comScore's Smart Control Tool To Revolutionize Digital Ad ROI Metrics ?

Market research firm comScore has unveiled its new generation ad ROI metrics weapon, calling it Smart Control. Here's why.

How it works
Smart Control is based on marketing mix modelling techniques and enables to avoid using the test-and-control methodology to measure advertising impact. In comScore's own words, "The methodology looks at the change in consumer response (either attitudinal or behavioral) by varying frequency of advertising exposure using a Bayesian regression model, from which the "control" response (i.e. frequency = 0) is derived".

Claimed Benefits
comScore claims in a statement that the results obtained through Smart Control are more comprehensive and accurate that other traditional methods. Specifically, the app is supposed to provide improved efficiency measurement and statistically significant results with smaller samples for homepage takeovers, integrated placements, and specific audience buys.

The market research firm reports an average lift variance 91% lower and average confidence interval 68% narrower than test-and-control methods.

So, brands, advertisers, agencies... how do you feel about Smart Control ?

About the author

Liva Judic joined Search Engine Watch and ClickZ in May 2010 as a news blogger. She has lived and worked across the globe in Madagascar, Switzerland, London, NYC, Asia and is now based in between New York and Berlin.

Her background is in government relations and financial media where she started out as a journalist at Bloomberg and became senior editor at AFX news (now part of ThomsonReuters). Prior to forming her own consultancy Judic was head of international PR for a head of state.

Judic focuses on facilitating brand and marketing transitioning for European startups moving to the US. She has been named one of the Top 50 Industry Influencers of 2014 by AGBeat