MWG Big Data & Media 20 november 2012
Post on 29-Nov-2014
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Marjolijn Kamphuis, OKGO
TV Return Path Data
Site traffic. Social media.
Mobile server data
Reference data (loyalty, geographic,
customer data, advertising logs, etc.)
Opt-in
Cookie panel
Permissions
Data integration
TV Meter Panel
Online Panel
Mobile Meter Panel
Measuring content across platforms
New tools to measure the heterogeneity of the digital audience and cross-platform cross-media consumption
In real time.
If you’re making decisions purely based on social media analysis…
… don’t. The Young
Ones
South Park
Star Wars
Scrubs Blackadder
The Big Bang Theory
The Inbetweeners
Top Gear
Family Guy
The Simpsons
0
500
1.000
1.500
2.000
2.500
Duizenden
facebook fans
Au
die
nce S
ize
Beverly Hills 90210
EastEnders
One Tree Hill
The Voice UK
Question Time Homeland
Crimewatch
The Apprentice
Made in Chelsea
Britain’s Got Talent
0
2.000
4.000
6.000
8.000
10.000
12.000
Duizenden
Au
die
nce S
ize
Tweets
Social intelligence? Available ≠ Valuable
Geo Intelligence – everything happens somewhere
Most data has a spatial
component, most of
our devices are geo-
connected
Spatial context is key
to analyze behaviour
and intention
The ‚where‘ is needed
to analyse the ‚what‘
and understand the
‚why‘
Location, movement
and taxonomy
influence predictive
analytical performance
Mee
t for a d
rink
Mee
ting
Gym
Lun
ch
wo
rk
ho
me
too
far Bu
y flow
ers
(Sales) effecten toerekenen aan media
E
C
O
N
O
M
E
T
R
I
C
S
-0,5
0,5
1,5
2,5
Sale
s V
alu
e (
m€
)
Base & Seasonality Trend TV Investment
PR Investment Newspaper & Magazines Investment Doordrop Investment
Promotion Teams Investment Display Investment Promotions
Unemployment Competitor
- TV Connected TV’s / Live TV via tablet / smartphone/ STB / RPD / VOD
- RADIO Digital Radio / Spotify / MyRadio.nl
- PRINT E-readers / tablet / apps / digitale replica’s
- OOH Narrowcasting / smart displays
• IP enabled devices
In 2020: verdere digitalisering van (traditionele) media
Nieuwe terrein voor RTB – Real Time Bidding Circa 10% van online display wordt nu al in NL via RTB ingekocht
Meer info op
www.mwg.nl
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