ComScore Debuts Search-Related Analysis

Share this content:

comScore Networks introduced a new quarterly analysis service June 6 that will measure the impact of Web search behavior on consumer spending online and across retail channels.

The qSearch Retail service observes consumer Web search behavior at major engines, including search ad impression exposure and click activity and is based on the comScore Global Network of more than 2 million Internet users.

Studies conducted by the company during the past two years indicate that focusing only on online conversions when measuring the impact of Web searches greatly underestimates the value and impact of search, the company said in a statement.

Direct online conversions typically account for no more than five to 20 percent of all search-related purchases, although some product categories show higher conversion rates, according to comScore. With only a few exceptions, between 60 and 90 percent of conversions occur offline; the remainder occurring in latent online transactions.

ComScore's research indicates that results vary widely, underscoring the need for granular category-level, multichannel search data.

close

Next Article in Multichannel Marketing

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above