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

October 8 – 11 2013, London

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The original, premier event for the Mobile Marketing Research Industry

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MEDIA & ASSOCIATION PARTNERS

LINKING INDIVIDUAL CUSTOMER JOURNEYS TO

QUANTITATIVE PASSIVE DATA TO MEASURE THE BEHAVIOR OF USERS OF

NEWSPAPER AND MAGAZINE APPS

A CASE STUDY WITH

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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

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» 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

ABOUT NIELSEN AUDIO’S MOBILE SERVICE

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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

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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.

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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.

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SELECTED OVERALL RESULTS

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DISTRIBUTION OF PANELIST ENGAGEMENT

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DAYPART USAGE – ALL NEWS & INFO APPS

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DAYPART USAGE – NEWSMAG APPS

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DAYPART USAGE – INFO PRIME-TIMES

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APP / WEB USAGE CROSSOVER

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WEB USAGE – REFERRER ANALYSIS

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CONTEXTUAL SURVEYS PANELIST CONCENTRATION DURING USAGE

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CONTEXTUAL SURVEYS RECEPTIVENESS TO ADVERTISING

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INDIVIDUAL CUSTOMER JOURNEYS

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A SAMPLE PANELIST TIMELINE

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G+J MEDIENPANEL SEGMENTATION

Young experienced leisure users

28% Entertainment rather than

consumerism

Established 30%

Infrequent users with high purchasing power

Experienced pragmatists 24%

Save time in everyday life and at work

Enthusiasts 18%

Most intensive users: socialising and shopping

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G+J ”ENTHUSIASTS”

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”ENTHUSIAST” SAMPLE DAY

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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

Andreas Piani General Manager Mobile, EMEA

Nielsen Audio [email protected]

Kay Schneemann Head of Digital Research

G+J EMS [email protected]

WWW.MRMW.NET

TITLE SPONSOR DIAMOND SPONSOR PLATINUM SPONSOR GOLD SPONSORS

WORKSHOP SPONSORS SILVER SPONSORS

PREMIERE SPONSOR

APP SPONSOR NETWORKING SPONSOR PREMIERE SPONSOR

WWW.MRMW.NET

MEDIA & ASSOCIATION PARTNERS

October 8 – 11 2013, London

WWW.MRMW.NET

The original, premier event for the Mobile Marketing Research Industry

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

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