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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Digital Market Measurement & MetricsSerbia April 2011Andrew Felbert
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Creating A Currency
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Why have Internet Audience Measurement
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
The building blocks of a currency
Clear rulesEngagement with stakeholdersKnown methodologyNo ‘black box’
Fair, 3rd partyCompletely objectiveNo room for ‘gaming’
Consistent over timeConsistent with global IAB norms’
Expert, credible approachSanctioned by the marketEducating the market
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Publisher/Brand/Channel and Categories
• Nielsen provides and enforces a set of rules to guarantee that all the participants in the system are presented under the same conditions.– Market View structure with strict definitions of
– A Categorization system that allows to rank and compare same-to-same contents. Again with strict publication rules.
• Plus a set of advanced rules to tackle all the new and specific issues of the internet: Ajax, Video, Flash, Mobile.
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Overview of the Techniques
How we measure Internet
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Panel Tracking
World Wide Web
SecureReal-Time
Data Transfer
Oracle Data Warehouse
Recruited Panel Members (2+)(2+)
Desktop Meter
Data Mining & Analytical ServicesSyndicated Web Reporting System
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Tagging
• 100.000.000.000 events per month • Tag structure allows for simplicity
<!-- START Nielsen Online SiteCensus V6.0 --><!-- COPYRIGHT 2009 Nielsen Online --><script src="//secure-**.imrworldwide.com/v60.js"></script><script type="text/javascript"> nol_t({cid:"ClientID",content:"ContentGroup",server:"secure-**"}).record().post();</script><noscript> <div> <img src="//secure-**.imrworldwide.com/cgi-bin/m?ci=ClientID&cg=ContentGroup&cc=1&ts=noscript" alt="" /> </div></noscript>
Standard tag allows to track 99% of pages without any kind of customization. A simple copy/paste can do the implementation job
(and of course we support more sophisticated methods)
Advanced Options are:-Tracking of non-standard web pages-Tracking of all Ajax and Flash events-Tracking of mobile websites
Specific solution for Video measurement
Why Market Intelligence?
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
As measurement is done in the destiny point, in the moment of the unload of the page, we can:
To count exactly visitors figuresTo count how many visits the visitors have madeTo make a correct account of pages viewed
And of course, to generate an analysis of high value from this information and another data that can be obtained without affecting to visitors anonymity.
Advantages of measurement based on tags
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Cookies Vs People
Topic of Presentation
Vs
Cookie facts:
• Cookies can be accepted or not accepted by a user. • Once accepted, cookies can be deleted or not by a user. • There is software that helps users manage their cookie acceptance and deletion. • A cookie is linked to the browser that accepted it. If a person uses different browsers (for example Internet Explorer and FireFox) this person will generate multiple cookies
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
How the survey system works
Website 1
Website or channel 2
Website or channel 3
Website or channel 7
Survey
D +1 D +3 D +95
………….
Survey database
Cookie number: A24633458394355677
STEP 1: The visitor answers to the survey in one website
STEP 2: In the Survey database, a pair cookie-answers is stored
STEP 3: Every time that the cookie is detected in any of the websites, the answers of the individual are added to the profile of the site.
Why Market Intelligence?
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
• Check page tagging on a regular basis• Missing tag• Erroneous tag• Multiple tags on the same page• Position of tag within the page
Quality Assurance Procedures
• Multiple fraud traffic detection algorithms are in place
• User agent (Spider & Robots list such as GoogleBot) are automatically excluded
• We have also created algorithms to identify and discard non-human traffic that is generated by forging fake packets (fake IE or Mozilla UA)
• The reported page impressions are legitimate pages viewed from a real user
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
• Provide tagging that avoids i-frame forgeriesWe developed a custom variable in the tag to ensure i-frame forgeries cannot be performed (a site that is external to the measurement system that includes a publisher's homepage in an invisible frame in order to increase their page impressions and reach). This ensures that every single reported page impression was generated by a unique browser that was surfing on the actual site providing the content and not somewhere else.
Quality Assurance Procedures
• Be compliant with all the major international rules
Check and advise about consistency with international rules, JICs rules, IAB compliancy, etc. (are auto-refreshed pages legitimate? Are exit pages legitimate?, User session duration calculation, Page duration calculation, etc)
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Demographic detail
Comparable with other media
People metric
All pages and applications
Census figures
Daily updates
All locations
Measures long tail
The Hybrid System
Panel Strengths
Tagging Strengths
Hybrid
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Metrics and Example Data from Serbia
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Title of Presentation
The MetricsCookies / Unique Browsers (UB) – Cookies are pieces of text stored on a computer via the web browser. This figure is used to give us a rough estimate of the users and user stability on a site.
Average Daily UB – The average amount of cookies collected per day over a selected period. This is the best representation of people via cookies according to Nielsen.
Page Impressions – the amount of pages viewed on a site calculated via a tag firing on the bottom of a web page
User Sessions – The amount of times cookies have logged onto a site in total
Average Page Duration (APD) – Average amount of time spent on a page
Average Session Duration (ASD) – Average amount of time spent during a site browsing session
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Data Examples
Topic of Presentation
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Topic of Presentation
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Topic of Presentation
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Thank you
Andrew Felbert Commercial Director, EMEAEndeavour HouseLondonUK+44 7792 [email protected]@agbnielsen.rs