ComScore Launches Panel-Informed Attribution to Improve Advertisers' Targeting
ComScore has released a panel-informed attribution offering. This new capability provides a complete picture of users' online behavior over longer periods of time, allowing brands and agencies to develop better marketing strategies with respect to targeting, timing and tactics. The richness of panel data also enables more sophisticated segmentation of key customer segments, such as new versus existing buyers, high-value versus low-value buyers, and repeat versus one-time buyers.
Panel-informed attribution allows brands and agencies to:
- Map demographics and segments effectively, as independently-verified panel data allows gaps in customer registration data to be filled;
- Find users who did not see a brand's ad, but shows similarities to customers;
- Understand the behavior of users who saw an ad but did not engage;
- View customers' non-tagged behavior away from the brand's site; and
- See customers' purchase behaviors in the context of broader activities, such as their path to purchase and the types of media they use most often.
"When it comes to understanding customers and prospects, cookie and CRM-based attribution methods don't give a complete enough picture to effectively reach customers and prospects," said Serge Matta, CEO of comScore, in a statement. "Knowing there was potential to fill in certain critical gaps in attribution, we worked closely with Publicis and ZenithOptimedia to pilot this new approach that would address their clients' pressing questions. With a more holistic understanding of how advertising activity influences a brand's current and potential buyers, panel-informed attribution empowers brands and agencies to make better decisions about how, where and when they're engaging with customers to help increase sales."
The offering was piloted with Publicis Groupe's ZenithOptimedia.
"This panel-based attribution is a unique enhancement to the attribution space, really helping our clients gain a data-based strategic view of the complete set of purchaser actions in the run up to their transaction. This solution builds on cookie-based attribution to deliver insights into the timing and tactics to reach prospects and positively impact purchase behaviour," said Rob Jayson, chief data officer at ZenithOptimedia, in a statement.
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