I Com Marta Klepka Gemius 10032010

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\'From the concept to evaluation - research tools for effective online communication\'

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I Com Marta Klepka Gemius 10032010

  1. 1. Keeping track wherever they go. Learn more about your consumer online Marta Klepka I-COM Lisbon, 10.03.2010
  2. 2. 1 Start with what you 23 4 already have: the web site. KNOW YOUR USERS and find out who you communicate with.
  3. 3. 1 Step: Know your users Available data 23 4 Basic information Paths, visited sections, time, SE data, geographical location, clicks, loyalty, etc Advanced insights • Socio-demography and consumers’ habits, media consumption, • Type of engaging content including rich media (video, audio, flash, silverlight), • Traffic coming from online campaigns and newsletters, • Devices and applications for online surfing (mobile devices, desktop apps), • User segmentation based on their behaviour and profile, • Users’ declarations.
  4. 4. 1 Step: Know your users 23 4 Accidental Users 11% 19% 7% 7% 8% 7% 28% Heavy Users 20% 19% 11% 11% 10% 12% Relaxed Explorers 6% 14% 8% 13% 13% 22% News Seekers 9% 24% 7% 6% 7% 26% Surface Surfers 8% 15% 5% 14% 6% 5% 34% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Frontpage News Vip/Gossip TV-schedule Programmes Finance Sport Blog Weather Children Games outside of the analysed sections Source: gemiusSequence, July 2009
  5. 5. 12 Go beyond your site. 34 MEET ALL CONSUMERS online and check how they communicate, entertain and learn.
  6. 6. 1 2 Step: Meet all consumers Available data 34 Basic information • Real Users (≠cookies) no., page views, visits, time, affinity index, • Socio-demography & consumer habits, media consumption, • Rankings of most popular browsers, OS, flash versions, system information, SE. Advanced insight • Type of content including rich media, • Duplication of the users, in-depth site-centric and software panel data, • Devices and applications for online surfing (mobile devices, desktop apps), • User segmentation based on their behaviour and profile, • Users’ declarations.
  7. 7. 1 2 Step: Meet all consumers 34 Avg. number of views and amount of time spent in a session on website A and competitors' websites - comparison 01:52 02:40 05:19 03:32 03:13 07:28 05:48 02:18 11:21 02:18 02:13 8 12:06 7 6 09:04 5 4 06:03 3 2 03:01 1 2,4 5,2 6,8 4,8 3,2 6,4 7,3 2,0 6,9 3,7 4,5 0 00:00 website B website A website D website H website C website F website G website I website E website J website K Avg. number of site views in a session Avg. time spent on a website in a session Source: gemiusSequence, June 2009
  8. 8. 1 2 Step: Meet all consumers 34 70% 11% 19% Negative associations Neutral associations Positive associations • „Supermarket brand” • No negative comments • Good price • Unhealthy about the brand • The dog likes it • Addictive • Cute advertisements • Low quality ingredients • Treats and toys for dogs
  9. 9. 123 Now that you know 4 them, START COMMUNICATING your message online & use the internet as the sales channel.
  10. 10. 1 2 3 Step: Start communicating Available data 4 Background for campaigns’ optimization: Basic information • Campaign audience: no. of impressions, clicks, actions, reach, • Frequency of ad exposure, geographical location, • E-mail/search/display campaigns current results. Advanced insights • Data on popularity and interaction with rich media formats including in-stream advertising, • Post-click vs post-view actions.
  11. 11. 1 2 3 Step: Start communicating 4 Seeking for the product
  12. 12. 1 2 3 Step: Start communicating 4 Seeking for the product
  13. 13. 1 2 3 Step: Start communicating 4 Nice, but I won’t buy it! No Action
  14. 14. 1 2 3 Step: Start communicating 4 Re-targeted Ad
  15. 15. 1 2 3 Step: Start communicating 4 I buy it! Action
  16. 16. 1 2 3 Step: Start communicating 4 Results? • 44,61% of sales coming from re-targeted ads • CTR was 350% higher compared to the original campaign • 3050% more sales compared to original campaign! Source: AdOcean, Wizzair campaign on CEMP portfolio ,Hungary, December 2009 Action
  17. 17. 123 4 Got your message across? VERIFY THE EFFECTIVENESS of your online communication & sales efforts.
  18. 18. 1 2 3 4 Step: Verify the effectiveness Available data Information for evaluation of the results Basic information • Campaign audience on all sites: no. of impressions, clicks, actions, reach, • Frequency of ad contacts, geographical location, • Monitoring e-mail/search/display campaigns. Advanced insights • Socio-demography of the campaign audience embedded in the ad server for agencies, • Data on popularity and interaction with rich media formats, • Post-click vs. post-view actions & advanced ROI analysis • Impact of the campaign on the micro sites, product sites, e-shop sales.
  19. 19. 1 2 3 4 Step: Verify the effectiveness women 79,2% SEX men 81,8% below 15 years old 74,9% 15-24 76,3% 25-34 83,6% AGE 35-44 80,4% 45-54 83,3% 55 and older 83,4% primary 77,6% EDUCATION vocational 87,1% secondary 82,6% higher education 77,6% 70,0% 73,0% 76,0% 79,0% 82,0% 85,0% 88,0% Campaign audience profiling (CR)
  20. 20. 1 2 3 4 Step: Verify the effectiveness women 0,70% SEX men 1,31% below 15 years old 0,00% 15-24 0,75% 25-34 0,47% AGE 35-44 1,76% 45-54 1,20% 55 and older 1,66% primary 0,84% EDUCATION vocational 0,00% secondary 1,05% higher education 0,76% 0,00% 0,40% 0,80% 1,20% 1,60% 2,00% Campaign audience profiling (AR)
  21. 21. Tools to support online communication, strategy planning and execution: • from concept creation to evaluation; • complex solution to measure all online marketing activities. 1 Know your 2 Meet your 3 Start 4 Verify the users consumers communicating effectiveness • Site-centric tools • Site & user–centric • Ad serving • Campaign monitoring (Web analytics, - measurement heat/link map, - (Rankings of web sites,- • Targeting services • Campaign audience video/audio applications, content; profiling content, mobile media planning data) • Campaign surfing) optimizing • Branding effect • Users profiling,- studies • Users profiling, - tracking and • Performance tracking and segmentation analysis for • In-depth analysis of segmentation e-commerce ad server and web • Consumer analytics data • Consumer insights insights (quali&quantitative) (quali&quantitative)
  22. 22. Thank You! Any questions? Contact: Marta Klepka Deputy Director of International Operations marta.klepka@gemius.com mobile +48 607 676 620

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