Careers at comScore
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- Duration: 6:05
- Published: 2009-05-21
- Uploaded: 2010-08-26
- Author: dlackner1
Interviews with comScore employees and senior management. Hear them describe their jobs and reasons for building their career at comScore.
| Company name | comScore, Inc. |
|---|---|
| Company logo | |
| Company type | Public Company, () |
| Founder | Magid Abraham and Gian Fulgoni |
| Ticker symbol | () |
| Foundation | 1999 |
| Location | Reston, VA |
| Num employees | 700 |
| Industry | Internet information providers |
| Homepage | comScore.com |
comScore () is an Internet marketing research company providing marketing data and services to many of the Internet's largest businesses. comScore tracks all internet data on its surveyed computers in order to study online behavior.
Magid and Gian came up with the idea while working with one of the original investors in the company, Mike Santer, who thought up the concept of creating a very large consumer panel online to track online commerce. The problem was that the traditional methods in which companies were tracking online behavior would not work in tracking commerce, because of the lower incidence of buying online. Normal panels in tracking visitation would be around 20-30K and, with less than 2-3% of the population buying online, the panel size needed to be at least 1-2MM. They decided to build a very large panel using more aggressive recruiting methodology and managing for the error by using advanced statistical methods and controls. Years and tens of millions of dollars went into finding the best ways to measure online buying and other behaviors, plus the level of accuracy required for Fortune 1000 companies to buy.
In 2000, comScore bought certain assets and the customer agreements of PCData of Reston, Virginia. PCData was among the earliest Web measurement firms, but increasing competitive challenges (including a threat of a patent infringement lawsuit by industry pioneer Media Metrix) put PCData's future in doubt. The acquisition of PCData's large customer base helped accelerate the growth of comScore's syndicated measurement service, which was widely considered to be more accurate than the service which PCData technology previously delivered.
By 2001, Media Metrix had built a market share lead but had been unable to create a sustainable financial structure. NetRatings, its closest competitor, was armed with strong capital reserves and announced its intention to acquire and integrate Media Metrix. However, after several months, the FTC announced its intention to block the acquisition and accordingly, NetRatings canceled the transaction. comScore was subsequently able to acquire Media Metrix in a deal announced in June 2002.
Media Metrix originated as PC Meter, a business unit of market research company NPD and began publishing statistics in January 1996. In July 1997, it changed its name to Media Metrix, citing the desire to track a wider variety of interactive traffic. In October 1998, Media Metrix merged with its nearest rival, Relevant Knowledge. The company went public as NASDAQ:MMXI in May 1999, reaching a market cap of $135 million on its first day of trading. In June 2000, the company acquired Jupiter Communications for $414 million in stock and changed its name to Jupiter Media Metrix. In the aftermath of the dot-com bubble collapse and associated downturn in internet marketing spending, Jupiter sold the Media Metrix service to rival comScore for $1.5 million in June 2002.
On March 30, 2007, comScore announced its intent to sell shares in an initial public offering and be traded on the Nasdaq using the symbol "SCOR".
comScore announced in October 2009 the acquisition of Certifica, a provider of real-time web measurement and digital marketing technology solutions in Latin America. Based in Santiago, Chile, Certifica has offices throughout Latin America, including Mexico, Brazil, Argentina, Colombia and Peru. The acquisition enhanced comScore’s presence in the rapidly-developing Latin American market.
In February 2010, comScore announced it had signed a definitive agreement to acquire the ARSgroup in an all-cash acquisition. Headquartered in Evansville, Indiana, ARSgroup’s areas of expertise include: brand strategy, all stages of creative development, campaign evaluation across all marketing and media channels, media planning and strategy, return-on-investment, and forecasting.
On July 1, 2010, comScore announced that it has acquired the products division of Nexius, Inc. The Nexius Xplore family of products provide analytics that mobile operators use internally to build smarter networks and improve customer care, further strengthening comScore’s position in the mobile marketplace through expanded offerings for mobile operators.
comScore then acquired web analytics and video measurement solutions provider Nedstat for approximately $36.7 million. Announced on September 1, 2010, the acquisition helps comScore accelerate its global expansion strategy, particularly in European markets. Headquartered in Amsterdam, the Netherlands, Nedstat offers world class technology that helps organizations optimize customer experiences and maximize the return on digital media investments.
comScore is up-front about collecting user data and the software's ability to track all of a user's internet traffic, including normally secure (https://) connections used to communicate banking and other confidential information. However, self-selected populations, no matter how large, may not be representative of the population as a whole. To obtain the most accurate data, comScore adjusts the statistics using weights to make sure that each population segment is adequately represented. To calculate these weights, comScore regularly recruits panelists using random digit dialing and other offline recruiting methods to accurately determine how many users are online, aggregated by geography, income and age. Correcting the comScore data requires having accurate demographics about the larger pool of users. However, some comScore users are recruited without being asked to give demographic information and, in other cases, users may not be truthful about their demographics. To ensure the accuracy of the data, comScore verifies its users' demographics during the course of measuring statistical data.
The corrected data is used to generate reports on topics ranging from web traffic to video streaming activity and consumer buying power.
In June 2010, a warning about Mac Spyware being launched from free applications like screensavers, from security company Intego were broadly reported in the media and implicated VoiceFive, Inc. as the source of certain alleged spyware software.
comScore was selected as a winner of the 2009 Chicago Innovation Awards for its creative development of AdEffx in October 2009.
In June 2009 comScore and the GSM Association won the M.E.F. Award for Business Intelligence in Mobile Media.
comScore was rated as the preferred audience measurement service by 50.4 percent of respondents to the William Blair & Company 6th semiannual survey of the members of the Chicago Interactive Marketing Association (CIMA).
comScore was ranked among the Honomichl Global Top 25 market research firms in 2009.
comScore was ranked as the 15th largest U.S. market research firm based on 2008 domestic revenues, growing faster than each of the largest 25 research firms, according to the 2008 Honomichl report.
comScore was selected by World Economic Forum as one of 47 innovative companies in 2007.
Category:Companies established in 1999 Category:Marketing research companies of the United States
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