How TSmedia publishing websites benefited from using gemiusPrism webanalytics

1. Business Challenge
From 2008, following the acquisition of a local search engine najdi.si, TSmedia started to focus
more on the internet industry. The management of an extended portfolio required more
involvement from various departments. Throughout the years the traffic on TSmedia websites
was growing rapidly and so were the needs of reporting and analysis. In 2011 TSmedia was
already using several web analytics tools but the company was losing a lot of time on gathering
all data from various sources. There was a big confusion comparing unique visitor statistics
over different web sites.
As duplication could not be measured, the total reach of cookie visitors was left unknown. A
quick dashboard overview regarding all of the group’s performance was impossible to obtain.
It was clear that the current solutions are no longer suitable and TSmedia needs an advanced
web analytics tool. A tool that is easy to use for departments of management, sales, marketing,
editors and IT at the same time.
Representing our data as the whole group was of utmost importance. We wanted to have an
overview of activities on our websites in one place, says Matjaž Vončina, Product Manager at
TSmedia.
Solution
TSmedia integrated gemiusPrism web analytics tool across all website properties to improve
data utilization. The final solution combined data from different sources, taking into account
visitors’ duplication. gemiusPrism provided customizable reports, measuring performance
across multiple channels and visitor behaviour on individual segment level.
About TSmedia
TSmedia covers the publishing part of Telekom Slovenia Group company, which is the leading
Telecommunications Company and one of the major businesses in Slovenia, operating also on
other markets of SE Europe. The companies of the Group cover the areas of fixed and mobile
communications, IT system development, telecommunication networks and multimedia.
TSmedia internet assets include seven major websites which, according to gemiusAudience
research data, in total had 67% reach of Slovenian internet users (October 2012). Four of
them are publishing websites – local search engine najdi.si with 41% internet users reach,
news site siol.net with 39% reach, telephone catalogue itis.si with 26% and business catalogue
bizi.si with 19% reach. From internet operations point of view, TSmedia is unique in the way
that the company combines the roles of a publisher and an advertiser at the same time. The
remaining three of their portfolio websites, mobitel.si, telekom.is and itak.si, are company’s
related products.

2. Results
With the use of gemiusPrism web analytics TSmedia can make in minutes a report which
earlier used to take a whole day work.
All of the decisions related to websites are now made basing on hard data not assumptions.
TSmedia is offering various types of web services to its users and it required an assistance in
implementation of gemiusPrism codes. With the help of Gemius international specialists, it
was easy to integrate dedicated parameters to make monitoring specific goals and
constructing user segments possible later on. The general implementation of the study
allowed benefiting not only from information regarding given web sites but using parameter
values across all web services.
The final solution delivered extended the amount of data with less resource requirements
needed to utilize it for business decisions. The benefits from employment of the new
technology were felt across departments:
Editors’ ultimate knowledge
Flexible segment analysis and observation of funnel reports allows editors to learn the
interests of website’s users. The speed of data presentation encourages them to change
the content more frequently, which results in traffic increase and loyalty of the users.
IT saves time
Ownership of traffic data secures its accessibility at any given time. The usability is
saving headaches for IT department which used to be targeted with all the custom
requests, thus IT saves a lot of time and they pay more attention to project development
instead.
Trustworthy Sales team
Sophisticated statistics available in the interface make sales team more agile. They have
more hard data to support their selling arguments. At the same time it adds extra
credibility, since this data is coherent with online audience measurement
currency, the gemiusAudience study.
Marketing optimization
Monitoring of marketing activities is improved by enhanced advertising campaigns
insights. Automatic filtering allows distinguishing campaign traffic and breaks it down to
significant parameters. It helps to find the most effective placements and optimize
advertising budgets. In addition, extremely flexible funnels allow acknowledging the
most influential factors in reaching website goals.
Well-informed Management
Performance of all publishing assets is analysed basing on reports from non-sampled
data and delivered via email. Retrospectivness of customized reports allows making
thorough analyses at the end of the year. Management board appreciates the possibility
of using Gemius support and consultation with their international experts.

3. Thanks to Gemius we were able to arrange day-to-day processes in all of our
departments in an easier and more convenient way for our employees. When we
have internal meetings we are not talking about apples and pears anymore but
about common and comparable data. That made us more effective and, of
course, it can be also noticed in the numbers, says Matjaž Vončina, Product
Manager at TSmedia.
For more information visit www.gemius.com