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November 7, 2011

comScore introduces Segment Metrix 2.0

Available to UK through third-party segmentation scheme from the Kantar TGI

By CBR Staff Writer

comScore has released Segment Metrix 2.0, the next generation of comScore’s audience segmentation tool which provides actionable insights into the online behaviors of Internet users in specific market segments.

Segment Metrix 2.0 is made available to UK through third-party segmentation scheme from the Kantar Target Group Index (TGI).

The segmentation approaches available in Segment Metrix 2.0 include Kantar Shopcom Segments; IXI Digital Segments; Infogroup Segments; Bizo Segments; Catalist Segments; and Kantar Target Group Index.

Kantar Shopcom Segments deliver insights into the online behavior of US consumers through segments leveraging purchase behavior from 231 million consumers covering 4,500 individual retailers with 73,000 individual retail store locations and over 34.1 billion SKU-level transactions across the consumer packaged goods (CPG) and non-CPG sectors while IXI Digital Segments.

Infogroup Segments deliver insights into the online behavior of US consumers through consumer behavioral-modeled segments leveraging data aggregated from 3.5 billion transactions and 3,000 different sources.

Bizo Segments leverage B2B publisher-sourced audience data to deliver insights into the online behavior of US business audiences based on specific business demographics such as industry, company size, job function, and seniority.

Catalist Segments deliver insights into the online behavior of US voters and non-voters by political affiliation through segments based on voter registration, commercial, and census data for more than 265 million persons across the US.

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Kantar Target Group Index (TGI) Segments deliver insights into the online behavior of Internet users in the UK through segments created by Kantar with TGI survey data results fused with the comScore panel.

The segments help marketers to align online visitation with offline purchase behavior and the financial segments links online behavior with key financial characteristics, said the company.

comScore executive vice-president Jeff Hackett said comScore is very pleased to announce the enhancements to our audience segmentation capabilities in Segment Metrix 2.0, which provides a significantly more powerful interface for analysing the online behaviors of Internet users across a variety of market segments.

"We’re excited to be working with prominent industry partners to bring digital marketers a more robust selection of segmentation approaches. Advertisers, agencies, and publishers already using these segments for offline marketing efforts now have a valuable tool for efficiently executing similar marketing strategies online," said Hackett.

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