The goal of any internet marketing campaign is to increase traffic and awareness of a brand or services, and as such, businesses employing these campaigns need ways to track their success. There’s no sense in putting money, time and effort into these projects if their effects can’t be documented and used to alter the approach.
One of the most popular services around for this is called comScore, a global measurement and analytics company founded in 1999. What is comScore, and how does it work? Let’s take a look.
Over the years, comScore has collected a wide user base who have various forms of monitoring software on their computers. These users receive benefits like security, storage, virus scanning and others. There are well over a million users within comScore’s monitoring program.
Because this number of people does not represent the entire population as a whole, comScore uses various weights to make sure each segment of the population is properly represented. To fully optimize their data, you need accurate demographics for larger pools of users – comScore does verify users’ demographics over the course of measuring data, however. Once data is adjusted for these factors, it can generate reports on everything from web traffic to consumer buying power.
In 2009, a comScore implemented a methodology called Unified Digital Measurement (UDM) to help measure digital audiences. This metric blends both panel measurements and census-based measurements into a single form, with a goal of tracking audience reach in a way that can’t be skewed by variables like cookie deletion or blocking. These cookie-related variables are the primary difference between these two forms of measurement, and UDM synchronizes them to make things easier for you.
A year later, in 2010, comScore debuted a tool called Campaign Essentials. This is a tool meant to measure how well digital campaigns are reaching their audiences. The tool was updated to become validated Campaign Essentials (vCE) in 2012, a move that separated “validated” impressions from others.
Through analytics systems like comScore, online marketing campaigns can track, monitor and improve upon their success. At SEO Werkz, we can provide you with any relevant metrics you’re in need of, plus any other SEO services required to take your business to the next level. Speak with our experts today to learn more.