How can Comscore enhance its Digital Audience measurement to better capture cross-device user behavior?

Introduction

To enhance Comscore's Digital Audience measurement for better cross-device user behavior capture, we need to address the evolving landscape of multi-device usage and fragmented user journeys. I'll outline a strategic approach to improve this critical aspect of Comscore's offering, focusing on user needs, technological capabilities, and market demands.

Step 1

Clarifying Questions (5 mins)

• Looking at the product context, I'm thinking about the current state of Comscore's cross-device tracking capabilities. Could you provide more details on the existing methods used for tracking users across devices and any specific limitations we're facing?

Why it matters: Determines the baseline for improvement and identifies key areas for enhancement. Expected answer: Current methods include probabilistic matching and deterministic data from partners, with limitations in accuracy and coverage. Impact on approach: Would focus on improving data sources and matching algorithms if limitations are significant.

• Considering user behavior, I'm curious about the most common cross-device usage patterns we're seeing. Can you share insights on how users typically move between devices throughout their digital journey?

Why it matters: Helps tailor the solution to actual user behavior and prioritize specific cross-device scenarios. Expected answer: Users often start browsing on mobile and complete transactions on desktop, with increasing tablet usage in evenings. Impact on approach: Would emphasize seamless tracking of user journeys that span multiple devices and time periods.

• Thinking about Comscore's position in the market, how do our current cross-device measurement capabilities compare to our main competitors? What are the key differentiators or gaps?

Why it matters: Identifies areas where we can gain a competitive edge or need to catch up. Expected answer: Strong in desktop and mobile web, but lagging in app tracking and emerging platforms like smart TVs. Impact on approach: Would prioritize improving app tracking and expanding to new platforms to maintain market leadership.

• Regarding company alignment, how does improving cross-device measurement tie into Comscore's broader strategic goals? Are there specific business objectives or partnerships this initiative should support?

Why it matters: Ensures the solution aligns with company-wide priorities and can leverage existing initiatives. Expected answer: Aligns with goal to provide most comprehensive audience measurement, supporting key partnerships with major advertisers and publishers. Impact on approach: Would focus on solutions that enhance data comprehensiveness and support partner integrations.