Sofocles Markides, Nielsen, TAM Ukraine Managing Director

1. TAM UKRAINE
THE START UP PROJECT
Sofocles Markides
October 2013

2. Copyright ©2012 The Nielsen Company. Confidential and proprietary.
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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3. Copyright ©2012 The Nielsen Company. Confidential and proprietary.
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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4. • HHs Intab
• Quality of Data
• Training over the
phone
• New Devices
• Demo update
• Coincidental
• Incentive
Management
Deinstall
• Metering
• Welcome kit
• Face to face
training
• Welcome call
• Training over the
phone
Maintenance
• Selection
• Management
• Recruitment
Installation
Recruitment
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
NIELSEN’S SCOPE – PANEL LIFE CYCLE
• Panel age
• Forced turn
over
• Natural turn
over
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5. • Channel
identification
• Viewing activities
• Output supply to
production
system
Validation & Weighting
• Daily collection of
meter data
• Secure and
reliable
proprietary
protocol
Matching & Crediting Process
• Databases
reside abroad
• Highly
sophisticated
access rights
• Full production
cycle executed
abroad
• Full data
encryption
Data Collection
Security
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
NIELSEN’S SCOPE – DATA PRODUCTION
• Eliminating
inconsistencies
• Identifying
faulty homes
• Representation
of universes
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6. Copyright ©2012 The Nielsen Company. Confidential and proprietary.
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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7. Copyright ©2012 The Nielsen Company. Confidential and proprietary.
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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8. Copyright ©2012 The Nielsen Company. Confidential and proprietary.
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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9. Copyright ©2012 The Nielsen Company. Confidential and proprietary.
KEY SUCCESS FACTORS
Team
commitment
& alignment
Best
Practices
Recruitment
Panel
trained &
motivated
Tech’s
Mng
Quality Control &
Panel
Management
Systems &
tools
Documented
procedures
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