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Measuring Digital Consumer Journeys


                dh

    GfK. Growth from Knowledge.
    GfK   NIS Network Intelligence Solution   M-Days 2012, Frankfurt
    GfK   Consumer Tracking                           Stefan Knecht
    GfK   Audience Measurement
    GfK   nurago Innovation Centre
Connected mobile devices proliferate
faster than any media before.
Mobile usage takes a growing
chunk of the media cake.




                               http://bit.ly/zDIo0I Dassis Dreamworld
Mobile Accelerated from a Technophile Niche into
Global Mainstream:

2010/2011:                              2015/2016 forecast:
§  5b+ global mobile subscribers       •  Nearly one mobile device per capita
§  25-30% of total users in mature     •  Mobile-only population will outgrow
    markets are mobile                     landline population
§  50% of U.S. adults on smartphones   •  More people will have mobile phones
§  4Q2010: global shipments of            than access to electricity
    smartphones + tablets > desktops    •  Smartphone growth will outpace the
    + notebooks                            overall mobile phone market 4:1
§  U.S. mobile ad spending has         •  Mobile advertising will equal total
    topped 1b USD in 2011                  online ad spending
»Mobile is the fastest growing technology
market ever – surpassing PCs in sales and
in terms of internet usage penetration
across all ages and incomes.«
visual: habits and touchpoints

                     Mobile Devices Integrate and
                     Replace Touchpoints
visual: cutting the cord: landline decline



                Mobile Devices become the
                remote control of our lifes.
At home, tablet usage
                                    and TV is a sociable fit.




Kelly Mark, "The Kiss" (2007)
http://kellymark.com/TheKiss.html
visual:	
  ad$ follow eyeballs




                                 Advertising follows
                                 attention.
Understanding mobile usage and
behaviour is crucial to adapt
changing consumer habits.




                                 Cake artist Lily Vanilli
visual: car + connected devices

     There are many more connected, mobile
     devices and touchpoints to come.




                                             illustration see slideshare: pragmatic design slides
visual: Perfect Storm




            Mobile is huge
            and it will grow on.

            For Market Research, it‘s the
            Perfect Storm with new challenges …




                                                  Sean R Heavey
Monetizing Mobile requires neutral, unbiased measurements
As Ad Spend Shifts to Mobile → Reliable Metrics are Indispensable


Mobile advertising can’t, and won’t grow if the mobile analytic tools
cannot provide the information marketers require.




                                                                    Inspired by an Original Illustration by comScore, Jeremy Copp
Mobile Measurement takes up Momentum.
visual: golden bullet




                        Complexity of media fragmentation
                        and mobile needs a new type of
                        multidimensional research.




                                                            http://bit.ly/zZmfA5
GfK NIS and nurago
Network-centered measuring                        User-centered metering
GfK Network Intelligence Solution’s               GfK nurago‘s LEOtrace® technology
methodology transfers anonymised, real-           measures and tracks individual user
time IP traffic into fine-grained metrics to      behaviour and application usage
understand cross media and long tail              on-device within controlled consumer
consumer behaviour in motion.                     panels.

§  Understanding the long tail of Mobile:        §  Holistic Measurement in smaller samples
    5+ million unique users                       §  Events and data points measured at the point of
§  New and Tested in 7 countries, 8 operators        origin: Web and App Usage, Communication,
§  Enriched with Demographics, Geographics,          Location
    Device Features, and Content Categorisation   §  Enriched with purchase information, attitudinal
§  Consumer privacy proof                            user feedbacks – and other media usage.
Measuring Digital Consumer Journeys
                                                                      NIS
 ConnectedLife.dx                                                     Network Intelligence Solution
 •  Cross-platform, online/mobile                                     •  Insights across the long tail of mobile usage
 •  Online usage and attitude research                                •  Starting 2012 in Germany and other
 •  Study running in UK, US, Germany                                     countries
    and China

                                                 dh
                          MEP
                          Media Efficiency Panel
                          •  Understanding cross-media usage
                             and efficiency: online/mobile, TV and purchase information
                          •  Pilot running in Germany
Change: Cross-Platform Usage of Online
                                           Incremental Uplift through Mobile Usage.


            98%                                              Mobile
                                                             Desktop and Mobile
           26%                  79%                          Desktop

                                19%                                                              60%
                                                       60%
                                                        5%
                                                                                                16%
                                                       14%
           65%                  37%                                                             12%
 72%
                      60%                  56%
                                                       42%                         44%
                                                                                                33%
                                23%
            7%
 Desktop   Desktop    Desktop   Desktop    Desktop    Desktop                     Desktop       Desktop
  Usage    + Mobile    Usage    + Mobile    Usage     + Mobile                     Usage        + Mobile
      Google             Facebook               Amazon                                YouTube

                                                               Source: GfK Media Efficiency Panel Germany
                                                     Results from Pilot Phase – Android only, small sample size!
Change: 3 Screen-Usage
                                                                                                                    Usage of desktop, mobile and TV peaks in evening
                                                                                                                    hours, pattern suggests parallel usage of mobile devices
                                                                                                                    during TV consumption.


                             2,00
Index (daily average = 1)




                                                                                                                                                                                                      Mobile Usage
                            1,500                                                                                                                                                                     Index on PIs/Logs


                                                                                                                                                                                                      Desktop Usage
                             1,00
                                                                                                                                                                                                      Index on PIs


                             ,500                                                                                                                                                                     TV Usage
                                                                                                                                                                                                      Index on audience

                              ,00
                                      04:00-05:5
                                          9 a.m.


                                                   06:00-07:5
                                                       9 a.m.


                                                                08:00-09:5
                                                                    9 a.m.


                                                                             10:00-11:5
                                                                                 9 a.m.


                                                                                          12:00-01:5
                                                                                              9 p.m.


                                                                                                       02:00-03:5
                                                                                                           9 p.m.


                                                                                                                      04:00-05:5
                                                                                                                          9 p.m.


                                                                                                                                   06:00-07:5
                                                                                                                                       9 p.m.


                                                                                                                                                08:00-09:5
                                                                                                                                                    9 p.m.


                                                                                                                                                             10:00-11:5
                                                                                                                                                                 9 p.m.


                                                                                                                                                                            12:00-01:5
                                                                                                                                                                                9 a.m.


                                                                                                                                                                                         02:00-03:5
                                                                                                                                                                                             9 a.m.
                                    Base: Mobile Usage N=43; Desktop Usage N=19.253; TV Usage N=12.448 (weighted)
                                                                                                                                                                          Source: GfK Media Efficiency Panel Germany
                                                                                                                                                                              Results from Pilot Phase – small sample size!
Change: Peter misses TV advertising…

Peter watches TV




            ... starts searching           »sacrilege«                   Peter is hinted that a same genre
            background context                                           movie runs on another channel
                                      »Camerlengo«
                                                         »Echelon Conspiracy«
                                             »DaVinci Code«
                       »Illuminati«                                Peter tweets and connects
                                        »conclave«
                                                                   his friends to join the movie

                                                                                          Source: GfK Media Efficiency Panel Germany
                                                                                Results from Pilot Phase – Android only, small sample size!
Stefan	
  Knecht	
              Guillaume	
  Guerrin	
  
nurago GmbH                     GfK Network Intelligence Solution
applied research technologies
Member of GfK
                                Ul. Smulikowskiego 4
Schellingstraße 35              00-389 Warszawa
80799 München                   Poland
Tel. +49 40 696 669 3-21        Tel. +48 22 4341 660
Mob. +49 178 542 5492           Mob. +48 505 196277
knecht@nurago.com               guillaume.guerrin@gfk.com
http://www.nurago.com           http://www.gfkrt.com/services/
                                network_intelligence_solution/index.en.html

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GfK NIS and nurago: Measuring Digital Consumer Journeys

  • 1. Measuring Digital Consumer Journeys dh GfK. Growth from Knowledge. GfK NIS Network Intelligence Solution M-Days 2012, Frankfurt GfK Consumer Tracking Stefan Knecht GfK Audience Measurement GfK nurago Innovation Centre
  • 2. Connected mobile devices proliferate faster than any media before.
  • 3. Mobile usage takes a growing chunk of the media cake. http://bit.ly/zDIo0I Dassis Dreamworld
  • 4. Mobile Accelerated from a Technophile Niche into Global Mainstream: 2010/2011: 2015/2016 forecast: §  5b+ global mobile subscribers •  Nearly one mobile device per capita §  25-30% of total users in mature •  Mobile-only population will outgrow markets are mobile landline population §  50% of U.S. adults on smartphones •  More people will have mobile phones §  4Q2010: global shipments of than access to electricity smartphones + tablets > desktops •  Smartphone growth will outpace the + notebooks overall mobile phone market 4:1 §  U.S. mobile ad spending has •  Mobile advertising will equal total topped 1b USD in 2011 online ad spending
  • 5. »Mobile is the fastest growing technology market ever – surpassing PCs in sales and in terms of internet usage penetration across all ages and incomes.«
  • 6. visual: habits and touchpoints Mobile Devices Integrate and Replace Touchpoints
  • 7. visual: cutting the cord: landline decline Mobile Devices become the remote control of our lifes.
  • 8. At home, tablet usage and TV is a sociable fit. Kelly Mark, "The Kiss" (2007) http://kellymark.com/TheKiss.html
  • 9. visual:  ad$ follow eyeballs Advertising follows attention.
  • 10. Understanding mobile usage and behaviour is crucial to adapt changing consumer habits. Cake artist Lily Vanilli
  • 11. visual: car + connected devices There are many more connected, mobile devices and touchpoints to come. illustration see slideshare: pragmatic design slides
  • 12. visual: Perfect Storm Mobile is huge and it will grow on. For Market Research, it‘s the Perfect Storm with new challenges … Sean R Heavey
  • 13. Monetizing Mobile requires neutral, unbiased measurements As Ad Spend Shifts to Mobile → Reliable Metrics are Indispensable Mobile advertising can’t, and won’t grow if the mobile analytic tools cannot provide the information marketers require. Inspired by an Original Illustration by comScore, Jeremy Copp
  • 14. Mobile Measurement takes up Momentum.
  • 15. visual: golden bullet Complexity of media fragmentation and mobile needs a new type of multidimensional research. http://bit.ly/zZmfA5
  • 16. GfK NIS and nurago Network-centered measuring User-centered metering GfK Network Intelligence Solution’s GfK nurago‘s LEOtrace® technology methodology transfers anonymised, real- measures and tracks individual user time IP traffic into fine-grained metrics to behaviour and application usage understand cross media and long tail on-device within controlled consumer consumer behaviour in motion. panels. §  Understanding the long tail of Mobile: §  Holistic Measurement in smaller samples 5+ million unique users §  Events and data points measured at the point of §  New and Tested in 7 countries, 8 operators origin: Web and App Usage, Communication, §  Enriched with Demographics, Geographics, Location Device Features, and Content Categorisation §  Enriched with purchase information, attitudinal §  Consumer privacy proof user feedbacks – and other media usage.
  • 17. Measuring Digital Consumer Journeys NIS ConnectedLife.dx Network Intelligence Solution •  Cross-platform, online/mobile •  Insights across the long tail of mobile usage •  Online usage and attitude research •  Starting 2012 in Germany and other •  Study running in UK, US, Germany countries and China dh MEP Media Efficiency Panel •  Understanding cross-media usage and efficiency: online/mobile, TV and purchase information •  Pilot running in Germany
  • 18. Change: Cross-Platform Usage of Online Incremental Uplift through Mobile Usage. 98% Mobile Desktop and Mobile 26% 79% Desktop 19% 60% 60% 5% 16% 14% 65% 37% 12% 72% 60% 56% 42% 44% 33% 23% 7% Desktop Desktop Desktop Desktop Desktop Desktop Desktop Desktop Usage + Mobile Usage + Mobile Usage + Mobile Usage + Mobile Google Facebook Amazon YouTube Source: GfK Media Efficiency Panel Germany Results from Pilot Phase – Android only, small sample size!
  • 19. Change: 3 Screen-Usage Usage of desktop, mobile and TV peaks in evening hours, pattern suggests parallel usage of mobile devices during TV consumption. 2,00 Index (daily average = 1) Mobile Usage 1,500 Index on PIs/Logs Desktop Usage 1,00 Index on PIs ,500 TV Usage Index on audience ,00 04:00-05:5 9 a.m. 06:00-07:5 9 a.m. 08:00-09:5 9 a.m. 10:00-11:5 9 a.m. 12:00-01:5 9 p.m. 02:00-03:5 9 p.m. 04:00-05:5 9 p.m. 06:00-07:5 9 p.m. 08:00-09:5 9 p.m. 10:00-11:5 9 p.m. 12:00-01:5 9 a.m. 02:00-03:5 9 a.m. Base: Mobile Usage N=43; Desktop Usage N=19.253; TV Usage N=12.448 (weighted) Source: GfK Media Efficiency Panel Germany Results from Pilot Phase – small sample size!
  • 20. Change: Peter misses TV advertising… Peter watches TV ... starts searching »sacrilege« Peter is hinted that a same genre background context movie runs on another channel »Camerlengo« »Echelon Conspiracy« »DaVinci Code« »Illuminati« Peter tweets and connects »conclave« his friends to join the movie Source: GfK Media Efficiency Panel Germany Results from Pilot Phase – Android only, small sample size!
  • 21. Stefan  Knecht   Guillaume  Guerrin   nurago GmbH GfK Network Intelligence Solution applied research technologies Member of GfK Ul. Smulikowskiego 4 Schellingstraße 35 00-389 Warszawa 80799 München Poland Tel. +49 40 696 669 3-21 Tel. +48 22 4341 660 Mob. +49 178 542 5492 Mob. +48 505 196277 knecht@nurago.com guillaume.guerrin@gfk.com http://www.nurago.com http://www.gfkrt.com/services/ network_intelligence_solution/index.en.html