Comscore Ad Metrix vs. Crayon Intel Pro

ComScore is great for the research portion of media planning. It's robust with data insights on your client's audience and its competitors, and it manages to house everything in an easy to use platform. It helps gain learning and insight into what channels and tactics we should invest in and what partners are out there in the space.

Incentivized

Elsewhere in my review, I've talked about Crayon's incredible capabilities to track competitors, make ingesting intelligence about those competitors automatic, and how easily it incorporates that intelligence into dynamically and automatically-updated battlecards. I've also talked about their expanding use of AI to improve user experience and to improve the final work of CI professionals. All of which is to say that Crayon is the best tool I've ever used for intelligence analysis- it's incredible. Another area of consideration is analytics, particularly around win/loss data - Crayon's integration with Salesforce creates insightful analytics for understanding which competitors you're winning against, which you're losing against, which sellers are having a hard time, which are succeeding, and which sellers are utilizing the battlecards during the sales cycle. Proving ROI is simple with Crayon's analytics, as well, with a tool to show how much revenue you (as an individual) or your team have influenced with your battlecards.

Incentivized

• Breaks down categories of those who who are more likely to visit our site that come from XYZ backgrounds by percentage.
• Compares our site stats to other competitor statistics.
• Allows us to better target our viewers with specific ads.

Incentivized

• Win/Loss Analysis
• Competitive Listening
• Battlecard Creation

Incentivized

• Training would be an area of improvement. I have had to self train in most reports and am not as well versed in the tool as I would like to be.
• No other major issues with the tool as of yet

Incentivized

• Crayon has been innovative in incorporating AI into the tool, both to enhance productivity and to enhance the outcomes of analysis. The fantastic thing is these features started rudimentary, have gotten better, and are set to get better still - I could recommend this to Crayon as an area for improvement (I suppose), but they're already working to take advantage of the latest AI features to make the user experience and our outputs even better.

Incentivized

Crayon is super easy to use - regardless of level in the organization. As a power user, it's easy to curate the most important information about competitors and then distribute it out to leadership and other teams so that they can stay informed on the most important competitor trends. It allows me to share out information via email or through Slack and our competitive intel channel

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The staff is available pretty quickly for questions, but are not really around in-person to meet with me and my team. They are able to solve my problems online and do work sessions as needed via skype.

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We use both tools, but Ad Metrix helps significantly for determining industry trends and other more helpful data. We are actually in the process of removing the other tool since Ad Metrix gives us what we need.

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The core features of all of these are essentially the same. Crayon Impact (the win/loss side) is what won us over compared to the other tools that we demoed.

Incentivized

• I am able to plan quickly and effectively
• Save money on just having one digital tool
• Plan audiences at scale

Incentivized

• Crayon has centralized what was previously a dispersed collection of competitive intelligence analysis, streamlined sharing of competitive insights, and allowed the CI Team unprecedented visibility into our impact on the business. This helps our business by: making sharing of analysis more efficient and creating a self-serve mechanism among our stakeholders, reducing the number of bespoke requests we receive; fostering competitive discussions among the wider workforce, which pulls in multiple perspective to ultimately shape and improve the quality of finished analysis; clarifying the impact of the CI Team's role on the business, which makes discussions around ROI with leadership much easier now that they're backed by hard numbers rather than a reliance on anecdotal evidence.

Incentivized