Name: Comscore Ad Metrix
Rating: 8 (13 reviews)
Author: Comscore

June 08, 2016

Great tool for Media Planning and Reporting

Verified User

Strategist in Other

Marketing and Advertising Company, 1-10 employees

Score 8 out of 10

Vetted Review

Verified User

Incentivized

Use Cases and Deployment Scope

We use ComScore to gain insights and measurement on how our display ads are being viewed by our audience on the web and how they compare to competition. ComScore is a great starting point for me to do competitive research for my clients. I can use it to get a quick snapshot of who else is active in the space, and who is dominating it. It helps me gain a better handle on demographics, share of voice and reach/frequency for the clients industry and specific to their campaigns in market. It's a great data source.

Pros and Cons

Site Analytics data - ComScore puts all of the stats you need in an easy to read dashboard. I don't need to search around like I do in Google Analytics to find out who is visiting my client's site, where they are browsing, how long they are engaging with the content. It's also really easy to integrate conversion data alongside website analytics. The webpage heat maps are also an awesome way to look at where people are engaging with the client's webpages.
Infographics, charts - I love how easy it is to pull a client ready chart that I can insert into a presentation for the client to show various stats pertaining to their campaigns (e.g. most visited pages, most viewed videos, MoM stats on orders/revenue/average order value.
Report Builder - Makes it simple to pull reports on site analytics that I can easily add filters to. I can get all the data I need in one report. I do a lot of presentation building for the clients on a monthly basis. This makes it more efficient for me to pull out sharable insights.

Tagging - I have trouble tagging/tracking client pages with pretty much any platform I use. ComScore is no different. I prefer using Google Analytics and Tag Manager to tag and track client pages as the clients seem to understand how to implement them a bit easier than any other type. Mobile tagging is especially clunky.
Social analytics - there needs to be better integration with social profiles and platforms. Clients are asking about this a lot more now. We can get data straight from the social platform dashboard, i.e. Facebook Business Manager, but it would be nice to have this integrated with web analytics in one place.
Processing time - Pulling reports with a lot of data can take what seems like forever. Speeding up the data pull process would be huge.

Likelihood to Recommend

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.

Return on Investment

I don't have any hard numbers on how ROI has improved, but in terms of gaining client trust, the data and insights we glean from ComScore help us to support our rationale for the media recommendations we make on a regular basis.
The tool is an industry standard that clients are familiar with so they trust the data we pull from ComScore.

Alternatives Considered

Google Analytics and Omniture

I use all three. Personally, I do not like Omniture. It feels clunky and I have to dig to find what I want. I use Google Analytics everyday just because of how much of an industry standard it is. A lot of clients also will use the Google Analytics tool and come to us with questions regarding the data they see in it.

I think the benefit that ComScore has over the other two is the breadth of data it supplies in one platform and the intuitive setup and navigation features.