The customer journey is complex, with consumers interacting across 20+ channels and exposed to 4,000-10,000 ads daily before making a purchase. This fragmented landscape challenges advertisers to ...

Google may have pressed pause on their phasing out of third-party cookies, but the rest of us don’t have to. While this latest pushback means some businesses may put off their search for a solution, I ...

PR and Brand crises have never been so complex. In an election year where companies monitor a million factors by the minute, the need for strategic, proactive crisis management has never been greater.

Comscore has launched a new cross-platform content measurement solution called Comscore Content Measurement (CCM) within The Comscore Platform, allowing content owners and creators to analyze consumer ...

By Abubakari YAKUBU (PhD)Although most modern organisations possess extensive data, a subtler challenge persists: a lack of understanding regarding the true meaning of their metrics.By the time ...

During these times of uncertainty, marketers need to clearly understand their changing business circumstances and the evolving needs and preferences of their customers. As marketers, we can navigate ...

When you put time and effort into defining the right metrics and planning your measurement strategy, VoC can have a positive impact on your bottom line. The old adage “measure twice, cut once” has ...

Streaming TV has become an essential channel for achieving full-funnel brand goals — and marketers are allocating more of their ad budgets to this medium. Our 2023 CTV/OTT Advertiser Study found that ...

Comscore Content Measurement (CCM), a new cross-platform product offering, has been brought to market by the data analytics and consumer consumption firm seeking to build a greater presence in the ...

What are your marketing metrics telling you? If you rely on the standard measurement tactics, probably not much. Consider a classic metric such as clickthrough rate. By most standards, a "successful" ...