MMA SM2 Innovation Summit
Transcript of MMA SM2 Innovation Summit
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NYC, September 28th 2015
Eric Salama
MMA SM2 Innovation Summit
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What I Am Going To Try And Do …
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- Show you lots of stats about how mobile has become important
- Try and convince you that mobile-first thinking is critical or that a people-centric rather than a siloed approach to measurement and to ROI is necessary
- Show you lots of cool apps about what you can do with mobile devices
- Tell you how big and global Kantar is
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Audience Measurement Has Evolved With TV Core TV - viewing on the main screen
In the country where mobile and ecommerce have taken off, content consumption hasn’t
In China, with 1.28 billion TV viewers, 649 million internet users:
16 mins
Non-TV set viewing per day
Source: CSM Media Research/Kantar Media
Viewing on a TV per day
3
247 mins
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What I Am Going To Try And Do …
4
- Show you lots of stats about how mobile has become important
- Try and convince you that mobile-first thinking is critical or that a people-centric rather than a siloed approach to measurement and to ROI is necessary
- Show you lots of cool apps about what you can do with mobile devices
- Tell you how big and global Kantar is
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What I Am Going To Try And Do …
5
- Show you lots of stats about how mobile has become important
- Try and convince you that mobile-first thinking is critical or that a people-centric rather than a siloed approach to measurement and to ROI is necessary
- Show you lots of cool apps about what you can do with mobile devices
- Tell you how big and global Kantar is
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Data Saving Lives Red Cross uses health data via mobile to make crucial medical decisions
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Horse Tracker: Sport Data
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• Allow audiences to track their horses in
perfect sync with TV • Overcome the variable distribution
network latencies
What was their need?
What was the outcome?
#1 free app in the App Store +165,000 unique users during the event
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What I Am Going To Try And Do …
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- Discuss the opportunities it offers (with a research and insight bias in mind)
- Be clear about the barriers which stand in our way
- Ask for help in achieving what we need to achieve as an industry
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What Can We Do Now That We Couldn’t Do Before?
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- Reach new groups of people whose attitudes and behaviour we want to understand
- Understand them at the point of consumption
- Understand their behaviour + attitudes : both of which are important
- Understand them as people, not just as consumers of a given media
- Give clients a real sense of “buy and why”
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U.S. Purchases And Shopper Insights InfoScout tracks purchases across brands and retailers
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Brand Insights
Buyer Profiles
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What Can We Do Now That We Couldn’t Do Before?
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- Reach new groups of people whose attitudes and behaviour we want to understand
- Understand them at the point of consumption
- Understand their behaviour + attitudes : both of which are important
- Understand them as people, not just as consumers of a given media
- Give clients a real sense of “buy and why”
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Event Driven Survey : Comparing Bank Apps
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Bank App ‘A’
App Satisfaction
85% 60%
Bank App ‘B’
20% claim easy to deposit checks
10% claim easy to deposit checks
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What Can We Do Now That We Couldn’t Do Before?
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- Reach new groups of people whose attitudes and behaviour we want to understand
- Understand them at the point of consumption
- Understand their behaviour + attitudes : both of which are important
- Understand them as people, not just as consumers of a given media
- Give clients a real sense of “buy and why”
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Search Engine Results Pages (SERPs) Who is searching for cameras …?
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Meter data contains search terms typed
Meter data contains a list of the results
And we see what they do next …
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App Data
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You can answer questions like these: “What apps do people have installed?” “When do they use them?” “How many e-bay users also use Amazon?” “What are people browsing or searching in apps?” *
* Some apps such as Twitter or Banking apps use encrypted data, you can see the pattern of usage but not the content
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Advertising Exposure “Has someone seen my ad and has it changed their behaviour?”
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Tag Campaign
If your campaign has been tagged with K- tags you will be able to identify which panellists have seen it *
Behaviour
If you are interested in the effect on their behaviour you can see what they did next
Attitude
To understand the impact on their attitude you could issue a survey to exposed panellists
* Note that the size of the campaign and size of the meter panel will determine if a sufficient number of exposed panellists can be found
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As An Example; Understanding The Second Click Change in Cross-Shopping, Mobile vs. PC
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Amazon.com Walmart.com Amazon.com n/a +27%
BestBuy.com +38% -4%
HomeDepot.com +8% -34%
JCPenney.com -8% -24%
Kohls.com +36% -20%
Lowes.com -8% -45%
Macys.com +36% -5%
Sears.com -5% -23%
Target.com +75% +4%
Walmart.com +33% n/a
Read as: Mobile shoppers on Amazon.com are 38% more likely to also visit BestBuy.com than Desktop/PC visitors to Amazon.com
Amazon.com acts as the digital showroom. When shoppers come to your site, how easy is it for them to find what they are looking for?
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What Can We Do Now That We Couldn’t Do Before?
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- Reach new groups of people whose attitudes and behaviour we want to understand
- Understand them at the point of consumption
- Understand their behaviour + attitudes : both of which are important
- Understand them as people, not just as consumers of a given media
- Give clients a real sense of “buy and why”
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Moving Towards A Person-Centric View Of The World
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Facebook E-mail Contacts Weather/Clock ColorNote Notepad Tiny Flashlight
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What Can We Do Now That We Couldn’t Do Before?
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- Reach new groups of people whose attitudes and behaviour we want to understand
- Understand them at the point of consumption
- Understand their behaviour + attitudes : both of which are important
- Understand them as people, not just as consumers of a given media
- Give clients a real sense of “buy and why”
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What Are The Barriers We Need To Overcome To Offer This Consistently To Our Clients?
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- We have • Cross-media measurement capability • Mobile panels
in a growing number of markets but not in all
- Our “data spine” is constantly being enriched with new data
- We need to expand the number of “chefs” we have
- Unstructured data is complex to handle and not all of it is valuable
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Sources Of Data About Mobile Behaviour
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“I want to measure campaign or website audiences or effectiveness”
“I want census-level anonymous, aggregated data about location, online behaviour or phone and SMS usage … for segmentation or targeting”
Tagging (K-Tag / Ignite panel) (contact [email protected])
Mobile metering (contact [email protected])
Partner data (mobile carriers) (contact [email protected])
“I can’t tag the campaign or website I am interested in – e.g. paid search placements”
“I want deep data from profiled panellists about media consumption across web and apps”
“I want handset-centric technical data such as operating system, data use, CPU, memory and signal strength”
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What Are The Barriers We Need To Overcome To Offer This Consistently To Our Clients?
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- We have • Cross media measurement capability • Mobile panels
in a growing number of markets but not in all
- Our “data spine” is constantly being enriched with new data
- We need to expand the number of “chefs” we have
- Unstructured data is complex to handle and not all of it is valuable
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What Are The Barriers We Need To Overcome To Offer This Consistently To Our Clients?
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- We have • Cross media measurement capability • Mobile panels
in a growing number of markets but not in all
- Our “data spine” is constantly being enriched with new data We need to expand the number of “chefs” we have
- Unstructured data is complex to handle and not all of it is valuable
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Transforming Our Skills
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CHEFS FARMERS
COLLECT CONNECT
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And For Genuine ROI
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Integration of social media, trade data Fusion and single source approach with purchase data (which we are already doing in 10+ markets around the world)
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Our Approach Is …
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Open source – we own a lot of data but we need to partner with other data providers Not defensive – we are not trying to defend a monopoly in the US Holistic – we are combining panel and census, qual and quant, mobile and desktop
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So Please Help Us …
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Pilot + Scale Data + Insight Understand + Target
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Thank you!