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Google Confidential and Proprietary 1 Laura Ludeña Head of Market Insights Google Spain Nuevos usos de la estadística en la sociedad del conocimiento y.

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Presentación del tema: "Google Confidential and Proprietary 1 Laura Ludeña Head of Market Insights Google Spain Nuevos usos de la estadística en la sociedad del conocimiento y."— Transcripción de la presentación:

1 Google Confidential and Proprietary 1 Laura Ludeña Head of Market Insights Google Spain Nuevos usos de la estadística en la sociedad del conocimiento y de la red Eustat. Donostia Julio 2013

2 Google Confidential and Proprietary Agenda 1. Uso de la estadística para conocer el mundo digital 2. Uso de la estadística para mejorar los productos publicitarios 3. Uso de la estadística para medir la efectividad de los productos publicitarios 2

3 Google Confidential and Proprietary Agenda Uso de la estadística para conocer el mundo digital Estadísticas globales y para España Representatividad y continuidad Uso de dispositivos Herramientas públicas a disposición de los estudiantes: OurMobilePlanet y ConsumerBarometer Uso de la estadística para mejorar los productos publicitarios Google Analytics True View Retargeting lists Herramientas públicas a disposición de los estudiantes: Google Trends, y Google Insights for Search Uso de la estadística para medir la efectividad de los productos publicitarios Medición de Reach Medición de Branding Medición de ROI 3

4 Google Confidential and Proprietary 1. Usos de la estadística para entender el mundo digital 4

5 Google Confidential and Proprietary 5 Estadísticas globales y para España

6 Google Confidential and Proprietary Uso de dispositivos 1. How many Mobile users are there vs other devices users? 2. Who is the Mobile user? When, where and why is it Mobile used? 3. How is the Mobile used within a Multiscreen context? 4. What is the Mobile role in the Purchase Journey Consumer Connected Survey TNSOur Mobile Planet Ipsos Mobile Purchase Journey IpsosMultiscreen Survey Ipsos

7 Google Confidential and Proprietary Number of connected devices per household Global consumers move to multi-screening 7 Source: TNS, Global Enumeration Study, 2012 Base: All respondents 16+; 1,000 per country average: 1.5 Q: Which, if any, of the following devices do you currently use? (Smartphone, PC, laptop Webbook, Tablet, Internet TV)

8 Google Confidential and Proprietary Q PC or laptop usage PC / Laptop usage is high in most countries 8 Source: TNS, Global Enumeration Study, 2012 Base: All respondents 16+; 1,000 per country average: 70% Q: Which, if any, of the following devices do you currently use?

9 Google Confidential and Proprietary Smartphone usage Strong growth for Smartphones worldwide 9 Source: Global Enumeration Study, Ipsos 2011, TNS 2012 Base: All respondents 18+; 1,000 per country X1.33 Q: Which, if any, of the following devices do you currently use?

10 Google Confidential and Proprietary Tablet usage Strong growth for Tablets worldwide 10 Source: Global Enumeration Study, Ipsos 2011, TNS 2012 Base: All respondents 18+; 1,000 per country X1.6 Q: Which, if any, of the following devices do you currently use?

11 Google Confidential and Proprietary In Africa, smartphones are expected to grow faster than tablets Hihger Intent to use tablets (except in Africa) 11 Source: Global TNS Infratest enumeration study Q Base: All respondents 16+; 1,000 per country Question: Which, if any, of the following devices do you currently use? Question: You are currently not using a so called [device]. How likely are you to buy or use a [device] within the next 12 months?

12 Google Confidential and Proprietary Index on total population Africa: mobile connections more important than fixed connections 12 Source: Source: Global TNS Infratest enumeration study Q Base: All internet users with home connections 16+; Africa 8639 Asia 4,897; Europe 16,456; NA 1,673; SA 716; Oceania 1,728 Question: What type of internet connection is your main internet connection at home, i.e. how is your home connected to the internet ?

13 Google Confidential and Proprietary Distribution of people using devices Smartphones tend to be solitary devices, tablets and PC/laptops are shared more 13 Source: Source: Global TNS Infratest enumeration study Q Includes all countries, Base: Device users; Mobile phone/smartphone 33,680, PC/laptop/webbook 27,070, Tablet 3,216) Question: How many people in your household use [Device] in addition to yourself?

14 Google Confidential and Proprietary Tablet and Smartphone internet access Tablet users go online mostly through wifi and particularly at home 14 Source: Global Enumeration Study, Ipsos 2011, TNS 2012 Bases: Device users for at least some personal reasons; Tablets, 2,950; Smartphone, 8,707 Question: Now thinking about internet access with [Device], how do you connect to the internet with [Device]

15 Google Confidential and Proprietary Tablet usage appears to be complementary to other devices Source: Spain Consumer Connected Survey Q Base: All respondents 16+; 1,000

16 Google Confidential and Proprietary Smart Sexy Dependable Powerful Efficient Productive Fast Spontaneous Impulsive Intimate Social Accessible Leisurely Intense Versatile Important Essential Casual Curious Quick Friendly PCs for productive activities, mobile for intimate usage. Tablets still to be defined (enterteinment now)

17 Google Confidential and Proprietary % Relative Uses by 24 hours /day Working Lunch Commuting Enterteinment Preferred Device is related to the activity Source: Multiscreen Survey Ipsos 2013

18 Google Confidential and Proprietary Uso de smartphone Source: Our Mobile Planet Ipsos 2013

19 Google Confidential and Proprietary Interacción entre las distintas pantallas - 1. Sequential Usage Moving from one device to another at different times to accomplish a task (ie. booking a summer travel) 2. Multitasking Usage Using more than one device at the same time for an unrelated activity (ie. Watching a TV show and playing Angry Birds with a smartphone app) 3. Complementary Usage Using more than one device at the same time for a related activity (ie following a soccer match on TV and getting other matches updates on a website in the tablet) Not at the same time At the same time 85% 78% 22% Universe of reference: 19.7 Mill of Smartphone, PC & TV users aged 16 or more Source: Multiscreen Survey Ipsos 2013

20 Google Confidential and Proprietary How often do you look for information about local businesses or services on your smartphone? (Ever) Base: Private smartphone users who use the Internet in general and who look at least less than once a month for information on their smartphone, Smartphone n= 891 Which of the following actions have you taken after having looked up this type of information (business or services close to your location)? of smartphone users have looked for local information 89% have taken action as a result 77% have visited the business 32% have called the business or service 27% 6,159,560 ind 5,197,129 ind 14,821,441 ind 19,248,624 ind Source: Our Mobile Planet Ipsos 2013

21 Google Confidential and Proprietary Mobile research to Desktop purchase Researched on smartphone and purchased on desktop 41 % For the 41%: Listed below are various products or services. For each of these products or services please indicate which statement applies to you. Research on smartphone then purchased via computer Source: OurMobilePlanet Fort the 91%: Base: Have Started Activity on One Device & Continued on Another (488). Q. For the activities listed below, think about the last time you started each activity on one device and then continued or finished the same activity on another device. Please select which device you started and then continued on. If you have not done this, select I have not done this. Mobile users Start shopping on smartphone and continue or finish on desktop 91 % Mobile, PC & TV users 6.7 M started an online purchase via smartphone, 6.1 M converted via PC; 5 M started planning a trip via smartphone, 4.5 M finally converted via PC Source: Our Mobile Planet Ipsos 2013 Source: Multiscreen Survey Ipsos 2013

22 Google Confidential and Proprietary Search dominates the sequential usage Search again on the second device Directly navigating to the destination site Via / sending a link to myself 94% 88% 82% Base: Have Started Activity on One Device & truly Continued on Another: Searching (249); Browsing (296); Shopping (224), Watching a Video (181). Q. You mentioned that you have started each activity below on one device and then continued it on another device. For each activity (column), please indicate the way(s) in which you did this. Universe of reference: 19.7 Mill of Smartphone, PC & TV users aged 16 or more Source: Multiscreen Survey Ipsos 2013

23 Google Confidential and Proprietary 23 Conclusiones 1 La representatividad, consistencia y continuidad es clave en el análisis estadístico de tendencias sociales. 2 La investigación de mercados basada en datos declarativos sirve para entender el pulso social, las tendencias de los mercados, y comparativas entre países (pues son metodologías al alcance de casi todos) 3 Para cuantificar la realidad del uso de dispositivos, consumo de medios y audiencias de medios deben desarrollarse mediciones más sofisticadas basadas en datos comportamentales (y no declarativos) en la medida que las nuevas tecnologías lo ponen cada vez más al alcance del investigador.

24 Google Confidential and Proprietary 24 Usos de la estadística para mejorar el marketing

25 Google Confidential and Proprietary 25 ¿Cómo hace dinero Google? Source: Q24a. In your opinion, which, if any, of the following best describes how Google makes money? Base: All respondents n=2,991 Companies pay Google for advertisements that appear on the Google search results page Companies pay Google for the best possible ranking in the search results Companies pay for information that Google collects about you Companies pay Google to place their advertisements on other pages across the web Google makes money in a different way I dont know how Google makes money Ipsos MediaCT January to February %60%59%53%51% 44%45%41%30%44% 35%28% 26%19% 34%39%42% 30% 11%10%7%10%6% 29%28%30%35%27%

26 Google Confidential and Proprietary 26

27 Google Confidential and Proprietary 27 Push

28 Google Confidential and Proprietary 28 Pull How much youre willing to pay (bids) How good your ads are (relevance) Competition

29 Google Confidential and Proprietary La estadística aplicada a la comprensión de las necesidades del consumidor: Search 29

30 30 La estadística aplicada a la comprensión de las necesidades del consumidor: Google AnalyticsGoogle Analytics

31 Google Confidential and Proprietary La estadística aplicada a la comprensión de las necesidades del consumidor: True ViewTrue View 31 Preroll vs. TrueView at equal efficiency Source: GfK (randomised experiment with 18 brands and n = respondents) Connected Life Panel Germany 2012 (n = panelists) 2.8x

32 Google Confidential and Proprietary La estadística aplicada a la comprensión de las necesidades del consumidor: RetargetingRetargeting 32

33 Google Confidential and Proprietary 33 Herramientas públicas: Google TrendsGoogle Trends

34 Google Confidential and Proprietary 34 DIETA Herramientas públicas: Google TrendsGoogle Trends

35 Google Confidential and Proprietary 35 DUKAN Herramientas públicas: Google TrendsGoogle Trends

36 Google Confidential and Proprietary 36 -DUKAN Herramientas públicas: Google TrendsGoogle Trends

37 Google Confidential and Proprietary Herramientas públicas: Flu Trends

38 Google Confidential and Proprietary Herramientas públicas: Bank of England

39 Google Confidential and Proprietary 39 Conclusiones 1 La libre elección de información ha cambiado el modo en el que el consumidor está dispuesto a acceder al contenido publicitario. 2 La estadística tiene un papel clave para conectar las necesidades del consumidor al contenido y formato publicitario que está dispuesto a aceptar y valorar en última instancia. 3 Existen herramientas públicas accesibles para todos que permiten entender y optimizar nuestra oferta, y ejemplos que nos inspiran al uso de la estadística para mejorar la gestión de múltiples productos y servicios.

40 Google Confidential and Proprietary Uso de la estadística para medir la efectividad del marketing 40

41 Google Confidential and Proprietary Building Scalable Tools Improving research standards Improving marketing products Rolling out externally La escalabilidad es clave

42 Google Confidential and Proprietary 42 El consenso también

43 Google Confidential and Proprietary To demonstrate & empower digital effectiveness within Media Mix ReachBrandingSales Tres dimensiones fundamentales

44 Google Confidential and Proprietary KANTAR WORLPANEL households (n: 8.400) KANTAR WORLDPANEL individuals (n: 4.863) Exposure to Online based on impression tags KANTAR MEDIA TV PANEL (n: ) Official Spain TV currency Exposure to TV based on fusion to TV currency panel (Kantar Media) FIXED FUSION Fusion process is based on similarities among Kantar Media (TV) and Kantar Worldpanel (online) panelists. Twins are created based on sociodemographics, attitudes, TV chanel profile, day band profile (multidimensional reduction) and 200 additional exclusive clusters. 44 Reach: via fusión de datos fija

45 Google Confidential and Proprietary Only YouTube added an average of 2.9 extra reach points to TV Source: Kantar Worldpanel cross media analysis– internet users Base: 10 YouTube campaigns in 2012/2013 Overlap TV + YouTube 11.4% Only TV 67.7% Exclusive Youtube reach: +2.9 p% Average TV reach (1+) 79.1% Average YT reach (1+) 14.3% 45 Reach: via fusión de datos fija

46 Google Confidential and Proprietary More than 20% of total YouTube reach is not doubling up with TV. YouTube share of incremental reach goes higher while looking at effective TV reach 46 Media Reach by different levels of TV OTS (%) 20.2% 55.9% YouTube share of incremental reach (100= Total YouTube reach) 41.2% Source: Kantar Worldpanel cross media analysis– internet users Base: 10 YouTube campaigns in 2012/2013 Reach: via fusión de datos fija

47 Google Confidential and Proprietary WEB media is particularly effective at delivering additional GRP´s among lower TV exposed audience Almost 75% of online GRPs delivered out of high TV exposed Source: Kantar Worldpanel cross media analysis– internet users Base: 12 campaigns in 2012/ Reach: via fusión de datos fija

48 Google Confidential and Proprietary 48 What we did: Analyzed 80 TV campaigns for different products of leading advertisers TV media plans by Ebiquity, YouTube media plans simulated by Google Data source: Single-source panel: Measurement of individual TV & online behavior from same consumers in 5,000 households within GfK Media Efficiency Panel Reach: via Single Source Panel

49 Google Confidential and Proprietary For illustration only 49 reallocation of wasted TV OTS to unexposed audiences Reach: via Single Source Panel

50 Google Confidential and Proprietary Benefits of Share-Shift from a Budget-Point of View 50 Source: Share shift analysis Google, based on GfK MEP and Ebiquity data TV + YOUTUBE TV ONLY NET REACH: 69% COSTS Share Shift Stable Reach Cost Reduction: -7.4% Reach: via Single Source Panel

51 Google Confidential and Proprietary 51 Brand Impact: ejemplo preroll vs skippable Looking at recall, awareness and recognition no major differences in impact can be seen between the two formats. If any, prerolls perform sligthly stronger. indicates differences at 90% significance level to control Source: GfK / nurago 2011, n = interviewss. Audi and Redbull Ads Nurago Impact Panel Germany (n = panelists) % of respondents per cell

52 Google Confidential and Proprietary Brand Impact: randomized experiments IMPACT PANEL ( panelists, used for ad effectiveness research). Unique methodology: nurago technology allows experimental study designs for ad effectiveness in a real live campaign setting - Full control over reach and frequency of campaign delivery - Experiment embedded into the panelists natural online usage - Campaigns can be fully simulated or boosted if needed within the panel Panelists (representative for onliners years) Random pre campaign assignment into test and control groups, e.g. # only allowed to see skippable # only allowed to see preroll Panelists fall into groups depending on their natural online behaviour # did not see advertising # exposed to skippable # exposed to preroll Survey

53 Google Confidential and Proprietary 53 Brand Impact: eficiencia preroll vs skippable However, in terms of efficiency (impact per GRP) skippable prerolls clearly outperform standard prerolls by factor 2.4 on average across brand metrics Uplift to control per GRP Efficiency Index 248% Efficiency Index 234% Source: GfK / nurago 2011, n = interviewss. Audi and Redbull Ads Nurago Impact Panel Germany (n = panelists)

54 Google Confidential and Proprietary Ventas: Econométricos online to store

55 Google Confidential and Proprietary 4. Final check: the blue line is the reality (sales); the red line is the model (how it fits the sales) 1. Need to collect all the variables that may influence the sales 2. An analyst uses judgement and SAS to produce different regresion models until best combination is identified 3. So he is able to identify each variable influence to the sales Ventas: Econométricos online to store

56 Google Confidential and Proprietary 12% of visit to dealer are influenced by media. Visit to dealer Web visits Paid Search PurchaseRepeated ealer visit Organic Search Other Media Dsplay Ventas: Econométricos online to store

57 Google Confidential and Proprietary Paid search is the most cost-effective. Monetary value of an application and actual returns not shown due to client confidentiality – ROI data indexed 57 Offline ROI Online ROI ROI: Visits to dealer by 1 invested Visit to dealer Web visits Paid Search PurchaseRepeated ealer visit Organic Search Other Media Display Ventas: Econométricos online to store

58 Google Confidential and Proprietary *Historical Media Mix *Improved Modelled Media Mix Ventas: Econométricos online to store

59 Google Confidential and Proprietary 59 Conclusiones 1 La integración de la medición de audiencias y coberturas desde múltiples dispositivos y plataformas es el principal reto actual en la medición de efectividad publicitaria. 2 El desarrollo de las nuevas tecnologías en la emisión de contenido publicitario permite la optimización y escalabilidad de la medición del impacto publicitario en notoriedad e imagen de marca. 3 Es fundamental explorar la medición del ROI de las diferentes actividades de marketing de un modo integrado y comparable entre ellas. La creación de modelos econométricos es una vía sólida aunque costosa en tiempo, dinero e infraestructuras de gestión de la información interna.

60 Google Confidential and Proprietary ¿Preguntas? 60


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