Audience Measurement: Nielsen Online vs Google Analytics

Introduction

“ Measurement is the easiest OPA portfolio.”

- Those who convinced me to apply for this job

Job Requirements Being able to distinguish ^https*://[^/]*.THE-ENTIRE-INTERNET.co.za from ^https*://[^/]*.YOUR-DOMAINS-ONLY.co.za

CV Name: Josh Adler, CEO @ Prefix Real Job: Enabling traditional publishers Time Served: 5 years OPA Job: Ensure truth & understanding of data Time Served: 4 months

What did we do!!

“ Measurement of ROI is both the best and worst thing about digital advertising”

- Vivek Bhargava, Communicate2

So do it properly! Portfolio Goals - Educate membership & advertisers - Develop & document best-practices - Hold Nielsen to account & build on partnership - Ensure authenticity and accuracy of data - Establish links with and learn from other international OPA-orgs. - Be the case study on Emerging Market measurement. - Try find time for my other job

Measurement: Why - Measurability is here to stay. - Common metrics = comparison and analysis - Be an honest marketing-platform - Deliver on ROI promise - Demonstrate growth, trends for benefit of all.

Measurement: What - Content (Pages, Content Groups / Channels) - Audience (Unique Browsers, Geographic, Demographics) - Experience (Session Times, Paths, Bounce-Rates) - Competitiveness (Rankings)

Why Nielsen Online

- Known, trusted.

- Ranking System. Configurable to ZA.

Auditable, transparent, standards-based.

We own the data.

More than pure analytics

Other OPA’s (AUS, NZ, UK)

MarketIntelligence (MI) & SiteCensus (SC) - SC is pure analytics - MI is a media planning tool - MI is critical. SC is useful. - MI tracking: tag + URL-pattern match - SC tracking: tag + ClientID [+CG data] - Will be different, but in-line

Nielsen SC vs Google Analytics

We’re all using it. (That’s okay!)

It’s prettier, has better reports

Its free!

GA says I’m much bigger!

I can customize it!

It’s from Google!

BUT

GA is only comparable to SC.

Offers no MI-type service.

“ black box” issue (bot-lists, definitions)

Unsupported, au-auditable, unaccountable.

It’s from Google!

So, use both if you like!

- ensure you run GA tags after Nielsen tags.

- use GA for internal reporting only.

- use MI data for external reporting / rate-cards.

- Compare trends – NOT figures.

- Whatever you use, be honest about where it comes from. Inflated figured help no-one!

Health Check & Tips - Advertisers: Use the (i) in MI to validate brand domains - Publishers: Check your MI URL’s & patterns. - Use words, not numbers for SC Content Groups. - Ensure your SC & MI domains match - Quarterly tag audits

Tag Health Check (Platform & MI)  <script type="text/javascript"> var _rsCI="za-prefix"; var _rsCG=“sports"; var _rsDN="//secure-za.imrworldwide.com/"; var _rsCC=0; var _rsSE=1; var _rsSM=1.0; </script> <script type="text/javascript" src="//secure-za.imrworldwide.com/v53.js"></script> <noscript> <div><img src="//secure-za.imrworldwide.com/cgi-bin/m?ci=za-prefix&cg=sports" alt=""/></div> </noscript>

Tag Health Check: SC  <script type="text/javascript"> var _rsCI=" za-prefix "; var _rsCG=“ sports "; var _rsDN="//secure-za.imrworldwide.com/"; var _rsCC=0; var _rsSE=1; var _rsSM=1.0; </script> <script type="text/javascript" src="//secure-za.imrworldwide.com/v53.js"></script> <noscript> <div><img src="//secure-za.imrworldwide.com/cgi-bin/m?ci= za-prefix &cg= sports " alt=""/></div> </noscript>  CI = ClientID CG = Content Group

Getting the best out of Nielsens - Online FAQ on the way (from me) - You’re entitled to services! - Use the tools! - Quarterly tag/pattern health-check! (please!) - Self-policing/monitoring - You get what you put in…

Go Team! - help me, help you! - Let’s learn together! - Let’s put in the effort. - We need good data! - Give me feedback!

THANK YOU Email: [email_address] Twitter: twitter.com/joshprefix LinkedIn: linkedin.com/in/joshadler www.opa.org.za www.prefix.co.za