Measurement is the easiest OPA portfolio'

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(No Transcript)
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Introduction
Measurement is the easiest OPA portfolio. -
Those who convinced me to apply for this job
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Job Requirements
Being able to distinguish https///\.THE-EN
TIRE-INTERNET\.co\.zafrom https///\.YOUR
-DOMAINS-ONLY\.co\.za
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CV
Name Josh Adler, CEO _at_ Prefix Real Job
Enabling traditional publishersTime Served 5
years OPA Job Ensure truth understanding of
dataTime Served 4 months
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What did we do!!
Measurement of ROI is both the best and worst
thing about digital advertising - Vivek
Bhargava, Communicate2
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So do it properly!
Portfolio Goals - Educate membership
advertisers - Develop document best-practices
- Hold Nielsen to account build on partnership
- Ensure authenticity and accuracy of data -
Establish links with and learn from other
international OPA-orgs. - Be the case study on
Emerging Market measurement. - Try find time for
my other job
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Measurement Why
- Measurability is here to stay. - Common
metrics comparison and analysis - Be an honest
marketing-platform - Deliver on ROI promise -
Demonstrate growth, trends for benefit of all.
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Measurement What
- Content (Pages, Content Groups / Channels)
- Audience (Unique Browsers, Geographic,
Demographics) - Experience (Session Times,
Paths, Bounce-Rates) - Competitiveness (Rankings
)
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Why Nielsen Online

• - Known, trusted.
• - Ranking System. Configurable to ZA.
• Auditable, transparent, standards-based.
• We own the data.
• More than pure analytics
• Other OPAs (AUS, NZ, UK)

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MarketIntelligence (MI) SiteCensus (SC)
- SC is pure analytics - MI is a media planning
tool - MI is critical. SC is useful. - MI
tracking tag URL-pattern match - SC tracking
tag ClientID CG data - Will be different,
but in-line
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Nielsen SC vs Google Analytics

• Were all using it. (Thats okay!)
• Its prettier, has better reports
• Its free!
• GA says Im much bigger!
• I can customize it!
• Its from Google!

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Nielsen SC vs Google Analytics

• BUT
• GA is only comparable to SC.
• Offers no MI-type service.
• black box issue (bot-lists, definitions)
• Unsupported, au-auditable, unaccountable.
• Its from Google!

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Nielsen SC vs Google Analytics

• So, use both if you like!
• - ensure you run GA tags after Nielsen tags.
• - use GA for internal reporting only.
• - use MI data for external reporting /
  rate-cards.
• - Compare trends NOT figures.
• - Whatever you use, be honest about where it
  comes from. Inflated figured help no-one!

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Health Check Tips
- Advertisers Use the (i) in MI to
validate brand domains - Publishers Check your
MI URLs patterns. - Use words, not numbers
for SC Content Groups. - Ensure your SC MI
domains match - Quarterly tag audits
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Tag Health Check (Platform MI)
lt!-- START Nielsen//NetRatings SiteCensus V5.3
--gt ltscript type"text/javascript"gt var
_rsCI"za-prefix" var _rsCGsports" var
_rsDN"//secure-za.imrworldwide.com/" var
_rsCC0 var _rsSE1 var _rsSM1.0
lt/scriptgt ltscript type"text/javascript"
src"//secure-za.imrworldwide.com/v53.js"gtlt/script
gt ltnoscriptgt ltdivgtltimg src"//secure-za.imrworld
wide.com/cgi-bin/m?ciza-prefixampcgsports"
alt""/gtlt/divgt lt/noscriptgt lt!-- END
Nielsen//NetRatings SiteCensus V5.3 --gt
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Tag Health Check SC
CI ClientID
lt!-- START Nielsen//NetRatings SiteCensus V5.3
--gt ltscript type"text/javascript"gt var
_rsCI"za-prefix" var _rsCGsports" var
_rsDN"//secure-za.imrworldwide.com/" var
_rsCC0 var _rsSE1 var _rsSM1.0
lt/scriptgt ltscript type"text/javascript"
src"//secure-za.imrworldwide.com/v53.js"gtlt/script
gt ltnoscriptgt ltdivgtltimg src"//secure-za.imrworld
wide.com/cgi-bin/m?ciza-prefixampcgsports"
alt""/gtlt/divgt lt/noscriptgt lt!-- END
Nielsen//NetRatings SiteCensus V5.3 --gt
CG ContentGroup
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Getting the best out of Nielsens
- Online FAQ on the way (from me) - Youre
entitled to services! - Use the tools! -
Quarterly tag/pattern health-check! (please!) -
Self-policing/monitoring - You get what you put
in
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Go Team!
- help me, help you! - Lets learn together!
- Lets put in the effort. - We need good
data! - Give me feedback!
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THANK YOU
Email josh_at_prefix.co.za Twitter
twitter.com/joshprefix LinkedIn
linkedin.com/in/joshadler Slides Available
slideshare.com/prefixtech www.opa.org.zawww.pref
ix.co.za