What are comScores advantages over the use of Web log analytical software packages?
Web log analytical software is used to report the activity of users on a web site but they have no ability to monitor the behavior of site visitors when the visitors leave the site. As a result, log analytics are incapable of proving site operators with any holistic understanding of the behavior of their user base across the Internet. On the other hand, comScore data provides a 360 degree view of Web-wide behavior, allowing site operators to understand the source and loss of their site traffic, their market share, the performance of their competitors, the trends in their category and to gain other important market intelligence. In addition, comScore’s panel-based measurement is not affected by cookie deletion rates or the activity of automated ‘spiders’ or ‘bots’, and is able to accurately report on U.S. versus International traffic.
