Bizo / comScore Collaboration Gets Marketers One Step Closer to the Holy Grail
Tuesday, November 8, 2011By
As marketers, we all know that there’s a Holy Grail to doing our jobs well and getting results: Putting the right message in front of the right audiences at the right time, as they progress through our respective marketing funnels. Given limited resources, budgets and time, this objective can often seem a pie-in-the-sky notion. But, there’s an increasing pool of available audience segmentation techniques, targeting data, and new and maturing channels that we can all tap into in order to reach the specific audiences we care about at the scale needed to really make our campaigns move the needle.
In this context, we are excited to share the news that the comScore-Bizo Index that we announced in August has now been integrated into comScore’s new Segment Metrix 2.0 solution. The Segment Metrix 2.0 is the next generation of comScore’s audience segmentation tool, which provides actionable insights into the online behaviors of Internet users in specific market segments.
Through this collaboration, which marries Bizo’s unique bizographic data on over 80% of the U.S. business population with comScore’s consumer insights, we are able to help marketers and media buyers understand the synergies and crossover of key business audiences with information seeking and online purchasing behavior for specific goods and services. For example, let’s say you are a brand marketer of a luxury good like jewelry or watches. Via comScore’s Segment Metrix 2.0, you could now see that Media & Internet Professionals are 467% more likely to purchase jewelry and watches online than the average U.S. Internet user. Similarly, if you’re trying to reach consumers likely to take you up on your holiday promotion to visit your premium resort destination, targeting Bizo’s Fortune 500 Audience segment would seem a good bet since they’re 53% more likely to be seeking information on hotels and resorts online .
Our new collaboration with comScore puts insights like this at the fingertips of Segment Metrix 2.0 users - insights that both underscore the value of business audiences as high value consumers and reveal a clear path to grabbing the marketer’s Holy Grail.
In this context, we are excited to share the news that the comScore-Bizo Index that we announced in August has now been integrated into comScore’s new Segment Metrix 2.0 solution. The Segment Metrix 2.0 is the next generation of comScore’s audience segmentation tool, which provides actionable insights into the online behaviors of Internet users in specific market segments.
Through this collaboration, which marries Bizo’s unique bizographic data on over 80% of the U.S. business population with comScore’s consumer insights, we are able to help marketers and media buyers understand the synergies and crossover of key business audiences with information seeking and online purchasing behavior for specific goods and services. For example, let’s say you are a brand marketer of a luxury good like jewelry or watches. Via comScore’s Segment Metrix 2.0, you could now see that Media & Internet Professionals are 467% more likely to purchase jewelry and watches online than the average U.S. Internet user. Similarly, if you’re trying to reach consumers likely to take you up on your holiday promotion to visit your premium resort destination, targeting Bizo’s Fortune 500 Audience segment would seem a good bet since they’re 53% more likely to be seeking information on hotels and resorts online .
Our new collaboration with comScore puts insights like this at the fingertips of Segment Metrix 2.0 users - insights that both underscore the value of business audiences as high value consumers and reveal a clear path to grabbing the marketer’s Holy Grail.
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