I-COM worldmeasurementnews

Optimization Vs. Attribution: How They're Different, And Why This Matters

Paul Pellman [pictured], CEO of Adometry writes at MediaPost: Attribution is calculated using average metrics over a historical period. Optimization, on the other hand, relies on a methodology based on predictive models that track the non-linear relationships between specific campaign goals and spend levels.

While both attribution and optimization are powerful and effective tools for helping online marketers measure, improve and predict the performance of their multichannel advertising campaigns, it’s important to understand what each is designed to do so that you can properly leverage them to improve campaigns.   More...

The Age of Big Data

Steve Lohr of The New York Times writes: To grasp the potential impact of Big Data, look to the microscope, says Erik Brynjolfsson [pictured], an economist at Massachusetts Institute of Technology’s Sloan School of Management. The microscope, invented four centuries ago, allowed people to see and measure things as never before — at the cellular level. 

Data measurement, Professor Brynjolfsson explains, is the modern equivalent of the microscope. More…

Big data: The next frontier for innovation, competition, and productivity

McKinsey & Company reports: The amount of data in our world has been exploding, and analyzing large data sets—so-called big data—will become a key basis of competition, underpinning new waves of productivity growth, innovation, and consumer surplus, according to research by MGI and McKinsey's Business Technology Office. Leaders in every sector will have to grapple with the implications of big data, not just a few data-oriented managers. The increasing volume and detail of information captured by enterprises, the rise of multimedia, social media, and the Internet of Things will fuel exponential growth in data for the foreseeable future. Download full report

In US, TwitPolls Launched by Wayin to Allow Twitter Users & Brands to Engage & Gather Real-Time Feedback

TwitPolls Makes Questions & Answers and Polling Among Followers as Easy as #Pie

DENVER, Apr 12, 2012 (BUSINESS WIRE) -- Wayin, an online social engagement service, announced the launch of TwitPolls, an interactive, social survey and polling service that allows Twitter users to ask questions of their followers and receive tallied results at the close of the user-determined polling timeframe.

“The beauty of this service is its simplicity and alignment with current Twitter behavior,” said Tom Jessiman [pictured], CEO of Wayin. “Most polling services require a user to click a link from Twitter which links to a new website. If you are on a mobile device, this can be a deal killer. By keeping the questions inside Twitter, users stay engaged without the headaches of navigating to multiple websites and applications.” More… 

In Belgium, Kantar Media awarded National Internet Measurement Contract

26 April 2012 - TNS, part of the Kantar Media network, has been awarded the new National Internet Measurement contract in Belgium by the Centre for Information on the Media (CIM). The agreement will be effective from 1 November 2012. Under the terms of the deal, Kantar Media produce the National Internet Traffic Study, as well as monthly reach data and daily audience estimates, based on the online activity of a panel of 10,000 internet users in Belgium.

Stef Peeters [pictured, left], managing director at CIM, comments: "The rapid evolution of the online medium requires a reciprocal development in the methodology of the CIM internet studies. Via its international network, Kantar Media's technology ensures in-depth monitoring of the measurement of mobile devices, as well as video and audio streaming. In addition, the company's panel approach delivers the necessary methodological stability to publish monthly reach figures and daily audience estimates, all of which are essential in today's fast-paced world of digital advertising."

"We have developed an audience measurement solution that is tailor-made for the complex Belgian market," explains Dominique Vercraeye [pictured, center], Managing Director at TNS Belgium. "This combines our in-depth knowledge of the local market and its specific needs, with the expertise and technology of Kantar Media Spring. This is a new and exciting challenge, and we are proud to be at the forefront of CIM's innovative approach."

Oliver Pischke [pictured, right], managing director of Kantar Media Spring, confirms: "The multi-platform world makes measuring and understanding online audiences increasingly challenging, but evermore essential. We are delighted that our technology, which is already proven in Denmark, Germany, Norway, Switzerland and Romania, is to now benefit internet studies in Belgium." More...

Drop Data Restrictions, India Tells EU

mrweb.com reports: The Indian government is taking advantage of current trade talks with the EU to press for ‘data secure’ status for the country. 

India’s status as a non-secure nation means that sensitive data, such as patient information, engineering design and intellectual property rights, cannot be transferred there. This can be worked around where contracts make strict stipulations about data handling, but Kamlesh Bajaj [pictured], CEO of independent self-regulatory organisation the Data Security Council of India, told www.indiatimes.com that these are onerous. More…

In MENA, Global Market Research firm, Millward Brown, opens Dubai hub

18th April, 2012, Dubai, UAE: WPP-owned global marketing research company, Millward Brown, specializing in advertising, marketing communications, media and brand equity research today announced the opening of its Dubai office which will cater to its client base in the Middle East. The new office - Millward Brown Middle East (MBME), will function as a division under the aegis of AMRB, also a WPP company, and the existing Millward Brown licensee in the region.

On the occasion, Charles Foster [pictured], Managing Director of Millward Brown Africa and Middle East, commented, "By extending our partnership and opening a Middle East client service hub in Dubai, we can ensure that our clients receive fast and timely delivery of consumer knowledge, insights and advice that helps them with their business decisions. Dubai in specific and Middle East market as a whole is evolving, the opening of the new division signals our commitment to tap the growth and potential of this region. The MBME office will manage a full service operation across the Middle East and North African regions, and we look forward to opening a North African office later this year." More…

In US, Arbitron Mobile Launches Smartphone and Tablet Measurement Service

Syndicated, opt-in research panel to deliver insights into services, apps and Internet use of all major mobile devices and operating systems

COLUMBIA, Md., April 17, 2012 /PRNewswire/ -- Arbitron Inc. (NYSE: ARB) announced today the launch of a syndicated, mobile consumer research service in the United States. The Arbitron Mobile Trends Panels™ service is a new research offering that utilizes a proprietary, on-device software meter to provide marketers, content providers, app developers and wireless access suppliers with information on how mobile consumers use apps, surf the web, engage in social media, participate in e-commerce, are exposed to and act on advertising, and employ their device to communicate.

Said Dr. Hannu Verkasalo [pictured], Senior Vice President, Arbitron Mobile: "Consumers have embraced mobile as a primary way to access online content, media, messaging and social networking. With the debut of our Arbitron Mobile Trends Panels service, we are working to become a leading provider of insights for the mobile and media industry into the top mobile apps, web sites, devices and usage patterns, as well as mobile advertising, search and commerce."  More...

In US, IBM Survey Reveals Digital Behavioral Trends for Consumers

ARMONK, N.Y. - 16 Apr 2012: A new IBM study of the media and entertainment market (NYSE: IBM), reveals that as consumers adopt an increasing number of digital devices, four distinct new "digital personalities" are emerging. This shift is compelling companies to adopt more innovative business models that deliver personalized experiences. The "Beyond Digital" study released at the 2012 NAB Conference, paints a portrait of a rapidly changing audience that is adopting a wide range of digital devices at a dizzying pace.

"Media companies need to engage with consumers based on their digital personalities, if they are going to maintain a sustainable and connected relationship, said Saul Berman [pictured], Global Strategy Consulting Leader, IBM Global Business Services, and co-author of the study. "With the mass infiltration of digital devices, organizations can now enhance, extend or redefine the customer experience within minutes due to a steady stream of real-time data via social media. Future success is dependent upon successfully executing on insights based on this data, to reach the right consumer, at the right time and place, using the right tools." More...

In US, Socialbakers Launches Analytics PRO

Global Leader in Social Media Analytics Enhances Graphic Intelligence and Product Features to Surge Customer Social Media Performance

San Francisco, Calif. – April 17, 2012 – Socialbakers today launched its Analytics PRO technology to track Facebook and Twitter campaign performance on the industry's most powerful social media engagement platform. Socialbakers' Analytics PRO enables all companies, from enterprise to small business, to identify, engage and track their most important social influencers, while monitoring dozens of industry competitors.

Jan Rezab [pictured], Socialbakers CEO said: "Social media marketing is expected to total 15 percent of all online marketing budgets by 2013 – without social analytics focused on user engagement, companies are practically throwing their investments in the garbage. Analytics PRO is incredibly powerful because it helps our clients study the competition, understand how to provide the content users want and develop the most meaningful and conversion-driving content."  More...