Learn more about your consumer online

Keeping trackwherever they go.

Marta Klepka

I-COM

Lisbon, 10.03.2010

1 2 3 4Start with what you already have: the web site.

KNOW YOUR USERSand find out who you communicate with.

Step:1 2 3 4Know your users \\ Available data

Basic informationPaths, visited sections, time, SE data, geographical location, clicks, loyalty, etc

Advanced insights• Socio-demography and consumers’ habits, media consumption, • Type of engaging content including rich media (video, audio, flash,

silverlight),• Traffic coming from online campaigns and newsletters,• Devices and applications for online surfing (mobile devices, desktop

apps),• User segmentation based on their behaviour and profile, • Users’ declarations.

Step:1 2 3 4

11%

20%

6%

9%

8%

19%

19%

14%

24%

15%

7%

11%

8%

7%

5%

7%

11%

13%

6%

14%

8%

13%

6%

10%

7%

5%

7% 28%

12%

22%

26%

34%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Accidental Users

Heavy Users

Relaxed Explorers

News Seekers

Surface Surfers

Frontpage News Vip/GossipTV-schedule Programmes FinanceSport Blog WeatherChildren Games outside of the analysed sections

Know your users

Source: gemiusSequence, July 2009

1 2 3 4

online and check how they communicate, entertain and learn.

Go beyond your site.

MEET ALL CONSUMERS

Step:1 2 3 4

Basic information

• Real Users (≠cookies) no., page views, visits, time, affinity index,

• Socio-demography & consumer habits, media consumption,

• Rankings of most popular browsers, OS, flash versions, system information, SE.

Advanced insight

• Type of content including rich media,

• Duplication of the users, in-depth site-centric and software panel data,

• Devices and applications for online surfing (mobile devices, desktop apps),

• User segmentation based on their behaviour and profile,

• Users’ declarations.

Meet all consumers \\ Available data

Step:1 2 3 4

2,4 5,2 6,8 4,8 3,2 6,4 7,3 2,0 6,9 3,7 4,5

01:52 02:40 05:19 03:32 03:13 07:28 05:48 02:18 11:21 02:18 02:13

00:00

03:01

06:03

09:04

12:06

0

1

2

3

4

5

6

7

8

websi

te A

websi

te B

websi

te C

websi

te D

websi

te E

websi

te F

websi

te G

websi

te H

websi

te I

websi

te J

websi

te K

Avg. number of views and amount of time spent in a session on website A and competitors' websites - comparison

Avg. number of site views in a session Avg. time spent on a website in a session

Source: gemiusSequence, June 2009

Meet all consumers

Step:1 2 3 4Meet all consumers

Negative associations

• „Supermarket brand”

• Unhealthy

• Addictive

• Low quality ingredients

Positive associations

• Good price

• The dog likes it

• Cute advertisements

• Treats and toys for

dogs

Neutral associations

• No negative comments

about the brand

19%70% 11%

1 2 3 4

your message online & use the internet as the sales channel.

Now that you know them,

START COMMUNICATING

Step:1 2 3 4Start communicating \\ Available data

Background for campaigns’ optimization:

Basic information • Campaign audience: no. of impressions, clicks, actions, reach,• Frequency of ad exposure, geographical location,• E-mail/search/display campaigns current results.

Advanced insights • Data on popularity and interaction with rich media formats

including in-stream advertising,• Post-click vs post-view actions.

Step:1 2 3 4

Seeking for the product

Start communicating

Step:1 2 3 4

Seeking for the product

Start communicating

Step:1 2 3 4

No Action

Nice, but I won’t buy it!

Start communicating

Step:1 2 3 4

Re-targeted Ad

Start communicating

Step:1 2 3 4

Action

I buy it!

Start communicating

Step:1 2 3 4

Action

Results?

• 44,61% of sales coming from re-targeted ads• CTR was 350% higher compared to the original campaign• 3050% more sales compared to original

campaign!

Source: AdOcean, Wizzair campaign on CEMP portfolio ,Hungary, December 2009

Start communicating

1 2 3 4

of your online communication & sales efforts.

Got your message across?

VERIFY THE EFFECTIVENESS

Step:1 2 3 4 Verify the effectiveness \\ Available data

Information for evaluation of the results

Basic information • Campaign audience on all sites: no. of impressions, clicks, actions, reach,• Frequency of ad contacts, geographical location,• Monitoring e-mail/search/display campaigns.

Advanced insights• Socio-demography of the campaign audience embedded in the ad server for

agencies, • Data on popularity and interaction with rich media formats,• Post-click vs. post-view actions & advanced ROI analysis• Impact of the campaign on the micro sites, product sites, e-shop sales.

Step:1 2 3 4

77,6%

82,6%

87,1%

77,6%

83,4%

83,3%

80,4%

83,6%

76,3%

74,9%

81,8%

79,2%

70,0% 73,0% 76,0% 79,0% 82,0% 85,0% 88,0%

higher education

secondary

vocational

primary

55 and older

45-54

35-44

25-34

15-24

below 15 years old

men

women

SE

XA

GE

ED

UC

AT

ION

Verify the effectiveness

Campaign audience profiling (CR)

Step:1 2 3 4

0,76%

1,05%

0,00%

0,84%

1,66%

1,20%

1,76%

0,47%

0,75%

0,00%

1,31%

0,70%

0,00% 0,40% 0,80% 1,20% 1,60% 2,00%

higher education

secondary

vocational

primary

55 and older

45-54

35-44

25-34

15-24

below 15 years old

men

women

SE

XA

GE

ED

UC

AT

ION

Verify the effectiveness

Campaign audience profiling (AR)

1 2 3 4Know your users

Meet your consumers

Start communicating

Verify the effectiveness

• Site-centric tools(Web analytics, -heat/link map, -video/audio content, mobile surfing)

• Users profiling, -tracking andsegmentation

• Consumer insights(quali&quantitative)

• Site & user–centric measurement(Rankings of web sites,-applications, content; media planning data)

• Users profiling,-tracking andsegmentation

• Consumer insights(quali&quantitative)

• Ad serving

• Targeting services

• Campaign optimizing

• Performance analysis for e-commerce

• Campaign monitoring

• Campaign audience profiling

• Branding effect studies

• In-depth analysis of ad server and web analytics data

Tools to support online communication, strategy planning and execution:

• from concept creation to evaluation;

• complex solution to measure all online marketing activities.

Thank You!

Contact:

Marta KlepkaDeputy Director of International Operations

marta.klepka@gemius.com

mobile +48 607 676 620

Any questions?