comScore大数据视野

©comScore,Inc.Proprietary.BigDataInsightsWebit–Istanbul,November2013OwenWestVPSales,[e-mail]@comScoreEMEA©comScore,Inc.Proprietary.2AgendacomScoreIntroductionBigData@comScoreTurningBigDataIntoInsight(AKAwhyyouSHOULDcare)©comScore,Inc.Proprietary.3WeProvideInsightsandActionsWeareanInternettechnologycompanythatmeasureswhatpeopledoastheynavigatethedigitalworldAndturnthatinformationintoinsightsandactionsforourclientstomaximisethevalueoftheirdigitalinvestments©comScore,Inc.Proprietary.4EnablingInsightsfromBigDatatoTakeActionsforMarketers,Agencies,Publishers,EnterprisesandNetworkOperatorscomScoreDataGlobalPanel&CensusNetworkCustomerDataWeb,Mobile,Video,CRM,etc.AudienceAnalyticsAdvertisingAnalyticsDigitalBusinessAnalyticsMobileOperatorAnalyticsInsight-FocusedApplicationsMulti-PlatformMeasurementTechnology/ResearchSyndicated,SoftwareScalable,BigDataArchitecture©comScore,Inc.Proprietary.©comScore,Inc.Proprietary.BigData@comScoreOurdatainperspective©comScore,Inc.Proprietary.Nextfrontierforinnovation,competitionandproductivityDrivenbyexplosioninnumberofcomputersanddropincost:Smartphonetodaywould’vebeenmostpowerfulcomputerinworldin1985$600tobuyadiscthatcanstoreallofworld’smusic92%ofworld’sdatawascreatedinlasttwoyears40%growthinglobaldataperyearbutonly5%growthinITspending1.5milliondatasavvymanagersneededinU.S.aloneBigDataDefine“Big”Can’tfitonasinglemachineCan’tbemanagedbyonesingletechnologyUsedforpurposesbeyondthoseoriginallyintendedFROMAMARKETER’SPERSPECTIVEAvailabledatahasoutgrowntheabilitiesofyourtoolsandteamstoextractvaluefromitFROMATECHPERSPECTIVE©comScore,Inc.Proprietary.8TheamountofdatacomScorecollectshasincreasedby80Xinthelast3years©comScore,Inc.Proprietary.911,000peakglobaltransactionspersecondSources:••comScoreMMXWorldwideData•,000globaltextmessagespersecond23,300globalpageviewspersecond©comScore,Inc.Proprietary.10720,000+digitalinteractionspersecondatpeakandgrowing…comScorecollectsmorethan©comScore,Inc.Proprietary.Wearen’tjust“thepanel”anymoreWorldwidedailyrecords,July‘09–Jan‘13Panel©comScore,Inc.Proprietary.PanelCensusWhatthehellhappened?Worldwidedailyrecords,July‘09–Jan‘13July2009Jan2013©comScore,Inc.Proprietary.0200,000,000,000400,000,000,000600,000,000,000800,000,000,0001,000,000,000,0001,200,000,000,0001,400,000,000,0001,600,000,000,000JulAugSepOctNovDecJanFebMarAprMayJunJulAugSepOctNovDecJanFebMarAprMayJunJulAugSepOctNovDecJanFebMarAprMayJunJulAugSepOctNovDecJan20092010201120122013#ofrecordsVideoTaggingWebTaggingAdTaggingDigitalAnalytix®AdVisibilityTaggingA.K.A.vCEAnanalysisofwhathappenedandwhenWorldwiderecords,Jul‘09–Jan‘13TotalrecordscollectedinMarch20131,613,677,836,272(1.6Trillion)PanelCensus©comScore,Inc.Proprietary.©comScore,Inc.Proprietary.BigDataExamples–MeasuringDigitalCampaigns©comScore,Inc.Proprietary.validatedCampaignEssentials(vCE)Quantifyincidenceofsub-optimaladdeliveryacrosskeydimensions……tobetterunderstandsourcesofadwastein-viewcorrectgeographybrandsafetynon-humantraffictargetaudience©comScore,Inc.Proprietary.16vCECharterStudy(2012)Viewability:In-viewratesareverylowvCEBenchmarks(2013)1000’scampaigns,290BillionAdImpressionsMixofadvertisersMixofpublishers46%54%“Real-WorldScenario”IN-VIEWNOTIN-VIEW©comScore,Inc.Proprietary.TheAbove-the-FoldMyth?Above-the-foldin-viewratesrangedfrom48%to100%source:comScorevCEcharterstudy©comScore,Inc.Proprietary.SomeBelow-the-Foldadsareactuallypremiuminventory.Below-the-foldin-viewrangedfrom3%to67%.source:comScorevCEcharterstudy©comScore,Inc.Proprietary.1922oftheTop25LargestGlobalAdvertisers,representing89%ofglobaladdollars,arecomScorevCEclients©comScore,Inc.Proprietary.©comScore,Inc.Proprietary.BigDataExamples–Smartphones&Tablets©comScore,Inc.Proprietary.21Source:comScoreDeviceEssentialsSmartphonesandTablets;Mediafragmentationisthenewreality20002001200220032004200520062007200820092010201120122013U.S.TotalDeviceOwners140MILLION60MILLION+13%Y/Y+32%Y/Y©comScore,Inc.Proprietary.2248%DesktopShareofDigitalMediaTime:Desktopvs.Mobile(Smartphone+Tablet)52%Mobile+Source:comScoreMediaMetrix&MobileMetrix,US,April2013SmartphonesandTablets;accountformorethanhalfoftimespentonlineinU.S.©comScore,Inc.Proprietary.23$5.9BspentinQ12013;m-Commerceaccountedfor11%ofallRetaile-CommercePercentageofRetaile-CommerceDollarsSpentviaMobile(Smartphone&Tablet)Source:comScoreE-commerce&M-commerceMeasurement$5.9B©comScore,Inc.Proprietary.©comScore,Inc.Proprietary.BigDataExamples–MultiPlatform©comScore,Inc.Proprietary.2543Multi-platform;WeatherSitesFeb-2010Feb-20134,1693,641TimeSpentonWeatherSites(MillionsofMinutes)Source:comScoreMediaMetrix&MobileMetrix,US-46%+15%+385%3,2144271,7232,073373N/ADesktopconsumptionofWeathercontenthasdeclinedmarkedly,butbecauseofextensivephoneuse,overallengagementfromdigitalplatformshasincreased©comScore,Inc.Proprietary.26Multi-platform;SportsSite