over time.
‣ Fast and easy
Send participants a generated download link of their personal tracker. After a
one-click install, tracking starts and real-time analytics are generated.
Wakoopa was founded in 2006 and has invested
more than 15 man years into its state-of-the-art
The technology was pioneered on wakoopa.com,
an online platform of 100,000+ members for
sharing applications, web sites and games.
Extensive Reference Data
Wakoopa has logged nearly 1 billion hours of
usage on 250.000 applications. Early adopters
add new sites within minutes and keep the
database up to date.
Deploy as White Label
‣ Spot trends instantly
Consumers move quickly and trends appear ahead of the mainstream.
Keeping in touch with consumer trends through a fast and objective
mechanism allows your clients to identify and capitalize on these trends.
‣ Improve your analysis
Factual data derived from detailed usage data is necessary in order to draw
correct conclusions and make predictions about the future with con dence.
‣ Enrich research
By utilizing a unique set of data in your reports, you enrich your existing
research, survey or data set(s) in a new, highly microscopic way.
Several use cases
‣ Multi-Platform Research
Overall Usage on Web
Track both software applications and web visits
1. Facebook (17.93%)
2. Gmail (10.25%)
‣ Clickstream Analysis
3. YouTube (9.76%)
Follow e-business consumers across all sites
4. Google Search (6.73%)
5. Google Reader (5.38%)
‣ Social Media Presence
6. Twitter (4.32%)
Throughout the Day with Popular Apps
7. Wikipedia (3.17%)
8. FriendFeed (2.23%) erent popular applications.
Application usage trend for di
Trace brands and content on social media
9. VKontakte (1.80%)
‣ Authority Analysis
10. MySpace (1.63%)
Identify which sources are relevant per topic
‣ Internet Ratings
Internet ratings for publishers and media
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Case Study: WIRED
‣ Background: WIRED UK Launch
In May 2009, Condé Nast launched the rst local
edition of WIRED magazine in the UK with a
local editorial team in London.
‣ Objective: Brief Advertisers
In September 2009, WIRED UK organized the
rst WIRED Intelligence Brie ng to inform
advertisers about who WIRED UK readers are.
‣ Fieldwork: QD Tracking
WIRED UK tracked web site and application
usage of 300 members of the WIRED Reader
Panel for two weeks.
‣ Analysis: Trends & Preferences
Research agency HMDG analyzed the data and
presented a report about online and social
media behavior of WIRED readers.
Track Sites & Applications
Receive Instant Feedback
Create Advanced Research
For an example of what kind of research QD can produce, see Wakoopa’s
quarterly “The State of Apps” report, which is freely available for download.
‣ Joint Go-to-Market
We are looking for agencies to jointly bring QD to market. Wakoopa supplies
the technology. The agency provides research expertise and market reach.
We will work closely with our go-to-market partners. We will fully support the
QD technology in launching projects. The partner will be involved in setting
future direction as QD evolves into an even more complete oﬀering.
‣ Early adopter license
QD is licensed in a tiered model based on active trackers and time. Early
adopters are eligible for unlimited use license at an attractive at fee.