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Presentation to the IAB Audience Measurement Leadership Forum

Presentation to the IAB Audience Measurement Leadership Forum. New York City; November 29, 2007. Key Talking Points. Panel data versus site centric data “The last 2 feet” comScore Media Metrix in the online metrics mix. The Two Component Parts of Online Metrics. Audience Measurement.

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Presentation to the IAB Audience Measurement Leadership Forum

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Presentation Transcript

  1. Presentation to the IAB Audience Measurement Leadership Forum New York City; November 29, 2007

  2. Key Talking Points • Panel data versus site centric data • “The last 2 feet” • comScore Media Metrix in the online metrics mix

  3. The Two Component Parts of Online Metrics Audience Measurement Web Analytics "Uniques"

  4. Audience Measurement People are notoriously more difficult to measure than machines Evolved over nearly 80 years to provide media, advertisers with a common currency, “consensus view” Marketing, ad sales Reach, frequency, gross impressions “Uniques” = Unduplicated persons Web Analytics Machines talking to machines leave “digital breadcrumbs” A science has emerged around mining this data for making site optimization decisions IT, CRM, web design KPIs “Uniques” = Unduplicated cookied browsers Online Metrics Two different but overlapping disciplines… different histories and cultures… both vital to the success of Internet business

  5. Deviation Between Unique Cookied Browsers, Unique Persons • Unique Cookied Browser counts (WA) are generally of a greater magnitude than Unique Visitor counts (audience measurement) • Key drivers of the differences: • Cookie deletion • Duplication across work and home usage • Non-human traffic • US-only versus international traffic

  6. Audience Measurement: “The Last Two Feet” 2 feet The consumer: • Engages with media • Multi-tasks • Sees ads • Develops brand attitudes • Buys things, both online and off

  7. Our Business:Digital Marketing Intelligence Leading Digital Marketing Intelligence Platform Digital Media and Commerce Internet Plus Traditional Media TV Radio Audience Measurement Deep Consumer Insights + Competitive Intelligence + Buying Behavior + Audience Measurement

  8. Digital Intelligence at All Stages of the Marketing Process… From Exposure to Purchase comScore Media Metrix comScore Marketing Solutions Consumer attitudes, intentions Search; purchase behavior (eCommerce, offline) Audience measurement Ad campaign exposure Advertising effectiveness Market Share and Competitive Benchmarking Media Metrix Plan Metrix Loyalty and Retention Analysis Broad Product Offering World Metrix qSearch Video Metrix Brand Metrix Ad Metrix Campaign Metrix

  9. Way, Way More Than Pages • The Internet is really a collection of media: • Static web pages • AJAX • Streaming audio • Streaming video (CGM) • Streaming video (TV on the web) • Search • Social networking • Widgets • Conversational media • Gaming • Commerce (retail, financial services, etc.) • The measurement environment will inevitably grow more complex as Internet media continue to emerge and evolve

  10. Conclusion: The Internet is The Most Measurable Medium • And is, thus, the medium with the most measures • Inevitably, some of these measures will appear to conflict • Audience measurement companies and Web Analytics companies (and indeed third party ad servers) all produce estimates called “Uniques” • And each kind of “Uniques” has a unique meaning • All three kinds of data… • Audience measurement panels • Web analytics solutions • Third party ad servers • …serve an important purpose in the value chain • Better to focus on the value each provides than to get hung up on the seeming paradoxical nature of our abundance of metrics

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