4. Secondary Research
CHAPTER 6
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CHAPTER 7
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LECTURE
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What are the 2 primary products Nielsen/Netratings offers
1. @plan: a tool for media planners to assess online audiences 2. NetView: online audience measurement serve
Who are the 2 dominant third-party ad servers in the market today?
1. Atlas Solutions 2. DoubleClick
What the 3 disadvantages of Secondary Research
1. Difficult to get specific data on your topic --secondary data is historical and does not reflect what is going on at that moment in time 2. Limited knowledge of the research methodology and collection of dat --hard to draw conclusions without details of the questions and specific results --conflicting viewpoints from different studies 3. Lack of depth on topic --impossible to go beyond what is reported without access to all the data collected
What are the 3 types of Online Measurement
1. Media Measurement 2. Campaign Measurement 3. Web site Optiminzation
What are the 2 methods that provide the answer as to which website to advertise on
1. Metered tracking using an online panel --records websites that users visit via software that panel members voluntarily install on their computers --more accurate then telephone surveys --problem: software is often banned from work computers 2. Telephone surveys --to understand online behaviors
What are the 3 advantages of Secondary Research?
1. Minimal cost 2. Availability of the US Census Bureau --trusted and credible source 3. Luxury of time --don't actually have to conduct a new study
What are the 2 areas of web site analytics (search engine optimization)
1. Off-site analytics 2. On-site analytics
What are the 2 aspects of Search Engine Marketing
1. Pay-per-click advertising: an advertiser purchases keywords so that they ads appear in a relevant context 2. Search Engine Optimization: the method to have your brand appear organically when a person types in a relevant search term
What are the 2 factors that drive website popularity
1. Saturation: the number of website pages that are indexed on the search engine 2. Popularity: how many times the website is linked to by other websites
Who are the key players in media measurement syncopated research?
1. Television and cable: Nielsen 2. Radio: Arbitron 3. magazines: MRI, SMRB 4. Newspaper: Scarborough, Media Audit 5. Digital: Nielsen, ComScore 6. Out-of-home: TAB, Nielsen
What are the 5 crucial points to consider in On-Site Analytics
1. Visits to a website 2. Session 3. Bounce Rate 4. Metrics 5. Click Page
What does a 3rd party ad server do
1. counts impression for that publisher 2. measures impressions, clicks, and conversions 3. provides specific behavior of the ad's audience
What are the 3 advantages of Social Media in terms of research
1. get extensive user profiles that can be accessed for marketing use --can gain consumer insight through social network services (SNS) 2. social media networks offer research features --can ask on SNS to participate in study --Facebook has a polling feature 3. can tap into consumer culture through various forms of expression
What are the 5 uses of syndicated research
1. media exposure 2. media profile 3. target audience media profile 4. target audience profile 5. consumer trends
3 Benefits of Panel Studies
1. the group you want to research is already pre-recruited 2. can offer efficiency --cost is low and can provide visual stimuli to react to 3. Popular when trying to reach difficult to reach audiences (ex: medical professionals)
What are Off-site analytics
Barometer of how the website does in the Internet universe --looks at website saturation and population
What are the 2 leading providers of Online Media Measurement
ComScore Networks and Nielsen Both services use telephone surveys to add more depth
What are the 7 segments of a Situation Analysis
Deals with the people who use the product: 1. Current users 2. Geographic emphasis 3. Seasonality 4. Purchase Cycle Gives information about the history fo the marketing of the brand: 5. Creative Requirements 6. Competitive sales 7. Competitive media
How is each medium connected to syndicated research
Each medium has a syndicated research source that serves the role of establishing a measure that is translated into currency
Who is the largest company that provides search engine optimization tools
What are the 3 popular tools used to measure saturation and link popularity
Google, Marketleap, and Link Popular
When interpreting an MRI report, what is the % Target
Group of interest who partakes in the phenomenon / the entire population of group of interest (included those who do and don't do the phenomenon) --EX: 22% of US women go to Starbucks for coffee
What are the 4 topics a SWOT Analysis covers?
Internal strengths and weaknesses AND external opportunities and threats
What are the 2 key national sources for multimedia audience research
MRI and SMRB --designed to help you understand your target audience
Compare Online vs. Offline Measurement (2 each)
ONLINE: --unlike offline, there is a deeper and richer set of information available in the online space --opportunity for insight is great but so is the possibility of getting lost OFFLINE: --research is done 1-2 times a year --advertising and audience measurement is MUCH simpler for offline media
What are the 2 key local sources of multimedia audience research
Scarborough and Media Audit
What social media platform is the leading microblogging social media network
Who is the icon in the field of consumer trend data
Yankelovich
What is a Situation Analysis
a complete outline of everything currently known that will contribute to brand marketing --AKA "background review" --helps decide what info you know and what you don't (things you don't are outlined in primary research) --outlines goals, objectives, strategies, and tactics (GOST)
What is a visit
a series of page requests --this can lead to a session
What is a session
a series of page requests within a timeframe or no more than 30 minutes on the same website --this is where someone is highly engaged in site content
What is the most important marketing asset a company possesses in today's digital world
a website
When interpreting an MRI report, what is the base total
all the people in the population wanting to study --EX: 127,000 women in the US
Strategies
approaches taken to get to the objective
What does Google Trends tell you
determines the popularity of a keyword that could be a client, competition, or celebrity
What is the problem with online primary research
difficult to draw a random sample
How is syndicated research the backbone of the media marketplace
each medium has syndicated studies that provide audience measurement in terms of ratings (how people see or hear and medium) and composition (who is watching or listening to a given media vehicle) --forms basis for understanding how media works and is the basis of the business
What are On-site analytics
gauge of how engaged a person is once they are actually on the website --AKA "back-end analytics": back end of the marketing or sales process
Negative of Panel Studies
group may participate in a variety of research studies
Why has online qualitative research grown
growth is due to technological advances in both video and voice over Internet --ex: participant can talk to you in their home over video camera
How is syndicated research not single-sponsored
having a number of parities fund the multimedia audience research so that each individual company gets a lot of information for a relatively small amount of money
Explain how syndicated research is used to create a target audience profile
helps understand target audience to determine who uses a specific brand, demographic traits, media habits, their psychographic composition --knowing who the TA is, what they do, and what they feel --can also compare your brand's audience to the competition of those who don't use the brand at all Leads to developing a strategy of messaging and media that is more focused
Explain how syndicated research is used to look at consumer trends
helps understand what people might be thinking in the future --ex: Yankelovich and Iconculture Consumer trends become the context from which you develop the appropriate messaging strategy --gets inside the heads of consumers
What is going on in terms of the Internet/digital world
it is ever pedaling and extremely complex leading to changes in its shape and functions --driven by new forms of consumer-generated media
Is is syndicated research the basis of the business
it serves as the currency standard in the industry
Explain how syndicated research is used for media exposure
its looks at HOW many people were exposed to a message and specific demographic groups within the overall audience --understanding the magnitude if the media you are working in (how big the audience is)
What is SMRB
large nationally syndicated tool that provides a number of psychographic studies that can be cross-referenced to media and product categories
How is online quantitative research largely done?
largely done by telephone --before telephones, mail was most popular method
Explain how syndicated research is used to create a target audience media profile
looks at how a specific target audience uses all different types of media (how the media fits in their lives) --media usage is broken into quintiles or 5 equal groups based on how much the person uses that particular medium... pinpoints each quintiles habits through cross-analysis EX: quintile 3 (average Bud Light drinker) tends to be w strong user of radio and magazines
Explain how syndicated research is used for media profile
looks into audience composition and tells who is reading, watching or listening to a specific media vehicle --purpose of profile: to understand if it vehicle has an appropriate audience for the communication strategy
Objectives
more specific goals to campaign --will have multiple --objectives must to specific, measurable, action, relevant, and timely (SMART)
What is the limitation of Campaign Measurement
not all online campaigns should be measure like a direct-response campaign
What is an example of an online quantitative research technique
panel studies: observing a group of individuals who share demographic or behavioral traits for a long period of time
What is an example of search engine marketing
pay-per-click advertising --the dominant percentage of all online advertising spending --advertiser only pays when a consumer takes action or clicks on ad
When interpreting an MRI report, what is the '000
percentage --people included in the base total / the ENTIRE population of people who partake in the phenomenon --EX: 60% of Starbucks consumers are women
When interpreting an MRI report, what is the % Detail
percentage of base total that partakes in the phenomenon --EX: 26,000 women in the US go to Starbucks for coffee
How does Twitter help gain insight on brand preference
provides a real-time barometer of a brand's place in pop culture
Online advertising campaign are highly what?
quantifiable
What is Internet advertising dominated by
search engine marketing
What does social network sites allow users to do
share ideas' activities, events, and interests within their individual networks
What is a crucial component to measuring success of an online campaign
site-side analytics --online measurement world
How does Dynamic Logic use Campaign Measurement
specializes in providing the brand impact of online advertising by providing information on awareness, advertising recall, message association, and future purchase intention of online campaign --uses an online panel divided into a control and test group
Tactics
specific actions used to attain strategies
What type of research is frequently used in advertising and PR
syndicated research
Define: Multimedia Research
syndicated research studies that measure consumer media habits for TV, radio, magazine, newspapers, outdoor, and online
What is the dominant method for determining consumer perception
telephone polling
What is a page view
the average amount of time a person spends per site
Define: Syndicated Research
the backbone of the media marketplace that provides vital information not he target audience, underlying consumer trends in the marketplace, details on the size and composition of all different media types. --not single sponsored --is the currency in the industry AND main style of the communication industry
What is the significance with the 2 factors that drive website popularity
the greater the presence by either factor, the easier it is for people to find the website (this is search engine optimization) --also refers to the organic search: the website naturally appears when a consumer is looking for it or the topic (OGS doesn't use pay-per-click)
When interpreting an MRI report, what is the significance of the Index
the higher the index number, the more likely that will be your consumers --EX: index of US women Starbucks drinkers is 117, so they are 117% more likely to drink Starbuck coffee compared to the average America
What is the Time On A Page
the length of time spent on that page
Goal
the overarching goal of an organization (the purpose) EX: make a profit or improve community relationships
Define: bounce rate
the percentage of visits were someone enters and exists the same page without visiting other pages on the site --some has tried the site and rejected the content
What is MRI
the primary resource for aiding advertising agencies and specifically media planners in helping define target audiences and media habits for clients --national study conducted twice a year --provides info on product categories, individual brands, and media vehicles
What is pay-per-click advertising
the purchase of key words on search engines that when searched by the consumer will post a text advertisement either at the top of the search page or along the side --organic or nonpaid ads appear toward the bottom of the page
What is a click path
the sequence of hyperlinks that someone follows once they are on a site
What is important for creatives to understand when creating an online capaign
they need to balance creative visual content with practical verbal content if the goal is to drive the site higher in organic listings --search engines use algorithms that rank sites by keyWORDS
What are the companies called who provide online campaign instant feedback
third part ad servers
What does ComScore track
tracks users globally and provides reports on web surfing and buying activities of consumers as weak as demographic analysis of those visiting specific sites
