Trackers account for nearly 20% of all research expenditure and have been a cornerstone of the industry for many decades. But nothing stands still, especially in our dynamic, ever-changing, ever-evolving marketing and social research industry. Come, listen to and benefit from the views and all-round perspectives of experienced industry practitioners including; Kathryn Robinson (TNS), Luke O’Brien (Pure Profile), Moira Callard (Reality Check), Maysoon El-Ahmad (Woolworths) and Fiona Rochester (Westpac) on the status and future of trackers, followed by an informal Q&A session. Have you ever asked or wondered any of these things? If yes, then this event is for you; How do I future proof my tracker both as a client and as an agency? Can we overcome the challenges of tracking? Should trackers track or predict? How do I make the tracker more engaging/actionable? Does tracking have to be quantitative? Do we spend too much/too little on tracking programs? How do you get a good ROI on the investment? How can we extend the life-expectancy of a tracker?

1. ?+
Getting Trackers Back
on Track

2. ?+
Are trackers really off track?
What’s wrong with the status
quo?
Getting Trackers Back on Track - Pureprofile

3. ?+ Getting Trackers Back on Track - Pureprofile
Competitive Landscape

4. ?+ Getting Trackers Back on Track - Pureprofile

5. ?+ Getting Trackers Back on Track - Pureprofile
Personalised Banner Ads
Age, Gender, Location
Marketing
world
Research
world
VS

6. ?+ Getting Trackers Back on Track - Pureprofile

7. ?+ Getting Trackers Back on Track - Pureprofile
‘The purpose of tracking is to provide marketers with
information that can be used to increase profitable
sales in a sustainable way.’
Marijke Guldemond, TNS

8. ?+ Getting Trackers Back on Track - Pureprofile
Demographics
Awareness
Usage
Brand attitudes
Brand perceptions
Purchase intent

9. ?+ Getting Trackers Back on Track - Pureprofile
TOO UNSTRUCTURED
TOO CONFUSING
TOO EXPENSIVE

10. ?+ Getting Trackers Back on Track - Pureprofile

11. ?+ Getting Trackers Back on Track - Pureprofile

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13. ?+ Getting Trackers Back on Track - Pureprofile

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15. ?+ Getting Trackers Back on Track - Pureprofile

16. ?+ Getting Trackers Back on Track - Pureprofile
Raw Data

17. ?+ Getting Trackers Back on Track - Pureprofile
25-29
Female
Happy
Built around the
individual over time
Profile architecture
Demographics

18. ?+ Getting Trackers Back on Track - Pureprofile
25-29
Female
Happy
3004
At
work
3000
Built around the
individual over time
Profile architecture
Place + time = where
Demographics

19. ?+ Getting Trackers Back on Track - Pureprofile
25-29
Female
Happy
At
work
Work
Run
Drink
coffee
3004
3000
Built around the
individual over time
Profile architecture
Activities = do
Place + time = where
Demographics

20. ?+ Getting Trackers Back on Track - Pureprofile
25-29
Female
Happy
At
work
Work
Run
Drink
coffeeFitbit
iPhone
Car
Groceries
3004
3000
Built around the
individual over time
Profile architecture
Products = use + buy
Activities = do
Place + time = where
Demographics

21. ?+ Getting Trackers Back on Track - Pureprofile
25-29
Female
Happy
At
work
Work
Run
Drink
coffee
Baking
Design
iPhone
Car
Groceries
3004
3000
Fitbit
Built around the
individual over time
Profile architecture
Interests = focus
Products = use + buy
Activities = do
Place + time = where
Demographics

22. ?+ Getting Trackers Back on Track - Pureprofile
25-29
Female
Happy
At
work
Work
Run
Drink
coffee
Design
Internet
Radio
TV
Online
video
Email
Media = content, messaging
Interests = focus
Products = use + buy
Activities = do
Place + time = where
Demographics
iPhone
Car
Groceries
Baking
3004
3000
Fitbit
Built around the
individual over time
Profile architecture

23. ?+
Turning Tracking Data into an Asset - Creating Your Own Sub-Panel
Getting Trackers Back on Track - Pureprofile

24. ?+
LOI = 15mins
N = 1,000
IR = 10%
Total Sample Cost = $13,500
Getting Trackers Back on Track - Pureprofile

25. ?+
LOI = 15mins
N = 1,000
IR = 85%
Total Sample Cost = $8,000
Getting Trackers Back on Track - Pureprofile

26. ?+
41% Saving
Getting Trackers Back on Track - Pureprofile

27. ?+ Getting Trackers Back on Track - Pureprofile

28. ?+
Embrace Data
Treat Respondents Like People
Turn Your Trackers into an Asset
Getting Trackers Back on Track - Pureprofile

29. Commercial Director
lobrien@pureprofile.com
0406 641 085
Luke O’Brien
THANK YOU!

30. ?+
Competitive Landscape
Getting Trackers Back on Track - Pureprofile