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Confidential & Proprietary • Copyright © 2008 The Nielsen Company
Next Generation Targeting – Synchronizing Online & Offline Behavioral Targeting
August 2008
Page 1 Confidential & ProprietaryCopyright © 2008 The Nielsen Company
The Promise
• Use segmentation to integrate your offline and online advertising.
• Complement your online behavioral targeting efforts. • In this webinar, we will discuss the next generation of
target marketing efforts that combine traditional advertising with digital media initiatives and the future of online advertising.
• Nielsen Claritas, the leaders in precision targeting, and Nielsen Online, experts in measuring online audiences, online advertising and consumer behavior, will present in- depth findings to provide advertisers, marketers and publishers actionable insights.
Page 2 Confidential & ProprietaryCopyright © 2008 The Nielsen Company
Integrating Online and Offline Marketing
• Online marketing spends continue to grow rapidly• Offline spends growing less slowly
• As this continues, aligning offline and online marketing plans becomes more and more important
Page 3 Confidential & ProprietaryCopyright © 2008 The Nielsen Company
Today’s Agenda
Goals:
• Understand segmentation’s role in integrating your online and offline marketing
• Distinguish between the benefits brought to you by segmentation and behavioral targeting
• Know which sites best deliver your core customers and/or combat your competitions’ online presence
• Measure your brands’ buzz and show how that can impact both online and offline marketing
Page 4 Confidential & ProprietaryCopyright © 2008 The Nielsen Company
Claritas: Segmentation Pioneers
P$YCLE & LifeP$YCLE
Pioneer HH-level industry segmentation
MicroVision & PRIZM+4 ZIP+4 cluster assignments
PRIZM & MicroVision applied to syndicated
surveys & lists
ConneXions, 1st HH-level system
targeting voice, video & data
IPA & Net Worth coding targets the Affluent Market
PRIZM NE – The New Evolution, 1st to have
common schema at HH and geodemo levels
PRIZM assignments for Census Block Groups
PRIZMWare, PC-based market analysis & mapping
“Cluster-by-household” grid segmentation
PRIZM – The 3rd Generation
MV Insurance & Banking, industry specific ZIP+4
cluster assignments
Workplace PRIZM & Daytime MicroVision
targets workers & daytime pop.
Applied computerized
demographic analysis
UPDATE, local-area demographics
REZIDE, ZIP Code demographics
PRIZM for ZIP Codes “geodemographics”
The 70’s The 80’s The 90’s 2000 & Beyond
Page 5 Confidential & ProprietaryCopyright © 2008 The Nielsen Company
Claritas Segmentation Product Line
Key Driver: Key Driver: TechnodoptionTechnodoption• You & I Tunes to Old Time Media• Technovators to Bucolic Basics• Cinemaniacs to Early-Bird TVAT&T, Verizon, Charter Comm.AT&T, Verizon, Charter Comm.
Key Driver: Key Driver: IPA (Assets)IPA (Assets)• Savvy Savers to ATM Nation • Annuity-ville to Social Insecurity• Power Couples to Young & ThriftyBofA, Suntrust, H&R BlockBofA, Suntrust, H&R Block
Key Driver: Key Driver: Urbanization & SERUrbanization & SER• Executive Suites to Bedrock America• Up & Comers to Hometown Retired• Money & Brains to Shotguns & PickupsGM, Best Buy, MetLife, HP, AdvoGM, Best Buy, MetLife, HP, Advo
IndustryIndustry--leading segmentation for Media, Agencies, Retail, leading segmentation for Media, Agencies, Retail, Auto, Real Estate, Restaurants, Insurance, Utilities, Travel, etAuto, Real Estate, Restaurants, Insurance, Utilities, Travel, etc.c.
IndustryIndustry--specific segmentationspecific segmentationsystems for:systems for:
-- Wireline TelecommWireline Telecomm-- Wireless TelecommWireless Telecomm-- CableCable
-- BanksBanks-- Credit CardsCredit Cards-- InvestmentsInvestments
Page 6 Confidential & ProprietaryCopyright © 2008 The Nielsen Company
Building PRIZM: A Technological Breakthrough
66 PRIZM NE Segments66 PRIZM NE SegmentsBenchmarked, evaluated and described using syndicated and propriBenchmarked, evaluated and described using syndicated and proprietary dataetary data
Annual Update to segment assignments for HH, ZIP+6, ZIP+4, BG, aAnnual Update to segment assignments for HH, ZIP+6, ZIP+4, BG, and ZIPnd ZIPApplied to 100Applied to 100’’s of marketing databases via the Claritas Link Partner Networks of marketing databases via the Claritas Link Partner Network
Age & IncomeHH CompositionTenure / HousingEducationEthnicity…and behaviors
HH DataEquifax, ADVO, InfoUSA,
USPS, Targus(Master Address File)
Census TractsBlock Groups
Blocks
ZIP CodesZIP+4’sZIP+6’s
NeighborhoodUS Census, Claritas Update
Demographics
Claritas Audit SurveysClaritas Audit SurveysFinancial, Insurance, Telco, Financial, Insurance, Telco,
Internet, Electronics, RestaurantInternet, Electronics, Restaurant
Syndicated ResearchSyndicated ResearchMediamark, Simmons, ACN Mediamark, Simmons, ACN HomeScan and Polk Auto.HomeScan and Polk Auto.
Claritas Claritas MDPMDP
ConsumerConsumerBehavior LinkBehavior Link
Page 7 Confidential & ProprietaryCopyright © 2008 The Nielsen Company
PRIZM – 66 SegmentsSecond CitySecond City Town & CountryTown & CountryUrbanUrban SuburbanSuburban
10 Second City Elite12 Brite Lites, Li'l City13 Upward Bound
47 City Startups53 Mobility Blues60 Park Bench Seniors62 Hometown Retired63 Family Thrifts
05 Country Squires09 Big Fish, Small Pond11 God's Country20 Fast-Track Families25 Country Casuals
23 Greenbelt Sports28 Traditional Times32 New Homesteaders33 Big Sky Families37 Mayberry-ville
48 Young & Rustic55 Golden Ponds56 Crossroads Villagers57 Old Milltowns58 Back Country Folks64 Bedrock America
38 Simple Pleasures42 Red, White & Blues43 Heartlanders45 Blue Highways50 Kid Country, USA51 Shotguns & Pickups
24 Up-and-Comers27 Middleburg Managers34 White Picket Fences35 Boomtown Singles41 Sunset City Blues
59 Urban Elders61 City Roots65 Big City Blues66 Low-Rise Living
04 Young Digerati07 Money & Brains16 Bohemian Mix26 The Cosmopolitans29 American Dreams
31 Urban Achievers40 Close-In Couples54 Multi-Culti Mosaic
44 New Beginnings46 Old Glories49 American Classics52 Suburban Pioneers
21 Gray Power22 Young Influentials30 Suburban Sprawl36 Blue-Chip Blues39 Domestic Duos
01 Upper Crust02 Blue Blood Estates03 Movers & Shakers06 Winner's Circle
08 Executive Suites14 New Empty Nests15 Pools & Patios17 Beltway Boomers18 Kids & Cul-de-Sacs19 Home Sweet Home
High
Low
$$
Page 8 Confidential & ProprietaryCopyright © 2008 The Nielsen Company
Links to the Ground: Washington DC by PRIZMBG Single Assignments
GreatGreatFallsFalls
RestonReston
ManassasManassas
CentervilleCenterville
RockvilleRockville
GaithersburgGaithersburg
LaurelLaurel
WoodbridgeWoodbridge
WaldorfWaldorf
AndrewsAndrewsAFBAFB
OlneyOlney
ColumbiaColumbia
SevernSevern
Glen BurnieGlen Burnie
QuanticoQuantico
Ft BelvoirFt Belvoir
HyattsvilleHyattsvilleDullesDulles
SterlingSterling
WashingtonWashington
ArlingtonArlington
AlexandriaAlexandria
AnnapolisAnnapolis
Urban UptownMidtown MixUrban Cores
Elite SuburbsThe AffluentialsMiddleburbsInner Suburbs
2nd City SocietyCity CentersMicro-City Blues
Landed GentryCountry ComfortMiddle AmericaRustic Living
Unclassified
0808
0505
Page 9 Confidential & ProprietaryCopyright © 2008 The Nielsen Company
“West” Tyson’s Corner, Northern Virginia
Leesburg Pike (VA 7)
Chain Bridge Rd (VA 123)
Dulles Tollway
Irvin
e St
Old Courthouse Rd
Gos
nell
Dr
Higdon Dr
Courthouse Spring
WolfWolfTrapTrap
Westpark Dr
Westwood Center Dr
Westwood Westwood Country ClubCountry Club(Vienna, VA)(Vienna, VA)C
reek
Cro
ssin
g R
d
Copyright 2003, Claritas Inc.
03 Movers & ShakersWealthy, Suburban Boomer Couples
Age 35-64, OwnersWealthy @ $97,100
08 Executive SuitesUpscale, Suburban Singles & Couples
Age 25-44, MixUpper @ $71,000
Copyright 2003, Claritas Inc.
Copyright 2003, Claritas Inc.
01 Upper CrustWealthy, Older Suburban Couples
Age 45+, OwnersWealthy @ $107,000
Copyright 2003, Claritas Inc.
30 Suburban SprawlMiddle-Aged, Midscale Couples
Age 25-44, OwnersMid @ $48,600
15 Pools & PatiosOlder, Upscale Suburban Couples
Age 45+, OwnersUpper @ $67,600
Copyright 2003, Claritas Inc.
14 New Empty NestsMature Couples in Upscale Suburbia
Age 65+, OwnersUpper @ $67,200
GlobeXplorer with ZIP+4 Assignments
Page 10 Confidential & ProprietaryCopyright © 2008 The Nielsen Company
The New Evolution in Segmentation
Profile Linkages
Product Purchases
BeveragesFoods
ClothingHousehold Goods
AppliancesElectronics
Sports EquipmentAutomobiles
etc.
NeighborhoodsNational MapsRegional Maps
Local MapsHigh Potential Areas
Highly Penetrated Areas
LifestylesTravel
VacationsHobbiesSportsMusicetc.
MediaCablePrint
OutdoorBroadcast TV
RadioInternet
CustomerInformation
!!!
Page 11 Confidential & ProprietaryCopyright © 2008 The Nielsen Company
Wide Range of Internal Surveys & Partners Covering Media and Advertisers
Page 11
Simmons
Client
Enterprise Data
Warehouse
Nielsen Media Research
Claritas
Page 12 Confidential & ProprietaryCopyright © 2008 The Nielsen Company
Nielsen Online Assets that are Coded with Claritas Segmentation Systems• NetView
The ‘Nielsen panel of the Web’. 30,000 panelists in the US (with Global capabilities as well). Panelists are recruited via random digit dial and all PC behaviors are passively monitored using a software meter installed on their computers. This is the highest quality source of behavioral data available in the world.
• MegaPanelA panel of 250,000 in the US (with global capabilities as well). Panelists are recruited online. As with the NetView panel, when panelists are recruited they download a software meter on their computers which allows passive tracking of online behaviors. In addition to tracking Web sites visited MegaPanel is able to track transactions, searches, and is survey-able.
• @Plan (coming soon)A survey executed quarterly to 36,000 people in the US. More than 3,000 profile points, including Web sites visited, products owned and purchased, personal preferences, activities engaged in, etc…
Page 13 Confidential & ProprietaryCopyright © 2008 The Nielsen Company
Internet Targeting - Segmentation Alternatives
• Registration:– ZAG Data – in return for site localization or deeper content – Full Address – eRetail or any other home-delivery
• Registration Networks:– Member sites may see segment codes on browsers which have
submitted registration
• IP Address:– Granularity remains an issue– Fixed IP solutions may facilitate this option
Page 14 Confidential & ProprietaryCopyright © 2008 The Nielsen Company
5
1
Registration / Encoding Process 1) Visitor enters address or ZAG data
2) Address or ZIP info batched offline or sent real-time to segmentation database
3) Address / ZIP info matched with segment code
4) Cookie encoded with segmentation
5) Content or advertising may be served based on that cookie
4
[email protected][3].txt
2
PRIZM ZIP35 0681002 0682009 0684027 0685012 0685109 0685363 0685408 06897
3
Page 15 Confidential & ProprietaryCopyright © 2008 The Nielsen Company
Page 16 Confidential & ProprietaryCopyright © 2008 The Nielsen Company
Audi A4 Selected
1) Marketer selects category or brand
2) Tool provides checklist of segments, using agreed business rules
Target Code Variable Title %Comp Index
x 01 Upper Crust 7.45 492x 02 Blue Blood Estates 5.23 537x 03 Movers & Shakers 6.80 422x 04 Young Digerati 4.39 357x 05 Country Squires 5.99 313x 06 Winner's Circle 3.91 354x 07 Money & Brains 6.24 309x 08 Executive Suites 2.49 274x 09 Big Fish, Small Pond 4.33 191x 10 Second City Elite 1.89 161x 11 God's Country 4.62 299x 12 Brite Lites, Li'l City 2.31 154
13 Upward Bound 2.15 13514 New Empty Nests 1.54 14715 Pools & Patios 2.01 153
x 16 Bohemian Mix 3.61 20117 Beltway Boomers 1.32 138
. . . . . . . . . . . . . . . 28 Traditional Times 1.27 45
x 29 American Dreams 3.60 165Selected Segments 62.86 289
Segments Audi A4 (H)
Online: Target Selection Process
3) Selected segments = target
Page 17 Confidential & ProprietaryCopyright © 2008 The Nielsen Company
Target Selection Business Rules
• Rank profile by Index in descending order, highest indexing segments top the list
• Aggregate segments until:- 60% of buyers are included in target or- Index drops below 110
Maximum percent of buyers (50-70%) / minimum index (100-120) may be modified in discussions with website
Page 18 Confidential & ProprietaryCopyright © 2008 The Nielsen Company
Understand Your Customers Online and Offline
Page 19 Confidential & ProprietaryCopyright © 2008 The Nielsen Company
Behavioral Targeting: Pros and Cons
DefinitionUses a browser’s actual internet usage for targeting. Some behavioral targeting systems utilize only behavioral data collected on that site, while others leverage information collected throughout a network.
Upside– Ability to target prospects within the context of researching a purchase in high research
categories (auto, consumer electronics, for example)– Opportunity for lower cost ad buys, as BT often utilizes remnant inventory– Optimization through analysis of past click-through behaviors in high click categories
Downside– In advertising categories where clicks are infrequent, optimization is challenging– For advertisers that principally aspire to reach a specific type of person, where
contextual cues are few and far between, behavioral targeting opportunities may be rare (CPG, for example)
– Behavioral opportunities are generally limited to people exhibiting in-market behaviors, which precludes advertising intended to change preferences and attitudes before a person is in market
– Target segments are often highly general (Auto Intenders, rather than German Luxury Sedan intenders, for example)
Page 20 Confidential & ProprietaryCopyright © 2008 The Nielsen Company
Segmentation: Pros and Cons
Definition – Links an advertiser’s customer database or a syndicated survey’s view of that advertiser’s
customers with internet visitors – Permits serving ads to visitors who have a substantially higher probability of purchasing
that advertisers products / services.Upside
– Allows the targeting larger numbers of visitors for advertisers that have reach objectives– Allows advertisers to reach prospective buyers when they are not in the active online
research phase, shaping opinions that will hopefully benefit the advertiser when the person is in market
– Ability to target people broadly across networks where segmentation schemes have been loaded
– Segments can be easily cross-linked to other datasets– Opportunity to buy remnant inventory through where publishers or ad networks are
encoded with segmentation schemaDownside
– Less likely to catch a person ‘in the moment’ when they might be poised to purchase
Page 21 Confidential & ProprietaryCopyright © 2008 The Nielsen Company
Recommend that Advertisers Employ Both Behavioral and Segmentation Targeting Tactics
Behavioral• Ability to reach people closest to the actual point of decision
• Ability to reach people as they are actively learning about a particular purchase
Segmentation• Ability to affect the consideration set before the process of consideration begins
•Ability to affect Internet users not using the Internet to support the purchase
•Ability to support a larger a larger brand footprint
Page 22 Confidential & ProprietaryCopyright © 2008 The Nielsen Company
PRIZM Targets: Brand A
• Brand A PRIZM targeted segments represent 53% of all customers • More than twice as likely than average to own the vehicle (Index = 217)• These segments make up 25% of the US• Wealthy, predominantly mature: 59% of selected segments are 45+
Page 23 Confidential & ProprietaryCopyright © 2008 The Nielsen Company
Brand A’s Online Behavior
Where do Brand A’s customers go online
NameSegment
Composition of Site (%)
Index (Against Online Universe
for Cluster)Reach Coverage %
Zagat Survey 41.70 187 221,000 0.7
Fodors.com 41.00 184 258,000 0.8
LinkedIn 39.90 179 2,125,000 6.6
WSJ.com (The Wall Street Journal) 39.60 178 1,838,000 5.7
RCI 39.50 178 517,000 1.6
Bloomberg.com 38.60 173 1,141,000 3.5
BoatU.S. 38.40 173 64,000 0.2
Hoover's Online 38.10 171 544,000 1.7Wall Street Journal Digital Network 37.70 169 3,726,000 11.5Quicken 37.60 169 199,000 0.6
Investors.com 37.00 166 155,000 0.5
InformationWeek 36.90 166 271,000 0.8
Heavy Concentrations in: – Upscale Travel Arenas (Fodors, Zagat)– Financial Interests (WSJ, Bloomberg, Quicken)– WSJ Network (WSJ, Barrons, Marketwatch, BigCharts)
Sample: Nielsen Online, US Custom Claritas Index Report
Page 24 Confidential & ProprietaryCopyright © 2008 The Nielsen Company
Brand A’s Offline Behavior
Claritas: MRI 2007
Brand A Targets
Page 25 Confidential & ProprietaryCopyright © 2008 The Nielsen Company
Compare Sites’ Ability to Attract Your Online Customers
Page 26 Confidential & ProprietaryCopyright © 2008 The Nielsen Company
Brand A’s Target: What Other Brands Are They Actively Considering?
Index for Custom Target Across Competitive Set
148
182
168
195
205
175
251
0 50 100 150 200 250 300
Brnad G.com
Brand F.com
Brand E.com
Brand D.com
Brand C.com
Competitive: Brand B.com
Brand A.com
Sample: Nielsen Online NetView panel, US Custom Claritas Index Report
Among your target segment, what Web sites are being visited, in addition to your own?
Page 27 Confidential & ProprietaryCopyright © 2008 The Nielsen Company
NameSegment
Composition of Site (%)
Index (Against Online Universe
for Cluster)Reach Coverage %
Zagat Survey 41.70 187 221,000 0.7
Fodors.com 41.00 184 258,000 0.8
LinkedIn 39.90 179 2,125,000 6.6
WSJ.com (The Wall Street Journal) 39.60 178 1,838,000 5.7
RCI 39.50 178 517,000 1.6
Bloomberg.com 38.60 173 1,141,000 3.5
BoatU.S. 38.40 173 64,000 0.2
Hoover's Online 38.10 171 544,000 1.7Wall Street Journal Digital Network 37.70 169 3,726,000 11.5Quicken 37.60 169 199,000 0.6
Investors.com 37.00 166 155,000 0.5
InformationWeek 36.90 166 271,000 0.8
Heavy Concentrations in: – Upscale Travel Arenas (Fodors, Zagat)– Financial Interests (WSJ, Bloomberg, Quicken)– WSJ Network (WSJ, Barrons, Marketwatch, BigCharts)
Sample: Nielsen Online, US Custom Claritas Index Report
These Sites Reach Brand A’s Customers Efficiently
Page 28 Confidential & ProprietaryCopyright © 2008 The Nielsen Company
Combat Your Competitors Online
Page 29 Confidential & ProprietaryCopyright © 2008 The Nielsen Company
AdRelevance Overview
What is it?AdRelevance provides comprehensive online advertising intelligence across all industries,
channels, and ad-formats across the web.
Who Uses It?• Advertisers
• Online publishers
• Agencies (on behalf of advertisers)
Typical questions• Which of Brand A’s key competitors advertised online the most heavily during 2007?
• Which of Brand A’s key competitors is accelerating their online ad spend the most significantly?
• What online advertising creative was used the most heavily by competitor B during December?
Page 30 Confidential & ProprietaryCopyright © 2008 The Nielsen Company
How Much Are My Competitors Advertising Online? Q2 2007
Brand B
Brand A
Brand C
Brand D
Brand E
Brand F
Brand G
Brand H
Brand I
Brand J
Brand K
Impressions by CompanyMost Recent Quarter
All Advertisers: Custom Selection, all locations Q2 2007, All Strategies, All Image-Based Technologies. All Delivery Types. No House Ads.
Brands: B A C D E F G H I J
Page 31 Confidential & ProprietaryCopyright © 2008 The Nielsen Company
Where Are My Competitors Advertising online?
• Understand Competitive Set and Online Marketing Placement
• Example: Brand B– Strong Increase in Online
Marketing Impressions in May 2008.
+86% Month-over-Month Increase
– Focus on Local Newspaper SitesLA TimesSun-SentinelMiami Herald…and so on!
Site/Sub-Site Impressions
Los Angeles Times: Los Angeles, CA (General) 349,000
Sun-Sentinel.com: South Florida (All) 297,000
AutoTrader.com (All) 166,000
Herald.com: Miami, FL (All) 161,000
bizjournals.com (All) 118,000
Yahoo! Autos 89,000
PalmBeachPost.com: Palm Beach, FL (All) 79,000
MSN Autos 75,000
Arizona Central: Arizona (General) 53,000
The Denver Post: Denver, CO (All) 20,000
RockyMountainNews.com: Denver, CO (All) 16,000
AOL.com Autos 5,000
cars.com (All) 4,000
WorldNetDaily (All) 3,000
Arizona Central: Arizona The Arizona Republic 3,000
AutoSite (All) 1,000
Total 1,439,000Nielsen Online, AdRelevance, May 2008
Page 32 Confidential & ProprietaryCopyright © 2008 The Nielsen Company
What Are My Competitors Advertising Online?
32
Date: 3/3/08 to 6/2/08Impressions: 89,351,000Sites: Autotrader.com
Car and DriverEpinions.comESPN.com
Source: Nielsen Online; AdRelevance. Q2’07 – Q2’08
Date: 3/24/08 to 4/07/08Impressions: 50,022,000Sites: Yahoo!
Date: 3/31/08 to 4/07/08Impressions: 15,020,000Sites: Facebook
Page 33 Confidential & ProprietaryCopyright © 2008 The Nielsen Company
Measure and Monitor the Buzz Around Your Brand and Around Competitor Brands
Page 34 Confidential & ProprietaryCopyright © 2008 The Nielsen Company
34
Snapshot: Competitive Buzz for May
• Company generates the most buzz during May because of discussion about new products and OTHER initiatives.
• Company XYZ’s use of communication X continues to generate positive sentiment.
• Feature content remains a top driver of programming discussion. Consumers debate the quality of linear feature vs. feature content .
• Network management practices, Issue X, bandwidth caps and new pricing strategies based on Internet usage remain controversial topics for Company XYZ during May.
Percentages have been normalized and contain only May data
Company29%
Company19%Company
18%
Company15%
Company12%
Company6%
Company1%
Page 35 Confidential & ProprietaryCopyright © 2008 The Nielsen Company
35
Company XYZ Monthly Buzz TrendsCompany XYZ Buzz Trend (since January)
May’s event at Company XYZ.net generates the most buzz of any key event so far
in 2008.
A. POSITIVE:Company XYZ at Event: keynote,
B. NEGATIVE: At a public hearing in CITY, XYZ company lobbyists upstage the event
C. MIXED-TO-NEGATIVE: Company XYZ and Company agree to collaborate
D. MIXED-TO-NEGATIVE: Organization Chair makes a statement
E. NEGATIVE: EVENT at Company XYZ.net leaves customers without access feature, feature and feature. Consumers debate the impact and motives
A
B
C
D
0%
5%
10%
15%
20%
25%
30%
35%
1/1/20
081/8
/2008
1/15/2
008
1/22/2
008
1/29/2
008
2/5/20
082/1
2/200
82/1
9/200
82/2
6/200
83/4
/2008
3/11/2
008
3/18/2
008
3/25/2
008
4/1/20
084/8
/2008
4/15/2
008
4/22/2
008
4/29/2
008
5/6/20
085/1
3/200
85/2
0/200
85/2
7/200
8
% o
f Dis
cuss
ion
E
Page 36 Confidential & ProprietaryCopyright © 2008 The Nielsen Company
Brand Association Map – Nike
A Brand Association Map is a proprietary
correlation analysis
that determines the competitors,
products, concepts and
attributes that are most closely
associated with the central brand/topic (e.g. Nike).
A Brand Association Map is a proprietary
correlation analysis
that determines the competitors,
products, concepts and
attributes that are most closely
associated with the central brand/topic (e.g. Nike).
Page 37 Confidential & ProprietaryCopyright © 2008 The Nielsen Company
37
Customer Service - Verbatim Messages Customer Service: Positive
“And I must say that my relocation experiences with Company XYZ have been quite good so far. The customer service rep I spoke with to set up the new service was friendly, informative, and thorough. The installer showed up ten minutes into his two hour window and was also friendly and accommodating of my questions and requests. It was hard to believe I was dealing with a cable company at all. Having just said that, I'm probably setting myself up for the mother of all customer support nightmares, but so far so good.” Source, Date
“I had a good Company XYZ tech who checked all the connectors in the house to eliminate any potential troubles in the future. If I have any problem in the future I hope I get that one tech...he fixed all the problems in my house in 3 hours.” Source, Date
“I have to admit, while Company XYZs service hasn't been spectacular for me, their customer service in this area (A "service" mentality is very natural under the right conditions, I think. I was just on the phone with a customer service rep from Company XYZ who was extraordinarily helpful and, I get the sense, genuinely interested in finding me the best deal. Why? Was it for her commission? Was it for praise from her boss? Was it because she had a great day today and was feeling generous? Who knows. I tend to think that in every organization, if people believe in what they are doing, if they see the value and the commitment to helping others, the service is there. In general I find that people want to be helpful.” Source, Date
“I am most pleased with Company XYZ’s performance here after Melissa sent me her email. The only thing more they could have done would have been to send someone out last night. To their credit they offered, and I declined. Excellent customer service is what sets any company apart from the rest of the crowd. ” Source, Date
Page 38 Confidential & ProprietaryCopyright © 2008 The Nielsen Company
Optimize Your Online Ads’ Efficiency
Page 39 Confidential & ProprietaryCopyright © 2008 The Nielsen Company
Post Buy Analysis
Findings- While site A made the greatest contribution to impressions against my target, it did so inefficiently.
- Due to the high composition of delivered impressions against my target, sites E, I J, K and L may be more effective in the future toward a goal of target advertising efficiency
Optimize future campaigns based upon the success of past campaigns at reaching desired targets
Confidential & Proprietary • Copyright © 2008 The Nielsen Company
Thank You!Ken [email protected] www.nielsen-online.com
Bruce [email protected] www.claritas.com203-563-2992