The Data Revolution is well and truly underway. Clients and agencies alike have terabytes of personal data which would have cost a small fortune to collect only a decade ago. With the number of passive sensors able to collect all sorts of information about how we go about our daily lives are set to explode, the terabytes of data will exponentially multiply. With all of this base knowledge at our fingertips the data world is our oyster, and we are set to make even better insights moving forward. The democratisation of access to personal data means that more people are collecting, using, and transferring data than ever before some may be experts in data handling and management, whilst others are new and without any prior knowledge. In this era of legal uncertainty, we need to redouble our efforts to ensure that we are handling this precious fuel carefully to ensure that regulators and privacy advocates alike do not close off access to the very source of our Data Revolution. To do that means following a number of recognised global best practice which can advise us on what we collect, how we collect it, and how we manage data through the lifecycle of any project. Getting it right takes time, but getting it wrong costs a whole lot more. Join us as we explore how to best convert your data liabilities risk into a safe-to-use resource for your entire company whilst respecting the individual who entrusts you with a piece of their identity. This could be a matter of life or death for your company!
The aim of the presentation is to analyse the best way to measure the Twitter advertising ROI.
The aim of the presentation is to illustrate how the research industry can take advance from the Google technology to measure the media.
On 1 January 2016, the charity SKO (Stichting Kijk Onderzoek) started supplying daily ratings for programme content viewed online. Initially the ratings report on online programmes were distributed by NPO, RTL Netherlands and SBS Broadcasting (Dutch television channels). With this data, SKO is able to report on the online reach and viewing behavior per target group. SKO is the first party worldwide to offer daily online ratings. Uniquely, the new research effort is based upon data gathered through a hybrid measuring method that employs both census data and panel data. Data supply commenced on January 1 2016 SKO is the first party worldwide that is able to offer detailed, high quality online viewing information through a hybrid method. Phase 1: measuring online viewing behaviour next to TV set viewing behaviour: In order to produce a reliable online video currency, data from the SKO Online Panel and SKO Census needed to be combined. This is the first step of data integration. Initially, the online ratings include NPO, RTL Netherlands and SBS Broadcasting programmes. Later on, other participants such as Discovery Networks, VIACOM, FOX International Channels Benelux, Disney and Sanoma will join SKOs online effort. Phase 2: integration of online viewing behaviour and TV set viewing behaviour In the second phase of the project now being worked on the online video data will be integrated with existing ratings through data fusion. This will result in a cross-media Video Total. From then on, it will be possible to report on the total reach of programmes and video commercials. Users will also be able to keep track of the share of offline and online in the total reach. Of course it is possible, just like in Phase 1, to make analyses per target group.
B2B marketers ranked content marketing as the number one initiative that will have the most impact on their business in 2016 (Regalix, 2016). With the move towards content marketing in B2B continuing, the question of measurement becomes increasingly significant. As the worlds largest professional network with more than 400 million members in over 200 countries, LinkedIn is the leading player in the B2B marketing space and increasingly, in content marketing. Measuring the effectiveness of content marketing is a key focus for LinkedIn. In this session, there are two methods of measurement presented: LinkedIns proprietary Content Marketing Score and content effectiveness research studies. Both of these provide crucial metrics and actionable recommendations for marketers. Opportunities in measurement remain and we will also consider potential next steps for LinkedIn and content marketing.
With today's technology, one simple infographic dashboard can offer busy marketing executives a decision making tool that they can use daily to make calls on which organic posts to support with advertising euros. Connecting APIs of a Twitter account, a facebook fan-page and a Youtube Channel to social listening analytics and Google Analytics on a single page dashboard is not as daunting as it was 10 years ago.
Ad fraud is an ever increasing curse of digital advertising. It is caused by bots that cause webpages and ad impressions to load and make fake clicks. This fraudulent activity "messes up" measurement, which means the business decisions made based on the analytics could be entirely wrong. Find out the two main forms of digital ad fraud, how to detect it, and how to correct for it in the data.
Opening keynote speaker by Gian Fulgoni, Co-Founder and Executive Chairman Emeritus, comScore, USA.
The author will talk about how they calculate ROI using econometric modeling and especially how to make the insights from ROI calculations actionable in planning and strategy. Most of the time econometric modeling is slow and retrospective. So the biggest challenge we face is to make it fast and automated. This has resulted in tools that that will be shown in the presentation.
EGTA is the European trade association for marketers of advertising solution across screens and audio platform. Their mission is to assist and enable televisions and radios to monetise effectively audiovisual content through advertising solutions.