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October 8 – 11 2013, London

The original, premier event
for the Mobile Marketing
Research Industry

WWW.MRMW.NET
TITLE SPONSOR

DIAMOND SPONSOR

PLATINUM SPONSOR

SILVER SPONSORS

PREMIERE SPONSOR

GOLD SPONSORS

WORKSHOP SPONSORS

APP...
MEDIA & ASSOCIATION PARTNERS

WWW.MRMW.NET
LINKING INDIVIDUAL
CUSTOMER JOURNEYS TO
QUANTITATIVE PASSIVE DATA
TO MEASURE THE BEHAVIOR OF USERS OF
NEWSPAPER AND MAGAZI...
Copyright ©2013 The Nielsen Company.

ABOUT NIELSEN, AND NIELSEN AUDIO

»On the 30th September, Nielsen completed the acqu...
Copyright ©2013 The Nielsen Company.

ABOUT NIELSEN AUDIO’S MOBILE SERVICE
» We use a pioneering device-based research
app...
Copyright ©2013 The Nielsen Company.

ABOUT

…………..

» Gruner + Jahr is the largest European publishing firm, based in
Ham...
Copyright ©2013 The Nielsen Company.

PANEL SELECTION
The G+J Medientrend Online Access Panel has about 7,000
members who...
Copyright ©2013 The Nielsen Company.

PANELIST PRIVACY AND ANONYMITY
» Panelists were asked to opt in to a Privacy Policy ...
SELECTED OVERALL RESULTS

7

Copyright ©2013 The Nielsen Company.
Copyright ©2013 The Nielsen Company.

DISTRIBUTION OF PANELIST ENGAGEMENT

8
Copyright ©2013 The Nielsen Company.

DAYPART USAGE – ALL NEWS & INFO APPS

9
Copyright ©2013 The Nielsen Company.

DAYPART USAGE – NEWSMAG APPS

10
Copyright ©2013 The Nielsen Company.

DAYPART USAGE – INFO PRIME-TIMES

11
Copyright ©2013 The Nielsen Company.

APP / WEB USAGE CROSSOVER

12
Copyright ©2013 The Nielsen Company.

WEB USAGE – REFERRER ANALYSIS

13
Copyright ©2013 The Nielsen Company.

CONTEXTUAL SURVEYS
PANELIST CONCENTRATION DURING USAGE

14
Copyright ©2013 The Nielsen Company.

CONTEXTUAL SURVEYS
RECEPTIVENESS TO ADVERTISING

15
INDIVIDUAL CUSTOMER JOURNEYS

16

Copyright ©2013 The Nielsen Company.
Copyright ©2013 The Nielsen Company.

A SAMPLE PANELIST TIMELINE

17
Copyright ©2013 The Nielsen Company.

G+J MEDIENPANEL SEGMENTATION

Enthusiasts
18%

Experienced pragmatists
24%

Most int...
Copyright ©2013 The Nielsen Company.

G+J ”ENTHUSIASTS”

19
Copyright ©2013 The Nielsen Company.

”ENTHUSIAST” SAMPLE DAY

20
Copyright ©2013 The Nielsen Company.

G+J ”YOUNG EXPERIENCED LEISURE USERS”

21
Copyright ©2013 The Nielsen Company.

”YOUNG EXPERIENCED LEISURE USER” SAMPLE DAY

22
Copyright ©2013 The Nielsen Company.

G+J ”EXPERIENCED PRAGMATIST”

23
Copyright ©2013 The Nielsen Company.

”EXPERIENCED PRAGMATIST” SAMPLE DAY

24
Copyright ©2013 The Nielsen Company.

G+J ”ESTABLISHED”

25
Copyright ©2013 The Nielsen Company.

”ESTABLISHED” SAMPLE DAY

26
Copyright ©2013 The Nielsen Company.

CONCLUSIONS
» Analysis of the data showed that good correspondence with
four G+J Med...
Andreas Piani
General Manager Mobile, EMEA
Nielsen Audio
andreas.piani@nielsen.com

Kay Schneemann
Head of Digital Researc...
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WORKSHOP SPONSORS

APP...
MEDIA & ASSOCIATION PARTNERS

WWW.MRMW.NET
October 8 – 11 2013, London

The original, premier event
for the Mobile Marketing
Research Industry

WWW.MRMW.NET
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Linking individual customer journeys to quantitative passive data - Nielsen & G+J EMS

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Presented by Andreas Piani, General Manager Mobile EMEA, Nielsen Audio
& Kay Schneemann, Head of Digital Research, Gruner + Jahr
at Market Research in the Mobile World Europe
8 - 11 October 2013, London, Europe

This event is proudly organised by Merlien Institute
Check out our upcoming events by visiting http://www.mrmw.net

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Linking individual customer journeys to quantitative passive data - Nielsen & G+J EMS

  1. 1. October 8 – 11 2013, London The original, premier event for the Mobile Marketing Research Industry WWW.MRMW.NET
  2. 2. TITLE SPONSOR DIAMOND SPONSOR PLATINUM SPONSOR SILVER SPONSORS PREMIERE SPONSOR GOLD SPONSORS WORKSHOP SPONSORS APP SPONSOR PREMIERE SPONSOR WWW.MRMW.NET NETWORKING SPONSOR
  3. 3. MEDIA & ASSOCIATION PARTNERS WWW.MRMW.NET
  4. 4. LINKING INDIVIDUAL CUSTOMER JOURNEYS TO QUANTITATIVE PASSIVE DATA TO MEASURE THE BEHAVIOR OF USERS OF NEWSPAPER AND MAGAZINE APPS A CASE STUDY WITH
  5. 5. Copyright ©2013 The Nielsen Company. ABOUT NIELSEN, AND NIELSEN AUDIO »On the 30th September, Nielsen completed the acquisition of Arbitron, which became Nielsen Audio » The two companies’ mobile measurement businesses are being integrated 2
  6. 6. Copyright ©2013 The Nielsen Company. ABOUT NIELSEN AUDIO’S MOBILE SERVICE » We use a pioneering device-based research application to investigate real usage of Smartphones and Tablets » Real-time user behaviour, technical data and qualitative feedback are collected at the point of convergence, in the actual usage context » Our insights help our clients to understand the consumption patterns of their customers – and to engage with them more successfully » We are a leading mobile analytics vendor, with the greatest number of KPIs across operating systems 3
  7. 7. Copyright ©2013 The Nielsen Company. ABOUT ………….. » Gruner + Jahr is the largest European publishing firm, based in Hamburg. It publishes approximately 285 magazines and newspapers in 22 countries » G+J Electronic Media Sales is the company’s ad sales division 4
  8. 8. Copyright ©2013 The Nielsen Company. PANEL SELECTION The G+J Medientrend Online Access Panel has about 7,000 members who use their smartphone at least occasionally to access the internet The EMS Mobile Panel is a sample of 1,024 persons out of these with an age and gender structure that corresponds with that of the AGOF mobile facts study.  passive, measured data was recorded 24/7 over a period of 4 weeks, via Nielsen Audio’s tracking app.  Market research company d.core GmbH provided the “privacy firewall”, and data & location information analysis. 5
  9. 9. Copyright ©2013 The Nielsen Company. PANELIST PRIVACY AND ANONYMITY » Panelists were asked to opt in to a Privacy Policy specific to this project, and to the general EULA for the research app. » Privacy policy is compliant with DE / EU privacy regulations, and with MRMW / ESOMAR Guidelines. » No correlation between individual Panellist's identity and measured behaviour available to G+J EMS, as Arbitron Mobile and d.core acted as “firewalls”. » Select representative Individual Customer Journeys were part of the research results, but in anonymised form. 6
  10. 10. SELECTED OVERALL RESULTS 7 Copyright ©2013 The Nielsen Company.
  11. 11. Copyright ©2013 The Nielsen Company. DISTRIBUTION OF PANELIST ENGAGEMENT 8
  12. 12. Copyright ©2013 The Nielsen Company. DAYPART USAGE – ALL NEWS & INFO APPS 9
  13. 13. Copyright ©2013 The Nielsen Company. DAYPART USAGE – NEWSMAG APPS 10
  14. 14. Copyright ©2013 The Nielsen Company. DAYPART USAGE – INFO PRIME-TIMES 11
  15. 15. Copyright ©2013 The Nielsen Company. APP / WEB USAGE CROSSOVER 12
  16. 16. Copyright ©2013 The Nielsen Company. WEB USAGE – REFERRER ANALYSIS 13
  17. 17. Copyright ©2013 The Nielsen Company. CONTEXTUAL SURVEYS PANELIST CONCENTRATION DURING USAGE 14
  18. 18. Copyright ©2013 The Nielsen Company. CONTEXTUAL SURVEYS RECEPTIVENESS TO ADVERTISING 15
  19. 19. INDIVIDUAL CUSTOMER JOURNEYS 16 Copyright ©2013 The Nielsen Company.
  20. 20. Copyright ©2013 The Nielsen Company. A SAMPLE PANELIST TIMELINE 17
  21. 21. Copyright ©2013 The Nielsen Company. G+J MEDIENPANEL SEGMENTATION Enthusiasts 18% Experienced pragmatists 24% Most intensive users: socialising and shopping Save time in everyday life and at work Young experienced leisure users 28% Established 30% Entertainment rather than consumerism Infrequent users with high purchasing power 18
  22. 22. Copyright ©2013 The Nielsen Company. G+J ”ENTHUSIASTS” 19
  23. 23. Copyright ©2013 The Nielsen Company. ”ENTHUSIAST” SAMPLE DAY 20
  24. 24. Copyright ©2013 The Nielsen Company. G+J ”YOUNG EXPERIENCED LEISURE USERS” 21
  25. 25. Copyright ©2013 The Nielsen Company. ”YOUNG EXPERIENCED LEISURE USER” SAMPLE DAY 22
  26. 26. Copyright ©2013 The Nielsen Company. G+J ”EXPERIENCED PRAGMATIST” 23
  27. 27. Copyright ©2013 The Nielsen Company. ”EXPERIENCED PRAGMATIST” SAMPLE DAY 24
  28. 28. Copyright ©2013 The Nielsen Company. G+J ”ESTABLISHED” 25
  29. 29. Copyright ©2013 The Nielsen Company. ”ESTABLISHED” SAMPLE DAY 26
  30. 30. Copyright ©2013 The Nielsen Company. CONCLUSIONS » Analysis of the data showed that good correspondence with four G+J Medientrend segments » The study gave pointers on changing media use and on possible optimisations of the apps and mobile websites in the portfolio of G+J EMS » G+J learned a lot more about the segments’ usage of mobile devices, resulting in more targeted advertising » The results were also used in communications and marketing initiatives targeted at advertisers 27
  31. 31. Andreas Piani General Manager Mobile, EMEA Nielsen Audio andreas.piani@nielsen.com Kay Schneemann Head of Digital Research G+J EMS schneemann.kay@ems.guj.de
  32. 32. TITLE SPONSOR DIAMOND SPONSOR PLATINUM SPONSOR SILVER SPONSORS PREMIERE SPONSOR GOLD SPONSORS WORKSHOP SPONSORS APP SPONSOR PREMIERE SPONSOR WWW.MRMW.NET NETWORKING SPONSOR
  33. 33. MEDIA & ASSOCIATION PARTNERS WWW.MRMW.NET
  34. 34. October 8 – 11 2013, London The original, premier event for the Mobile Marketing Research Industry WWW.MRMW.NET

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