Download - I Com Marta Klepka Gemius 10032010
Learn more about your consumer online
Keeping trackwherever they go.
Marta Klepka
I-COM
Lisbon, 10.03.2010
1 2 3 4Start with what you already have: the web site.
KNOW YOUR USERSand find out who you communicate with.
Step:1 2 3 4Know your users \\ Available data
Basic informationPaths, visited sections, time, SE data, geographical location, clicks, loyalty, etc
Advanced insights• Socio-demography and consumers’ habits, media consumption, • Type of engaging content including rich media (video, audio, flash,
silverlight),• Traffic coming from online campaigns and newsletters,• Devices and applications for online surfing (mobile devices, desktop
apps),• User segmentation based on their behaviour and profile, • Users’ declarations.
Step:1 2 3 4
11%
20%
6%
9%
8%
19%
19%
14%
24%
15%
7%
11%
8%
7%
5%
7%
11%
13%
6%
14%
8%
13%
6%
10%
7%
5%
7% 28%
12%
22%
26%
34%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Accidental Users
Heavy Users
Relaxed Explorers
News Seekers
Surface Surfers
Frontpage News Vip/GossipTV-schedule Programmes FinanceSport Blog WeatherChildren Games outside of the analysed sections
Know your users
Source: gemiusSequence, July 2009
1 2 3 4
online and check how they communicate, entertain and learn.
Go beyond your site.
MEET ALL CONSUMERS
Step:1 2 3 4
Basic information
• Real Users (≠cookies) no., page views, visits, time, affinity index,
• Socio-demography & consumer habits, media consumption,
• Rankings of most popular browsers, OS, flash versions, system information, SE.
Advanced insight
• Type of content including rich media,
• Duplication of the users, in-depth site-centric and software panel data,
• Devices and applications for online surfing (mobile devices, desktop apps),
• User segmentation based on their behaviour and profile,
• Users’ declarations.
Meet all consumers \\ Available data
Step:1 2 3 4
2,4 5,2 6,8 4,8 3,2 6,4 7,3 2,0 6,9 3,7 4,5
01:52 02:40 05:19 03:32 03:13 07:28 05:48 02:18 11:21 02:18 02:13
00:00
03:01
06:03
09:04
12:06
0
1
2
3
4
5
6
7
8
websi
te A
websi
te B
websi
te C
websi
te D
websi
te E
websi
te F
websi
te G
websi
te H
websi
te I
websi
te J
websi
te K
Avg. number of views and amount of time spent in a session on website A and competitors' websites - comparison
Avg. number of site views in a session Avg. time spent on a website in a session
Source: gemiusSequence, June 2009
Meet all consumers
Step:1 2 3 4Meet all consumers
Negative associations
• „Supermarket brand”
• Unhealthy
• Addictive
• Low quality ingredients
Positive associations
• Good price
• The dog likes it
• Cute advertisements
• Treats and toys for
dogs
Neutral associations
• No negative comments
about the brand
19%70% 11%
1 2 3 4
your message online & use the internet as the sales channel.
Now that you know them,
START COMMUNICATING
Step:1 2 3 4Start communicating \\ Available data
Background for campaigns’ optimization:
Basic information • Campaign audience: no. of impressions, clicks, actions, reach,• Frequency of ad exposure, geographical location,• E-mail/search/display campaigns current results.
Advanced insights • Data on popularity and interaction with rich media formats
including in-stream advertising,• Post-click vs post-view actions.
Step:1 2 3 4
Seeking for the product
Start communicating
Step:1 2 3 4
Seeking for the product
Start communicating
Step:1 2 3 4
No Action
Nice, but I won’t buy it!
Start communicating
Step:1 2 3 4
Re-targeted Ad
Start communicating
Step:1 2 3 4
Action
I buy it!
Start communicating
Step:1 2 3 4
Action
Results?
• 44,61% of sales coming from re-targeted ads• CTR was 350% higher compared to the original campaign• 3050% more sales compared to original
campaign!
Source: AdOcean, Wizzair campaign on CEMP portfolio ,Hungary, December 2009
Start communicating
1 2 3 4
of your online communication & sales efforts.
Got your message across?
VERIFY THE EFFECTIVENESS
Step:1 2 3 4 Verify the effectiveness \\ Available data
Information for evaluation of the results
Basic information • Campaign audience on all sites: no. of impressions, clicks, actions, reach,• Frequency of ad contacts, geographical location,• Monitoring e-mail/search/display campaigns.
Advanced insights• Socio-demography of the campaign audience embedded in the ad server for
agencies, • Data on popularity and interaction with rich media formats,• Post-click vs. post-view actions & advanced ROI analysis• Impact of the campaign on the micro sites, product sites, e-shop sales.
Step:1 2 3 4
77,6%
82,6%
87,1%
77,6%
83,4%
83,3%
80,4%
83,6%
76,3%
74,9%
81,8%
79,2%
70,0% 73,0% 76,0% 79,0% 82,0% 85,0% 88,0%
higher education
secondary
vocational
primary
55 and older
45-54
35-44
25-34
15-24
below 15 years old
men
women
SE
XA
GE
ED
UC
AT
ION
Verify the effectiveness
Campaign audience profiling (CR)
Step:1 2 3 4
0,76%
1,05%
0,00%
0,84%
1,66%
1,20%
1,76%
0,47%
0,75%
0,00%
1,31%
0,70%
0,00% 0,40% 0,80% 1,20% 1,60% 2,00%
higher education
secondary
vocational
primary
55 and older
45-54
35-44
25-34
15-24
below 15 years old
men
women
SE
XA
GE
ED
UC
AT
ION
Verify the effectiveness
Campaign audience profiling (AR)
1 2 3 4Know your users
Meet your consumers
Start communicating
Verify the effectiveness
• Site-centric tools(Web analytics, -heat/link map, -video/audio content, mobile surfing)
• Users profiling, -tracking andsegmentation
• Consumer insights(quali&quantitative)
• Site & user–centric measurement(Rankings of web sites,-applications, content; media planning data)
• Users profiling,-tracking andsegmentation
• Consumer insights(quali&quantitative)
• Ad serving
• Targeting services
• Campaign optimizing
• Performance analysis for e-commerce
• Campaign monitoring
• Campaign audience profiling
• Branding effect studies
• In-depth analysis of ad server and web analytics data
Tools to support online communication, strategy planning and execution:
• from concept creation to evaluation;
• complex solution to measure all online marketing activities.
Thank You!
Contact:
Marta KlepkaDeputy Director of International Operations
mobile +48 607 676 620
Any questions?