marjolijn kamphuis, okgo opt-in cookie panel permissions data integration tv meter panel online...
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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…
… don’t.0
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facebook fans
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4,000,000
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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
Meet for a drink
Meeting
Gym
Lunch
work
home
too far Buy flowers
(Sales) effecten toerekenen aan media
ECONOMETRIC
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Serie
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Base & Seasonality Trend TV Investment PR InvestmentNewspaper & Magazines Investment Doordrop Investment Promotion Teams Investment Display InvestmentPromotions Unemployment Competitor
Sale
s Va
lue
(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