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March 4-7, 2014 Ramada Hotel, Singapore
www.mrmw.net
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March 4-7, 2014 Ramada Hotel, Singapore
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March 4-7, 2014 Ramada Hotel, Singapore
www.mrmw.net
LEVERAGING MOBILE TECHNOLOGIES FOR RETAIL CHANNEL SURVEY
TUNG, WHYE LOON; LIN, XIAOYU; BANKS, TIMOTHY
NIELSEN SINGAPORE, MEASUREMENT SCIENCE INNOVATION LAB
47 SCOTTS ROAD #13-00 GOLDBELL TOWERS S(228233)
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Help our clients have the most complete understanding of consumers worldwide
Our Mission
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If consumers:
• Watch it
• Read it
• Listen to it
• Play it
• Share it
• Interact with it
• Or buy it
Nielsen provides unique insights into their behavior
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RETAIL CHANNEL SURVEY – UNDERSTANDING THE MARKET SIZE & COMPOSITION
Number of sales outlets, types of outlets, products carried, panel recruitment
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FROM PAPER-BASED TO MOBILE RETAIL CHANNEL SURVEY
Now - Survey using device Before - Survey using paper
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THE INFOCOMM TECHNOLOGY (ICT) ERA
• Great opportunities for MR innovations
• Offers wider reach & faster turnaround
• Digitization of data
• Higher throughput & better quality control
• Advancement in mobile communications, GPS
• Seamless integration of front- and back-end
We can leverage on technologies to enhance efficiency and drive data
quality improvements
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Navigation & Geo-fencing
Data analytics & quality engine
Survey path-tracking
LEVERAGING TECHNOLOGIES FOR SURVEY
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COMPONENT #1: NAVIGATION & GEO-FENCING
Each survey block/area has GIS digital boundaries
Boundaries overlaid on street map and display on HHT/mobile device
GPS system helps to guide data collectors to assigned survey areas and prevent them from straying into neighboring areas
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COMPONENT #2: PATH-TRACKING
Helps to improve coverage levels & prevents data collector missing part(s) of survey area
Supervisor can monitor progress of data collector
Improves efficiency and quality of data collection process by mitigating double-counting
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COMPONENT #3: DATA ANALYTICS ENGINE
Checks completeness and response logic of surveys
Monitor growth trends by retail channel type and flags quality issue if there is huge divergence
Reduces data cycle time and enhances data quality for continuous retail universe estimation and update
Statistician (Retail universe computation)
Chain of BUs and processes handling the data
Data upload
Field data collector
Data quality report
Data quality issue is raised long after collection has ended
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QUESTIONS?
THANK YOU!
Title Sponsor Gold Sponsor Silver Sponsors
Bag Sponsor Workshop Host
Sponsor
Event App
Partner
Networking Reception
Partner
March 4-7, 2014 Ramada Hotel, Singapore
www.mrmw.net
Association and Media Partners
March 4-7, 2014 Ramada Hotel, Singapore
www.mrmw.net
March 4-7, 2014 Ramada Hotel, Singapore
www.mrmw.net
