The client is a Dutch Joint Industry Committee that provides independent insight and measurement into online reach of websites and visitor profiles. To determine reach and popularity, the client applies an audience measurement method. The client required assurance on their method.
Third party assurance on the applied audience measurement method was prerequisite to confirm its reliability and establish the trusted standard for online media planning in the Netherlands. Applying our industry and data analysis experience, we have utilized technology to assess data on a real-time or near real-time basis to identify trends and reduce exposure to unintended results, mitigate risks, and mine opportunities. The client believes that audited reports are an integral part of their effort to achieve transparency in audience measurement.
A two phased approach was applied consisting of a readiness phase and subsequent audit. During the readiness phase in-depth understanding of the applicable systems and processes (i.e. panel composition, audience measurement, reporting) was developed and charted. Subsequently, an audit was performed assessing the reliability of the audience measurement method and periodically reported audience measurement figures.
Based on Deloitte recommendations, the system supporting the audience measurement method is up for tender to replace the current system with a more reliable system that allows for continuous assurance