Tuesday, 05, Apr 2011 03:20
The pace of modern website marketing makes faster statistics a necessity to keep track of what's working and what's not, says comScore.
With Web 2.0 features now all-pervasive, user-generated content common and new pages promoted via RSS feeds within seconds of publication, visitors can begin arriving on sites sooner than ever after a file is uploaded.
According to comScore, website marketing practitioners now need statistical reporting capable of tracking site usage in real time, rather than being subject to a delay of even a few hours.
"Recently released figures from the Internet Advertising Bureau show that a quarter of all UK advertising spend was online in 2010," says comScore's director of marketing solutions Mike Shaw.
"With increasing budgets comes a need for real-time reporting."
The new comScore AdEffx Campaign Essentials tool is designed to measure audience data much faster than was previously possible, supporting sites that update often.
As a result, per-person characteristics such as geographical location and demographics can be recorded and compiled into daily reports.
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