comScore offers segmentation metrix for UK

A similar tool was launched in the U.S. in July.

Bob Ivins, EVP of International Markets at comScore said, “Consumer segmentation is not new - it is an important part of marketing, and over the years comScore has conducted a great deal of custom segmentation work. With comScore Segment Metrix, marketers can define consumer segments behaviorally and then identify where to find them across the web—making media and promotion plans more targeted, efficient and effective.”

Though the U.K. tool launched this week, already researchers have seen a difference between "heavy" Internet users in the U.K. and "average" Internet users. According to the first report, "heavy" Internet users spend three times as much time (more than 99 hours) on the Web in July as "average" users.

With the ability to see segmented research, marketers will have a better idea of how campaigns perform from launch from close. Campaigns can be segmented so that marketers see if their online properties are getting their share of users, they can learn how to better reach target markets and may better integrate online and offline campaigns.

Tags: online marketing, online measurement