Comscore Unites Digital, Social Media and UX Measures

Comscore has launched a platform called 'Total Digital', which combines the firm's digital and social media measurement tool and user experience (UX) data into a single dashboard. Users get a cross-platform view of how consumers are engaging with content and advertising.

The firm says that marketers and agencies can use the platform to identify key trends across web, mobile and social media; measure the impact of their social media and influencer strategy side-by-side with their broader digital strategy; and share dashboards across their organizations. Total Digital combines unduplicated, person-level data across a total of 193 million desktops, 240 million mobile phones, 140 million OTT devices, and 670,000 panelists, with social media analytics from 20 million brands, publishers and creators from more than 70 countries.

In addition, the solution enables publishers to benchmark their web site and social media performance over time; and explore their digital audience from a demographic perspective across platforms. Joe O'Donoghue, Comscore's VP Product Design & Experience, says the launch provides an environment that integrates digital and social media information in a single place, enabling 'quick and easy storytelling with deeper audience insights across digital'.

The launch of Total Digital follows Comscore's acquisition of social media marketing analytics and measurement company Shareablee at the end of last year. The latter's founder Tania Yuki (pictured), who is now Comscore's CMO and EVP Digital, says the industry 'can now analyze digital media - and eventually, all media - the way the consumer actually views it, as one continuous experience'. She adds: 'This is the first of many new innovations that we're excited to bring to the marketplace as we continue to integrate the Shareablee business into the broader Comscore suite of solutions'.

Web sites: www.comscore.com and www.shareablee.com .