comScore is a $285m annual revenue (2013) public company with multiple lines of business and products. They are best known as an audience measurement vendor, but they also have an enterprise analytics division, which includes their Enterprise Digital Analytix solution along with other digital measurement tools. The Digital Analytix product emerged from acquisition of Dutch company Nedstat in 2010. Digital Analytix is somewhat different from other tools in the category as customers can combine their analytics data with data from comScore's census network and research panel. The tool can also ingest disparate datasets and store data in un-aggregated form.
|2013 revenue*||$285.5 million (total company)|
|Growth 2012-2013||16%** (total company)|
|Customers||2,368** (total company)|
|Employees||1,000+ (total company)***|
|Pricing||$50k to $500k per year****|
|Rating Attribute||comScore Digital Analytix||# of reviewers contributing to each rating||Digital Analytics Category Average|
|Likelihood to recommend||8.8||5||8.2|
|Likelihood to renew||7.2||5||8.3|
|comScore Digital Analytix Strengths||comScore Digital Analytix Areas for Improvement|
Platform implementation is very flexible allowing for a completely custom schema. Reporting can be completely customized.
With flexibility comes complexity. For example, it can be difficult to keep track of custom variable names.
Large sites can be broken into several separate entities for faster and more accurate reporting.
Although the user interface is being improved, the learning curve is very steep. It would be useful to have a simplified UI for novice users.
Platform is capable of reporting and segmentation in real time. In addition, StreamSense is an excellent add-on for video counting.
Support responsiveness could be improved. One user reports that the latest documentation and libraries can be hard to find.
The product stores raw user-level data, which can be extracted via the user interface or the export API.
“The genesis of our company has been around measuring digital relationships between companies and their customers,” says Jodi McDermott, Group Vice President of Product Management. comScore does this in three ways, she says. First, their audience measurement vertical calibrates data from the company's panel and census networks to estimate web traffic and help with media planning and buying, as well as benchmarking, she says. Second, they work with companies to evaluate advertising campaign effectiveness. Finally, the analytics pillar—Digital Analytix—allows clients to combine their own website and other data with research data from comScore.
“It's not traditional web analytics where it's measure, report and segment. Our clients utilize other assets from comScore to build a stronger dataset,” McDermott says. “We collect a trillion events a day through our audience and advertising measurement platforms, so we're able to see things that pure web analytics companies don't see. By understanding patterns and usage across the web, a publisher or a broadcaster or a retailer can have insights into an entire category versus only looking at their own business.”
For example, one of their clients uses Digital Analytix to combine their user data with panel data from comScore to understand demographics and activity across the Internet, not just on their website.
“Pureplay web analytics is becoming more of a commodity. We compete with some of them, but increasingly we compete in the digital intelligence space, where you bring in research data and methodology,” she says.
In terms of differentiation from Adobe specifically, McDermott says that comScore customers do not have to purchase a suite, and that Digital Analytix enables segmentation down to the level of one individual record. “There is no pre-aggregation required for the platform to run,” she says.
“We've chosen to partner with multiple solutions in the testing space,” including Maxymiser, Optimizely, SiteSpect, Visual Website Optimizer and SDL Tridion, McDermott says. Partners' tags match directly with the visitor ID in Digital Analytix. “There are pros and cons to buying your own company,” she says. “The companies that are stand-alone are dedicated, with a well-preserved roadmap behind them. Suite solutions have minor hooks put into place and don't get the solid roadmap that pure-play products do.”
Response to Feedback from comScore Digital Analytix Reviews
“As an enterprise solution, comScore's Digital Analytix aims to offer an analytics platform that provides unparalleled flexibility for maximum client benefit. To ensure that clients see immediate results, user guides are comprehensive in describing functionality and capabilities, and our Client Services team is at the ready to offer personalized assistance,” McDermott says.
“We are constantly working with our clients to understand how they use Digital Analytix, how we can increase usability, and what features and benefits are most needed,” she says. “Most recently we have rolled out a second user interface, Digital Analytix Focus. This simplified UI provides easy access to frequently requested, pre-formatted reports in a user-friendly format that democratizes data and insights throughout the enterprise. Additionally, we are working with clients to provide access to product information and user guides in a variety of form factors, such as video training and online documentation.”