comScore, Inc has released comScore Segment Metrix, a tool designed with consumer segmentation schemes to give marketers the ability to track, analyze, and report internet activity by their important consumer groups. The product is designed to provide the flexibility to integrate behaviorally defined segments, geo-demographic segments, and proprietary, client defined segments with the comScore online panel. Key features of comScore Segment Metrix include: Media owners will be able to determine if they are getting their fair share of heavy users of their category of sites; Agencies and advertisers will have insight into how to reach important target customers; Advertisers can integrate their offline marketing segmentation schemes with comScore’s online panel allowing them to track, analyze and report online behavior by these important (offline) consumer segments.
comScore Segment Metrix H/M/L, is designed for marketers to analyze online activity by heavy, medium, and light users of the Internet and of any category of sites reported by comScore. The Heavy segment group will be defined as the top 20 percent of consumers, based on time spent online at the category of sites; the Medium group will be defined as the middle 30 percent; and the Light users are the lightest 50 percent. H/M/L user segments will be available in all 32 countries where comScore syndicated data are available and across all 110 comScore defined categories and sub-categories of sites. comScore Segment Metrix offers H/M/L segmentation data for 110 categories and sub-categories including Business/Finance (with 7 sub-categories), Career Development (4), Community (7), Directories/Resources (7), Education (2), Entertainment (9), Gambling (3), Games (3), Government, Health (3), Hobbies (4), ISP, News/Information (4), Portals, Real Estate, Regional/Local, Retail (21), Search/Navigation, Services (11), Sports, Technology (2), Telecommunications, and Travel (8). Additional segmentation approaches, including customer defined segmentation and third-party geodemographic segmentation schemes will be announced in the future.