Nielsen TAM Panel Specifics

10
THE START UP PROJECT Sofocles Markides October 2013 TAM UKRAINE

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Sofocles Markides, Nielsen, TAM Ukraine Managing Director

Transcript of Nielsen TAM Panel Specifics

Page 1: Nielsen TAM Panel Specifics

THE START UP PROJECT

Sofocles Markides October 2013

TAM UKRAINE

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RUN DOWN

• Advantages & Opportunities of the Nielsen panel

• Nielsen’s Scope

• Scope of the Measurement

• The Start up team

• Today’s Status

• Key factors of Success

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ADVANTAGES & OPPORTUNITIES – NIELSEN PANEL

• Use of latest generation of metering technology – future proof panel

• Implementation of highest level security measures – customized for Ukraine

• Intensive involvement of corporate support centers for the hiring, training and transfer of know-how to the local team.

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NIELSEN’S SCOPE – PANEL LIFE CYCLE

Recr

uitm

ent • Selection

• Management • Recruitment

Inst

alla

tion • Metering

• Welcome kit • Face to face

training • Welcome call • Training over the

phone

Mai

nten

ance

• HHs Intab • Quality of Data • Training over the

phone • New Devices • Demo update • Coincidental • Incentive

Management

Dei

nsta

ll • Panel age • Forced turn

over • Natural turn

over

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NIELSEN’S SCOPE – DATA PRODUCTION Se

curit

y • Databases reside abroad

• Highly sophisticated access rights

• Full production cycle executed abroad

• Full data encryption

Dat

a Co

llect

ion • Daily collection of

meter data • Secure and

reliable proprietary protocol

Mat

chin

g &

Cre

ditin

g Pr

oces

s • Channel identification

• Viewing activities • Output supply to

production system

Valid

atio

n &

Wei

ghtin

g • Eliminating inconsistencies

• Identifying faulty homes

• Representation of universes

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SCOPE OF THE MEASUREMENT

• Live viewing

• Time Shifted Viewing (7 days)

• Digital and Analogue and Satellite broadcasting

• All non-broadcast devices connected on a TV set

• 40+ reported channels • Can be increased upon TIK’s request

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THE START UP MANAGEMENT TEAM

• International team of 12 managers from various centres of excellence ensures implementation of best practices on:

• Methodology

• Process implementation

• Governance

• Data production

• KPIs

• Security

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THE START UP – INTERNATIONAL STAFF

• International team of 15 experts from all fields

• Recruit & hire the local structure of 115 employees

• Train, shadow, implement &control all steps of the TAM process • Recruitment, Panel Management & Quality Control

• Meter Installation, Statement Control, Performance & Troubleshooting

• Stock Control & Logistics

• Reference Site - Installation, Maintenance & Control

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Best Practices

Documented procedures

Systems & tools

Panel trained & motivated

Team commitment & alignment

KEY SUCCESS FACTORS

Quality Control & Panel

Management

Tech’s Mng

Recruitment

Page 10: Nielsen TAM Panel Specifics