Measuring the Multi-Platform world. My talk in the Brave New World of Universal Analytics at SMX London 2014. Providing an overview of the UK / US Digital Landscape, best practices on Multi-Platform Analytics and the Mobile Path to Purchase in Retail.

1. © comScore, Inc. Proprietary.
Measuring a Multi-Platform World
The Brave New World Of Universal Analytics
@MartijnBeijk – Senior Business Consultant | 14th of May 2014

2. © comScore, Inc. Proprietary. 2
Globally collecting over 1.5 Trillion Digital Interactions per month
Using the comScore
Census Network™
(CCN™)
 Measurement from 172 countries
 Over 1.5 Million domains
 Greater than 85% of all devices

3. © comScore, Inc. Proprietary.
CENSUS
Unified Digital Measurement™ (UDM)
Panel + Census Data Integration
PANEL
Unified Digital Measurement (UDM)
Patent-Pending Methodology
Adopted by 80% of Top 100 Global Media Properties
Global PERSON
Measurement
Global DEVICE
Measurement
V1011

4. © comScore, Inc. Proprietary. 4
Analytics for a Digital World™
comScore
MMX
VMX
comScore
vCE
vME
comScore
Digital
Analytix®
comScore
Subscriber
Analytix™
Digital
Business
Analytics
Advertising
Analytics
Audience
Analytics
Mobile
Operator
Analytics
V0113

5. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary.
Emergence of the Digital Omnivore

6. © comScore, Inc. Proprietary. 6

7. © comScore, Inc. Proprietary. 7

8. © comScore, Inc. Proprietary. 8Source: comScore MobiLens/TabLens 3 month average ending December
The Brave New Digital World: Adoption of Smartphones & Tablets has
dramatically changed the digital media landscape
0
5.000
10.000
15.000
20.000
25.000
30.000
35.000
40.000
jan-13 feb-13 mrt-13 apr-13 mei-13 jun-13 jul-13 aug-13 sep-13 okt-13 nov-13 dec-13 jan-14
NumberofDeviceOwners
38 MILLION
18.5 MILLION
Number of U.K.. Device Owners (Smartphone and Tablet)
+14%
vs. YA
+65%

9. © comScore, Inc. Proprietary. 9
Penetration of Smart Phones in EU5 at 71%
YoY Growth of 23%
in EU 5 and
Germany leading
the surge
80%
69%
66%75%
66%
18%
21%
22%
25%
30%
UK
Italy
France
Spain
Germany
Smartphone Penetration
Source: MobiLens™.
Data based on 3 month moving average to March 2014
Year-on-Year smartphone
growth by country

10. © comScore, Inc. Proprietary. 10
Millennials have a substantially higher rate of smartphone penetration
than their older counterparts
U.K. Smartphone Penetration of Mobile Phones by Age Group
comScore MobiLens, U.K., Age 18+, 3 Month Average Ending March-2014
91%
79%
55%
Age 18-34
Age 35-54
Age 55+

11. © comScore, Inc. Proprietary. 11
Millennials are heavier internet users across all devices and spend a
full day of every week online
96,0
87,0
58,9
49,1
43,6
35,2
65,9
57,2
42,9
Age 18-34 Age 35-54 Age 55+
Total Digital
Desktop
Mobile
Average Monthly Time Spent in Hours per User by Platform
comScore Media Metrix Multi-Platform, U.S., Age 18+, Nov-2013

12. © comScore, Inc. Proprietary. 12
Millennials are heavier internet users across all devices and spend a
full day of every week online
Average Monthly Time Spent in Average Hours per Visitor per
User by Platform
comScore Media Metrix Multi-Platform, UK., Age 18+, March-2014
13,5
17,7 16,9
13,1
11,0
0,0
10,0
20,0
30,0
40,0
50,0
60,0
70,0
Total Digital
Population
PC
Mobile

13. © comScore, Inc. Proprietary. 13
405 419
83
381
106
June 2010 June 2013
Total digital media consumption has nearly doubled in the past three
years, led by massive growth in smartphone engagement
906
487
+4%
+86%
+359%
N/A
Total U.S. Internet Usage in Minutes (Billions) by Platform
Desktop, Smartphone and Tablet
Source: comScore Media Metrix Multi-Platform, June 2013
Note: Jun-2010 Mobile is estimated based on earliest observed comScore
smartphone engagement data calibrated by number of smartphone users at
that time

14. © comScore, Inc. Proprietary. 14
Engagement with Coupon sites has seen tremendous growth across
all platforms, including desktop
43
4,929
782
+530%
+385%
172
610
2,962
683
Feb-2010 Feb-2013
N/A
+645%1,284
* Note: Feb-2010 Mobile is estimated based on earliest observed comScore smartphone
engagement data calibrated by number of smartphone users at that time
U.S. Coupon Site Usage in Minutes (MM) by Platform:
Desktop, Smartphone and Tablet
Source: comScore Media Metrix Multi-Platform, U.S., February 2013

15. © comScore, Inc. Proprietary. 15
43
Desktop consumption of Weather content has declined markedly, but because
of extensive phone use, overall engagement from digital platforms has
increased
Feb-2010 Feb-2013
4,169
3,641
Time Spent on Weather Sites
(Millions of Minutes)
Source: comScore Media Metrix & Mobile Metrix, US
-46%
+15%
+385%
3,214
427
1,723
2,073
373 N/A

16. © comScore, Inc. Proprietary. 16
Maps have benefitted massively from phone usage
43
5,811
2,303
Time Spent on Map Sites
(Millions of Minutes)
Source: comScore Media Metrix & Mobile Metrix, US
-13%
+152%
+386%
1,406
897
1,217
4,355
239
Feb-2010 Feb-2013
N/A

17. © comScore, Inc. Proprietary. 17
The digital population now spends slightly more time engaging with
retail sites on their smartphone than on their desktop
0
5.000
10.000
15.000
20.000
25.000
30.000
TotalMinutes(MM)
Desktop Smartphone Tablet
Total Minutes (MM) Spent in Retail Category by Platform
Source: comScore Media Metrix and Mobile Metrix, U.S., Feb-2013 – Dec-2013
49%
40%
37%
43%
14% 17%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
feb-2013 dec-2013
Desktop
Smartphone
Tablet

18. © comScore, Inc. Proprietary. 18
40%
44%
48%
45%
61%
49%
56%
59%
53%
51%
31%
26%
20%
15%
18%
14%
13%
9%
12%
10%
29%
30%
32%
40%
20%
37%
30%
31%
34%
38%
Amazon
eBay
Walmart
Target
Craigslist
BestBuy
Macy's
Sears
Etsy
Home Depot
PC only PC + Mobile Mobile Only
88M
Mobile = Smartphone + Tablet
Entities represent the online branded domain and mobile app for each retailer
145M
Select Online Marketplaces: Total U.S. Digital Population
Unique Visitors (Millions) by Platform
Source: comScore Media Metrix Multi-Platform, U.S., December 2013
37%
31%
74%
50%
100%
92%
99%
90%
61%
98%
63%
69%
26%
50%
0%
8%
1%
14%
39%
2%
Browser App
74M
63M
50M
47M
28M
25M
24M
22M
% of Mobile Time Spent
– Browser vs. App
Source: comScore Mobile Metrix,
U.S., Dec-2013
Mobile is a fundamental part of Online Retail; mobile apps generally
much more popular for pure-plays

19. © comScore, Inc. Proprietary. 19Source: comScore MMX Multi-Platform, UK., July 2013 and March 2014
The Multi-Platform Majority
69% of UK
consumers use
more than one
device to go online.
81% of UK
Digital Population
is Mobile.
Multi-platform
consumption
is today’s
new reality.

20. © comScore, Inc. Proprietary. 20
Makes people consume more device agnostic
Smartphones
rule our
mornings
Tablets
Computers
rule our
evenings
rule our
days
ONE DAY
CONTENT
is consumed
across multiple
DEVICES
by individual
USERS?
* Single-user Household Panel

21. © comScore, Inc. Proprietary. 21
But it’s Not Just Mobile Growth:
Digital Has Escaped the PC Cube

22. © comScore, Inc. Proprietary. 22
New Devices are Generating a Big Band of Data
Billions of Digital Events
92%
of world’s data was
created in past two
years

23. © comScore, Inc. Proprietary. 23
Breaking down the data silos
Online
Advertising
Video
Search
Demo-
graphic
Profiles
In Store
E-Commerce
Website and
App Usage
PC
Smart
phone
TV
Tablet
Gaming
POS
Server
V0113

24. © comScore, Inc. Proprietary. 24
Unify visitors across
devices for intelligent
analytics
OBJECTIVE

25. © comScore, Inc. Proprietary. 25
 Unify visitors across devices
 Using unification keys
 Create a multi-platform view for
unauthenticated datasets
SOLUTION

26. © comScore, Inc. Proprietary. 26
Solves Miscounts of Critical KPI’s in a Multi-Platform World
ATM
sms
overcount
My site has one
billion customers!
undercount
My users spend
less than 1 minute
per day.
miscount
My site converts
only 10% of
visitors.

27. © comScore, Inc. Proprietary. 27
Growing insights: Re-evaluate the Customer Journey
Page Page Page PagePC
Page Page Page PageTablet
Page Page Page PageMobile
Page Page Page Page POS
STANDARD PATH ANALYSIS
MULTI-PLATFORM PATH
ANALYSIS

28. © comScore, Inc. Proprietary.
© comScore, Inc.
Proprietary. 28
New customer journeys need a
new basket of metrics

29. © comScore, Inc. Proprietary. 29
Growing insights: Compare Standard and Multi-Platform Data
1 MOBILE BROWSER:
1 TABLET BROWSER:
Spends 10 minutes
Views 2 articles
Spends 20 minutes
Views 4 articles
Standard Dataset:
2 browsers
Avg. 15 minutes
Avg. 3 articles
Conversion 50%
Multi-Platform Dataset:
1 browser
Avg. 30 minutes
Avg. 6 articles
Conversion 100%

30. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary.
Mobile and the Path to Purchase

31. © comScore, Inc. Proprietary. 31
In the beginning, there were shops...
Places we visited to have a look round,
chat with an assistant, and buy stuff
from the rows and racks of stock vying
for our attention. We knew what we
needed and a shop was the place to get
it.
Life was simple…
FITCH 2013
Customer Journey: how it used to be

32. © comScore, Inc. Proprietary. 32
Customer Journey: defined for consumers in store at IKEA

33. © comScore, Inc. Proprietary.
Retail business model disruption
Omni-Channel Retail
PAST
Customers were coming
to your shop
TODAY
Customers shop across
diverse channels
TOMORROW
Customers shop wherever
and whenever they prefer

34. © comScore, Inc. Proprietary. 34Source: Google ZMOT Handbook
Connected customers define their own journey: Not so much a funnel,
more like a flight map

35. © comScore, Inc. Proprietary. 35
“Understanding the customer journey
and how customers are behaving is one
of our biggest areas of focus. How
customers are using mobile, tablets,
stores and combinations of all three is
fascinating.”
Jon Wragg, former director of multichannel strategy Asda
Customer Journey: how it is and will be

36. © comScore, Inc. Proprietary. 36
For most consumers, showrooming remains an
‘occasional’ shopping tactic
More than 1 in 3 online
consumers have
showroomed…
However, among these
consumers, most only
showroom ‘sometimes’
or ‘occasionally’
Among smartphone
owners, usage of phones to
showroom has increased
significantly
11%
76%
11%
Only for major
purchases
Sometimes /
Occasionally
Often
34%
% who have ever showroomed
Q. Based on this definition, have you ever done this activity? (seen
an item in-store but instead purchased online)
Q. When thinking of your online shopping and the previous
questions, which statement best describes when you use
showrooming?
% among showroomers
Source: comScore Survey – July 2013
Q. Have you ever used your mobile device (smartphone / tablet) to
assist in showrooming?
41%
49%
% smartphone owners who have used their
phone to showroom
Q2 2013 Q3 2013

37. © comScore, Inc. Proprietary. 37
73%
44%
25%
16%
15%
5%
Price was better online
Planned to buy online but wanted to see item(s) in person
before ordering
Item was out of stock at store
Would rather have item(s) shipped to home than take home
with me
Was not convenient to buy in-person at the time
Other
% among those who engaged in 'showrooming'
Although the top reason for showrooming remains finding a better
price online, 44% of ‘showroomers’ never planned to buy in person
Why Consumers Are ‘Showrooming’
Q. Which of the following describe why you utilized
showrooming? (Please select all that apply)
Source: comScore Survey – October 2013

38. © comScore, Inc. Proprietary. 38
 Drive traffic to stores
 Provide brand presence/ lifestyle experience
 Provide customer self-service
(and reduce cost)
 Act as a shopping assistant
Provide everything you need
to know to buy

39. © comScore, Inc. Proprietary. 39Img: apple.com

40. © comScore, Inc. Proprietary. 40Img: dastrodesign.nl

41. © comScore, Inc. Proprietary. 41
Pop up stores
img: http://storeforbrands.com/

42. © comScore, Inc. Proprietary. 42
Who and how many visit your
physical store locations
Start measuring…

43. © comScore, Inc. Proprietary. 43
Develop a framework for in-store measurements
f.e. capture “in-store” activity using iBeacon technology
- Activity Monitoring
- Activity Heatmap
- Loyalty
- Retargeting
Capture In-Store Activity Measure In-Store Activity

44. © comScore, Inc. Proprietary. 44
How do they engage with your
product or brand?
And find out..

45. © comScore, Inc. Proprietary. 45
Estimote Beacons

46. © comScore, Inc. Proprietary. 46
How can one monetize this
audience and drive strategic
growth?
Start asking...

47. © comScore, Inc. Proprietary. 47
 Define a clear measurement strategy
across all digital and offline assets
 There will be a high number of
unauthenticated datasets
 Data quality / governance is literally key
 Create incentives to gather
unique ID’s that you can unify
LESSONS LEARNED

48. © comScore, Inc. Proprietary. 48
Free data gems available via:
www.comscoredatamine.com
&
@comscoreEMEA

49. © comScore, Inc. Proprietary.
Thank you!
The Brave New World Of Universal Analytics
For more information check out our website or please email:
learnmore@comscore.com
@martijnbeijk / @comscoreEMEA

50. © comScore, Inc. Proprietary. 50
2014 Technology of the Year awarded by Digital Analytics Association