The document discusses comScore's approach to digital media measurement and analytics. It argues that big data needs proper interpretation to have meaning. It presents comScore's strategy of measuring audiences across platforms and integrating panel insights to provide true measures of unduplicated reach. The company is also working to validate online ad campaigns and track metrics like viewability. Finally, it aims to offer cross-media measurement by tracking audiences across TV and digital platforms to capture total video consumption. The goal is to align measurement across the marketing funnel and provide insights on people rather than just platforms or impressions.

1. KNOW THE SCORE:
Refereeing the digital
media game
SERGE MATTA, COMSCORE CEO

2. 9
9.5
10
10.5
11
400
500
600
700
800
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
BIG DATA FACILITATES TRENDSPOTTING…BIG DATA FACILITATES TRENDSPOTTING…
CORRELATION:
0.958648

3. 9
9.5
10
10.5
11
400
500
600
700
800
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
…BUT CAN BE MISINTERPRETED WITHOUT THE FULL STORY

4. BIG DATA CAN BE MISLEADING FOR DIGITAL
My site converts only
10% of browsers
Miscount
My site has one bazillion
customers
Overcount
Undercount
My users spend less than
1 minute per day
1 COOKIE = 1 UNIQUE BROWSER

5. COMSCORE = PEOPLE
comScore turns big data into
person-centric measurement
Multiple data inputs combine with panel insights
and advanced methods & models to deliver
true audience numbers

6. THE WORLD WE MEASURE IS (STILL) CHANGING

7. BUT SOME THINGS REMAIN CONSTANT
RESPONSIBILITY STILL EXISTS TO DISCERN
OF MEDIA AND ADVERTISINGtrue value

8. A DISJOINTED ECOSYSTEM
COMPETITOR
INTELLIGENCE
MEDIA &
AUDIENCE
EVALUATION
CAMPAIGN
PLANNING
MEDIA
TRADING
CAMPAIGN
EVALUATION
PURCHASE
FUNNEL
PLANNING ON PEOPLE
TRADING ON IMPRESSIONS, CTR, COOKIES

9. AN IMPARTIAL ADJUDICATOR

10. KNOW THE SCORE:
Platforms to People

11. SILOED PLATFORMS TO TOTAL DIGITAL POPULATIONS

12. PLATFORMS TO PEOPLE
Syndicated
Multi-Platform
Measurement

13. INTRODUCING THE MULTI-PLATFORM MAJORITY
USA
58%
UK
65%
SPAIN
66%
FRANCE
66%*
Source: comScore MMX Multi-Platform. *Beta Data – Smartphone users

14. MULTI-PLATFORM, MULTI REGION, SINGLE NUMBER

15. KNOW THE SCORE:
Clicks to People

16. THE INDUSTRY NEEDS METRICS FOR AD MEASUREMENT
IMPRESSIONS VALIDATED IMPRESSIONSUNIQUE PEOPLE REACH
VIEWABILITY
AUDIENCE
GEOGRAPHY
NHT
BRAND SAFETY
✔

17. CAMPAIGN VALIDATION
Campaign
Validation

18. ENHANCED CAMPAIGN VALIDATION
Enhanced
Campaign
Validation

19. ADVERTISING ANALYTIX
“At Kellogg’s we have tripled our digital
marketing spend over the past few years…
One of the key factors justifying this shift is
the ability to measure every impression –
from viewability to targeting effectiveness”
MATT PRITCHARD
European Digital Director, Kellogg’s
ROI
3X
6x
Year 1 Year 2 1H 2011
ROI
2X
5X
Year 1 Year 2 1H 2011
Brand 1 ROI
Brand 2 ROI

20. DATA AND WORKFLOW PARTNERSHIPS
1.6 billion
demo profiles worldwide

21. KNOW THE SCORE:
Total Video

22. CURRENTLY A DISCONNECT
MULTI-PLATFORM
TELEVISION

23. MOVING FROM MULTI-PLATFORM TO CROSS-MEDIA
CROSS-MEDIA

24. TOTAL VIDEO (AND TOTAL VIEW)
Total
Video

25. INSIGHT: TIME SPENT PER DAY FOLLOWING OLYMPICS
4hr 19min 4hr 28min 5hr
6hr 7min
50 min
59 min
55 min51 min
40 min
47 min
Source: NBC Billion Dollar Research Lab, 2012 Olympics
4hr 19min
5hr 18min
6hr 50min
8hr 29min
TV Only TV + Desktop TV + Desktop + Mobile TV + Desktop + Mobile + Tablet
Tablet
Phone
Desktop
TV

26. SUMMARY: ALIGNING AND EXPANDING MEASUREMENT
COMPETITOR
INTELLIGENCE
MEDIA &
AUDIENCE
EVALUATION
CAMPAIGN
PLANNING
MEDIA
TRADING
CAMPAIGN
EVALUATION
PURCHASE
FUNNEL
MULTI-PLATFORM AND CROSS-MEDIA
PLANNING AND TRADING ON PEOPLE

27. SUMMARY: KNOW THE SCORE
§ Digital media analytics: Delivering meaning from Big Data
§ Platforms to People: Multi-Platform is the new norm
§ Clicks to People: Validated campaigns enable online branding
§ Total Video: Partnering to deliver cross-media measurement
For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents