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 Panel

Mobile 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 purely based on social media analysis…

… don’t. The Young

Ones

South Park

Star Wars

Scrubs Blackadder

The Big Bang Theory

The Inbetweeners

Top Gear

Family Guy

The Simpsons

0

500

1.000

1.500

2.000

2.500

Duizenden

facebook fans

Au

die

nce S

ize

Beverly Hills 90210

EastEnders

One Tree Hill

The Voice UK

Question Time Homeland

Crimewatch

The Apprentice

Made in Chelsea

Britain’s Got Talent

0

2.000

4.000

6.000

8.000

10.000

12.000

Duizenden

Au

die

nce S

ize

Tweets

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

Mee

t for a d

rink

Mee

ting

Gym

Lun

ch

wo

rk

ho

me

too

far Bu

y flow

ers

(Sales) effecten toerekenen aan media

E

C

O

N

O

M

E

T

R

I

C

S

-0,5

0,5

1,5

2,5

Sale

s V

alu

e (

m€

)

Base & Seasonality Trend TV Investment

PR Investment Newspaper & Magazines Investment Doordrop Investment

Promotion Teams Investment Display Investment Promotions

Unemployment Competitor

- 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 Bidding Circa 10% van online display wordt nu al in NL via RTB ingekocht

Meer info op

www.mwg.nl