ComScore Aims to Deliver Unified View of Customer Behavior Across Devices

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ComScore announced the launch of its Digital Analytix Multi-Platform on Monday. The goal of the new offering is to help clients drive brand loyalty and increase revenue by applying multi-platform measurement expertise to digital business analytics.

The new platform aims to help businesses gain a more in-depth understanding of their customers' behaviors across their products and properties. The new offering builds on comScore's Digital Analytix, a technology used to help companies better understand their digital customers' behaviors.

"As pioneers in multi-platform measurement, comScore has been at the forefront in solving the complex technological and methodological issues associated with digital consumers shifting from screen to screen. With the introduction of Digital Analytix Multi-Platform, we are now bringing this expertise to enterprise analytics to help publishers and retailers understand the behavior of their customers across platforms," said Jodi McDermott, vice president at comScore, in the press release.

"Using more sophisticated logic to associate disparate multi-platform engagements with a single customer, Digital Analytix Multi-Platform provides unparalleled insight into the complete customer journey from acquisition to conversion. Accurately accounting for these behaviors gives businesses the metrics needed to enhance the customer experience, develop more effective marketing strategies and, ultimately, drive brand loyalty," continued McDermott.

The platform will deliver more detailed data that will allow companies to optimize the customer journey, retain customers and drive loyalty, decrease the time and money spent analyzing data, and share more detailed information with advertisers and partners.

"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 of digital entertainment analytics and insight at Virgin Media, in the press release. "Whether they're setting their set top box to record a favorite 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 is the only product on the market that enables this level of insight."