TAM UKRAINE
THE START UP PROJECT

Sofocles Markides
October 2013
Copyright ©2012 The Nielsen Company. Confidential and proprietary.

RUN DOWN
•

Advantages & Opportunities of the Nielsen ...
Copyright ©2012 The Nielsen Company. Confidential and proprietary.

ADVANTAGES & OPPORTUNITIES – NIELSEN PANEL
•

Use of l...
• HHs Intab
• Quality of Data
• Training over the
phone
• New Devices
• Demo update
• Coincidental
• Incentive
Management
...
• Channel
identification
• Viewing activities
• Output supply to
production
system

Validation & Weighting

• Daily collec...
Copyright ©2012 The Nielsen Company. Confidential and proprietary.

SCOPE OF THE MEASUREMENT
•

Live viewing

•

Time Shif...
Copyright ©2012 The Nielsen Company. Confidential and proprietary.

THE START UP MANAGEMENT TEAM
•

International team of ...
Copyright ©2012 The Nielsen Company. Confidential and proprietary.

THE START UP – INTERNATIONAL STAFF
•

International te...
Copyright ©2012 The Nielsen Company. Confidential and proprietary.

KEY SUCCESS FACTORS
Team
commitment
& alignment

Best
...
Nielsen TAM Panel Specifics
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Nielsen TAM Panel Specifics

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Sofocles Markides, Nielsen, TAM Ukraine Managing Director

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Nielsen TAM Panel Specifics

  1. 1. TAM UKRAINE THE START UP PROJECT Sofocles Markides October 2013
  2. 2. Copyright ©2012 The Nielsen Company. Confidential and proprietary. RUN DOWN • Advantages & Opportunities of the Nielsen panel • Nielsen’s Scope • Scope of the Measurement • The Start up team • Today’s Status • Key factors of Success 2
  3. 3. Copyright ©2012 The Nielsen Company. Confidential and proprietary. ADVANTAGES & OPPORTUNITIES – NIELSEN PANEL • Use of latest generation of metering technology – future proof panel • Implementation of highest level security measures – customized for Ukraine • Intensive involvement of corporate support centers for the hiring, training and transfer of know-how to the local team. 3
  4. 4. • HHs Intab • Quality of Data • Training over the phone • New Devices • Demo update • Coincidental • Incentive Management Deinstall • Metering • Welcome kit • Face to face training • Welcome call • Training over the phone Maintenance • Selection • Management • Recruitment Installation Recruitment Copyright ©2012 The Nielsen Company. Confidential and proprietary. NIELSEN’S SCOPE – PANEL LIFE CYCLE • Panel age • Forced turn over • Natural turn over 4
  5. 5. • Channel identification • Viewing activities • Output supply to production system Validation & Weighting • Daily collection of meter data • Secure and reliable proprietary protocol Matching & Crediting Process • Databases reside abroad • Highly sophisticated access rights • Full production cycle executed abroad • Full data encryption Data Collection Security Copyright ©2012 The Nielsen Company. Confidential and proprietary. NIELSEN’S SCOPE – DATA PRODUCTION • Eliminating inconsistencies • Identifying faulty homes • Representation of universes 5
  6. 6. Copyright ©2012 The Nielsen Company. Confidential and proprietary. SCOPE OF THE MEASUREMENT • Live viewing • Time Shifted Viewing (7 days) • Digital and Analogue and Satellite broadcasting • All non-broadcast devices connected on a TV set • 40+ reported channels • Can be increased upon TIK’s request 6
  7. 7. Copyright ©2012 The Nielsen Company. Confidential and proprietary. THE START UP MANAGEMENT TEAM • International team of 12 managers from various centres of excellence ensures implementation of best practices on: • Methodology • Process implementation • Governance • Data production • KPIs • Security 7
  8. 8. Copyright ©2012 The Nielsen Company. Confidential and proprietary. THE START UP – INTERNATIONAL STAFF • International team of 15 experts from all fields • Recruit & hire the local structure of 115 employees • Train, shadow, implement &control all steps of the TAM process • Recruitment, Panel Management & Quality Control • Meter Installation, Statement Control, Performance & Troubleshooting • Stock Control & Logistics • Reference Site - Installation, Maintenance & Control 8
  9. 9. Copyright ©2012 The Nielsen Company. Confidential and proprietary. KEY SUCCESS FACTORS Team commitment & alignment Best Practices Recruitment Panel trained & motivated Tech’s Mng Quality Control & Panel Management Systems & tools Documented procedures 9

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