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comScore, Inc.: Making Analytics Count

Title Author(s) Type Topic(s) Comments Date
comScore, Inc.: Making Analytics CountWixom, Barbara H.
Ross, Jeanne W.
Beath, Cynthia M.
Working PaperData Management, Analytics, and Use
Business Agility
Abstract: Data and analytics providers are highly experienced at working with big data. They create, build, and hone capabilities to exploit their data assets. comScore is one such company—a 14-year-old marketing research firm with fourteen petabytes of online data, collected real time from around the world. This case study describes how comScore developed a patent-protected technical platform; hired and developed a 1200-person global workforce with varying levels of “data science” abilities; and cultivated practices to ensure that its clients would actually act upon insights.

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