"Know the score: refereeing the digital media game" - comScore, Inc, Serge Matta
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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.
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"Know the score: refereeing the digital media game" - comScore, Inc, Serge Matta
- 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
- 10. KNOW THE SCORE: Platforms to People
- 11. SILOED PLATFORMS TO TOTAL DIGITAL POPULATIONS
- 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 ✔
- 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
- 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