Marjolijn Kamphuis, OKGO

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 PanelMobile 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 purelybased on social media analysis…

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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

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Meeting

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too far Buy flowers

(Sales) effecten toerekenen aan media

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Base & Seasonality Trend TV Investment PR InvestmentNewspaper & Magazines Investment Doordrop Investment Promotion Teams Investment Display InvestmentPromotions Unemployment Competitor

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(m€)

- 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 BiddingCirca 10% van online display wordt nu al in NL via RTB ingekocht

Meer info opwww.mwg.nl