Download - Nielsen TAM Panel Specifics
THE START UP PROJECT
Sofocles Markides October 2013
TAM UKRAINE
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RUN DOWN
• Advantages & Opportunities of the Nielsen panel
• Nielsen’s Scope
• Scope of the Measurement
• The Start up team
• Today’s Status
• Key factors of Success
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ADVANTAGES & OPPORTUNITIES – NIELSEN PANEL
• Use of latest generation of metering technology – future proof panel
• Implementation of highest level security measures – customized for Ukraine
• Intensive involvement of corporate support centers for the hiring, training and transfer of know-how to the local team.
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NIELSEN’S SCOPE – PANEL LIFE CYCLE
Recr
uitm
ent • Selection
• Management • Recruitment
Inst
alla
tion • Metering
• Welcome kit • Face to face
training • Welcome call • Training over the
phone
Mai
nten
ance
• HHs Intab • Quality of Data • Training over the
phone • New Devices • Demo update • Coincidental • Incentive
Management
Dei
nsta
ll • Panel age • Forced turn
over • Natural turn
over
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NIELSEN’S SCOPE – DATA PRODUCTION Se
curit
y • Databases reside abroad
• Highly sophisticated access rights
• Full production cycle executed abroad
• Full data encryption
Dat
a Co
llect
ion • Daily collection of
meter data • Secure and
reliable proprietary protocol
Mat
chin
g &
Cre
ditin
g Pr
oces
s • Channel identification
• Viewing activities • Output supply to
production system
Valid
atio
n &
Wei
ghtin
g • Eliminating inconsistencies
• Identifying faulty homes
• Representation of universes
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SCOPE OF THE MEASUREMENT
• Live viewing
• Time Shifted Viewing (7 days)
• Digital and Analogue and Satellite broadcasting
• All non-broadcast devices connected on a TV set
• 40+ reported channels • Can be increased upon TIK’s request
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THE START UP MANAGEMENT TEAM
• International team of 12 managers from various centres of excellence ensures implementation of best practices on:
• Methodology
• Process implementation
• Governance
• Data production
• KPIs
• Security
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THE START UP – INTERNATIONAL STAFF
• International team of 15 experts from all fields
• Recruit & hire the local structure of 115 employees
• Train, shadow, implement &control all steps of the TAM process • Recruitment, Panel Management & Quality Control
• Meter Installation, Statement Control, Performance & Troubleshooting
• Stock Control & Logistics
• Reference Site - Installation, Maintenance & Control
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Best Practices
Documented procedures
Systems & tools
Panel trained & motivated
Team commitment & alignment
KEY SUCCESS FACTORS
Quality Control & Panel
Management
Tech’s Mng
Recruitment