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Case Study Com Score Case Study Com Score Presentation Transcript

  • Case Study: comScore Magid Abraham , CEO comScore
  • The Next Generation of Audience Measurement Introducing Media Metrix 360:
    • Magid Abraham
    • CEO
  • Internet = “The Most Measurable Medium”
    • How many real users?
    • What kind of users are they?
    • Which request is a valid Page View?
    • How long did the users spend on my site?
    • 100% Accurate count of server requests, but…
  • Basic Problem: No Unique User ID
    • Unique User = Cookie ID (if Cookies can be set ) or
        • IP Address + User Agent
    • Web Analytics Approximation
    • More Problems!
    • Cookies are deleted, and when they are, the same user can be counted multiple times
    • IP Addresses change all the time causing inflation of user counts
    • In any case, a UU is an attempt to identify a machine (or a browser), which can represent multiple people or a fraction of the usage of a single person
  • Cookie Deletions Cause Repeat Visitors To Be Counted Multiple Times
    • User Example:
    • A user visits a site 4 times during a month
    • He deletes his cookies twice
    Cookie A - Site reads 3 distinct cookies - Same visitor is counted 3 times Cookie B Cookie C Cookie C Cookie Deleted 2 3 1 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Cookies Deleted
  • IP Addresses Change Frequently And Cause Users to be Counted Multiple Times
    • In the U.S., nearly 60% of computers have only one IP address in a month but account for only 10% of all IP addresses
    • The average U.S. computer has 6 different IP addresses
  • Panel Measurement
    • Solution Strengths
    • Tracks real people and measures person demographics
    • Better duration and usage measurement
    • UVs not affected by bots or cookie deletion
    • Allows tracking users across sites and time:
      • Cross-site usage
      • Audience overlap
      • Reach and Frequency
    • However…
  • Changing the Panel vs. Server Measurement Relationship
  • Introducing Media Metrix 360: A Panel-Centric Measurement Approach
    • A best of breed approach to digital measurement that continues to revolve around people
  • Introducing MMX 360: Panel-Centric Hybrid Measurement Complete and Fully Reconciled Measurement QUERY TAGS Content Categorization PANEL People Measurement Reach, Demographics Duration SERVERS Census Coverage of Usage Anywhere
  • How Does the Hybrid Process Work? Collect Traffic from PCs and devices Clean Traffic – remove non human, bots, apply edit rules Apply comScore URL Dictionary Total Traffic Filtered Traffic
  • Filtered Traffic Broken Out by Source, then Home + Work Universe Integrated with Panel comScore Reported Universes The Universe Report Filtered Census Traffic Apply proprietary methodologies to develop comScore Universes Mobile Phones Shared Machines Work Home Gender Age Income Surfing Location Leverage Panel, derived detailed demographic and person level behavior comScore Global Panel Streaming
  • Media Metrix 360: Key Benefits for Participating Sites
    • Comprehensive coverage; 100% of activity
      • New “Universe Report” mobile and public machines
      • Census-adjusted metrics in current Media Metrix reports (Home and Work)
    • Improved coverage of At-Work population
    • Harmonization / reconciliation of panel vs. server
    • Granularity
    • More timely reporting
    • Transparency
  • Media Metrix 360: The Web’s First True Currency
    • Traditional Media Currency
    • Audience estimates used in setting advertising payments
    • No direct measurement of ad impressions
    • Audience estimated from small samples of several 100’s to several thousands households
    • Limited ability to read programs or media with small audiences
    • Web Currency
    • Payments are based on server counts of impressions
    • MMX 360 links directly to server counts:
      • Full accounting of audience
      • Panel component based on comScore’s worldwide panel of 2MM users
      • Ultimate degree of granularity
  • Media Metrix 360 Timetable
  •