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Using Behavioral Data - Netquest - NewMR May 22.pptx.pdf

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Using Behavioral Data - Netquest - NewMR May 22.pptx.pdf

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Julia Jenks, Vice President, Worldwide Research & Analysis, Motion Picture Association and Ben Boix, Managing Director US & Canada, Netquest share a case study in how to use behavioural data.

Julia Jenks, Vice President, Worldwide Research & Analysis, Motion Picture Association and Ben Boix, Managing Director US & Canada, Netquest share a case study in how to use behavioural data.

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Using Behavioral Data - Netquest - NewMR May 22.pptx.pdf

  1. 1. Measuring online impacts using behavioral data 06/01/2022 Julia Jenks | VP Worldwide Research & Analysis - Motion Picture Association Ben Boix | MD USA & Canada - Netquest
  2. 2. Behavioral Data Netquest
  3. 3. Who we are Founded in 2001 in Spain, Netquest has become a leading provider of digital behaviour and opinion data in the MR Sector. Thanks to our own software developments for online surveys but also thanks to our innovations in data collection and in panel management we can offer to our clients different types of data to give them a full view of the consumer: A Symphony of Data!
  4. 4. Who we are Not just another panel company...
  5. 5. A Symphony of Data Orchestrating data combinations to give you a 360° view of the consumer BEHAVIOR What is she doing? GEOLOCATION Where is she? AUDIO-MATCHING What is she listening to? OPINIÓN Why? PROFILING Who is she?
  6. 6. Behavioral Data What is Behavioral Research? Online behavioral research is the method of collecting data about people’s online habits and behaviors. Netquest provides you with behavioral data from a community of consumers that share their online navigation for market research purposes in exchange for points that they can redeem by gifts. 1 They do this by installing a software called “meter” in their devices. They are constantly sharing with us their behavioral data via multiple devices (desktop, smartphone and tablet). 2 The Behavioral panel is representative of the online population in each country by socio-demo variables (gender, age, region and SEL) and features deeply profiled panelists with the highest response rate. 3
  7. 7. Measuring online impacts using behavioral data June 2022
  8. 8. Global voice and advocate of the motion picture, home video, and television industries. • Advance the creative industry • Protect members’ content across all screens, • Defend the creative and artistic freedoms of storytellers, and • Support innovative distribution models that bring an expansion of viewing choices to audiences around the world. Introduction
  9. 9. Measurement event Image source: descrier.co.uk
  10. 10. Research Question How did the closure or unavailability of a website impact consumer behavior on other sites of interest?
  11. 11. How to move from correlation to establishing causation? Challenge Consumer use of certain sites is often driven by: ● interests that affect their behavior on other sites ● external factors such as holidays, seasons, current events, etc.
  12. 12. Individuals are “treated” differently by the event, leading us to be able to establish treatment and control groups Control group must be a good benchmark for behavior on sites of interest prior to the event We can use a difference-in-difference approach for causal inference Methodology Natural Experiment
  13. 13. Example Danaher, Brett and Smith, Michael D. and Telang, Rahul and Chen, Siwen, The Effect of Graduated Response Anti-Piracy Laws on Music Sales: Evidence from an Event Study in France (January 21, 2012). Available at SSRN: https://ssrn.com/abstract=1989240 or http://dx.doi.org/10.2139/ssrn.1989240
  14. 14. ● Anonymized individual-level online behavioral data ● Continuous users during the study period This data can be used to establish treatment and control groups based on behavior in the pre-period, prior to the natural experiment, then observe their behavior in the post period. Data requirement
  15. 15. Sample Descriptive Statistics Metric Total Users Treatment Group Control Group Affected sites share of visits to sites of interest (Treatment Group) Visits 7,051 1,389 (20%) 5,662 21% Time Spent (hours) 7,051 1,389 (20%) 5,662 28%
  16. 16. Site categorization Site Type 1 Site(s) that became unavailable 2 Other related sites of interest (A) 3 Other related sites of interest (B)
  17. 17. Model illustration
  18. 18. Recap Use of anonymized individual-level behavioral data to establish treatment and control groups based on use of specific sites. 1 Pre/post difference-in-differences study to isolate effects of changes in availability of sites of interest. Potential other applications? 3 2
  19. 19. Thank you! www.netquest.com EUROPE & ASIA rfqinternational@netquest.com PORTUGAL portugal@netquest.com USA & CANADA americas@netquest.com BRAZIL atendimento@netquest.com SOUTHERN CONE cs.sales@netquest.com MEXICO latamnorte@netquest.com SPAIN iberia@netquest.com COLOMBIA colombia@netquest.com 06/01/2022 Julia Jenks | VP Worldwide Research & Analysis - Motion Picture Association Ben Boix | MD USA & Canada - Netquest

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