Torsten Bruun- Tell me more


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Contents: web measurement, audience measurement, effective media planning, profiling your audience

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Torsten Bruun- Tell me more

  1. 1. 1 ”TELL ME MORE, TELL ME MORE...”
  2. 2. Tell me more, tell me more... e!Performance seminar - Tallinn, November 5th 2008
  3. 3. Contents • Intro • A short overview • Web measurement • Audience measurement • Effective media planning • Profiling your audience • Questions 3
  4. 4. Gemius European research & technology company 20 countries (entire CEE region + RU, IL, AT, UK, NO, DK) 350 employees with HQ in Warsaw 4 Provide official market statistics in 7 countries and unofficial in many 6-8 countries
  5. 5. My self… Regional Managing Director, Northern Europe In Gemius since June 2007 Over 10 years experience in online sales- and marketing and online business in general working in different online 5 companies across western Europe
  6. 6. A short overview Focus on the CEE region
  7. 7. Online business – How far are we? It has been predicted many times, but now it clearly show - Internet is the future media channel! Internet is becoming one of the largest media channels and are now competing with either TV or print E.g.: in DK it is exceeding TV this year (2008) 7 In many highly developed online markets it is the 2nd largest media channel measured in ad spend E.g. in DK it is 20% of total ad spend
  8. 8. Internet penetration (2008) CEE region 66% 0 % 57% 27% 48% 45% 55% 16% 8 38% 68% 39% 40% 44% 39% Sources of data: Hungary, Poland, Bulgaria, Lithuania, Slovakia, 100 Estonia, Ukraine – Gemius (Audience study), Croatia – ITU, Romania – Gemius’ calculations based on data, % Latvia – CSB, Slovenia – MOSS, Russia – Gemius’ calculation based on FOM
  9. 9. Online ad spends [2008] Ad spend in average per internet user in the CEE region and Denmark 115 EUR 9 21 24 15 16 EUR EUR 11 EUR EUR 2 2 4 4 EUR EUR EUR EUR EUR RO UA LT BG SK RU PL HU CZ DK Source of data: Gemius’ calculations based on Audience study and: AdMonitoring – SPIR / Mediaresearch [CZ], TNS Gallup [LT], Media Fact Book – Initiative [RO], Ukrainian Advertisement Coalition [UA], MindShare [RU], ZenithOptimedia [PL], AIM [SK], local experts’ estimations [BG, HU] and FDIM (DK)
  10. 10. Search engines vs. Google in Google in selected Estonia April 2008 countries change 70% 2007 2008 (p.p.) Latvia 90% 97% 7% 60% Poland 84% 92% 8% 50% Slovakia 88% 93% 5% Slovenia 67% 79% 12% 40% Ukraine 54% 61% 7% 30% 1 20% 0 10% 0% 26.12.2006-06.10.2008, weekly data. Source of data: gemius/Traffic NOTE: The search engine ranking is calculated using the percentage of visits generated by search engines to sites using gemiusTraffic. Then an average from the percentage of visits is calculated for every search engine.
  11. 11. Financial crisis “When the wind of changes is blowing, you can choose to either build wind shields or wind mills” - Chinese saying During a financial crisis marketing budgets are cut down, but also re-allocated The years after 9/11 showed that while trad. media ad 1 1 spend decreased with 25% - online increased with 27% -Source: OMD -Advertisers focus more on documented effect of their ad spend during the time of crisis – and internet is the perfect medium
  12. 12. All doors are open Everything is possible • Increase awareness (drive traffic) • Generate leads • Drive sales • Build brands Internet is the only medium that are able to 1 include all other media and create a unique 2 environment
  13. 13. Web usage measurement Focusing on site-centric data
  14. 14. How to navigate in the ever changing online world? Create a detailed picture of what’s going on on your web site, mobile platform, online campaign, emails, etc. Use this knowledge to optimize your traffic and identify the most effective touch points for influencing the user or your audience 1 4 Using the collected data from your site-centric system in a correct way, you are able to LEAD the consumer and will not always have to follow the consumer
  15. 15. Web measurement - Focus on usage Measuring your audience’ usage of your media is crucial E.g.: • Which keywords did they use? • Which ads did they see? • Which ads did they click on? • What was the drop-out rate for my purchase funnel? • How many Unique Cookies did I have? (does this 1 tell me how many people visited my site?) 5 And many other informative parameters to use in the optimization of your online business and the user experience
  16. 16. Example of a site-centric system gemiusTraffic Measure + page views globally •Visitors (cookies) (first time and returning) •Page views (duration) •Visits (duration, length, scope, paths, profiles) 1 •Geographic reports 6 (continents, countries, regions and cities) •Referrers (referring pages, search engines, directories) •Information about systems and browsers •Customised access levels
  17. 17. Statistics Extraordinary Depth Useful statistics of Data Provides “basic” statistics, including: • Visitors (cookies) • Visits & Visit Details • Page views • Time Spent on Site 1 Goes deeper to analyze: 7 • Search engines & keyword performance • Referrer performance • User Geo-location • User Technical Configuration
  18. 18. BUT IS IT REALLY ENOUGH? 1 8 source: gemiusAdHoc
  19. 19. Profile your audience It is not enough to know what they do and where they do it. You need to know WHO they are! E.g.. How are men, 25-35 using my site 1 compared to women, 25-35? 9 Where do I find my target group and how well did it respond to an online campaign?
  20. 20. WHY? Provide better results and post-campaign analysis to your advertisers (Campaign effect) Better results + better documentation = higher prices and bigger budgets Knowing your audience you will be able to develop and improve your service 2 0 Gives a better positioning of the internet as being a medium more comparable with other media (using: Reach, Affinity, Duplication, etc.)
  21. 21. Audience measurement gemiusAudience
  22. 22. What does an audience measurement provide? Website audience size • How many people (Real-Users)? Socio-demographic profile • User profile (gender, age, income, education, etc.) Usage intensity 2 2 • Site-centric data per target group (e.g. average time spent by men 25-45) Constant data • Show development and trends
  23. 23. Audience measurement – How? gemiusTraffic Site-centric (page views, time measurement spent, visits, etc.) Audience Data for Omnibus measurement analysis and mediaplanning 1000 interviews/ month 2 Demographic data 3 for weighting purpose Panels (gender, age, education, income level Pop-up panel etc.) (cookie tracking)
  24. 24. Flexibility The Audience research can be applied to most digital platforms: Mobile surfing (measure your mobile pages with the same standard as your web pages) 2 WebTV 4 (combining audience data with data from streaming measurement, you can create a clear profile of your WebTVaudience)
  25. 25. Effective media planning Reach your target group
  26. 26. Mediaplanning – Who do I THINK I reach? With Audience data you can identify your target group for mediaplannig or website development Better targeting possibilities Increase 2 campaign 6 performance
  27. 27. Who DID I reach with my campaign? Get a clear profile of who were actually exposed to your campaign Campaign tracking data across websites combined with 2 7 Socio- demographic audience data
  28. 28. Profiling your audience Profile definition using audience and site-centric data
  29. 29. Socio-demographic profile of your website POP-UP QUESTIONNAIRE Socio-demographic information of the user 2 9 You can identify the profile of any given website thanks to the analysis of data coming from the Audience respondents
  30. 30. Site-centric is still basic gemiusTraffic Site-centric (page views, time measurement spent, visits, etc.) Audience Data for Omnibus measurement analysis and mediaplanning 1000 interviews/ month 3 Demographic data 0 for weighting purpose Panels (gender, age, education, income level Pop-up panel etc.) (cookie tracking)
  31. 31. Data analysis of your users’ profile 3 1
  32. 32. Summary Web measurement Profiling your users Provide a wide range of Socio-demographic data data to be used for combined with web optimization purposes measurement data Deep knowledge about Detailed information per 3 2 users behavior target group No knowledge of WHO they Allow you to do post- are and how many people analysis of your online campaign
  33. 33. Questions Torsten Bruun, Gemius