Presentation of the results of a pilot case study based on passively collected data about the browsing behavior of internet users in the Czech Republic during the European championship in France 2016. The data is collected through innovative web metering approach where Wacoopa-supported S/Marlowe tracking technology is applied. The studied sample of panelists is limited by size. Therefore, the results are not meant to be representative for the Czech internet population but rather demonstrative for the potential of market research based on passive behavioral data collected via Wakoopa S/Marlowe.

1. EURO 2016
WAKOOPA CASE STUDY
JUNE-AUGUST 2016

2. Motivation
International sport events are commonly acknowledged to have sales boosting effect on a
number of markets, especially in entertainment and betting industries.
Their commercial potential gets additionally enhanced by the development and expansion
of Internet communication technologies like online betting sites, video sharing servers and
social media.
In this regards, a natural issue of interest for firms who recognize sport fans as their target
customers is to know how active are the web users on a local level within a particular
country while its national team is competing at the final stage of a big sport forum.
Thanks to the wakoopa-based passive metering solution S/Marlowe, the analysts of
STEM/MARK were able to carry out a pilot behavioral study of the Czech web users’ online
activity during the UEFA Euro 2016.
EURO - CASE STUDY 2

3. Research Questions
The present STEM/MARK study aims at answering the following three key questions:
• What were the sport news servers mostly visited by the Czech respondents who
searched for information on the internet for the UEFA Euro 2016?
• Which events Czech football fans paid most attention to during the UEFA Euro 2016?
• What betting sites enjoyed highest popularity among the Czech panelists during
the UEFA Euro 2016? Which surfing paths they used to reach the betting servers?
EURO - CASE STUDY 3

4. Main Findings
The results of the study imply that:
 Czech fans are rather not fans of football but of the Czech national team in football.
(After Czech team dropped out, football related pageviews dropped drastically as well)
 Czech football fans are driven by negative events.
(The captain and the coach of the national team attracted most of fans’ attention after the
former was injured and the latter announced its resignation, respectively)
 When searching for football related pages Czechs visit seznam.cz more than google.cz.
 Tipsport.cz appears as a major betting hub on the Czech web which generates visits to
other bet-related sites like betradar.com. Betting traffic is induced by live tv streaming
servers, ceskatelevize.cz, livesport.cz, online.sport.cz, as well.
EURO - CASE STUDY 4

5. Project scope
• Cawi questionnaire about intentions to
watch EURO 2016 preceding the measuring
• a sample of 47 panelists that passed the
screening (intention to watch)
• wakoopa-based online metering solution
S/Marlowe is applied to track their browsing
behavior, namely
o main web locations visited by the seniors
o average frequency and duration of the seniors’
visits to different web sites
o for a period of 1 month (9.6. –11.7. 2016)
67%
33%
2%
10%
14%
27%
20%
6%
6%
24%
37%
33%
0% 20% 40% 60% 80% 100%
Men
Women
15-20
21-30
31-40
41-50
61-70
71-80
Primary
Secondary
High-school
University
GenderAgeEducation

6. Time spent on web in general
Mondays and Thursdays are pro-web days
• More time spent overall
• More time on mail pages
Sunday is facebook day – people want to
know what happened on Saturdays parties

Data are aggregated and averaged by
weekdays.
EURO - CASE STUDY 6
0 min
20 min
40 min
60 min
80 min
100 min
120 min
Other
Google
Czech news portals
Facebook
Email

7. Results of quantitative reseach
(compared to Wakoopa measuring)
sport.cz
idnes.cz
seznam.cz
fotbal.cz
euro2016.cz
eurofotbal.cz
isport.cz
uefa.com
isport.blesk.cz
livesport.cz
tipsport.cz
sport.idnes.cz
Top pages to visit
Euro2016 - Intention
EURO - CASE STUDY 7
100 %
60 %
46 %
11 %
0 50 100
Overall
Interested in football
Watch Euro2016
Watch Euro2016
on internet
sport.cz
fotbal.idnes.cz
sport.aktualne.cz
tipsport.cz
souteze.fotbal.cz
fotbalunas.cz
isport.blesk.cz
efotbal.cz
search.seznam.cz
fotbal.cz
fotbal.kvapka.com
facebook.com
Top pages visited
Euro2016 - Reality

8. Number of football related pageviews - 2400
EURO - CASE STUDY 8
2400
Football related
pageviews
1200
Unique urls
75
Unique domains
800
pageviews of
most visited domain
sport.cz
35
pageviews of
most visited url
fotbal.cz
6
unique visitors
of most visited article
sport.cz/fotbal/me2016/clanek/7
86459-stalo-to-za-to-niceho-
nelituji-hlesl-rosicky-na-
sampionatu-uz-si-nezahraje.html

9. Number of football related pageviews
There were big expectations from the Czech team
(in Czech republic only)
The highest peaks in pageviews follow relatively
good results against
• Spain (loss after goal in the 85th minute)
• Croatia (tie after Czech penalty in the 90th
minute)
After the match with Turkey there are no high peaks
(the match ended Czech hopes)
During the rest of the championship there was low
volatile interest.
EURO - CASE STUDY 9
9.6
11.6
13.6
15.6
17.6
19.6
21.6
23.6
25.6
27.6
29.6
1.7
3.7
5.7
7.7
9.7
11.7
CZE : Spain 0:1
CZE : Turkey 0:2
CZE : Croatia 2:2
Group stage
Round of
16
Quarter-
finals Finals
Semi-
finals

10. Captain and manager
• Tomáš Rosický (captain): there were few
pageviews concerning the captain of the
Czech team before he got injured in the
match against Croatia
(on 17.6.)
Typical example :
http://sport.cz/fotbal/me2016/clanek/786195-ja-jsem-
tady-asi-dohral-rika-rosicky.html
• Pavel Vrba (coach): we can see two peaks:
1. after the match witch Turkey
2. after quitting with representation
Typical example :
http://sport.cz/fotbal/me2016/clanek/787592-propadak-
ustoji-vrba-nejhorsi-vysledek-ceskeho-tymu-na-me.html
EURO - CASE STUDY 10
9.6
11.6
13.6
15.6
17.6
19.6
21.6
23.6
25.6
27.6
29.6
1.7
3.7
5.7
7.7
9.7
11.7
Rosický
Vrba
Group stage
Round of
16
Quarter-
finals Finals
Semi-
finals
Injury in match
vs. Croatia
Ends with
national team

11. Top 15 domains visited after football related page
Seznam.cz #1 portal + search engine
+ mail provider
Centrum.cz portal + search engine +
mail provider
Idnes.cz news portal
Sport.idnes.cz sports portal
Aktualne.cz news portal
ceskatelevize.cz czech TV portal
other domains are football related or
globally known
The Czech republic is one of the few
countries, where a local search engine (and
mail provider) seznam.cz is preferred over
Google.
EURO - CASE STUDY 11
0 100 200 300 400 500 600 700 800 900
seznam.cz
facebook.com
mail.centrum.cz
search.seznam.cz
idnes.cz
fotbal.cz
aktualne.cz
google.cz
sport.idnes.cz
email.seznam.cz
stats.betradar.com
souteze.fotbal.cz
fotbalunas.cz
centrum.cz
mbfotbal.redir.cz
ceskatelevize.cz
is.fotbal.cz
Before
After

12. Football-related pageview flows (top flows)
EURO - CASE STUDY 12

13. User engagement segmentation - sites
User engagement segmentation is based
on two measures:
• Frequency = breadth / loyalty
• Duration = depth / commitment
Chart only shows a selection of urls (either
frequently visited or topic related):
• Facebook – most visits, 30 sec avg.
• Youtube – over 1 minute avg.
• Sport.cz – 1 minute (reading articles)
• Goldenclix – 4 secs on page avg.
(pay-to-click page)
Betting: Tipsport is more often visited with
shorter duration (it may be easier to make
a bet there)
EURO - CASE STUDY 13
facebook.com
seznam.czgoogle.cz
youtube.com
goldenclix tipsport.cz
sport.czidnes.cz
sazka.cz ifortuna.cz
100
1000
10000
100000
0 20 40 60 80
Numberofvisits
Duration (in secs)
URL
Ideal for: PR /
information rich ads
Ideal for: image
building ads

14. User engagement segmentation - categories
Blogs, Games – long page visits (therefore
not many)
TV & Video – long visits
Sport, News – average (article reading)
Social network – many visits
Search, Maps, PTC – short visits
EURO - CASE STUDY 14
Social network
EmailSearch
News
Paid-to-click
Porn
Maps
Shopping
TV & Video
SportBanksDating
Bets
Games
Blogs0
10000
20000
30000
40000
50000
60000
70000
80000
0 20 40 60 80 100
Numberofvisits
Duration (in secs)
Ideal for: PR /
information rich ads
Ideal for: image
building ads

15. Betting behavior (selected flows)
EURO - CASE STUDY 15
Majority of betting occurs
on the site with biggest
community of betters –
tipsport.cz
On tipsport there are links
to livesport and betradar
We can see flows from the
Czech tv web (not many),
where there were betting
ads preceding some
matches

16. Football vs. betting
We register couple on bets on UEFA EURO 2016
Matches of Czech national team did not occur on
many bet tickets
20–23.6. decrease in betting may be connected to
expectations and loss against Turkey.
19.6. Few bets on matches
 Romania - Albania
26.6. Few bets on matches
 Germany-Slovakia
 France - Ireland
EURO - CASE STUDY 16
9.6
11.6
13.6
15.6
17.6
19.6
21.6
23.6
25.6
27.6
29.6
1.7
3.7
5.7
7.7
9.7
football
betting
CZE : Spain
0:1
CZE : Turkey
0:2
CZE : Croatia
2:2
Group stage
Round of
16
Quarter-
finals Finals
Semi-
finals

17. Restrictions
• Euro football fans were recruited online, therefore the studied
sample cannot be considered fully representative
• It is a pilot study - the number of panelists is too low to provide
more detailed analysis
In this regard, we would rather consider the presented results of
the survey as a demonstration of the potential of S/Marlowe
metrics for the purpose of market segmentation, target audience
classification and profiling.
EURO - CASE STUDY 17

18. STEM/MARK is a leading Czech research agency, member of the World
association for market, social and opinion research (ESOMAR).
Founded in 1994, we have more than 20 years experience of implementing
full-service market and social research projects in various sectors like finance,
travel, media, pharmaceutics, public administration, FMCG etc.
We collect the
data
ourselves to
ensure high
quality data
and total
control of the
collection
process.

19. 19
STEM/MARK and telemetry
We have more than 5 years experience of
collecting and analyzing behavioral data.
Thanks to our innovative web telemetry
technologies:
• custom-built web browser for PC and mobile
devices
• wakoopa-based passive metering solution
S/Marlowe
we are able to:
• collect web behavioral data from our own verified
panel of respondents on the territory of the
Czech Republic and Slovakia or globally via
Wakoopa hub
• analyze behavioral data and provide main results
and findings of the analysis, graphically
visualized in a final report presented personally
or online on the Internet
For more details on the services provided by
STEM/MARK visit our web page.
The only way
to do great
work is to
love what you
do…
Steve Jobs

20. KONTAKTNÍ OSOBA
@stemmark
slideshare.net/stemmark
www.stemmark.cz
STEM/MARK, a.s.
Chlumčanského 497/5
180 00 Praha 8
Jan Lajka
Deputy Director
+420 ​606 816 940
lajka@stemmark.cz
Jiří Axman
Client Service Manager
+420 225 986 882
axman@stemmark.cz
Contact