Prime, Trusted Cross-Platform Results
January 11, 2019
Prime, Trusted Cross-Platform Results
Score 8 out of 10
Vetted Review
Verified User
Overall Satisfaction with comScore Xmedia
The core use of comScore Xmedia was chiefly centralized and department-owned while concurrently being utilized by various stakeholders from across the organization. Public-facing, brand-approved insights gleaned from the platform were primarily leveraged and evangelized by one or two key departments.
- Allows users to measure a total audience views across multiple platforms, and take those platform-specific views and convert them into a single, translatable metric.
- The platform presents the data so that a user is not only looking and inferring action or viewership across multiple platforms but through a single identifier that clarifies or makes sense of that cross-channel data.
- Allows you to slice up a single campaign and surmise how it will perform across various subsets of media.
- Initially, it was hard to detect how many people actually saw the ads (this was not the most intuitive element) but the product has continued to improve over time with more discernment.
- Could still improve the user interface, the overall comScore platform isn't the most user-friendly so it can be easy to get lost or go down a rabbit hole and not be clear on how to get back to a set of previous results or data.
- Reporting could have faster load times.
- Easier data visualization sorting or internal sharing options.
- Greater ability to project and make future instances rooted in historical data.
- Ability to see continuity across a variety of burgeoning, interwoven platforms.
- Deeper insight into actual campaign results.
comScore Xmedia is by far the most granular and local offering. Google Analytics is a solid supplemental to the real campaign data you glean from comScore and SimilarWeb presents a nice high-level picture of the total viewership from a recurring or historical perspective.