From 2008, following the acquisition of a local search engine najdi.si, TSmedia started to focus more on the internet industry. The management of an extended portfolio required more involvement from various departments. Throughout the years the traffic on TSmedia websites was growing rapidly and so were the needs of reporting and analysis. In 2011 TSmedia was already using several web analytics tools but the company was losing a lot of time on gathering all data from various sources. There was a big confusion comparing unique visitor statistics over different web sites.

As duplication could not be measured, the total reach of cookie visitors was left unknown. A quick dashboard overview regarding all of the group’s performance was impossible to obtain. It was clear that the current solutions are no longer suitable and TSmedia needs an advanced web analytics tool. A tool that is easy to use for departments of management, sales, marketing, editors and IT at the same time.

Representing our data as the whole group was of utmost importance. We wanted to have an overview of activities on our websites in one place, says Matjaž Vončina, Product Manager at TSmedia.

Business Challenge

Solution

TSmedia integrated gemiusPrism web analytics tool across all website properties to improve data utilization. The final solution combined data from different sources, taking into account visitors’ duplication. gemiusPrism provided customizable reports, measuring performance across multiple channels and visitor behaviour on individual segment level.

About TSmedia

TSmedia covers the publishing part of Telekom Slovenia Group company, which is the leading Telecommunications Company and one of the major businesses in Slovenia, operating also on other markets of SE Europe. The companies of the Group cover the areas of fixed and mobile communications, IT system development, telecommunication networks and multimedia. TSmedia internet assets include seven major websites which, according to gemiusAudience research data, in total had 67% reach of Slovenian internet users (October 2012). Four of them are publishing websites – local search engine najdi.si with 41% internet users reach, news site siol.net with 39% reach, telephone catalogue itis.si with 26% and business catalogue bizi.si with 19% reach. From internet operations point of view, TSmedia is unique in the way that the company combines the roles of a publisher and an advertiser at the same time. The remaining three of their portfolio websites, mobitel.si, telekom.is and itak.si, are company’s related products.

Results

With the use of gemiusPrism web analytics TSmedia can make in minutes a report which earlier used to take a whole day work.

All of the decisions related to websites are now made basing on hard data not assumptions. TSmedia is offering various types of web services to its users and it required an assistance in implementation of gemiusPrism codes. With the help of Gemius international specialists, it was easy to integrate dedicated parameters to make monitoring specific goals and constructing user segments possible later on. The general implementation of the study allowed benefiting not only from information regarding given web sites but using parameter values across all web services.

The final solution delivered extended the amount of data with less resource requirements needed to utilize it for business decisions. The benefits from employment of the new technology were felt across departments:

Editors’ ultimate knowledgeFlexible segment analysis and observation of funnel reports allows editors to learn the interests of website’s users. The speed of data presentation encourages them to change the content more frequently, which results in traffic increase and loyalty of the users.

IT saves timeOwnership of traffic data secures its accessibility at any given time. The usability is saving headaches for IT department which used to be targeted with all the custom requests, thus IT saves a lot of time and they pay more attention to project development instead.

Trustworthy Sales teamSophisticated statistics available in the interface make sales team more agile. They have more hard data to support their selling arguments. At the same time it adds extra credibility, since this data is coherent with online audience measurement currency, the gemiusAudience study.

Marketing optimizationMonitoring of marketing activities is improved by enhanced advertising campaigns insights. Automatic filtering allows distinguishing campaign traffic and breaks it down to significant parameters. It helps to find the most effective placements and optimize advertising budgets. In addition, extremely flexible funnels allow acknowledging the most influential factors in reaching website goals.

Well-informed ManagementPerformance of all publishing assets is analysed basing on reports from non-sampled data and delivered via email. Retrospectivness of customized reports allows making thorough analyses at the end of the year. Management board appreciates the possibility of using Gemius support and consultation with their international experts.

Thanks to Gemius we were able to arrange day-to-day processes in all of our departments in an easier and more convenient way for our employees. When we have internal meetings we are not talking about apples and pears anymore but about common and comparable data. That made us more effective and, of course, it can be also noticed in the numbers, says Matjaž Vončina, Product Manager at TSmedia.

For more information visit www.gemius.com