Linda Abraham (LA), CMO, comScore speaks with I-COM World Measurement News Blog author, Andreas Cohen (AC), about comScore's products and future
AC: How are you addressing mobile internet usage? Are you also using a panel-centric hybrid approach?
LA: It is only possible to calculate the most accurate unique visitor number if you have a person-centric data source to combine with the census log traffic. The security constraints of mobile devices means that it is very hard to build a comprehensive and representative mobile metered panel. The ideal solution, as comScore has pioneered in the U.K. in partnership with the GSMA and the UK mobile network operators, is to use mobile network census data that include a unique and persistent ID for every user. Irreversibly anonymised mobile internet logs from all the mobile operators in a country can be aggregated and combined with demographic data collected with consent from a representative sample of mobile users. The GSMA, the mobile operators’ trade body, is initiating such projects in many countries under its Mobile Media Metrics program.
comScore Media Metrix 360 complements the GSMA Mobile Media Metrics data by providing the increasingly important Wi-Fi traffic from mobile devices, as this is not recorded in the mobile operator network logs. By using both approaches, comScore is able to report on unique visitors and their full behavior, whether at home, at work or on their mobiles, irrespective of the type of communication network used.
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