Julia Jenks, Vice President, Worldwide Research & Analysis, Motion Picture Association and Ben Boix, Managing Director US & Canada, Netquest share a case study in how to use behavioural data.

1. Measuring online
impacts using
behavioral data
06/01/2022
Julia Jenks | VP Worldwide Research &
Analysis - Motion Picture Association
Ben Boix | MD USA & Canada - Netquest

2. Behavioral Data
Netquest

3. Who we are
Founded in 2001 in Spain, Netquest has
become a leading provider of digital
behaviour and opinion data in the MR Sector.
Thanks to our own software developments
for online surveys but also thanks to our
innovations in data collection and in panel
management we can offer to our clients
different types of data to give them a full
view of the consumer:
A Symphony of Data!

4. Who we are
Not just another panel company...

5. A Symphony of Data
Orchestrating data combinations to give you
a 360° view of the consumer
BEHAVIOR
What is she doing?
GEOLOCATION
Where is she?
AUDIO-MATCHING
What is she listening to?
OPINIÓN
Why?
PROFILING
Who is she?

6. Behavioral Data
What is Behavioral Research?
Online behavioral research is the method of collecting
data about people’s online habits and behaviors.
Netquest provides you with behavioral data from a community of
consumers that share their online navigation for market research
purposes in exchange for points that they can redeem by gifts.
1
They do this by installing a software called “meter” in their devices. They
are constantly sharing with us their behavioral data via multiple devices
(desktop, smartphone and tablet).
2
The Behavioral panel is representative of the online population in each
country by socio-demo variables (gender, age, region and SEL) and
features deeply profiled panelists with the highest response rate.
3

7. Measuring online impacts
using behavioral data
June 2022

8. Global voice and advocate of the motion picture, home
video, and television industries.
• Advance the creative industry
• Protect members’ content across all screens,
• Defend the creative and artistic freedoms of
storytellers, and
• Support innovative distribution models that bring an
expansion of viewing choices to audiences around the
world.
Introduction

9. Measurement event
Image source: descrier.co.uk

10. Research Question
How did the closure or
unavailability of a website
impact consumer behavior on
other sites of interest?

11. How to move from correlation to
establishing causation?
Challenge
Consumer use of certain sites is often
driven by:
● interests that affect their behavior on
other sites
● external factors such as holidays,
seasons, current events, etc.

12. Individuals are “treated” differently by the event,
leading us to be able to establish treatment and
control groups
Control group must be a good benchmark for behavior
on sites of interest prior to the event
We can use a difference-in-difference approach for
causal inference
Methodology
Natural Experiment

13. Example
Danaher, Brett and Smith, Michael D. and Telang, Rahul and Chen, Siwen, The Effect of Graduated Response Anti-Piracy Laws on Music Sales: Evidence from an Event Study in France
(January 21, 2012). Available at SSRN: https://ssrn.com/abstract=1989240 or http://dx.doi.org/10.2139/ssrn.1989240

14. ● Anonymized individual-level online
behavioral data
● Continuous users during the study period
This data can be used to establish treatment
and control groups based on behavior in the
pre-period, prior to the natural experiment,
then observe their behavior in the post
period.
Data requirement

15. Sample Descriptive Statistics
Metric Total Users
Treatment
Group
Control Group
Affected sites share of
visits to sites of interest
(Treatment Group)
Visits 7,051 1,389 (20%) 5,662 21%
Time Spent (hours) 7,051 1,389 (20%) 5,662 28%

16. Site categorization
Site Type
1 Site(s) that became unavailable
2 Other related sites of interest (A)
3 Other related sites of interest (B)

17. Model illustration

18. Recap
Use of anonymized individual-level behavioral data to establish treatment
and control groups based on use of specific sites.
1
Pre/post difference-in-differences study to isolate effects of changes in
availability of sites of interest.
Potential other applications?
3
2

19. Thank you!
www.netquest.com
EUROPE & ASIA
rfqinternational@netquest.com
PORTUGAL
portugal@netquest.com
USA & CANADA
americas@netquest.com
BRAZIL
atendimento@netquest.com
SOUTHERN CONE
cs.sales@netquest.com
MEXICO
latamnorte@netquest.com
SPAIN
iberia@netquest.com
COLOMBIA
colombia@netquest.com
06/01/2022
Julia Jenks | VP Worldwide Research &
Analysis - Motion Picture Association
Ben Boix | MD USA & Canada - Netquest