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BizReport : Advertising archives : August 09, 2011

Bizo, comScore partner for business-based metrics

Business marketers have more ways to analyze campaign performance. A new partnership between Bizo and comScore, creating the comScore Bizo Index, gives business-minded brands better access to buying segments.

by Kristina Knight

bizo.jpg"Reaching the right audience with the right message at the right time is the holy grail for marketers and they need actionable data and insights to make that happen," said Graham Mudd, VP of Search & Media at comScore. "Validating audience segments against the comScore panel can improve integration with existing media plans and provide greater confidence that desired targets are being reached in the most efficient manner."

Bizo is known for engaging business audiences; the new partnership with comScore will offer Bizo users more insight into their audience base. For example, Bizo has connected technology professionals as nearly 600% more likely to buy consumer electronics and has learned the finance professionals are more likely to visit Online Travel Agents (149% more likely) while Marketing pros like to visit airline websites (112% more likely). So, based on that information, doesn't it make more sense for a travel agent to specifically target business people from the financial sector?

"By tapping into a critical mass of consumer behavior online, comScore is the preferred source of digital marketing intelligence," said Russell Glass, CEO of Bizo. "comScore's alignment of the Bizo audience segments with consumer purchasing behavior validates these segments as some of the most valuable consumer populations on the Internet. Now, whether they are selling high-end watches, airline tickets or mobile phones, consumer marketers have a powerful and direct way to reach and engage their target audience more precisely."

The new index will be based on demographic information, online visits according to category and online purchasing history.

Tags: ad metrics, Bizo, business targeting, comScore, online advertising, targeted advertising

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