The Brave New World of Universal Analytics - SMX London 2014

© comScore, Inc. Proprietary.

Measuring a Multi-Platform World

The Brave New World Of Universal Analytics

@MartijnBeijk – Senior Business Consultant | 14th of May 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


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


Analytics for a Digital World™

comScore

MMX VMX

comScore

vCE vME

comScore

Digital Analytix®

comScore

Subscriber Analytix™

Digital

Business

Analytics

Advertising

Analytics

Audience

Analytics

Mobile

Operator

Analytics

V0113

© comScore, Inc. Proprietary. © comScore, Inc. Proprietary.

Emergence of the Digital Omnivore



© comScore, Inc. Proprietary. 8 Source: comScore MobiLens/TabLens 3 month average ending December

The Brave New Digital World: Adoption of Smartphones & Tablets has

dramatically changed the digital media landscape

0

5.000

10.000

15.000

20.000

25.000

30.000

35.000

40.000

jan-13 feb-13 mrt-13 apr-13 mei-13 jun-13 jul-13 aug-13 sep-13 okt-13 nov-13 dec-13 jan-14

Nu

mb

er

of

Devic

e O

wn

ers

38 MILLION

18.5 MILLION

Number of U.K.. Device Owners (Smartphone and Tablet)

+14%

vs. YA

+65%


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%

18%

21%

22%

25%

30%

UK

Italy

France

Spain

Germany

Smartphone Penetration

Source: MobiLens™.

Data based on 3 month moving average to March 2014

Year-on-Year smartphone

growth by country


Millennials have a substantially higher rate of smartphone penetration

than their older counterparts

U.K. Smartphone Penetration of Mobile Phones by Age Group

comScore MobiLens, U.K., Age 18+, 3 Month Average Ending March-2014

91%

79%

55%

Age 18-34

Age 35-54

Age 55+


Millennials are heavier internet users across all devices and spend a

full day of every week online

96,0

87,0

58,9

49,1 43,6

35,2

65,9

57,2

42,9

Age 18-34 Age 35-54 Age 55+

Total Digital

Desktop

Mobile

Average Monthly Time Spent in Hours per User by Platform

comScore Media Metrix Multi-Platform, U.S., Age 18+, Nov-2013


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

13,5

17,7 16,9 13,1

11,0

0,0

10,0

20,0

30,0

40,0

50,0

60,0

70,0

Total DigitalPopulation

PC

Mobile


405 419

83

381

106

June 2010 June 2013

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 2013

Note: Jun-2010 Mobile is estimated based on earliest observed comScore

smartphone engagement data calibrated by number of smartphone users at

that time


Engagement with Coupon sites has seen tremendous growth across

all platforms, including desktop

43

4,929

782

+530%

+385%

172

610

2,962

683

Feb-2010 Feb-2013

N/A

+645% 1,284

* Note: Feb-2010 Mobile is estimated based on earliest observed comScore smartphone

engagement data calibrated by number of smartphone users at that time

U.S. Coupon Site Usage in Minutes (MM) by Platform:

Desktop, Smartphone and Tablet Source: comScore Media Metrix Multi-Platform, U.S., February 2013


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


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


The digital population now spends slightly more time engaging with

retail sites on their smartphone than on their desktop

0

5.000

10.000

15.000

20.000

25.000

30.000

To

tal M

inu

tes (

MM

)

Desktop Smartphone Tablet

Total Minutes (MM) Spent in Retail Category by Platform Source: comScore Media Metrix and Mobile Metrix, U.S., Feb-2013 – Dec-2013

49% 40%

37%

43%

14% 17%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

feb-2013 dec-2013

Desktop

Smartphone

Tablet


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%

Amazon

eBay

Walmart

Target

Craigslist

BestBuy

Macy's

Sears

Etsy

Home Depot

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 Population

Unique 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. 19 Source: comScore MMX Multi-Platform, UK., July 2013 and March 2014

The Multi-Platform Majority

69% 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.


Makes people consume more device agnostic

Smartphones rule 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


But it’s Not Just Mobile Growth:

Digital Has Escaped the PC Cube


New Devices are Generating a Big Band of Data

Billions of Digital Events

92% of world’s data was

created in past two

years


Breaking down the data silos

Online

Advertising

Video

Search

Demo-

graphic

Profiles

In Store

E-Commerce

Website and

App Usage

PC

Smart

phone

TV

Tablet

Gaming

POS

Server

V0113


Unify visitors across

devices for intelligent

analytics

OBJECTIVE


Unify visitors across devices

Using unification keys

Create a multi-platform view for

unauthenticated datasets

SOLUTION


Solves Miscounts of Critical KPI’s in a Multi-Platform World

ATM

sms

overcount My site has one

billion customers!

undercount My users spend

less than 1 minute

per day.

miscount My site converts

only 10% of

visitors.


Growing insights: Re-evaluate the Customer Journey

Page Page Page Page PC

Page Page Page Page Tablet

Page Page Page Page Mobile

Page Page Page Page POS

STANDARD PATH ANALYSIS

MULTI-PLATFORM PATH

ANALYSIS

© comScore, Inc. Proprietary. © comScore, Inc. Proprietary. 28

New customer journeys need a

new basket of metrics


Growing insights: Compare Standard and Multi-Platform Data

1 MOBILE BROWSER:

1 TABLET BROWSER:

Spends 10 minutes

Views 2 articles

Spends 20 minutes

Views 4 articles

Standard Dataset:

2 browsers

Avg. 15 minutes

Avg. 3 articles

Conversion 50%

Multi-Platform Dataset:

1 browser

Avg. 30 minutes

Avg. 6 articles

Conversion 100%

© comScore, Inc. Proprietary. © comScore, Inc. Proprietary.

Mobile and the Path to Purchase


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


Customer Journey: defined for consumers in store at IKEA


Retail business model disruption Omni-Channel Retail

PAST

Customers were coming

to your shop

TODAY

Customers shop across

diverse channels

TOMORROW

Customers shop wherever

and whenever they prefer

© comScore, Inc. Proprietary. 34 Source: Google ZMOT Handbook

Connected customers define their own journey: Not so much a funnel,

more like a flight map


“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


For most consumers, showrooming remains an

‘occasional’ shopping tactic

More than 1 in 3 online

consumers have

showroomed…

However, among these

consumers, most only

showroom ‘sometimes’

or ‘occasionally’

Among smartphone

owners, usage of phones to

showroom has increased

significantly

11%

76%

11%

Only for majorpurchases

Sometimes /Occasionally

Often

34%

% who have ever showroomed

Q. Based on this definition, have you ever done this activity? (seen

an item in-store but instead purchased online)

Q. When thinking of your online shopping and the previous

questions, which statement best describes when you use

showrooming?

% among showroomers

Source: comScore Survey – July 2013

Q. Have you ever used your mobile device (smartphone / tablet) to

assist in showrooming?

41%

49%

% smartphone owners who have used theirphone to showroom

Q2 2013 Q3 2013


73%

44%

25%

16%

15%

5%

Price was better online

Planned to buy online but wanted to see item(s) in personbefore ordering

Item was out of stock at store

Would rather have item(s) shipped to home than take homewith me

Was not convenient to buy in-person at the time

Other

% 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


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. 39 Img: apple.com

© comScore, Inc. Proprietary. 40 Img: dastrodesign.nl


Pop up stores

img: http://storeforbrands.com/


Who and how many visit your

physical store locations

Start measuring…


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


How do they engage with your

product or brand?

And find out..


Estimote Beacons


How can one monetize this

audience and drive strategic

growth?

Start asking...


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


Free data gems available via:

www.comscoredatamine.com

&

@comscoreEMEA


Thank you!

The Brave New World Of Universal Analytics

For more information check out our website or please email:

[email protected]

@martijnbeijk / @comscoreEMEA

mailto:[email protected]


2014 Technology of the Year awarded by Digital Analytics Association

Marketing

The Brave New World of Universal Analytics - SMX London 2014