Introduction

“Measurement is the easiest OPA portfolio.”

- Those who convinced me to apply for this job

Job Requirements

Being able to distinguish

^https*://[^/]*\.THE-ENTIRE-INTERNET\.co\.za

from

^https*://[^/]*\.YOUR-DOMAINS-ONLY\.co\.za

CV

Name: Josh Adler, CEO @ Prefix

Real Job: Enabling traditional publishersTime Served: 5 years

OPA Job: Ensure truth & understanding of dataTime Served: 4 months

What did we do!!

“Measurement of ROI is both the best and worst thing about digital advertising”

- Vivek Bhargava, Communicate2

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

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.

Measurement: What

- Content (Pages, Content Groups / Channels)

- Audience (Unique Browsers, Geographic, Demographics)

- Experience (Session Times, Paths, Bounce-Rates)

- Competitiveness(Rankings)

Why Nielsen Online

- Known, trusted.

- Ranking System. Configurable to ZA.

- Auditable, transparent, standards-based.

- We own the data.

- More than pure analytics

- Other OPA’s (AUS, NZ, UK)

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

Nielsen SC vs Google Analytics

-We’re all using it. (That’s okay!)

- It’s prettier, has better reports

- Its free!

- GA says I’m much bigger!

- I can customize it!

- It’s from Google!

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.

- It’s from Google!

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!

Health Check & Tips

- Advertisers: Use the (i) in MI to validate brand domains

- Publishers: Check your MI URL’s & patterns.

- Use words, not numbers for SC Content Groups.

- Ensure your SC & MI domains match

- Quarterly tag audits

Tag Health Check (Platform & MI)

<!-- START Nielsen//NetRatings SiteCensus V5.3 -->

<script type="text/javascript">var _rsCI="za-prefix"; var _rsCG=“sports"; var _rsDN="//secure-za.imrworldwide.com/"; var _rsCC=0; var _rsSE=1; var _rsSM=1.0;

</script>

<script type="text/javascript" src="//secure-za.imrworldwide.com/v53.js"></script>

<noscript> <div><img src="//secure-za.imrworldwide.com/cgi-bin/m?ci=za-prefix&amp;cg=sports" alt=""/></div> </noscript>

<!-- END Nielsen//NetRatings SiteCensus V5.3 -->

Tag Health Check: SC

<!-- START Nielsen//NetRatings SiteCensus V5.3 -->

<script type="text/javascript">var _rsCI="za-prefix"; var _rsCG=“sports"; var _rsDN="//secure-za.imrworldwide.com/"; var _rsCC=0; var _rsSE=1; var _rsSM=1.0;

</script>

<script type="text/javascript" src="//secure-za.imrworldwide.com/v53.js"></script>

<noscript> <div><img src="//secure-za.imrworldwide.com/cgi-bin/m?ci=za-prefix&amp;cg=sports" alt=""/></div> </noscript>

<!-- END Nielsen//NetRatings SiteCensus V5.3 -->

CI = ClientID

CG = ContentGroup

Getting the best out of Nielsens

- Online FAQ on the way (from me)

- You’re entitled to services!

- Use the tools!

- Quarterly tag/pattern health-check! (please!)

- Self-policing/monitoring

- You get what you put in…

Go Team!

- help me, help you!

- Let’s learn together!

- Let’s put in the effort.

- We need good data!

- Give me feedback!

THANK YOU

Email: josh@prefix.co.za

Twitter: twitter.com/joshprefix

LinkedIn: linkedin.com/in/joshadler

www.opa.org.zawww.prefix.co.za