comScore, a key player in digital measurement and analytics, has launched what it dubs as the next generation of digital business analytics – Digital Analytix Multi-Platform. According to comScore, the new offering builds on Digital Analytix, an established technology used by corporations to better understand digital customers’ behaviour, and applies comScore’s multi-platform expertise to help businesses gain a deeper understanding of behaviour across platforms.
“With the introduction of Digital Analytix Multi-Platform, we are bringing our expertise in multi-platform measurement to enterprise analytics to help publishers and retailers understand the behaviour of their customers across platforms,” said Jodi McDermott, Vice President, comScore in a press statement.
McDermott explained using sophisticated logic to associate disparate multi-platform engagements with a single customer, Digital Analytix Multi-Platform provides insight into the customer journey from acquisition to conversion. “Accurately accounting for these behaviours gives businesses the metrics needed to enhance the customer experience, develop more effective marketing strategies and, ultimately, drive brand loyalty,” she said.
“As a media company, it would be short-sighted to focus on what our customers are doing solely on a single device,” said Gianni Maestri, Head – Digital Entertainment Analytics and Insight, Virgin Media, and added, “Whether they’re setting their set top box to record a favourite show from their smartphone or watching music videos on a tablet, we need to know how, when and where they’re interacting with our services. Digital Analytix enables this level of insight.”
Digital Analytix Multi-Platform aims at offering deeper insights to businesses about their customers’ behaviours across their products and properties, resulting in better and more granular information. comScore believes that the information can help companies to optimize the customer journey, retain customers and drive loyalty, decrease the time and money spent on analyzing data and share detailed information with advertisers and partners.