brave new world of universal analytics
DESCRIPTION
Presentation by Martijn BeijkTRANSCRIPT
© 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
© 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
© 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
© comScore, Inc. Proprietary. 4
Analytics for a Digital World™
comScoreMMXVMX
comScorevCEvME
comScoreDigitalAnalytix®
comScoreSubscriber Analytix™
Digital BusinessAnalytics
AdvertisingAnalytics
AudienceAnalytics
Mobile OperatorAnalytics
V0113
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary.
Emergence of the Digital Omnivore
© comScore, Inc. Proprietary. 6
© comScore, Inc. Proprietary. 7
© 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
Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-140
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
18,000
20,000N
um
ber
of
Dev
ice
Ow
ner
s 38 MILLION
18.5 MILLION
Number of U.K.. Device Owners (Smartphone and Tablet)
+14%vs. YA
+65%
© 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%
UK
Italy
France
Spain
Germany
18%
21%
22%
25%
30%
Smartphone Penetration
Source: MobiLens™.
Data based on 3 month moving average to March 2014
Year-on-Year smartphone growth by country
© comScore, Inc. Proprietary. 10
13-177.5%
18-2412.4%
25-3419.3%
35-4419.1%
45-5417.9%
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
Total Mobile Audience 13+
13-17
18-24
25-34
35-44
45-54
55+
71.0%
83.2%
87.9%
85.4%
77.9%
68.1%
53.7%
Smartphone Penetration by Age Group
Smartphone Non-Smartphone
% Total Mobile Audience
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
© comScore, Inc. Proprietary. 12Source: MobiLens, 3 mo. avg. ending March 2014, EU5, N=69,328
Games, Music & Video - Entertainment on SmartphonesYoung Age Groups Show High Engagement
50.0% 39.7% 37.3%
Games Music Video / TV
% o
f S
mar
tph
on
e O
wn
ers
% o
f S
mar
tph
on
e O
wn
ers
% o
f S
mar
tph
on
e O
wn
ers
13-17
18-24
25-34
35-44
45-54
55+
68.5
%
67.6
%
62.3
%
53.9
%
42.3
%
27.6
%
13-17
18-24
25-34
35-44
45-54
55+
65
.3%
57
.4%
46
.6%
39
.2%
33
.3%
21
.8%
13-17
18-24
25-34
35-44
45-54
55+
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.
© comScore, Inc. Proprietary. 13
Tapped on In-Game Ads
Saw In-Game Ads
Tapped on Browser/App Ads
Recall Seeing Browser/App Ads
0.0% 10.0% 20.0% 30.0%
5.7%
19.2%
7.4%
25.7%
% 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
13-17 18-24 25-34 35-44 45-54 55+0
20
40
60
80
100
120
140
160
11
0
14
6
12
5
10
3
81
65
10
9
14
1
13
7
11
5
77
51
In-App & Browser Ads
Recall Seeing Browser/App AdsTapped on Browser/App Ads
Ind
ex(a
gai
nst
To
tal
Sm
artp
ho
ne)
13-17 18-24 25-34 35-44 45-54 55+0
20406080
100120140160180
12
1
17
0
13
6
10
6
72
44
12
2
16
9
15
8
10
6
61
34
In-Game Ads
Saw In-Game AdsTapped on In-Game Ads
Ind
ex(a
gai
nst
To
tal
Sm
artp
ho
ne)
© 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
P
erso
ns:U
nder
18
P
erso
ns:1
8-24
P
erso
ns:2
5-34
P
erso
ns:3
5-54
P
erso
ns:5
5+0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
13.5
17.7 16.913.1
11.0
Total Digital PopulationPCMobile
© comScore, Inc. Proprietary. 15
June 2010 June 2013
404,711 419,316
83,071
381,351
105,577
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 2013Note: Jun-2010 Mobile is estimated based on earliest observed comScore smartphone engagement data calibrated by number of smartphone users at that time
© 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
© 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
© comScore, Inc. Proprietary. 18
The digital population now spends slightly more time engaging with retail sites on their smartphone than on their desktop
Feb-2013
Mar-2013
Apr-2013
May-2013
Jun-2013
Jul-2013
Aug-2013
Sep-2013
Oct-2013
Nov-2013
Dec-2013
0
5,000
10,000
15,000
20,000
25,000
30,000
Desktop Smartphone Tablet
To
tal
Min
ute
s (M
M)
Total Minutes (MM) Spent in Retail Category by PlatformSource: comScore Media Metrix and Mobile Metrix, U.S., Feb-2013 – Dec-2013
Feb-2013 Dec-20130%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
49%40%
37%43%
14% 17%
Desktop Smartphone
Tablet
© comScore, Inc. Proprietary. 19
Amazon
eBay
Walmart
Target
Craigslist
BestBuy
Macy's
Sears
Etsy
Home Depot
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%
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 PopulationUnique 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
© 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.
© comScore, Inc. Proprietary. 21
Makes people consume more device agnostic
Smartphonesrule 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
© comScore, Inc. Proprietary. 22
But it’s Not Just Mobile Growth:Digital Has Escaped the PC Cube
© 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
© 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
Smartphone
TV
Tablet
Gaming
POS
Server
V0113
© comScore, Inc. Proprietary. 25
Unify visitors across
devices for intelligent
analytics
OBJECTIVE
© comScore, Inc. Proprietary. 26
Unify visitors across devices
Using unification keys
Create a multi-platform view for
unauthenticated datasets
SOLUTION
© comScore, Inc. Proprietary. 27
Solves Miscounts of Critical KPI’s in a Multi-Platform World
ATM
sms
overcountMy site has one
billion customers!
undercountMy users spend
less than 1 minuteper day.
miscountMy site converts
only 10% of visitors.
© 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
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 29
New customer journeys need a new basket of metrics
© comScore, Inc. Proprietary. 30
Growing insights: Compare Standard and Multi-Platform Data
1 MOBILE BROWSER:
1 TABLET BROWSER:
Spends 10 minutesViews 2 articles
Spends 20 minutesViews 4 articles
Standard Dataset:2 browsersAvg. 15 minutesAvg. 3 articlesConversion 50%
Multi-Platform Dataset:1 browserAvg. 30 minutesAvg. 6 articlesConversion 100%
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary.
Mobile and the Path to Purchase
© 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
© comScore, Inc. Proprietary. 33
Customer Journey: defined for consumers in store at IKEA
© comScore, Inc. Proprietary.
Retail business model disruptionOmni-Channel Retail
PASTCustomers were coming
to your shop
TODAYCustomers shop across
diverse channels
TOMORROWCustomers shop wherever and whenever they prefer
© comScore, Inc. Proprietary. 35Source: Google ZMOT Handbook
Connected customers define their own journey: Not so much a funnel, more like a flight map
© 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
© comScore, Inc. Proprietary. 37
EU5 Smartphone Owners 18-24 Over-Index Heavily for Mobile Retail & Shopping
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
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0%
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%
Selected Retail & Shopping Activities
Total Smartphone Audience Smartphone Audience 18-24% Group
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
© comScore, Inc. Proprietary. 38
Price was better online
Planned to buy online but wanted to see item(s) in person be-fore 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
73%
44%
25%
16%
15%
5%
% 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
© 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
© comScore, Inc. Proprietary. 40Img: apple.com
© comScore, Inc. Proprietary. 41Img: dastrodesign.nl
© comScore, Inc. Proprietary. 42
Pop up stores
img: http://storeforbrands.com/
© comScore, Inc. Proprietary. 43
Who and how many visit your
physical store locations
Start measuring…
© 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
© comScore, Inc. Proprietary. 45
How do they engage with your
product or brand?
And find out..
© comScore, Inc. Proprietary. 46
Estimote Beacons
© comScore, Inc. Proprietary. 47
How can one monetize this
audience and drive strategic
growth?
Start asking...
© 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
© 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
© comScore, Inc. Proprietary. 50
Free data gems available via:
www.comscoredatamine.com
&
@comscoreEMEA
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Thank you!
The Brave New World Of Universal Analytics
For more information check out our website or please email:
@martijnbeijk / @comscoreEMEA
© comScore, Inc. Proprietary. 52
2014 Technology of the Year awarded by Digital Analytics Association