29 May 2008
Yesterday comScore announced the acquisition of M:Metrics, a leader in measuring mobile web usage, to the tune of $44.3 million and the issuance of 50,000 options of comScore stock to certain M:Metrics unvested option holders.
This new acquisition will give comScore the ability to track mobile phone usage, mobile internet behaviour and clickable ads. comScore's press release details the capabilities of M:Metrics and its various services, including:
"MobiLensTM, a syndicated monthly online survey that captures overall mobile phone usage, including device information, data usage, media consumption and demographic characteristics of a representative sample of more than 40,000 mobile device users. MobiLens is available in the U.S., U.K., Germany, France, Spain, and Italy."
They also offer MeterDirectTM - an on-device meter that passively measures the mobile internet behaviour and media consumption of more than 4,000 existing Smartphone panellists - and, M:AdTM, a tracking service for mobile advertising that continuously monitors clickable display advertising from a broad representative set of mobile Web destinations.
comScore indicate that they will use this opportunity to offer the tracking of internet usage across both the well known PC, and the still to be perfected mobile-based, online access platforms. They anticipate that the acquisition will result in cost savings and enhanced revenue growth due to the added bonus of a larger customer base.
There are already a few mobile web analytics tools available but they all have their downsides. The main issues raised previously are: the lack of statistics available and the accuracy of the data received - especially if it relies on tracking traffic through the advertising you've signed up to.
It will be very interesting and obviously useful to see how the partnership between comScore and M:Metrics improves the process of tracking users browsing the web on mobiles, which at the moment is still quite vague in most conventional web analytics packages. Maybe, if comScore get it right and provide relevant and accurate statistics, it will convince more businesses that tracking your users behaviour, in both the mobile and desktop spheres, is a good idea.
Mobilising ComScore - the trusty trackers acquire M:Metrics
Yesterday comScore announced the acquisition of M:Metrics, a leader in measuring mobile web usage, to the tune of $44.3 million and the issuance of 50,000 options of comScore stock to certain M:Metrics unvested option holders. This new acquisition will give comScore the ability to track mobile phone usage, mobile internet behaviour and clickable ads. comScore's press release details the capabilities of M:Metrics and its various services, including:
"MobiLensTM, a syndicated monthly online survey that captures overall mobile phone usage, including device information, data usage, media consumption and demographic characteristics of a representative sample of more than 40,000 mobile device users. MobiLens is available in the U.S., U.K., Germany, France, Spain, and Italy."
They also offer MeterDirectTM - an on-device meter that passively measures the mobile internet behaviour and media consumption of more than 4,000 existing Smartphone panellists - and, M:AdTM, a tracking service for mobile advertising that continuously monitors clickable display advertising from a broad representative set of mobile Web destinations.
comScore indicate that they will use this opportunity to offer the tracking of internet usage across both the well known PC, and the still to be perfected mobile-based, online access platforms. They anticipate that the acquisition will result in cost savings and enhanced revenue growth due to the added bonus of a larger customer base.
There are already a few mobile web analytics tools available but they all have their downsides. The main issues raised previously are: the lack of statistics available and the accuracy of the data received - especially if it relies on tracking traffic through the advertising you've signed up to.
It will be very interesting and obviously useful to see how the partnership between comScore and M:Metrics improves the process of tracking users browsing the web on mobiles, which at the moment is still quite vague in most conventional web analytics packages. Maybe, if comScore get it right and provide relevant and accurate statistics, it will convince more businesses that tracking your users behaviour, in both the mobile and desktop spheres, is a good idea.
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