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Page 1: Marjolijn Kamphuis, OKGO Opt-in Cookie panel Permissions Data integration TV Meter Panel Online Panel Mobile Meter Panel Measuring content
Page 2: Marjolijn Kamphuis, OKGO Opt-in Cookie panel Permissions Data integration TV Meter Panel Online Panel Mobile Meter Panel Measuring content

Marjolijn Kamphuis, OKGO

Page 3: Marjolijn Kamphuis, OKGO Opt-in Cookie panel Permissions Data integration TV Meter Panel Online Panel Mobile Meter Panel Measuring content
Page 4: Marjolijn Kamphuis, OKGO Opt-in Cookie panel Permissions Data integration TV Meter Panel Online Panel Mobile Meter Panel Measuring content
Page 5: Marjolijn Kamphuis, OKGO Opt-in Cookie panel Permissions Data integration TV Meter Panel Online Panel Mobile Meter Panel Measuring content
Page 6: Marjolijn Kamphuis, OKGO Opt-in Cookie panel Permissions Data integration TV Meter Panel Online Panel Mobile Meter Panel Measuring content
Page 7: Marjolijn Kamphuis, OKGO Opt-in Cookie panel Permissions Data integration TV Meter Panel Online Panel Mobile Meter Panel Measuring content
Page 8: Marjolijn Kamphuis, OKGO Opt-in Cookie panel Permissions Data integration TV Meter Panel Online Panel Mobile Meter Panel Measuring content
Page 9: Marjolijn Kamphuis, OKGO Opt-in Cookie panel Permissions Data integration TV Meter Panel Online Panel Mobile Meter Panel Measuring content

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.

Page 10: Marjolijn Kamphuis, OKGO Opt-in Cookie panel Permissions Data integration TV Meter Panel Online Panel Mobile Meter Panel Measuring content

If you’re making decisions purelybased on social media analysis…

… don’t.0

500,000

1,000,000

1,500,000

2,000,000

2,500,000

Series1

facebook fans

Au

die

nce

Siz

e

0

2,000,000

4,000,000

6,000,000

8,000,000

10,000,000

12,000,000

Series1

Au

die

nce

Siz

eTweets

Social intelligence? Available ≠ Valuable

Page 11: Marjolijn Kamphuis, OKGO Opt-in Cookie panel Permissions Data integration TV Meter Panel Online Panel Mobile Meter Panel Measuring content

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

Meet for a drink

Meeting

Gym

Lunch

work

home

too far Buy flowers

Page 12: Marjolijn Kamphuis, OKGO Opt-in Cookie panel Permissions Data integration TV Meter Panel Online Panel Mobile Meter Panel Measuring content
Page 13: Marjolijn Kamphuis, OKGO Opt-in Cookie panel Permissions Data integration TV Meter Panel Online Panel Mobile Meter Panel Measuring content
Page 14: Marjolijn Kamphuis, OKGO Opt-in Cookie panel Permissions Data integration TV Meter Panel Online Panel Mobile Meter Panel Measuring content
Page 15: Marjolijn Kamphuis, OKGO Opt-in Cookie panel Permissions Data integration TV Meter Panel Online Panel Mobile Meter Panel Measuring content
Page 16: Marjolijn Kamphuis, OKGO Opt-in Cookie panel Permissions Data integration TV Meter Panel Online Panel Mobile Meter Panel Measuring content

(Sales) effecten toerekenen aan media

ECONOMETRIC

S

Serie

s1

-5000000

50000010000001500000200000025000003000000

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

Sale

s Va

lue

(m€)

Page 17: Marjolijn Kamphuis, OKGO Opt-in Cookie panel Permissions Data integration TV Meter Panel Online Panel Mobile Meter Panel Measuring content

- 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

Page 18: Marjolijn Kamphuis, OKGO Opt-in Cookie panel Permissions Data integration TV Meter Panel Online Panel Mobile Meter Panel Measuring content

Meer info opwww.mwg.nl