Custom Client Insights

Presentation
APRIL 2020

Lycette Clark Alissa Anderson

VP, Client Insights Director, Client Insights

lclark@Comscore.com aanderson@Comscore.com
Custom Client • What Do We Do?
Insights
Overview • Team Vision

• Who Are We?

• Questions We Answer

• Deliverable Types

• Data Assets We Use

• Key Partnerships

• “Day In The Life”

• Deliverable Examples

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 What Do We Do?

Delivery Partners Service

We analyze Comscore data and
deliver strategic consulting
services and business insights to
clients.
In a nutshell, we answer clients'
business questions that cannot be
addressed through Comscore's
syndicated tools. This means
every deliverable we create is
"custom."
Along with managing Comscore’s
client relationships, we partner
with:
• Sales
• Custom Analytics
• Innovation (Statistics)
• Survey Insights
• Client Success
• Sales Operations
• EOD
We provide superior client service
to our clients including timely and
informative responses to client
inquiries, project workshops, and
presentations to address clients’
business objectives and goals.

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Client Insights Team Vision
We are a high performance team generating
insights and informing decision making for
our clients.
We are vertical experts and viewed as
trusted advisors. We collaborate across
verticals by brainstorming, sharing ideas and
new learning in our pursuit of team excellence.
We are 100% accountable to our clients, to our
partners and to each other.
We exhibit this accountability through our
commitments and our communication.
We operate within the Comscore Corporate
Values and Cultural Practices.

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Who Are We?
Lead: Ryan Williams
Retail / CPG / Travel / QSR / Agency
Clients: P&G, Marriott, Hilton

Lead: Lycette Clark

Digital Media / Tech
Clients: Microsoft, Amazon, Apple, Samsung, Twitter

Lead: Nasha Smith

Financial Services
Clients: Bank of America, Chase, Allstate, Citibank

Lead: Dennis Bulgarelli

Auto / Digital Health
Clients: Subaru, Audi, Ford, Publicis Health Media

Lead: Alissa Anderson

Strategic Partnerships
Clients: Google, Facebook, Verizon Wireless

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Key Business Questions We Can Answer

Benchmarking Consumer Journey Conversion Targeting

How do my online How do consumers How many consumers What is the best way to
sales compare to my engage with my brand exposed to advertising reach and influence
competitors’ online before a purchase? are converting to my key shopper segments
sales? brand? along their journey?
Which touchpoints
impact research and Which search terms
conversion? should I be investing in?

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Deliverable Types

Dashboards / Qlik Dashboards PowerPoint Data Feeds

Benchmarkers In Excel Presentations

7
What Data Assets & Tools Do We Use?

Data Assets

• Comscore PC Panel
• MPE (Multi-Panel Environment)
• Mobile Panel
• Total Home Panel
• Comscore STB Data
• Third Party Data (e.g. Inscape, PIQ, ADM, etc.)
• Tagged Data
• Tagless Data Feeds
• Census Data

Other Tools

• Survey
• Qualitative Focus Site
• E-Commerce

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Key Partners

Sales Operations

Sales
Custom Analytics EOD Team

Innovation
(Statistics)
Client Success Survey Insights

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Day In The Life

Coordinating
deliverables with Answering client
Reading industry
CA, Survey Insights, Data QA questions via email
news
and/or Innovation or the phone
(Stats) teams

Scoping and/or
Creating Excel Managing internal
checking feasibility Evidencing delivered
and/or PPT and external delivery
for new projects with reports
deliverables timelines
Sales

Presenting data to
Ensuring project Learning new
clients, or walking Mapping rules for
documentation is Excel/PPT skills to
clients through new projects
maintained be more efficient
deliverables

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Travel Examples
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13
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Strategic Partnerships
Examples
Verizon Wireless Monthly Spotlight

16
Roku Custom OTT Reporting

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Auto Examples
New car sales finished above $17.1M for the fifth year
closing out a very strong decade of vehicle sales
5,000,000 20,000,000
17,530,862.00
17,455,204.00 17,272,335.00
17,211,802.00 18,000,000
17,103,483.00
16,509,085.00
4,000,000 15,585,532.00 16,000,000
14,491,744.00
3,716,156.58 3,830,151.84 14,000,000
12,764,818.00 3,663,455.42 3,676,634.05
3,477,958.01
11,564,263.00
3,000,000 3,284,602.88 12,000,000
3,092,169.75
3,051,553.00
3,043,305.00
2,601,415.00 10,000,000
2,000,000 8,000,000
1,460,905.17
1,454,600.33 1,526,439.00
1,439,361.25
1,434,316.83
1,375,757.08
1,298,794.33 6,000,000
1,207,645.33
1,063,734.83
963,689.00
1,000,000 4,000,000
2,000,000
0 0
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019

Avg. Monthly Shoppers Avg. Monthly Sales Total Industry Sales

Comscore Automotive Data Mart; Wards Sales Data 19

TrueCar visitors on average visit five other third party sites
during their research
5.00

4.50

4.00

3.50

3.00

2.50

2.00

1.50

1.00

0.50

0.00
KBB AutoTrader Cargurus Edmunds TrueCar Cars.com

Brand.com Sites Third Party Sites

Outflow: Average number of third party and Brand.com sites visited within 60 days of visiting Third Party Sites listed, Q1 2019 ​ 20
Ads are the primary driver of referrals to CarGurus
News and Media
Social Networking
3%
Shopping 3%
3%
Music and Video
4%
Automotive Services (Ads)
7% 37%

Direct Type In
12%

Search
31%

Referrals to CarGurus Research Pages, Q1 2019 21

Digital Media / Tech /
National TV Examples
MSFT Custom Search / RDF – Raw MSFT Custom Search / Ad Location Movie Lift (Discovery Channel) -
Data Feed – Excel Metrics PowerPoint analysis/presentation

Analytical Services for Amazon –

LG Benchmarker – Qlik Dashboard
Varied Tasks, ad hoc

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Financial Services
Examples
 Mobile App Category Visitation Share: Issuer Apps
Food delivery and
rideshare were the top two
cross-visited categories 27.6% 26.5%
for issuer apps, followed 36.1%
41.2% 38.4%
32.3%
38.0% 39.5%
by airlines. Food delivery
and rideshare are smaller
dollar transactions 27.5%
comparing to other 32.1%
31.9%
categories, thus likely to 36.4% 32.8% 33.5%
see more engagement 31.2% 34.6%

24.1%
20.6%
CATEGORY VISITATION SHARE | 2H 2019 17.4%
12.1% 12.5% 14.2% 14.2% 11.8%
9.4%
7.9%
DoorDash was the most cross-visited food 8.9%
7.6% 8.0% 6.5% 7.1% 7.2%
delivery app within the competitive set¹,
11.7% 12.6%
followed by UberEATS 7.8% 7.2% 8.0% 9.5%
7.2% 7.0%

Uber was the most cross-visited within the American Bank of Barclays Capital One Chase Citi Discover Wells Fargo
competitive set¹ rideshare app, followed by Express America
Lyft
Stay OTA Air Car Food

¹Competitive Set Available Set on Slide ## | Mobile App Special Analysis | 2H’2019 Reporting Period 25
 8.2%
American Express saw the highest share of
cross-visitation to its airline co-brand partner
Read as 8.2% of American Express mobile (Delta), the share was also the highest % among
4.3% 4.0%
app visitors also visited the Fly Delta app
3.0% the competitive set
1.9%
1.2% 1.1%
0.5% 0.1% Chase saw the highest share of cross-visitation to
its co-brand partners Southwest Airlines and
United Airlines

Discover does not have any co-brand relationship

with any airlines, however, it saw its app visitors
cross-visiting most to Southwest Airlines

3.6% 3.6%
2.3% 2.1% 1.8%
2.4% 2.2%
1.0% 1.5%
0.8% 0.5% 0.8% 0.7% 0.5% 0.5%
0.2% 0.1% 0.1%
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Mobile App Special Analysis | 2H’2019 Reporting Period 26

Thank You!

Lycette Clark Alissa Anderson

VP, Client Insights Director, Client Insights

lclark@Comscore.com aanderson@Comscore.com
More Resources

• CI/CS Newsletter
• Client Insights Wiki
• Deliverable Spotlights

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