GfK Panel Services / DDMA Ilounge 2012

(1)

(2)

2

Intro Media Efficiency Panel

Inhoud

1

Introductie

3

4

Conversie Attributie

Customer Journey

5

Tot slot

(3)

Marcel Buskermolen

Consultant Media at GfK

Introductie

1

GfK Nederland

Consumer Centric Approach

Media research, SKO,

And Brand tracking

(GfK Daphne)

GfK Panel Services

Dongen NL, Brussels BE

Consumer Tracking

GfK Retail & Technology

Amstelveen NL, Brussels BE

Retail Tracking

Market Centric Approach

Intomart GfK

Hilversum, NL

(4)

Intro Media Efficiency Panel

2

Outdoor

Bank-accou

nts

Tablet

Mobile

Print

Folder

Loyalt

y

Price

TV

Radio

Online

Psycho -graphic Demo-graphic

Media

Purchase

Personal/

Imago

Promo

(5)

Functions of

browser-Extension:

1

All the URLs calls of all

the household users, will

be registered in all the

PCs.

2

The advertisement shown

to the user is identified.

3

Retrieval queries in

advertising-relevant

search engines are

registered .

The collected data is

delivered to the GfK

server.

»

An intelligent system analyses the internet

usage of panelists.

Online:

Hard Facts by Technical Measurement

GfK- Server

with Nurago

technology

delivers

content

1

Web-Server

2

Ad-Server

3

searches

Panellist

sends

»

Browser-

Extension

Website

(6)

TV Audio

Sounds

Sound

Recognition

Matching Acoustic

Fingerprint

Acoustic Fingerprint

Overzicht TV meet methode

Audio van de smartphone wordt gekoppeld aan de TV Audio middels

geluidsherkenning aan de 12 meest gebruikte zenders van Nederland.

Recording

Ambient Audio

Contact met

TV reclame

campagne

Provides

recorded

Media

(7)

Data wordt gematched met 12 TV zenders

90% markt

(8)

Mogelijkheden: Roi per kanaal

0.00% 0.05% 0.10% 0.15% 0.20% 0.25% 0 2 4 6 8 10 12 14 TV Print

Rich Media YouTube Rich Media Other

→ Average number of contacts

→

Inc

rea

se

in s

al

es

(9)

11%

1%

3%

42%

6%

2%

1%

17%

10%

6%

1%

24%

7%

9%

23%

4%

7%

2%

11%

4%

7%

3%

0%

10%

20%

30%

40%

50%

NED1

NED2

NED3

RTL4

RTL5

RLT7

RTL8

SBS6

NET5

VERONICA OVERIG

Aandeel TV-bestedingen

Kijkaandeel

Kijkgedrag klant supermarkt X vs Kijkaandeel secundaire

klanten supermarkt X

(10)

Last click

First Click

Time Decay model

Linear Modelling Even attributie

Even weighted attributie

Manual weighted attributie

Assist matrix

Dynamic Attrribution model

Marketing attribution

Customer Journey

Conversie Attributie

(11)

Bron: econsultancy –google feb. 2012 “ Marketing attribution; Valuing the customer Journey

(12)

(13)

The Customer Journey

http://www.youtube.com/watch?v=kv0F5qkn6eM&feature=youtu.be

4

(14)

LOTTE Journey of a real buyer

Female, age 48, employed, online buyer

37 visits mobile telephone related websites divided in:

10 providers (18 visits),10 retailers (12 visits), Google (5 search queries; used once), 2 Comparison sites (2 visits),

no manufacturers and no Keyword Rich Domains.

12 visits 5 visits 2 visits 0 visits Reta il e r Se a rch Com -pa ris on M a nu -fa c ture r Prov id e r 17 visits Week 7 Day 44 Day 2 Day 3 Week 3 Day 1 Week 4 Week 5

Week 6 ◄ Time before purchase Week 2

Hollands nieuwe T-Mobile Telefoons vergelijken Gsmweb Hollands nieuwe

(15)

R.O.P.O effect

Online

Offline

Online

&

Offline

49%

14%

3%

12%

17%

5%

Research…

Purc

has

e

…

Buyer new

Mobile

(16)

14 visits 1 visit 2 visits 33 visits 6 visits

20

19

18

17

16 15

14

13

12

11

9

8

7

6

5

1

4

3

21

25

23

26

30

29

28

27

31

32

33

Same color represents visit to same retailer

11

10

9

8

7

6

5

4

3

2

1

12

13

14

2 2 2

1

2

A ggrega tor Se a rch A ir Des tin a tio n Reta il e r

Start

Booking

GfK conversie attributie:

Known are your website visits, advertising exposures and search

clicks, this only a small part of the consumers experience. GfK’ s

purchase journey offers much more insights!

10

2

24

22

(17)

GfK 2013: een nieuw model voor attributie

(i.s.m. Aimark)

12 visits 5 visits 2 visits 17 visits Hollands nieuwe T-Mobile Telefoons vergelijken Gsmweb Hollands nieuwe

TV confrontatie commercials

Fysieke

winkelbezoeken

(18)

Tot slot

• Conversie attributie kan over een langere periode gemeten worden via een passief

meetsysteem

• Conversie attributie kan uitgebreid worden met cross channel effecten & fysieke

oriëntatie/aankopen

• GfK, Aimark & Universteit van Tilburg werken samen aan nieuw model dat gefaseerd

eerst de online clicks gaat waarderen en later de invloed van TV confrontatie en fysieke

bezoeken.