copyright © 2011 the nielsen company. confidential and proprietary. digital market measurement...

Copyright © 2011 The Nielsen Company. Confidential and proprietary.

Digital Market Measurement & MetricsSerbia April 2011Andrew Felbert


Creating A Currency

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Why have Internet Audience Measurement

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The building blocks of a currency

Clear rulesEngagement with stakeholdersKnown methodologyNo ‘black box’

Fair, 3rd partyCompletely objectiveNo room for ‘gaming’

Consistent over timeConsistent with global IAB norms’

Expert, credible approachSanctioned by the marketEducating the market

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Publisher/Brand/Channel and Categories

• Nielsen provides and enforces a set of rules to guarantee that all the participants in the system are presented under the same conditions.– Market View structure with strict definitions of

– A Categorization system that allows to rank and compare same-to-same contents. Again with strict publication rules.

• Plus a set of advanced rules to tackle all the new and specific issues of the internet: Ajax, Video, Flash, Mobile.


Overview of the Techniques

How we measure Internet

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Panel Tracking

World Wide Web

SecureReal-Time

Data Transfer

Oracle Data Warehouse

Recruited Panel Members (2+)(2+)

Desktop Meter

Data Mining & Analytical ServicesSyndicated Web Reporting System

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Tagging

• 100.000.000.000 events per month • Tag structure allows for simplicity

<script src="//secure-**.imrworldwide.com/v60.js"></script><script type="text/javascript"> nol_t({cid:"ClientID",content:"ContentGroup",server:"secure-**"}).record().post();</script><noscript> <div> <img src="//secure-**.imrworldwide.com/cgi-bin/m?ci=ClientID&cg=ContentGroup&cc=1&ts=noscript" alt="" /> </div></noscript>

Standard tag allows to track 99% of pages without any kind of customization. A simple copy/paste can do the implementation job

(and of course we support more sophisticated methods)

Advanced Options are:-Tracking of non-standard web pages-Tracking of all Ajax and Flash events-Tracking of mobile websites

Specific solution for Video measurement

Why Market Intelligence?

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As measurement is done in the destiny point, in the moment of the unload of the page, we can:

To count exactly visitors figuresTo count how many visits the visitors have madeTo make a correct account of pages viewed

And of course, to generate an analysis of high value from this information and another data that can be obtained without affecting to visitors anonymity.

Advantages of measurement based on tags

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Cookies Vs People

Topic of Presentation

Vs

Cookie facts:

• Cookies can be accepted or not accepted by a user. • Once accepted, cookies can be deleted or not by a user. • There is software that helps users manage their cookie acceptance and deletion. • A cookie is linked to the browser that accepted it. If a person uses different browsers (for example Internet Explorer and FireFox) this person will generate multiple cookies

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How the survey system works

Website 1

Website or channel 2



Survey

D +1 D +3 D +95

………….

Survey database

Cookie number: A24633458394355677

STEP 1: The visitor answers to the survey in one website

STEP 2: In the Survey database, a pair cookie-answers is stored

STEP 3: Every time that the cookie is detected in any of the websites, the answers of the individual are added to the profile of the site.

Why Market Intelligence?

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• Check page tagging on a regular basis• Missing tag• Erroneous tag• Multiple tags on the same page• Position of tag within the page

Quality Assurance Procedures

• Multiple fraud traffic detection algorithms are in place

• User agent (Spider & Robots list such as GoogleBot) are automatically excluded

• We have also created algorithms to identify and discard non-human traffic that is generated by forging fake packets (fake IE or Mozilla UA)

• The reported page impressions are legitimate pages viewed from a real user

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• Provide tagging that avoids i-frame forgeriesWe developed a custom variable in the tag to ensure i-frame forgeries cannot be performed (a site that is external to the measurement system that includes a publisher's homepage in an invisible frame in order to increase their page impressions and reach). This ensures that every single reported page impression was generated by a unique browser that was surfing on the actual site providing the content and not somewhere else.

Quality Assurance Procedures

• Be compliant with all the major international rules

Check and advise about consistency with international rules, JICs rules, IAB compliancy, etc. (are auto-refreshed pages legitimate? Are exit pages legitimate?, User session duration calculation, Page duration calculation, etc)

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Demographic detail

Comparable with other media

People metric

All pages and applications

Census figures

Daily updates

All locations

Measures long tail

The Hybrid System

Panel Strengths

Tagging Strengths

Hybrid


Metrics and Example Data from Serbia

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Title of Presentation

The MetricsCookies / Unique Browsers (UB) – Cookies are pieces of text stored on a computer via the web browser. This figure is used to give us a rough estimate of the users and user stability on a site.

Average Daily UB – The average amount of cookies collected per day over a selected period. This is the best representation of people via cookies according to Nielsen.

Page Impressions – the amount of pages viewed on a site calculated via a tag firing on the bottom of a web page

User Sessions – The amount of times cookies have logged onto a site in total

Average Page Duration (APD) – Average amount of time spent on a page

Average Session Duration (ASD) – Average amount of time spent during a site browsing session

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Data Examples


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Thank you

Andrew Felbert Commercial Director, EMEAEndeavour HouseLondonUK+44 7792 [email protected]@agbnielsen.rs

copyright © 2011 the nielsen company. confidential and proprietary. digital market measurement...

Documents

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