eScape – Reporting Tool Manual

1. eScape – Reporting Tool Manual A reference manual for version 2.4 – released Octobre 2009

2. Content • Logging in and logging out • Frequencies & comparisons • Introduction • Making a selection for analysis • The output • Relationships • Introduction & making a selection for analysis • The output • Portfolio planner • Introduction • Defining a target group • The output • Media planner • Introduction • Defining a target group • The output • Adapting your settings

3. Logging in and logging out Access the reporting tool at http://escape.insites.eu Log in at the left hand side by entering your username & password You can choose the option ‘Remember me’: If not checked, the user will remain logged in for 30 minutes If checked, the user will remain logged in for 14 days Log out anywhere inside the tool with the logout link at the top right

4. Frequencies & comparisons - introduction Access the frequencies & comparisons section by clicking through on the top left icon. A frequency analysis calculates the distribution of answers for a given question, both in absolute figures and percentages. A frequency analysis can involve multiple... ...Website sections, websites & channels * - e.g. Demo eScape 2.0 ...Questions & answering options * - e.g. Gender: Male/Female ...Periods * - e.g. Last month ...Benchmarks – e.g. Country benchmark ...Filters – e.g. Gender = Male All items marked with an asterisk (*) are required

5. Frequencies & comparisons – making a selection Firstly, select on which level you would like to run the analysis. Network – e.g. Demo eScape 2.0 Website – e.g. http://www.example1.com Channel – e.g. Sports, News, etc. If more than one website or channel is added, the results will automically be presented as a comparison. A ‘channel’ groups a number sites. When analyzing on channel level, the data of these sites will be aggregated. Adding, editing and removing channels, is possible under the section ‘My Settings’.

6. Frequencies & comparisons – making a selection Secondly, select the variables for your analysis. All questions and answer options, which can be included in the questionnaire are listed. Tick the plus sign to unfold the tree structure and tick the boxes to select te variables. If you tick the question – e.g. ‘Current professional situation’, the results for all answer options will be shown. You can limit the results to specific answer options by seperately selecting these – e.g. ‘I’m currently unemployed, and I’m looking for a job’, etc. In this case, only the results for these answer options will be reported and the result will not total 100%. When selecting multiple questions, each question will be reported seperately for each selected website and period.

7. Frequencies & comparisons – making a selection To save some time on recurring analyses, you have the option to save a selection of variables as a variable group. E.g. ‘Basic socio-demograhic profile’, including 4 key variables. You can create these variable groups under ‘My Settings’. Your variable groups will then appear on the selection page. After doing an analysis, you will also have the option to save your variable selection as a favorite. Favorites are shown on the top of the selection page.

8. Frequencies & comparisons – making a selection Thirdly, select a time period. A frequency analysis can include multiple periods. For a custom date period, check the checkbox ‘Custom date’, then select the start and end date in the fields below Optionally, activate or de-activate reweighting Based on on- and offline research, insights were gathered on how results of online questioning can be skewed by over- or under-representation of a certain socio-demographic group online. By ticking ‘use reweighed data’, results are recalculated based on these insights. This function is not available for all markets.

9. Frequencies & comparisons – making a selection Optionally, choose benchmarks The country benchmark includes all participating websites in your market The overall benchmark is interesting for users with international websites, as it includes all websites worldwide that participate with eScape The media house benchmark includes all websites in your account The benchmarks are recalculated once a day

10. Frequencies & comparisons – making a selection Optionally, choose one or more filter(s) By ticking e.g. ‘gender = male’ only respondents which have indicated to be male ànd correspond to previously selected variables, will appear in the output of the analysis. Hit ‘Analyse’ to start the analysis. A progress screen will be shown

11. Frequencies & comparisons – the output The output of the analysis includes: N=the exact number of respondents corresponding to the variable %=the % of the site population corresponding to the variable A graphic representation

12. Frequencies & comparisons – the output Several options are available after completing an analysis: Saving the selection of variables as a favorite Download the results of the analysis in the form of an Excel file: Change the current selection Start a completely new selection Change the chart type

13. Frequencies & comparisons – the output • If the analysis can’t retrieve an adequate amount of respondents in order to guarantee the representativity, a red exclamation mark is added to the output. Click the exclamation mark to perform a regressive sample search, in which case data from a longer time period will be taken into account. • If more sample can be made available by extending the period, the system will propose a new date for the selection, and offers the possibility to rerun the analysis straight away • You will be informed if no additional sample can be retrieved

14. Frequencies & comparisons – the output To put emphasis on a certain segment of a pie chart, simply left click on the segment to separate it. To export the graph directly into a media kit, e-mail or sales presentation, simply right click on the graph. You will have the option to save the graph as an image in 3 different formats: JPEG, PNG and PDF.

15. Relationships – introduction Access the Relationships section by clicking through on icon, which is second to the left. A relationship analysis crosses all available answers for a given question with all answers for another question, allowing you to analyze the effect of one variable on another. E.g. answering questions as ‘do men have a different appreciation of the site than women?’ A relationship analysis can involve... ...Multiple website sections, websites & channels * ...Exactly 2 variables * ...A single period * Make you selection similar to in the module ‘Frequencies & Comparisons’, but limited to 2 variables. All items marked with an asterisk (*) are required

16. Relationships – the output • Similar to the output of a frequency analysis, several options are available after completing an analysis: • Download the results of the analysis in the form of an Excel file: • Change the current selection • Start a completely new selection • Exchange variables: this will switch x and y in ‘Effect of [variable x] on [variably y]’ • Change the chart type

17. Portfolio planner - introduction Access the portfolio planner through the menu at the top. This tool is useful for media houses or networks with multiple websites registered for eScape. It gives an overview of which sites or site sections in your portfolio, there is the best penetration of a certain target group. All variables, which are available in the survey, can be included in the definition of the target group. E.g. Male, <18, interested in buying a new mobile phone in the coming 12 months, ... When running the analysis, the reporting tool will return a list of websites from within the network which have enough sample that corresponds with the defined criteria of the target group.

18. Portfolio planner – defining a target group • By checking answer options, you can define your target group through AND & OR relationships. On the selection screen, a tree menu will be presented with all survey blocks, and the underlying questions and answer options. AND OR OR

19. Portfolio planner – the output Results are presented in a dynamic table, in which only sites which had a minimum of 150 respondents over the last 6 months are included. The overview includes the following columns: Export : tick the boxes and hit the XLS icon to export the selection to Excel Website: indicates the url of the site Site category: only appears if the category has been defined, a max. of 3 are shown Counts: the exact number of respondents corresponding to the selected criteria % of site population: % of the site population, corresponding to the selected criteria Index: expresses how well the target group is represented on this website as opposed to other sites Error margin: expresses with which margin the results may vary in both directions Click the column header to reverse the sorting order or drag a column to the purple bar at the top to group results.

20. Media planner - introduction In some markets, InSites Consulting offers a Media Planner Tool based on the eScape data. This tool can be used by agencies and planners, free of charge, to get an overview of which sites, media houses & ad networks have the best penetration of a certain target group. Only data of partners, who have given their explicit consent, is shared in this tool. Only partners, who share data in the tool have access to it. All variables, which are available in the survey, can be included in the definition of the target group. (!) Access to data from ‘optional themes’ needs to be requested seperately, but this is possible through the tool. • Partnering sites and ad networks can access the Media Planner through the reporting account, by clicking on the icon at the top of the page. • Agencies and media planners, who request access to the Media Planner Tool are provided a seperate login, giving access only to this module.

21. Media planner – defining a target group • It is possible to limit the results to specific Site Categories or Ad Networks, by selecting these on the selection screen. • In some market eScape allows for reweighing. Based on offline research, insights were gathered on how results of online questioning can be skewed by over- or under-representation of a certain socio-demographic group online. By ticking ‘use reweighed data’, results are recalculated based on these insights. In markets where this feature is available, ‘use reweighed data’ is selected by default. On the selection screen, a tree menu will be presented with all survey blocks, and the underlying questions and answer options. By checking answer options, you can define your target group through AND & OR relationships. AND OR OR

22. Media planner – the output Results are presented in a dynamic table, in which only sites or channels, which had a minimum of 150 respondents over the last 6 months are included. The overview includes the following columns: Export : tick the boxes and hit the XLS icon to export the selection to Excel Ad Network: indicates which ad network represents the site Website & channel : indicates the url of the site or the name of the channel Site category: only appears if the category has been defined, a max. of 3 are shown Counts: the exact number of respondents corresponding to the selected criteria % of site population: % of the site population, corresponding to the selected criteria Index: expresses how well the target group is represented on this website as opposed to other sites Error margin: expresses with which margin the results may vary in both directions

23. Media planner – the output If variables from ‘optional themes’ were included in the selection, access to results is protected. Simply click on the network name to request access. By clicking on a URL, some more details about the selected website are shown such as a list of themes with data, the number of respondents, the ad network that represents the site, an indication of traffic (if filled out by the partner!) etc. By clicking on the logo of the ad network, contact details of the sales department of the ad network are shown. Partnering sites and ad networks should fill out these details under ‘my settings’, ‘my contact details’.

24. Adapting your settings The top right icon brings you to ‘my settings’ page, which includes the following sections: My channels: here you can group together any number of sites in a ‘channel’. ‘Channels’ are presented on the selection page, to analyze the data of all sites in this channel on an aggregated basis. My variable groups: here you can save a selection of variables in a ‘group’, which can save time for recurring analyses. My popup position: here you can alter the position of the survey invite/pop-up for any specific site. Enter the url of the site in the appropriate field and hit the ‘test’ button for a preview of the changes. My logo: here you can adapt the logo for any specific site, be sure to use the extension .gif, without exceeding the format 200 x 50 My script: here you can look up the script for any specific site My survey: here you can (de-)activate optional research themes, to meet research needs of the moment, simply (un-)tick the appropriate boxes in the matrix. • My contact details: please fill out the contact details of the sales department in these fields, to be shown to media planners when using the media planner tool. • My traffic: here you can give an indication of the traffic on a site, which will be included in the site details, shown to media planners in the media planner tool. • My data exports: gives you an overview of all exports • My data sharing: gives you an overview of access to which data has been granted to who • Project details: shows our contact details, as well as links to: • detailed statistics of number of pop-up shown and respondents per theme • an overview of all logo’s and logins per site • the option to launch popup and survey for a preview

25. Sam Berteloot Managing Partner sam@insites-consulting.com Tel. +32 9 269.16.05 Mobile +32 496 23.29.21 • Veerle Van Hoecke Business Development Veerle.vanhoecke@insites.eu Tel. +32 9 269.14.31 Mobile +32 484 925 666 Regus Rotterdam Brainpark Lichtenauerlaan 102-120 3062ME Rotterdam The Netherlands Tel. +31 10 204 56 71 Fax. +31 10 204 55 55 Evergemsesteenweg 195 B-9032 Gent Belgium Tel. +32 9 269 15 00 Fax. +32 9 269 16 00 info@insites.eu www.insites.eu London & Geneva offices planned for 2009!