Embed Size (px)
Citation preview
Using Data in a Digital Society
Mike Rich and Scott FinerOctober 2010
2© comScore, Inc. Proprietary.
Let’s look at just one web page
Returning user?
Browser
Time on site
Pages viewed
Geo-location
Ads
Searches
Clicks
Purchases
3© comScore, Inc. Proprietary.
Terabytes of data!
pattern_id domain_name url_host url_dir url_page recorded useragent mimetype
1/ / / /10/20/2010 06:19:16:913 PM application/internal
1/ / / /10/20/2010 06:19:19:803 PM application/internal
5651592images-amazon.com
g-ecx.images-amazon.com
images/G/01/electronics/detail-page asus-2._V189604747_.gif
10/20/2010 06:19:26:350 PM image/gif
5651592images-amazon.com
g-ecx.images-amazon.com
images/G/01/electronics/detail-page dell._V189604740_.gif
10/20/2010 06:19:26:570 PM image/gif
5651592images-amazon.com
g-ecx.images-amazon.com
images/G/01/electronics/detail-page asus._V189604750_.gif
10/20/2010 06:19:26:787 PM image/gif
6048290amazon.com www.amazon.com / /10/20/2010 06:19:27:027 PM
6048290amazon.com www.amazon.com / /10/20/2010 06:19:27:120 PM
Mozilla/5.0 (compatible; MSIE 9.0; Windows NT 6.1; Trident/5.0) text/html; charset=iso-8859-1
6048290amazon.com www.amazon.com / /10/20/2010 06:19:30:320 PM
4418751ssl-images-amazon.com
images-na.ssl-images-amazon.com
images/G/01/authportal/common/css ap_global._V199044452_.css
10/20/2010 06:19:30:570 PM
Mozilla/5.0 (compatible; MSIE 9.0; Windows NT 6.1; Trident/5.0)
4418751ssl-images-amazon.com
images-na.ssl-images-amazon.com
images/G/01/x-locale/common
transparent-pixel._V192234675_.gif
10/20/2010 06:19:30:820 PM image/gif
4418751ssl-images-amazon.com
images-na.ssl-images-amazon.com images/G/01/gno/popover sprites-h._V192570380_.gif
10/20/2010 06:19:31:043 PM
Mozilla/5.0 (compatible; MSIE 9.0; Windows NT 6.1; Trident/5.0)
4418751ssl-images-amazon.com
images-na.ssl-images-amazon.com images/G/01/gno/popover sprites-h._V192570380_.gif
10/20/2010 06:19:31:270 PM image/gif
4418751ssl-images-amazon.com
images-na.ssl-images-amazon.com
images/G/01/gno/images/orangeBlue
navPackedSprites-US-16._V212310439_.png
10/20/2010 06:19:31:490 PM
Mozilla/5.0 (compatible; MSIE 9.0; Windows NT 6.1; Trident/5.0)
4418751ssl-images-amazon.com
images-na.ssl-images-amazon.com
images/G/01/x-locale/common/login fwcim._V198987923_.js
10/20/2010 06:19:31:703 PM
Mozilla/5.0 (compatible; MSIE 9.0; Windows NT 6.1; Trident/5.0)
4272441doubleclick.net ad.doubleclick.net adj amzn.us.gw.atf10/20/2010 06:19:31:797 PM
Mozilla/5.0 (compatible; MSIE 9.0; Windows NT 6.1; Trident/5.0) application/x-javascript
4418751ssl-images-amazon.com
images-na.ssl-images-amazon.com
images/G/01/x-locale/common/buttons
sign-in-secure._V192194766_.gif
10/20/2010 06:19:31:923 PM image/gif
4418751ssl-images-amazon.com
images-na.ssl-images-amazon.com
images/G/01/gno/images/orangeBlue
navPackedSprites-US-16._V212310439_.png
10/20/2010 06:19:32:133 PM image/png
4272441doubleclick.net ad.doubleclick.net adj amzn.us.gw.btf10/20/2010 06:19:32:190 PM
Mozilla/5.0 (compatible; MSIE 9.0; Windows NT 6.1; Trident/5.0) application/x-javascript
6385067turn.com r.turn.com r bd10/20/2010 06:19:32:197 PM
Mozilla/5.0 (compatible; MSIE 9.0; Windows NT 6.1; Trident/5.0) image/gif
4418751ssl-images-amazon.com
images-na.ssl-images-amazon.com images/G/01/gno/popover sprites-v._V192570383_.gif
10/20/2010 06:19:32:360 PM
Mozilla/5.0 (compatible; MSIE 9.0; Windows NT 6.1; Trident/5.0)
4418751ssl-images-amazon.com
images-na.ssl-images-amazon.com images/G/01/gno/popover sprites-v._V192570383_.gif
10/20/2010 06:19:32:570 PM image/gif
4272441doubleclick.net ad.doubleclick.net adi/N5762.adzinia.com B4795243.810/20/2010 06:19:32:800 PM
Mozilla/5.0 (compatible; MSIE 9.0; Windows NT 6.1; Trident/5.0) text/html
4272441doubleclick.net ad.doubleclick.net adi/N5762.adzinia.com B4795243.910/20/2010 06:19:32:807 PM
Mozilla/5.0 (compatible; MSIE 9.0; Windows NT 6.1; Trident/5.0) text/html
4418751ssl-images-amazon.com
images-na.ssl-images-amazon.com
images/G/01/gno/images/general
navAmazonLogoFooter._V192570482_.gif
10/20/2010 06:19:32:817 PM
Mozilla/5.0 (compatible; MSIE 9.0; Windows NT 6.1; Trident/5.0)
4418751ssl-images-amazon.com
images-na.ssl-images-amazon.com
images/G/01/gno/images/general
navAmazonLogoFooter._V192570482_.gif
10/20/2010 06:19:33:023 PM image/gif
36734042mdn.net s0.2mdn.net 2344880amazon_NoFee_300x250.swf10/20/2010 06:19:33:287 PM application/x-shockwave-flash
36734042mdn.net s0.2mdn.net 2344880amazon_NoFee_300x250.swf10/20/2010 06:19:33:510 PM application/x-shockwave-flash
4272441doubleclick.net ad.doubleclick.net adi/N5762.adzinia.com B4795243.910/20/2010 06:19:33:723 PM
4272441doubleclick.net ad.doubleclick.net adi/N5762.adzinia.com B4795243.810/20/2010 06:19:33:937 PM
6048290amazon.com www.amazon.com / /10/20/2010 06:19:52:927 PM application/internal
4© comScore, Inc. Proprietary.
Today’s agenda
What comScore does
How data are used
How we collect data and create our offerings
5© comScore, Inc. Proprietary.
comScore Digital Business Analytics
Audience Measurement Site AnalyticsVertical Market SolutionsSocial Analytics
Copy TestingCampaign VerificationAd EffectivenessCross Media
Mobile Audience MeasurementNetwork Analytics & OptimizationCustomer Experience & Retention Management
User Analytics
Advertising Analytics
Mobile Analytics
Uni
fied
Dig
ital M
easu
rem
ent™
V0910
6© comScore, Inc. Proprietary.
Many uses
7© comScore, Inc. Proprietary.
Selected Clients
Media Agencies Telecom/Mobile Financial Retail Travel CPG Pharma Technology
V0910
8© comScore, Inc. Proprietary.
8
Three primary methodologies
Behavioral data
– Passively observing actions – Panel of 2mm worldwide users who consent to participate
Survey data
– Actively collecting opinions– Panel of millions of e-mail addresses “opted in”
Survey + Behavioral data
– Combining both methods for sophisticated insights (using Multivariate methods)
9© comScore, Inc. Proprietary.
Our Scenario
Hangover 2 debutsMemorial Day 2011!
Mission: Raise awareness among key audience
Find 18 – 24 year olds online
Determine what we should do in mobile
Reach Xbox gamers when they are not playing Xbox
Develop a list of recommendations of where to run campaign
10© comScore, Inc. Proprietary.
Key Measures
Internet Behavioral Data
11© comScore, Inc. Proprietary.
Key Measures for 18-24, rank-ordered by Composition Index
Highest reach and engagement sites (over-indexed) for 18-24 year olds in the US
Total Unique Visitors (000)
% Reach
% Composition Unique
Visitors
Composition Index
UV
Composition Index
PV
Average Daily
Visitors (000)
Total Minutes
(MM)
Total Internet Persons: 18-24 31,662 100.0 14.9 100 100 25,439 61,272
Top 100 Properties35 TWITTER.COM 5,247 16.6 22.0 148 233 786 291
5 Fox Interactive Media 19,800 62.5 24.3 164 221 4,031 1,96834 BUZZMEDIA 5,330 16.8 28.7 193 218 533 6829 ToneFuse Media 5,958 18.8 29.8 200 208 431 3127 Photobucket.com LLC 6,364 20.1 26.2 176 200 777 6445 Craveonline (Evolve Media Corp) 4,153 13.1 26.1 175 194 393 5244 Gorilla Nation (Evolve Media Corp) 4,220 13.3 26.3 177 189 352 3737 Six Apart Sites 4,800 15.2 24.0 162 187 475 10947 Conde Nast Digital 3,981 12.6 18.3 123 178 706 11714 VEVO 12,496 39.5 25.5 171 172 1,418 24410 Wikimedia Foundation Sites 14,152 44.7 18.1 122 169 1,980 28241 Hulu 4,646 14.7 23.3 157 163 647 12765 PANDORA.COM 3,132 9.9 21.1 142 160 1,104 147
Media
Target : Persons: 18-24
Media : Top 100 Properties [Undup.]Date : 10/22/2010
Key Measures
Geography : United States
Top 100 Properties [Undup.]
Location : All LocationsTime Period : September 2010
“Key Measures” is the name of one of our
company’s most heavily used online tools, ….
It is one of 20-25 types of reports that we
collectively refer to as the “interface”
12© comScore, Inc. Proprietary.
Gather the data
RecruitmentFind people willing to be counted
CollectionMonitor and transmit
IdentificationSeparate data by person
Two steps, six ingredients, one caveat
Correct for bias
EnumerationDetermine the size of the universe
CalibrationData for target estimates
ProjectionWeight to the universe
13© comScore, Inc. Proprietary.
Proprietary Data Collection Technology
Private and ConfidentialPersonally Identifiable Information strippedusing procedures audited by outside parties
comScore
Internet activity, system information
Software upgrades, survey invitations
“cProxy”“cProxy”
Passively track actual consumer behavior
Actively survey consumers anytime, anywhere
Panelist
14© comScore, Inc. Proprietary.
Protecting privacy is a core value
1. TRUSTe compliant disclosure:– Describes what the software does – Describes how the data is used – Links to privacy policy and user agreement
2. Start/Programs menu entry
3. Displayed under Add/Remove Programs
– Removed immediately on selection– No files left behind
4. Welcome Pop or Welcome e-mail
5. Icon displayed in System Tray
6. WebTrust Privacy seal– Independent audit of our privacy policies,
practices and procedures– Assures adherence to high standards in the
protection of personally identifiable information
15© comScore, Inc. Proprietary.
Enumeration Survey:
Telephone study using RDD, plus “cell phone only” supplemental data
Target of 1100 completed interviews per month
Information collected includes demographics, number of computers in the home, number connected to Internet
12 months of enumeration data (in red) are used to create the curve against which the Universe Projection is then fit (in black)
0
5
10
15
20
25
Jan Feb March April May June July Aug Sept Oct Nov Dec Jan
Enumeration % UE
How large is the universe we will
project to from our panel (the sample) ?
16© comScore, Inc. Proprietary.
Calibration Panel: Removes Inherent Biases
Online recruitment carries with it inherent biases,
– For example, the recruitment technique is itself self-selecting….– In the US we have a standalone Calibration panel, offline random recruited, to
provide metrics on, e.g., quartiles of time spent online, which become weighting variables
Outside the US, we are considering strategies to introduce improved calibration procedures
– Small random persons panel or cookie panelCalibration PanelRecruited offline,
Used as a ‘yardstick’
Overall Panel Adjusted to reflect metrics of the Calibration Panel
17© comScore, Inc. Proprietary.
Assigning weights to “Project” from Sample to Universe; in our case, from Panel to Population
To qualify for sample:– Must have complete demography.– Must be active. Persons without activity are
excluded– At least 90% of computer activity must be
successfully assigned to a member of the household
Stratification variables:– Age– Gender– Duration Categories– And several others,….
Final Step, Assign “weights” to each machine
– Weights change each month
18© comScore, Inc. Proprietary.
MobiLens
Mobile trends via survey
19© comScore, Inc. Proprietary.
DEMO
20© comScore, Inc. Proprietary.
Measuring Attitudes and Opinions via Survey
Invite users
– E-mail lists– Web site intercepts
Gather responses
– Thousands of users surveyed each month for MobiLens
– Survey flows customized based on phone type
Process the data
– Weight and project– Load into interface
21© comScore, Inc. Proprietary.
Segment Metrix
Social trends using survey and behavioral
22© comScore, Inc. Proprietary.
Combine attitudinal and passively observed traffic behavior
Seek permission from survey respondent (observe privacy as disclosed to recruited panelists) for both observations and survey
• Feelings,• Perceptions,
• Attitudes,• Preferences,
Example; Generally, I prefer to shop online for most of my
household needs
• Visitation to sites by content category;
• Heaviness of online use; • Frequency of searching;• Frequency and volume of
purchasing• Etc…..
23© comScore, Inc. Proprietary.
Analyze combined data set
Exploratory analysis
– k Means Cluster (reduce a large data set to meaningful subgroups of individuals or objects)
– Factor Analysis (reduce data set to best variables)
– Analysis of Variance (many types)
Segmentation (optimize differentiation between segments)
– Discriminant Analysis (correctly classify observations or people into homogeneous groups)
– Baysian or probabilistic methods (http://en.wikipedia.org/wiki/Bayesian_model_comparison )
A key objective is to construct “Predictive models” (A model made up of a number of predictors variables that influence future behavior, such as an online product sale)
24© comScore, Inc. Proprietary.
Research outcomes and Actionable outcomes
Compare relationships between selected attitudes and behaviors
– Both Narrowly and broadly (DR vs Brand)
Perform segmentation
– Score panelists with segment membership – Profile segments
In terms of Demographics, search behavior, traffic patterns, online purchasing
Actionable outcomes of segmentation
– Report traffic or search by marketing segments– Target marketing segments
Because these techniques, lead to management actions that improve revenue or lower costs; they help managers optimize efficiency. How? For example, increase “lift” for advertising campaigns, and thereby,Increase the “return on investment” ROI in marketing.
Why go to all this trouble?
25© comScore, Inc. Proprietary.
Segment Metrix, 18-24, Gaming Aficionados
Segment Metrix
Total Unique Visitors (000)
% Reach
% Composition Unique
Visitors
Composition Index
UV
Composition Index
PV
Average Daily
Visitors (000)
Total Minutes
(MM)
Total Internet Have Some Fun | Game Gurus | 18-24 1,036 100.0 0.5 100 100 900 3,094
Top 100 Properties
28 Craveonline (Evolve Media Corp) 345 33.3 2.1 441 470 39 8
23 Technorati Media 467 45.1 1.3 275 367 46 838 Alloy Digital Network 273 26.4 1.5 310 293 28 1130 ToneFuse Media 342 33.1 1.8 367 287 25 210 Vevo 763 73.7 1.5 317 272 103 19
33 Gorilla Nation (Evolve Media Corp) 304 29.3 1.9 380 269 26 3
32 Six Apart Sites 337 32.5 1.8 359 263 37 743 DAILYMOTION.COM 250 24.1 1.7 348 259 17 234 TWITTER.COM 303 29.3 1.3 261 234 42 14
8 Fox Interactive Media 881 85.0 1.1 225 211 196 11124 Photobucket.com LLC 391 37.8 1.5 304 209 60 4
7 CBS Interactive 926 89.4 1.2 241 208 115 2519 Break Media Network 492 47.5 1.6 326 200 40 525 BUZZMEDIA 367 35.5 1.7 355 191 35 540 Hulu 262 25.3 1.4 284 177 39 7
Media
Segment : MSN WinCon Demo Segments (US)-Have Some Fun | Game Gurus | 18-24
Media : Top 100 Properties [Undup.]Date : 10/22/2010
Key Measures Geography : United States
Top 100 Properties [Undup.] Location : All LocationsTime Period : August 2010
Segment Metrix is the name of an online tool that reports traffic by Segment,.
Often, the segments are formulated by a combination of survey and behavioral data
Here sites are rank-ordered by their composition Index strengths
26© comScore, Inc. Proprietary.
Conclusions
27© comScore, Inc. Proprietary.
Our Media Plan Recommendations
Web Sites
– Twitter, MySpace, Vevo and Hulu are just a few of the key web sites that hit our target audience well
Mobile
– About a third of 18 – 24 year olds have a smartphone, so use this medium but supplement with other ad buys
– Within mobile, look for the usual suspects (social, search, entertainment) but also consider news and reference sites
Gaming Aficionados
– Look to video heavy sites like Craveonline and Vevo. Also look for ways to target gaming blogs on Technorati and Six Apart
28© comScore, Inc. Proprietary.
In Summary
Data is everywhere in the digital world
Respecting privacy can open the door to new knowledge
Behavioral data gives us massive information
Survey data helps fill in the blanks for what we can’t observe
Combining behavioral and survey allows for highly sophisticated insights
30© comScore, Inc. Proprietary.
Appendix
31© comScore, Inc. Proprietary.
Building MobiLens
32© comScore, Inc. Proprietary.
MobiLens
33© comScore, Inc. Proprietary.
Example of segment output by selected sites traffic
For four 18-24 high indexing Amusement sites,….the High Ambition group has the smallest indexes.
[P](u) Technorati
Media
[P] TWITTER.
COM
[P] Apple Inc.
[P](u) Craveonline (Evolve
Media
[P](u) Technorati
Media
[P] TWITTER.
COM
[P] Apple Inc.
[P](u) Craveonline (Evolve
Media
[P](u) Technorati
Media
[P] TWITTER.
COM
[P] Apple Inc.
[P](u) Craveonline (Evolve
Media
Amusement driven 19,778 12,080 31,964 9,152 23.4 14.3 37.8 10.8 50.9 50.6 45.7 57.5
Obligation Driven 11,996 7,373 24,619 4,242 14.3 8.8 29.4 5.1 30.9 30.9 35.2 26.7
Curiosity driven 4,757 3,089 9,321 1,679 15.1 9.8 29.6 5.3 12.3 12.9 13.3 10.6
Ambition 2,299 1,351 4,023 838 17.8 10.4 31.1 6.5 5.9 5.7 5.8 5.3
Date :
Total Unique Visitors (000)
Segment
% Composition Unique Visitors
United StatesGeography :
September 2010
Segment Metrix Profile
Time Period :
Technorati Media,TWITTER.COM,Apple Inc.,Craveonlin...Media :Multiple*
Technorati Media,TWITTER.COM,Apple Inc.,Craveonlin...
Segment :
% Reach
©2010 comScore, Inc
All LocationsLocation :
10/25/2010
