New advertising analytics tool revealed

New advertising analytics tool revealed

A new tool to help online advertisers analyse internet behaviour and attain targets has been announced by comScore.

The comScore Segment Metrix will allow clients to look at how their campaigns are progressing using segmentation analyses.

It is hoped that the data will be flexible enough to give media owners an insight into user levels and compare the figures with other businesses within their particular sector.

Bob Ivins, executive vice principle of international markets at comScore said that the new Segment Metrix would provide a significant advantage to clients and that the company's recent work in the consumer segmentation field would make the tool effective.

"With comScore Segment Metrix, marketers can define consumer segments behaviourally and then identify where to find them across the web - making media and promotion plans more targeted," he said.

The company recently announced the release of its new qSearch 2.0 service, which it claims to be the "first service to report search activity for France and the world."

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