Torsten Bruun- Tell me more
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Transcript of Torsten Bruun- Tell me more
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”TELL ME MORE, TELL ME MORE...”
e!Performance seminar - Tallinn, November 5th 2008
Tell me more, tell me more...
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Contents
• Intro
• A short overview
• Web measurement
• Audience measurement
• Effective media planning
• Profiling your audience
• Questions
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Gemius
European research & technology company
20 countries
(entire CEE region + RU, IL, AT, UK, NO, DK)
350 employees with HQ in Warsaw
Provide official market statistics in 7 countries
and unofficial in many 6-8 countries
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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 companies across western Europe
A short overview
Focus on the CEE region
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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)
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
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Internet penetration (2008)
16%
27%
44%
39%
45%
39%
48%
40%
55%
57%
38%
66%
68%
100%
Sources of data:
Hungary, Poland, Bulgaria, Lithuania, Slovakia,
Estonia, Ukraine – Gemius (Audience study), Croatia – ITU,
Romania – Gemius’ calculations based on Cifre.net data,Latvia – CSB, Slovenia – MOSS,
Russia – Gemius’ calculation based on FOM
0%
CEE region
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Online ad spends [2008]
Ad spend in average per internet user in the CEE region and Denmark
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)
2EUR
2EUR
4EUR
4EUR
11EUR
15EUR
16EUR
21EUR
24EUR
115EUR
RO UA LT BG SK RU PL HU CZ DK
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Search engines
2007 2008change (p.p.)
Latvia 90% 97% 7%
Poland 84% 92% 8%
Slovakia 88% 93% 5%
Slovenia 67% 79% 12%
Ukraine 54% 61% 7%
Neti.ee vs. Google in Estonia
Google in selected countries
0%
10%
20%
30%
40%
50%
60%
70%
neti.ee google.com 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.
April 2008
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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
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
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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
include all other media and create a unique
environment
Web usage measurement
Focusing on site-centric data
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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
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
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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
tell me how many people visited my site?)
And many other informative parameters to use in the
optimization of your online business and the user experience
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Example of a site-centric system
gemiusTrafficMeasure +150.000.000.000 page views globally
•Visitors (cookies)(first time and returning)
•Page views(duration)
•Visits(duration, length, scope, paths, profiles)
•Geographic reports(continents, countries, regions and cities)
•Referrers(referring pages, search engines, directories)
•Information about systems and browsers
•Customised access levels
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Statistics
Extraordinary Depth of Data
Provides “basic”statistics, including:
• Visitors (cookies)• Visits & Visit Details• Page views• Time Spent on Site
Goes deeper to analyze:
• Search engines & keyword performance
• Referrer performance• User Geo-location• User Technical Configuration
Useful statistics
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source: gemiusAdHoc
BUT IS IT REALLY ENOUGH?
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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 compared to women, 25-35?
Where do I find my target group and
how well did it respond to an online
campaign?
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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
Gives a better positioning of the internet as being a
medium more comparable with other media(using: Reach, Affinity, Duplication, etc.)
Audience measurement
gemiusAudience
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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
• Site-centric data per target group
(e.g. average time spent by men 25-45)
Constant data
• Show development and trends
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Audience measurement – How?
Audience
measurement
Site-centric measurement
Data for
analysis and
mediaplanning
Panels
Pop-up panel
(cookie tracking)
�Omnibus
1000 interviews/ month
for weighting purpose
gemiusTraffic
(page views, time spent, visits, etc.)
Demographic data (gender, age, education, income level etc.)
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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)
WebTV
(combining audience data with data from streaming measurement, you can create a clear profile of your
WebTVaudience)
Effective media planning
Reach your target group
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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
campaignperformance
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Who DID I reach with my campaign?
Get a clear profile of who were actually exposed to your
campaignCampaign
tracking data
across
websites
combined
with
Socio-
demographic
audience
data
Profiling your audience
Profile definition using audience and site-centric data
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Socio-demographic profile of your website
You can identify the profile of any given website thanks to the analysis of data coming from the Audience respondents
POP-UPQUESTIONNAIRE
Socio-demographic information of the user
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Site-centric is still basic
Audience
measurement
Site-centric measurement
Data for
analysis and
mediaplanning
Panels
Pop-up panel
(cookie tracking)
�Omnibus
1000 interviews/ month
for weighting purpose
gemiusTraffic
(page views, time spent, visits, etc.)
Demographic data (gender, age, education, income level etc.)
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Data analysis of your users’ profile
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Summary
Web measurement
Provide a wide range of data to be used for
optimization purposes
Deep knowledge about
users behavior
No knowledge of WHO they are and how many people
Profiling your users
Socio-demographic data combined with web
measurement data
Detailed information per
target group
Allow you to do post-analysis of your online
campaign