Introduction <ul><li>“ Measurement is the easiest OPA portfolio.” </li></ul><ul><ul><li>-  Those who convinced me to apply...
Job Requirements Being able to distinguish ^https*://[^/]*.THE-ENTIRE-INTERNET.co.za from ^https*://[^/]*.YOUR-DOMAINS-ONL...
CV Name:  Josh Adler, CEO @ Prefix Real Job: Enabling traditional publishers Time Served: 5 years OPA Job: Ensure truth & ...
What did we do!! <ul><li>“ Measurement of ROI is both the best and worst thing about digital advertising” </li></ul><ul><u...
So do it properly! Portfolio Goals  - Educate membership & advertisers - Develop & document best-practices - Hold Nielsen ...
Measurement: Why - Measurability is here to stay. - Common metrics = comparison and analysis - Be an honest marketing-plat...
Measurement: What - Content  (Pages, Content Groups / Channels) - Audience  (Unique Browsers, Geographic, Demographics) - ...
Why Nielsen Online <ul><li>- Known, trusted.  </li></ul><ul><li>- Ranking System. Configurable to ZA. </li></ul><ul><ul><u...
MarketIntelligence (MI) & SiteCensus (SC) - SC is pure analytics - MI is a media planning tool - MI is critical. SC is use...
Nielsen SC vs Google Analytics <ul><ul><ul><li>We’re all using it. (That’s okay!) </li></ul></ul></ul><ul><ul><ul><li>It’s...
Nielsen SC vs Google Analytics <ul><li>BUT </li></ul><ul><ul><ul><li>GA is only comparable to SC. </li></ul></ul></ul><ul>...
Nielsen SC vs Google Analytics <ul><li>So, use both if you like! </li></ul><ul><li>- ensure you run GA tags after Nielsen ...
Health Check & Tips - Advertisers: Use the (i) in MI to validate brand domains - Publishers: Check your MI URL’s & pattern...
Tag Health Check (Platform & MI) <!-- START Nielsen//NetRatings SiteCensus V5.3 -->  <script type=&quot;text/javascript&qu...
Tag Health Check: SC <!-- START Nielsen//NetRatings SiteCensus V5.3 -->  <script type=&quot;text/javascript&quot;> var _rs...
Getting the best out of Nielsens - Online FAQ on the way (from me) - You’re entitled to services! - Use the tools! - Quart...
Go Team! - help me, help you! - Let’s learn together!  - Let’s put in the effort.  - We need good data! - Give me feedback!
THANK YOU Email:   [email_address] Twitter:  twitter.com/joshprefix LinkedIn:  linkedin.com/in/joshadler www.opa.org.za ww...
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Audience Measurement: Nielsen Online vs Google Analytics

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Presentation made to members of the Online Publishers Association during the 2009 Breakfast Workshops. Covers goals of portfolio, why measurement matters and deals with the Google vs Nielsen debate. Made by Josh Adler, OPA Head of Measurement.

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Audience Measurement: Nielsen Online vs Google Analytics

  1. 2. Introduction <ul><li>“ Measurement is the easiest OPA portfolio.” </li></ul><ul><ul><li>- Those who convinced me to apply for this job </li></ul></ul>
  2. 3. Job Requirements Being able to distinguish ^https*://[^/]*.THE-ENTIRE-INTERNET.co.za from ^https*://[^/]*.YOUR-DOMAINS-ONLY.co.za
  3. 4. CV Name: Josh Adler, CEO @ Prefix Real Job: Enabling traditional publishers Time Served: 5 years OPA Job: Ensure truth & understanding of data Time Served: 4 months
  4. 5. What did we do!! <ul><li>“ Measurement of ROI is both the best and worst thing about digital advertising” </li></ul><ul><ul><li>- Vivek Bhargava, Communicate2 </li></ul></ul>
  5. 6. So do it properly! Portfolio Goals - Educate membership & advertisers - Develop & document best-practices - Hold Nielsen to account & build on partnership - Ensure authenticity and accuracy of data - Establish links with and learn from other international OPA-orgs. - Be the case study on Emerging Market measurement. - Try find time for my other job
  6. 7. Measurement: Why - Measurability is here to stay. - Common metrics = comparison and analysis - Be an honest marketing-platform - Deliver on ROI promise - Demonstrate growth, trends for benefit of all.
  7. 8. Measurement: What - Content (Pages, Content Groups / Channels) - Audience (Unique Browsers, Geographic, Demographics) - Experience (Session Times, Paths, Bounce-Rates) - Competitiveness (Rankings)
  8. 9. Why Nielsen Online <ul><li>- Known, trusted. </li></ul><ul><li>- Ranking System. Configurable to ZA. </li></ul><ul><ul><ul><li>Auditable, transparent, standards-based. </li></ul></ul></ul><ul><ul><ul><li>We own the data. </li></ul></ul></ul><ul><ul><ul><li>More than pure analytics </li></ul></ul></ul><ul><ul><ul><li>Other OPA’s (AUS, NZ, UK) </li></ul></ul></ul>
  9. 10. MarketIntelligence (MI) & SiteCensus (SC) - SC is pure analytics - MI is a media planning tool - MI is critical. SC is useful. - MI tracking: tag + URL-pattern match - SC tracking: tag + ClientID [+CG data] - Will be different, but in-line
  10. 11. Nielsen SC vs Google Analytics <ul><ul><ul><li>We’re all using it. (That’s okay!) </li></ul></ul></ul><ul><ul><ul><li>It’s prettier, has better reports </li></ul></ul></ul><ul><ul><ul><li>Its free! </li></ul></ul></ul><ul><ul><ul><li>GA says I’m much bigger! </li></ul></ul></ul><ul><ul><ul><li>I can customize it! </li></ul></ul></ul><ul><ul><ul><li>It’s from Google! </li></ul></ul></ul>
  11. 12. Nielsen SC vs Google Analytics <ul><li>BUT </li></ul><ul><ul><ul><li>GA is only comparable to SC. </li></ul></ul></ul><ul><ul><ul><li>Offers no MI-type service. </li></ul></ul></ul><ul><ul><ul><li>“ black box” issue (bot-lists, definitions) </li></ul></ul></ul><ul><ul><ul><li>Unsupported, au-auditable, unaccountable. </li></ul></ul></ul><ul><ul><ul><li>It’s from Google! </li></ul></ul></ul>
  12. 13. Nielsen SC vs Google Analytics <ul><li>So, use both if you like! </li></ul><ul><li>- ensure you run GA tags after Nielsen tags. </li></ul><ul><li>- use GA for internal reporting only. </li></ul><ul><li>- use MI data for external reporting / rate-cards. </li></ul><ul><li>- Compare trends – NOT figures. </li></ul><ul><li>- Whatever you use, be honest about where it comes from. Inflated figured help no-one! </li></ul>
  13. 14. Health Check & Tips - Advertisers: Use the (i) in MI to validate brand domains - Publishers: Check your MI URL’s & patterns. - Use words, not numbers for SC Content Groups. - Ensure your SC & MI domains match - Quarterly tag audits
  14. 15. Tag Health Check (Platform & MI) <!-- START Nielsen//NetRatings SiteCensus V5.3 --> <script type=&quot;text/javascript&quot;> var _rsCI=&quot;za-prefix&quot;; var _rsCG=“sports&quot;; var _rsDN=&quot;//secure-za.imrworldwide.com/&quot;; var _rsCC=0; var _rsSE=1; var _rsSM=1.0; </script> <script type=&quot;text/javascript&quot; src=&quot;//secure-za.imrworldwide.com/v53.js&quot;></script> <noscript> <div><img src=&quot;//secure-za.imrworldwide.com/cgi-bin/m?ci=za-prefix&amp;cg=sports&quot; alt=&quot;&quot;/></div> </noscript> <!-- END Nielsen//NetRatings SiteCensus V5.3 -->
  15. 16. Tag Health Check: SC <!-- START Nielsen//NetRatings SiteCensus V5.3 --> <script type=&quot;text/javascript&quot;> var _rsCI=&quot; za-prefix &quot;; var _rsCG=“ sports &quot;; var _rsDN=&quot;//secure-za.imrworldwide.com/&quot;; var _rsCC=0; var _rsSE=1; var _rsSM=1.0; </script> <script type=&quot;text/javascript&quot; src=&quot;//secure-za.imrworldwide.com/v53.js&quot;></script> <noscript> <div><img src=&quot;//secure-za.imrworldwide.com/cgi-bin/m?ci= za-prefix &amp;cg= sports &quot; alt=&quot;&quot;/></div> </noscript> <!-- END Nielsen//NetRatings SiteCensus V5.3 --> CI = ClientID CG = Content Group
  16. 17. Getting the best out of Nielsens - Online FAQ on the way (from me) - You’re entitled to services! - Use the tools! - Quarterly tag/pattern health-check! (please!) - Self-policing/monitoring - You get what you put in…
  17. 18. Go Team! - help me, help you! - Let’s learn together! - Let’s put in the effort. - We need good data! - Give me feedback!
  18. 19. THANK YOU Email: [email_address] Twitter: twitter.com/joshprefix LinkedIn: linkedin.com/in/joshadler www.opa.org.za www.prefix.co.za

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