ComScore adds segmentation to online tracking

NEW YORK - Online measurement company ComScore is introducing a new way for marketers to break down their internet tracking activity into the consumer groups that are important for them.

ComScore Segment Metrix works by breaking down visitors by: behaviourally defined segments; geo-demographic segments; and proprietary segments defined by clients with the ComScore online panel.

ComScore says that this will allow media owners to see if they are getting their fair share of traffic from heavy users of their site categories. ComScore defines heavy users as the top 20% of consumers based on time spent online within a category of sites.

For advertisers and their media agencies, it can integrate with offline marketing segmentation and analyse online behaviour broken down into offline consumer segments.

Bob Ivins, executive vice-president of ComScore, said: "Consumer segmentation is not new -- it is an important part of marketing, and over the years ComScore has conducted a great deal of custom segmentation work.

"ComScore Segment Metrix enables segmentation on a broad scale, offering marketers the ability to analyse online trends by key consumer segments and from several different perspectives for themselves and their competition."