comScore Acquires Nedstat to Create the iPad of Analytics
The acquisition enables comScore to substantially expand its presence in Europe, with offices in the Netherlands, Belgium, the UK, France, Germany, Spain, and Sweden. The company says this will help it reach out to new clients in these markets.
"Secondly, this acquisition will help comScore accelerate the development of our Unified Digital Measurement (UDM) platform, which combines measurement of individual users from a sample panel with measurements of machines and mobile devices from a census of users, to provide a unified view of digital consumer behavior," says comScore. "Nedstat clients will immediately have the option to incorporate their census-level analytics data into the UDM platform to provide them with a more unified set of reporting metrics. Eventually, Nedstat’s analytics and optimization architecture will be used in conjunction with comScore’s existing audience and mobile network analytics to provide more comprehensive, granular, and real-time analytics solutions that will enhance businesses’ ability to optimize their digital marketing strategies."
"As the demand for real-time information increases, these assets will enable us to deliver the measurement and analytics platform of the future," the company says. "The products we envision building simply do not exist today. While these products will likely have some overlap with current analytics offerings, they will offer a different value proposition.
comScore uses the analogy of what the iPad has meant to the world of traditional computing: "While it has certain similarities to what a personal computer can do, it is designed for a different kind of use that represents a fundamentally different utility to the end user."
The company believes that Nedstat has a solid analytics solution, it is their core infrastructure, which will benefit them the most.