GfK Panel Services / DDMA Ilounge 2012

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1 GfK Panel Services / DDMA Ilounge 2012

2 Inhoud 1 Introductie 2 Intro Media Efficiency Panel 3 4 Conversie Attributie Customer Journey 5 Tot slot GfK 2012 Title of presentation DD. Month

3 1 Introductie GfK Nederland Marcel Buskermolen Consultant Media at GfK Intomart GfK Hilversum, NL Marketing and Media Research GfK Panel Services Dongen NL, Brussels BE Consumer Tracking GfK Retail & Technology Amstelveen NL, Brussels BE Retail Tracking Media research, SKO, And Brand tracking (GfK Daphne) Consumer Centric Approach Market Centric Approach GfK 2012 Title of presentation DD. Month

4 2 Intro Media Efficiency Panel Promo Price Print Mobile TV Bankaccou nts Purchase Radio Loyalt y Media Online Outdoor Folder Tablet Psycho - graphic Personal/ Imago Demographic GfK 2012 Title of presentation DD. Month

5 Online: Hard Facts by Technical Measurement An intelligent system analyses the internet usage of panelists. Web-Server delivers content Ad-Server advertisement Panellist searches 1 Functions of browser- Extension: All the URLs calls of all the household users, will be registered in all the PCs The advertisement shown to the user is identified. Website» sends Browser- Extension 3 Retrieval queries in advertising-relevant search engines are registered. GfK- Server with Nurago technology» The collected data is delivered to the GfK server. GfK 2012 Title of presentation DD. Month

6 Overzicht TV meet methode Audio van de smartphone wordt gekoppeld aan de TV Audio middels geluidsherkenning aan de 12 meest gebruikte zenders van Nederland. Sound Recognition TV Audio Sounds Provides recorded Media Recording Ambient Audio Matching Acoustic Fingerprint Contact met TV reclame campagne Acoustic Fingerprint GfK 2012 Title of presentation DD. Month

7 Data wordt gematched met 12 TV zenders 90% markt GfK 2012 Title of presentation DD. Month

8 Increase in sales Mogelijkheden: Roi per kanaal 0.25% 0.20% 0.15% 0.10% TV Print Rich Media YouTube Rich Media Other 0.05% 0.00% = Average number of contacts Average number of contacts GfK 2012 Title of presentation DD. Month

9 Kijkgedrag klant supermarkt X vs Kijkaandeel secundaire klanten supermarkt X 50% 40% 42% 30% 20% 17% 10% 0% 11% 10% 6% 6% 1% 3% 2% 24% 7% 9% 23% 4% 7% 2% 11% 4% 7% 3% NED1 NED2 NED3 RTL4 RTL5 RLT7 RTL8 SBS6 NET5 VERONICA OVERIG 1% 1% Aandeel TV-bestedingen Kijkaandeel GfK 2012 Title of presentation DD. Month

10 3 Conversie Attributie 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 GfK 2012 Title of presentation DD. Month

11 Conversie Attributie Bron: econsultancy google feb Marketing attribution; Valuing the customer Journey GfK 2012 Title of presentation DD. Month

12 Conversie Attributie Bron: econsultancy google feb Marketing attribution; Valuing the customer Journey GfK 2012 Title of presentation DD. Month

13 4 The Customer Journey GfK 2012 Title of presentation DD. Month

14 Comparison Manufacturer Search Retailer Provider 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. 17 visits 12 visits 5 visits Hollands nieuwe Gsmweb Telefoons vergelijken T-Mobile Hollands nieuwe 2 visits 0 visits Week 7 Day 44 Week 5 Week 4 Week 3 Day 3 Day 1 Week 6 Time before purchase Week 2 Day 2 GfK 2012 Title of presentation DD. Month

15 Purchase R.O.P.O effect Research Online, Purchase Offline Research Buyer new Mobile Online Online & Offline Offline Online 49% 14% 3% Offline 12% 17% 5% GfK 2012 Title of presentation DD. Month

16 Air Aggregator Search 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! Same color represents visit to same retailer Destination Retailer visits 14 visits 6 visits 1 visit 2 visits Last click scope 1 1 Start Booking GfK 2012 Title of presentation DD. Month

17 GfK 2013: een nieuw model voor attributie (i.s.m. Aimark) 17 visits 12 visits 5 visits Hollands nieuwe Gsmweb Telefoons vergelijken T-Mobile Hollands nieuwe 2 visits TV confrontatie commercials Fysieke winkelbezoeken GfK 2012 Title of presentation DD. Month

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. GfK 2012 Title of presentation DD. Month

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