Presentation by Martijn Beijk

1. © comScore, Inc. Proprietary.
Measuring a Multi-Platform World
The Brave New World Of Universal Analytics
@MartijnBeijk – Senior Business Consultant
Internet Advantage Search & Data Event | 25 juni 2014

2. © comScore, Inc. Proprietary. 2
Globally collecting over 1.5 Trillion Digital Interactions per month
Using the comScore
Census Network™
(CCN™)
 Measurement from 172 countries
 Over 1.5 Million domains
 Greater than 85% of all devices

3. © comScore, Inc. Proprietary.
CENSUS
Unified Digital Measurement™ (UDM)
Panel + Census Data Integration
PANEL
Unified Digital Measurement (UDM)
Patent-Pending Methodology
Adopted by 80% of Top 100 Global Media Properties
Global PERSON
Measurement
Global DEVICE
Measurement
V1011

4. © comScore, Inc. Proprietary. 4
Analytics for a Digital World™
comScore
MMX
VMX
comScore
vCE
vME
comScore
Digital
Analytix®
comScore
Subscriber
Analytix™
Digital
Business
Analytics
Advertising
Analytics
Audience
Analytics
Mobile
Operator
Analytics
V0113

5. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary.
Emergence of the Digital Omnivore

6. © comScore, Inc. Proprietary. 6

7. © comScore, Inc. Proprietary. 7

8. © comScore, Inc. Proprietary. 8Source: comScore MobiLens/TabLens 3 month average ending December
The Brave New Digital World: Adoption of Smartphones & Tablets has
dramatically changed the digital media landscape
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000 NumberofDeviceOwners
38 MILLION
18.5 MILLION
Number of U.K.. Device Owners (Smartphone and Tablet)
+14%
vs. YA
+65%

9. © comScore, Inc. Proprietary. 9
Penetration of Smart Phones in EU5 at 71%
YoY Growth of 23%
in EU 5 and
Germany leading
the surge
80%
69%
66%75%
66%
18%
21%
22%
25%
30%
UK
Italy
France
Spain
Germany
Smartphone Penetration
Source: MobiLens™.
Data based on 3 month moving average to March 2014
Year-on-Year smartphone
growth by country

10. © comScore, Inc. Proprietary. 10
13-17
7.5%
18-24
12.4%
25-34
19.3%
35-44
19.1%
45-54
17.9%
55+
23.7%
Smartphone Owners by Age Group
18-24 Year Olds Show Highest Smartphone Penetration
Source: MobiLens, 3 mo. avg. ending March 2014, EU5, N=69,328
71.0%
83.2%
87.9%
85.4%
77.9%
68.1%
53.7%
Total Mobile
Audience 13+
13-17
18-24
25-34
35-44
45-54
55+
% Total Mobile Audience
Smartphone Penetration by
Age Group
Smartphone Non-Smartphone
The younger age groups clearly over-index for Smartphone
ownership, with 18-24 year olds showing the highest Smartphone
penetration (87.9%) and being 24% more likely to own a
Smartphone than the average. 25-34 year olds had the second
highest Smartphone ownership.
While 18-24 year olds have the highest propensity to own a
Smartphone, they account for ‘only’ 12.4% of all EU5 Smartphone
owners. The more senior generation of 55+ accounts
for 23.7%, followed by 25-34 year olds who make up 19.3%.
172.8
Million

11. © comScore, Inc. Proprietary. 12Source: MobiLens, 3 mo. avg. ending March 2014, EU5, N=69,328
Games, Music & Video - Entertainment on Smartphones
Young Age Groups Show High Engagement
50.0% 39.7% 37.3%
Games Music Video / TV
%ofSmartphoneOwners
%ofSmartphoneOwners
%ofSmartphoneOwners
68.5%
67.6%
62.3%
53.9%
42.3%
27.6%
65.3%
57.4%
46.6%
39.2%
33.3%
21.8%
50.1%
52.8%
47.5%
39.6%
30.0%
20.4%
Age groups 13-44 over-index for playing
games on Smartphones. Almost a third of
55+ play games.
13-17 year olds are 64% more likely to
use their Smartphones for listening to
music than the Smartphone average.
18-24 year olds over-index for video &
TV usage. 20.4% of 55+ watch video or
TV on their Smartphone.

12. © comScore, Inc. Proprietary. 13
5.7%
19.2%
7.4%
25.7%
0.0% 10.0% 20.0% 30.0%
Tapped on In-Game
Ads
Saw In-Game Ads
Tapped on
Browser/App Ads
Recall Seeing
Browser/App Ads
% Smartphone Audience
Source: MobiLens, 3 mo. avg. ending March 2014, EU5, N=69,328
18-24 Year Olds Most Likely Group to Tap on Mobile Ads
In-App, Browser & In-Game Ads
110
146
125
103
81
65
109
141
137
115
77
51
0
50
100
150
200
13-17 18-24 25-34 35-44 45-54 55+
Index
(againstTotalSmartphone)
In-App & Browser Ads
Recall Seeing Browser/App Ads
Tapped on Browser/App Ads
121
170
136
106
72
44
122
169
158
106
61
34
0
50
100
150
200
13-17 18-24 25-34 35-44 45-54 55+
Index
(againstTotalSmartphone)
In-Game Ads
Saw In-Game Ads
Tapped on In-Game Ads

13. © comScore, Inc. Proprietary. 14
Millennials are heavier internet users across all devices and spend a
full day of every week online
Average Monthly Time Spent in Average Hours per Visitor per
User by Platform
comScore Media Metrix Multi-Platform, UK., Age 18+, March-2014
13.5
17.7 16.9
13.1
11.0
0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
Total Digital
Population
PC
Mobile

14. © comScore, Inc. Proprietary. 15
405 419
83
381
106
June 2010 June 2013
Total digital media consumption has nearly doubled in the past three
years, led by massive growth in smartphone engagement
906
487
+4%
+86%
+359%
N/A
Total U.S. Internet Usage in Minutes (Billions) by Platform
Desktop, Smartphone and Tablet
Source: comScore Media Metrix Multi-Platform, June 2013
Note: Jun-2010 Mobile is estimated based on earliest observed comScore
smartphone engagement data calibrated by number of smartphone users at
that time

15. © comScore, Inc. Proprietary. 16
43
Desktop consumption of Weather content has declined markedly, but because
of extensive phone use, overall engagement from digital platforms has
increased
Feb-2010 Feb-2013
4,169
3,641
Time Spent on Weather Sites
(Millions of Minutes)
Source: comScore Media Metrix & Mobile Metrix, US
-46%
+15%
+385%
3,214
427
1,723
2,073
373 N/A

16. © comScore, Inc. Proprietary. 17
Maps have benefitted massively from phone usage
43
5,811
2,303
Time Spent on Map Sites
(Millions of Minutes)
Source: comScore Media Metrix & Mobile Metrix, US
-13%
+152%
+386%
1,406
897
1,217
4,355
239
Feb-2010 Feb-2013
N/A

17. © comScore, Inc. Proprietary. 18
The digital population now spends slightly more time engaging with
retail sites on their smartphone than on their desktop
0
5,000
10,000
15,000
20,000
25,000
30,000
TotalMinutes(MM)
Desktop Smartphone Tablet
Total Minutes (MM) Spent in Retail Category by Platform
Source: comScore Media Metrix and Mobile Metrix, U.S., Feb-2013 – Dec-2013
49%
40%
37%
43%
14% 17%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Feb-2013 Dec-2013
Desktop
Smartphone
Tablet

18. © comScore, Inc. Proprietary. 19
40%
44%
48%
45%
61%
49%
56%
59%
53%
51%
31%
26%
20%
15%
18%
14%
13%
9%
12%
10%
29%
30%
32%
40%
20%
37%
30%
31%
34%
38%
Amazon
eBay
Walmart
Target
Craigslist
BestBuy
Macy's
Sears
Etsy
Home Depot
PC only PC + Mobile Mobile Only
88M
Mobile = Smartphone + Tablet
Entities represent the online branded domain and mobile app for each retailer
145M
Select Online Marketplaces: Total U.S. Digital Population
Unique Visitors (Millions) by Platform
Source: comScore Media Metrix Multi-Platform, U.S., December 2013
37%
31%
74%
50%
100%
92%
99%
90%
61%
98%
63%
69%
26%
50%
0%
8%
1%
14%
39%
2%
Browser App
74M
63M
50M
47M
28M
25M
24M
22M
% of Mobile Time Spent
– Browser vs. App
Source: comScore Mobile Metrix,
U.S., Dec-2013
Mobile is a fundamental part of Online Retail; mobile apps generally
much more popular for pure-plays

19. © comScore, Inc. Proprietary. 20Source: comScore MMX Multi-Platform, UK., July 2013 and March 2014
The Multi-Platform Majority
75% of UK
consumers use
more than one
device to go online.
81% of UK
Digital Population
is Mobile.
Multi-platform
consumption
is today’s
new reality.

20. © comScore, Inc. Proprietary. 21
Makes people consume more device agnostic
Smartphones
rule our
mornings
Tablets
Computers
rule our
evenings
rule our
days
ONE DAY
CONTENT
is consumed
across multiple
DEVICES
by individual
USERS?
* Single-user Household Panel

21. © comScore, Inc. Proprietary. 22
But it’s Not Just Mobile Growth:
Digital Has Escaped the PC Cube

22. © comScore, Inc. Proprietary. 23
New Devices are Generating a Big Band of Data
Billions of Digital Events
92%
of world’s data was
created in past two
years

23. © comScore, Inc. Proprietary. 24
Breaking down the data silos
Online
Advertising
Video
Search
Demo-
graphic
Profiles
In Store
E-Commerce
Website and
App Usage
PC
Smart
phone
TV
Tablet
Gaming
POS
Server
V0113

24. © comScore, Inc. Proprietary. 25
Unify visitors across
devices for intelligent
analytics
OBJECTIVE

25. © comScore, Inc. Proprietary. 26
 Unify visitors across devices
 Using unification keys
 Create a multi-platform view for
unauthenticated datasets
SOLUTION

26. © comScore, Inc. Proprietary. 27
Solves Miscounts of Critical KPI’s in a Multi-Platform World
ATM
sms
overcount
My site has one
billion customers!
undercount
My users spend
less than 1 minute
per day.
miscount
My site converts
only 10% of
visitors.

27. © comScore, Inc. Proprietary. 28
Growing insights: Re-evaluate the Customer Journey
Page Page Page PagePC
Page Page Page PageTablet
Page Page Page PageMobile
Page Page Page Page POS
STANDARD PATH ANALYSIS
MULTI-PLATFORM PATH
ANALYSIS

28. © comScore, Inc. Proprietary.
© comScore, Inc.
Proprietary. 29
New customer journeys need a
new basket of metrics

29. © comScore, Inc. Proprietary. 30
Growing insights: Compare Standard and Multi-Platform Data
1 MOBILE BROWSER:
1 TABLET BROWSER:
Spends 10 minutes
Views 2 articles
Spends 20 minutes
Views 4 articles
Standard Dataset:
2 browsers
Avg. 15 minutes
Avg. 3 articles
Conversion 50%
Multi-Platform Dataset:
1 browser
Avg. 30 minutes
Avg. 6 articles
Conversion 100%

30. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary.
Mobile and the Path to Purchase

31. © comScore, Inc. Proprietary. 32
In the beginning, there were shops...
Places we visited to have a look round,
chat with an assistant, and buy stuff
from the rows and racks of stock vying
for our attention. We knew what we
needed and a shop was the place to get
it.
Life was simple…
FITCH 2013
Customer Journey: how it used to be

32. © comScore, Inc. Proprietary. 33
Customer Journey: defined for consumers in store at IKEA

33. © comScore, Inc. Proprietary.
Retail business model disruption
Omni-Channel Retail
PAST
Customers were coming
to your shop
TODAY
Customers shop across
diverse channels
TOMORROW
Customers shop wherever
and whenever they prefer

34. © comScore, Inc. Proprietary. 35Source: Google ZMOT Handbook
Connected customers define their own journey: Not so much a funnel,
more like a flight map

35. © comScore, Inc. Proprietary. 36
“Understanding the customer journey
and how customers are behaving is one
of our biggest areas of focus. How
customers are using mobile, tablets,
stores and combinations of all three is
fascinating.”
Jon Wragg, former director of multichannel strategy Asda
Customer Journey: how it is and will be

36. © comScore, Inc. Proprietary. 37
EU5 Smartphone Owners 18-24 Over-Index Heavily for
Mobile Retail & Shopping
4.3%
16.1%
17.4%
22.2%
22.8%
23.1%
23.1%
23.7%
30.4%
61.0%
2.8%
12.6%
13.5%
14.7%
16.5%
17.2%
18.3%
19.5%
21.4%
50.4%
0.0% 20.0% 40.0% 60.0%
Used Mobile Payments POS
Used Deal-a-day/Group Shopping
Checked Product Availability
Made Shopping Lists
Found Coupons/Deals
Purchased Goods/Services
Researched Product Features
Compared Product Prices
Found Store Location
Used Phone in Retail Store
% Group
Selected Retail & Shopping Activities
Total Smartphone Audience Smartphone Audience 18-24
 Half of all Smartphone
owners (50.4%) used their
phone while they were
shopping in a retail store.
 Smartphone owners aged
18-24 were 20% more likely
to do so with 61% taking
part in ‘retail showrooming’.
 18-24 year olds also
strongly over-index for
‘finding a store location’ and
are 42% more likely to use
this service.
 23.1% of 18-24 year olds
made an on-device
purchase in March 2014
 Smartphone owners 18-24
were generally more likely
to take part in retail or
shopping related activities
than the Smartphone
average.
Source: MobiLens, 3 mo. avg. ending March 2014, EU5, N=69,328

37. © comScore, Inc. Proprietary. 38
73%
44%
25%
16%
15%
5%
Price was better online
Planned to buy online but wanted to see item(s) in person
before ordering
Item was out of stock at store
Would rather have item(s) shipped to home than take home
with me
Was not convenient to buy in-person at the time
Other
% among those who engaged in 'showrooming'
Although the top reason for showrooming remains finding a better
price online, 44% of ‘showroomers’ never planned to buy in person
Why Consumers Are ‘Showrooming’
Q. Which of the following describe why you utilized
showrooming? (Please select all that apply)
Source: comScore Survey – October 2013

38. © comScore, Inc. Proprietary. 39
 Drive traffic to stores
 Provide brand presence/ lifestyle experience
 Provide customer self-service
(and reduce cost)
 Act as a shopping assistant
Provide everything you need
to know to buy

39. © comScore, Inc. Proprietary. 40Img: apple.com

40. © comScore, Inc. Proprietary. 41Img: dastrodesign.nl

41. © comScore, Inc. Proprietary. 42
Pop up stores
img: http://storeforbrands.com/

42. © comScore, Inc. Proprietary. 43
Who and how many visit your
physical store locations
Start measuring…

43. © comScore, Inc. Proprietary. 44
Develop a framework for in-store measurements
f.e. capture “in-store” activity using iBeacon technology
- Activity Monitoring
- Activity Heatmap
- Loyalty
- Retargeting
Capture In-Store Activity Measure In-Store Activity

44. © comScore, Inc. Proprietary. 45
How do they engage with your
product or brand?
And find out..

45. © comScore, Inc. Proprietary. 46
Estimote Beacons

46. © comScore, Inc. Proprietary. 47
How can one monetize this
audience and drive strategic
growth?
Start asking...

47. © comScore, Inc. Proprietary. 48
Leading Broadband, TV and Mobile Phone Provider
 Needed multi-platform view of consumer engagement across screens
 Unified data across set-top box, web and mobile app experiences
 Provided understanding of consumer behavior needed to optimize and build new
experiences that meet or exceed customer expectations
Leverage content consumption insights for more business
Web data
Mobile
Apps
Set-top box

48. © comScore, Inc. Proprietary. 49
 Define a clear measurement strategy
across all digital and offline assets
 There will be a high number of
unauthenticated datasets
 Data quality / governance is literally key
 Create incentives to gather
unique ID’s that you can unify
LESSONS LEARNED

49. © comScore, Inc. Proprietary. 50
Free data gems available via:
www.comscoredatamine.com
&
@comscoreEMEA

50. © comScore, Inc. Proprietary.
Thank you!
The Brave New World Of Universal Analytics
For more information check out our website or please email:
learnmore@comscore.com
@martijnbeijk / @comscoreEMEA

51. © comScore, Inc. Proprietary. 52
2014 Technology of the Year awarded by Digital Analytics Association