Brave New World Of Universal Analytics

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  • Introduction
  • Some of you might know us
    Measurements from various products
  • Adopted by 90% of Top U.S. Media Properties. 80% of Global Media Properties
  • Audience Analytics (2MM panel)
    Advertising Analytics (Ad Validation)
    Digital Analytix (Enterprise)
    Subscriber Analytix (telco data)
  • What we were doing in 2005 (Vatican, new pope)
  • Meet 2013. Photo, Video, different type of platforms
  • Tremendous growth on smartphones and tablets

  • 38 millions smartphones in UK
  • 55+ also spending more time on mobile than on desktop!
  • Tremendous growth on Smartphone and tablet
    Desktop still on the rise !
  • Local content/intent
  • Local content/intent
  • When we look at retail – we see that time spent on mobile has exceeded Desktop for the first time!
  • PURE PLAYERS have figured out APP usage Traditional Retailers are struggling (also with their websites)
    Brands represent the respectively branded online retail domains
  • IF THERE IS ONE MESSAGE IN ALL THIS DATA
    MULTI-PLATFORM consumer is the majority!

  • We know that people use their devices in different ways throughout the day
  • Not just mobile growth. Content is consumed everywhere. Duane Forrester Garmin Example.
  • All these devices are creating vast amounts of data. Mostly in disparate data silos
  • Break down the data silos in order to get a 360 view on your visitor.
  • Better Metrics !
  • Taking up the phrase ‘basket of metrics’ for this retail focussed presentation.
  • LET’S HAVE A FURTHER LOOK at mobile and the path to purchase.
  • The point being in the past companies directed consumers. Customer Journeys were almost predefined!
  • Here is a visual example of how a consumer’s journey has been defined for them.
    The classic IKEA in-store brand experience.
  • Retail model is changing
  • No more a funnel but a flight map
  • Quote from a company in relation to multichannel marketing/strategy.

    What happens in store?
  • How can we prevent consumers from buying elsewhere?
  • Your online channel is there to :
    Basically what you need to do is provide everything you need to know to buy.
  • Facilitate showrooming and make sure they want to buy with you
  • COOLBLUE BI SYSTEMS TELLING THEM WHEN TO OPEN A STORE.
  • Popup stores emerging – even for pure players like Zalando !
  • Here is something you can do if you have a physical store location
  • Slide presents answer to previous slide
  • Slide presents answer to previous slide
  • Slide presents answer to previous slide
  • Brave New World Of Universal Analytics

    1. 1. © comScore, Inc. Proprietary. Measuring a Multi-Platform World The Brave New World Of Universal Analytics @MartijnBeijk – Senior Business Consultant Internet Advantage Search & Data Event | 25 juni 2014
    2. 2. © comScore, Inc. Proprietary. 2 Globally collecting over 1.5 Trillion Digital Interactions per month Using the comScore Census Network™ (CCN™)  Measurement from 172 countries  Over 1.5 Million domains  Greater than 85% of all devices
    3. 3. © comScore, Inc. Proprietary. CENSUS Unified Digital Measurement™ (UDM) Panel + Census Data Integration PANEL Unified Digital Measurement (UDM) Patent-Pending Methodology Adopted by 80% of Top 100 Global Media Properties Global PERSON Measurement Global DEVICE Measurement V1011
    4. 4. © comScore, Inc. Proprietary. 4 Analytics for a Digital World™ comScore MMX VMX comScore vCE vME comScore Digital Analytix® comScore Subscriber Analytix™ Digital Business Analytics Advertising Analytics Audience Analytics Mobile Operator Analytics V0113
    5. 5. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. Emergence of the Digital Omnivore
    6. 6. © comScore, Inc. Proprietary. 6
    7. 7. © comScore, Inc. Proprietary. 7
    8. 8. © comScore, Inc. Proprietary. 8Source: comScore MobiLens/TabLens 3 month average ending December The Brave New Digital World: Adoption of Smartphones & Tablets has dramatically changed the digital media landscape 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000 NumberofDeviceOwners 38 MILLION 18.5 MILLION Number of U.K.. Device Owners (Smartphone and Tablet) +14% vs. YA +65%
    9. 9. © comScore, Inc. Proprietary. 9 Penetration of Smart Phones in EU5 at 71% YoY Growth of 23% in EU 5 and Germany leading the surge 80% 69% 66%75% 66% 18% 21% 22% 25% 30% UK Italy France Spain Germany Smartphone Penetration Source: MobiLens™. Data based on 3 month moving average to March 2014 Year-on-Year smartphone growth by country
    10. 10. © comScore, Inc. Proprietary. 10 13-17 7.5% 18-24 12.4% 25-34 19.3% 35-44 19.1% 45-54 17.9% 55+ 23.7% Smartphone Owners by Age Group 18-24 Year Olds Show Highest Smartphone Penetration Source: MobiLens, 3 mo. avg. ending March 2014, EU5, N=69,328 71.0% 83.2% 87.9% 85.4% 77.9% 68.1% 53.7% Total Mobile Audience 13+ 13-17 18-24 25-34 35-44 45-54 55+ % Total Mobile Audience Smartphone Penetration by Age Group Smartphone Non-Smartphone The younger age groups clearly over-index for Smartphone ownership, with 18-24 year olds showing the highest Smartphone penetration (87.9%) and being 24% more likely to own a Smartphone than the average. 25-34 year olds had the second highest Smartphone ownership. While 18-24 year olds have the highest propensity to own a Smartphone, they account for ‘only’ 12.4% of all EU5 Smartphone owners. The more senior generation of 55+ accounts for 23.7%, followed by 25-34 year olds who make up 19.3%. 172.8 Million
    11. 11. © comScore, Inc. Proprietary. 12Source: MobiLens, 3 mo. avg. ending March 2014, EU5, N=69,328 Games, Music & Video - Entertainment on Smartphones Young Age Groups Show High Engagement 50.0% 39.7% 37.3% Games Music Video / TV %ofSmartphoneOwners %ofSmartphoneOwners %ofSmartphoneOwners 68.5% 67.6% 62.3% 53.9% 42.3% 27.6% 65.3% 57.4% 46.6% 39.2% 33.3% 21.8% 50.1% 52.8% 47.5% 39.6% 30.0% 20.4% Age groups 13-44 over-index for playing games on Smartphones. Almost a third of 55+ play games. 13-17 year olds are 64% more likely to use their Smartphones for listening to music than the Smartphone average. 18-24 year olds over-index for video & TV usage. 20.4% of 55+ watch video or TV on their Smartphone.
    12. 12. © comScore, Inc. Proprietary. 13 5.7% 19.2% 7.4% 25.7% 0.0% 10.0% 20.0% 30.0% Tapped on In-Game Ads Saw In-Game Ads Tapped on Browser/App Ads Recall Seeing Browser/App Ads % Smartphone Audience Source: MobiLens, 3 mo. avg. ending March 2014, EU5, N=69,328 18-24 Year Olds Most Likely Group to Tap on Mobile Ads In-App, Browser & In-Game Ads 110 146 125 103 81 65 109 141 137 115 77 51 0 50 100 150 200 13-17 18-24 25-34 35-44 45-54 55+ Index (againstTotalSmartphone) In-App & Browser Ads Recall Seeing Browser/App Ads Tapped on Browser/App Ads 121 170 136 106 72 44 122 169 158 106 61 34 0 50 100 150 200 13-17 18-24 25-34 35-44 45-54 55+ Index (againstTotalSmartphone) In-Game Ads Saw In-Game Ads Tapped on In-Game Ads
    13. 13. © comScore, Inc. Proprietary. 14 Millennials are heavier internet users across all devices and spend a full day of every week online Average Monthly Time Spent in Average Hours per Visitor per User by Platform comScore Media Metrix Multi-Platform, UK., Age 18+, March-2014 13.5 17.7 16.9 13.1 11.0 0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0 Total Digital Population PC Mobile
    14. 14. © comScore, Inc. Proprietary. 15 405 419 83 381 106 June 2010 June 2013 Total digital media consumption has nearly doubled in the past three years, led by massive growth in smartphone engagement 906 487 +4% +86% +359% N/A Total U.S. Internet Usage in Minutes (Billions) by Platform Desktop, Smartphone and Tablet Source: comScore Media Metrix Multi-Platform, June 2013 Note: Jun-2010 Mobile is estimated based on earliest observed comScore smartphone engagement data calibrated by number of smartphone users at that time
    15. 15. © comScore, Inc. Proprietary. 16 43 Desktop consumption of Weather content has declined markedly, but because of extensive phone use, overall engagement from digital platforms has increased Feb-2010 Feb-2013 4,169 3,641 Time Spent on Weather Sites (Millions of Minutes) Source: comScore Media Metrix & Mobile Metrix, US -46% +15% +385% 3,214 427 1,723 2,073 373 N/A
    16. 16. © comScore, Inc. Proprietary. 17 Maps have benefitted massively from phone usage 43 5,811 2,303 Time Spent on Map Sites (Millions of Minutes) Source: comScore Media Metrix & Mobile Metrix, US -13% +152% +386% 1,406 897 1,217 4,355 239 Feb-2010 Feb-2013 N/A
    17. 17. © comScore, Inc. Proprietary. 18 The digital population now spends slightly more time engaging with retail sites on their smartphone than on their desktop 0 5,000 10,000 15,000 20,000 25,000 30,000 TotalMinutes(MM) Desktop Smartphone Tablet Total Minutes (MM) Spent in Retail Category by Platform Source: comScore Media Metrix and Mobile Metrix, U.S., Feb-2013 – Dec-2013 49% 40% 37% 43% 14% 17% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Feb-2013 Dec-2013 Desktop Smartphone Tablet
    18. 18. © comScore, Inc. Proprietary. 19 40% 44% 48% 45% 61% 49% 56% 59% 53% 51% 31% 26% 20% 15% 18% 14% 13% 9% 12% 10% 29% 30% 32% 40% 20% 37% 30% 31% 34% 38% Amazon eBay Walmart Target Craigslist BestBuy Macy's Sears Etsy Home Depot PC only PC + Mobile Mobile Only 88M Mobile = Smartphone + Tablet Entities represent the online branded domain and mobile app for each retailer 145M Select Online Marketplaces: Total U.S. Digital Population Unique Visitors (Millions) by Platform Source: comScore Media Metrix Multi-Platform, U.S., December 2013 37% 31% 74% 50% 100% 92% 99% 90% 61% 98% 63% 69% 26% 50% 0% 8% 1% 14% 39% 2% Browser App 74M 63M 50M 47M 28M 25M 24M 22M % of Mobile Time Spent – Browser vs. App Source: comScore Mobile Metrix, U.S., Dec-2013 Mobile is a fundamental part of Online Retail; mobile apps generally much more popular for pure-plays
    19. 19. © comScore, Inc. Proprietary. 20Source: comScore MMX Multi-Platform, UK., July 2013 and March 2014 The Multi-Platform Majority 75% of UK consumers use more than one device to go online. 81% of UK Digital Population is Mobile. Multi-platform consumption is today’s new reality.
    20. 20. © comScore, Inc. Proprietary. 21 Makes people consume more device agnostic Smartphones rule our mornings Tablets Computers rule our evenings rule our days ONE DAY CONTENT is consumed across multiple DEVICES by individual USERS? * Single-user Household Panel
    21. 21. © comScore, Inc. Proprietary. 22 But it’s Not Just Mobile Growth: Digital Has Escaped the PC Cube
    22. 22. © comScore, Inc. Proprietary. 23 New Devices are Generating a Big Band of Data Billions of Digital Events 92% of world’s data was created in past two years
    23. 23. © comScore, Inc. Proprietary. 24 Breaking down the data silos Online Advertising Video Search Demo- graphic Profiles In Store E-Commerce Website and App Usage PC Smart phone TV Tablet Gaming POS Server V0113
    24. 24. © comScore, Inc. Proprietary. 25 Unify visitors across devices for intelligent analytics OBJECTIVE
    25. 25. © comScore, Inc. Proprietary. 26  Unify visitors across devices  Using unification keys  Create a multi-platform view for unauthenticated datasets SOLUTION
    26. 26. © comScore, Inc. Proprietary. 27 Solves Miscounts of Critical KPI’s in a Multi-Platform World ATM sms overcount My site has one billion customers! undercount My users spend less than 1 minute per day. miscount My site converts only 10% of visitors.
    27. 27. © comScore, Inc. Proprietary. 28 Growing insights: Re-evaluate the Customer Journey Page Page Page PagePC Page Page Page PageTablet Page Page Page PageMobile Page Page Page Page POS STANDARD PATH ANALYSIS MULTI-PLATFORM PATH ANALYSIS
    28. 28. © comScore, Inc. Proprietary. © comScore, Inc. Proprietary. 29 New customer journeys need a new basket of metrics
    29. 29. © comScore, Inc. Proprietary. 30 Growing insights: Compare Standard and Multi-Platform Data 1 MOBILE BROWSER: 1 TABLET BROWSER: Spends 10 minutes Views 2 articles Spends 20 minutes Views 4 articles Standard Dataset: 2 browsers Avg. 15 minutes Avg. 3 articles Conversion 50% Multi-Platform Dataset: 1 browser Avg. 30 minutes Avg. 6 articles Conversion 100%
    30. 30. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. Mobile and the Path to Purchase
    31. 31. © comScore, Inc. Proprietary. 32 In the beginning, there were shops... Places we visited to have a look round, chat with an assistant, and buy stuff from the rows and racks of stock vying for our attention. We knew what we needed and a shop was the place to get it. Life was simple… FITCH 2013 Customer Journey: how it used to be
    32. 32. © comScore, Inc. Proprietary. 33 Customer Journey: defined for consumers in store at IKEA
    33. 33. © comScore, Inc. Proprietary. Retail business model disruption Omni-Channel Retail PAST Customers were coming to your shop TODAY Customers shop across diverse channels TOMORROW Customers shop wherever and whenever they prefer
    34. 34. © comScore, Inc. Proprietary. 35Source: Google ZMOT Handbook Connected customers define their own journey: Not so much a funnel, more like a flight map
    35. 35. © comScore, Inc. Proprietary. 36 “Understanding the customer journey and how customers are behaving is one of our biggest areas of focus. How customers are using mobile, tablets, stores and combinations of all three is fascinating.” Jon Wragg, former director of multichannel strategy Asda Customer Journey: how it is and will be
    36. 36. © comScore, Inc. Proprietary. 37 EU5 Smartphone Owners 18-24 Over-Index Heavily for Mobile Retail & Shopping 4.3% 16.1% 17.4% 22.2% 22.8% 23.1% 23.1% 23.7% 30.4% 61.0% 2.8% 12.6% 13.5% 14.7% 16.5% 17.2% 18.3% 19.5% 21.4% 50.4% 0.0% 20.0% 40.0% 60.0% Used Mobile Payments POS Used Deal-a-day/Group Shopping Checked Product Availability Made Shopping Lists Found Coupons/Deals Purchased Goods/Services Researched Product Features Compared Product Prices Found Store Location Used Phone in Retail Store % Group Selected Retail & Shopping Activities Total Smartphone Audience Smartphone Audience 18-24  Half of all Smartphone owners (50.4%) used their phone while they were shopping in a retail store.  Smartphone owners aged 18-24 were 20% more likely to do so with 61% taking part in ‘retail showrooming’.  18-24 year olds also strongly over-index for ‘finding a store location’ and are 42% more likely to use this service.  23.1% of 18-24 year olds made an on-device purchase in March 2014  Smartphone owners 18-24 were generally more likely to take part in retail or shopping related activities than the Smartphone average. Source: MobiLens, 3 mo. avg. ending March 2014, EU5, N=69,328
    37. 37. © comScore, Inc. Proprietary. 38 73% 44% 25% 16% 15% 5% Price was better online Planned to buy online but wanted to see item(s) in person before ordering Item was out of stock at store Would rather have item(s) shipped to home than take home with me Was not convenient to buy in-person at the time Other % among those who engaged in 'showrooming' Although the top reason for showrooming remains finding a better price online, 44% of ‘showroomers’ never planned to buy in person Why Consumers Are ‘Showrooming’ Q. Which of the following describe why you utilized showrooming? (Please select all that apply) Source: comScore Survey – October 2013
    38. 38. © comScore, Inc. Proprietary. 39  Drive traffic to stores  Provide brand presence/ lifestyle experience  Provide customer self-service (and reduce cost)  Act as a shopping assistant Provide everything you need to know to buy
    39. 39. © comScore, Inc. Proprietary. 40Img: apple.com
    40. 40. © comScore, Inc. Proprietary. 41Img: dastrodesign.nl
    41. 41. © comScore, Inc. Proprietary. 42 Pop up stores img: http://storeforbrands.com/
    42. 42. © comScore, Inc. Proprietary. 43 Who and how many visit your physical store locations Start measuring…
    43. 43. © comScore, Inc. Proprietary. 44 Develop a framework for in-store measurements f.e. capture “in-store” activity using iBeacon technology - Activity Monitoring - Activity Heatmap - Loyalty - Retargeting Capture In-Store Activity Measure In-Store Activity
    44. 44. © comScore, Inc. Proprietary. 45 How do they engage with your product or brand? And find out..
    45. 45. © comScore, Inc. Proprietary. 46 Estimote Beacons
    46. 46. © comScore, Inc. Proprietary. 47 How can one monetize this audience and drive strategic growth? Start asking...
    47. 47. © comScore, Inc. Proprietary. 48 Leading Broadband, TV and Mobile Phone Provider  Needed multi-platform view of consumer engagement across screens  Unified data across set-top box, web and mobile app experiences  Provided understanding of consumer behavior needed to optimize and build new experiences that meet or exceed customer expectations Leverage content consumption insights for more business Web data Mobile Apps Set-top box
    48. 48. © comScore, Inc. Proprietary. 49  Define a clear measurement strategy across all digital and offline assets  There will be a high number of unauthenticated datasets  Data quality / governance is literally key  Create incentives to gather unique ID’s that you can unify LESSONS LEARNED
    49. 49. © comScore, Inc. Proprietary. 50 Free data gems available via: www.comscoredatamine.com & @comscoreEMEA
    50. 50. © comScore, Inc. Proprietary. Thank you! The Brave New World Of Universal Analytics For more information check out our website or please email: learnmore@comscore.com @martijnbeijk / @comscoreEMEA
    51. 51. © comScore, Inc. Proprietary. 52 2014 Technology of the Year awarded by Digital Analytics Association

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