Bizo Combines Bizographics With Consumer Demographics and Behavior Analytics From comScore; Proves Value of Business Audience as High-Value Consumers
New comScore Bizo Index Gives Marketers More Precise Access to Important Buying Audiences
SAN FRANCISCO, Aug. 9, 2011 /PRNewswire/ -- Bizo (www.bizo.com), the leader in reaching and engaging business audiences online, today announced a collaboration with comScore (http://www.comscore.com/) to demonstrate how Bizo's business audiences are uniquely valuable and actionable consumer segments. In a new study that indexed Bizo's audience against its database which measures online consumer behavior in the U.S., comScore demonstrates the likelihood of key business audiences to purchase or seek information on specific goods and services online. Whereas B2B marketers have long incorporated business demographic targeting in their advertising campaigns, the insights from the comScore study gives B2C marketers new and more precise ways of reaching their target audiences online.
A Marriage That Works For Marketers
With Bizo's reach into 80 percent of U.S. business audiences online, the new comScore Bizo Index provides unprecedented insight into business audiences and their unique value as consumers. Bizo has always distinguished its offering through its ability to analyze, reach and engage precise business audiences through the use of "bizographics," the anonymous business demographics of business professionals at work (e.g., industry, job function, company size, seniority). Through this collaboration, which marries Bizo's unique bizographic data with comScore's insights in the online behavior of consumers, Bizo is able to reveal its audience segments as particularly desirable and effective consumer purchasing segments. For example, a marketer for a telecommunications company can now target their ads at Bizo's "Small Business Professional" audience, which is shown to be 161 percent more likely to purchase mobile phones and plans online than the average U.S. Internet user. This precise and validated insight gives marketers unparalleled and more efficient access to their target customers.
Powerful connections between consumer behavior and Bizo's business audience segments have been established across a wide range of product and service areas. Just a few examples include:
- Bizo's Tech Professional audience is 580 percent more likely to buy Computer Hardware online
- Bizo's Operations audience is 468 percent more likely to buy Consumer Electronics online
- Bizo's Nurse audience is 101 percent more likely to search for Health Care information online
- Bizo's Marketing audience is 112 percent more likely to visit Airline sites
- Bizo's Business Services audience is 147 percent more likely to visit Car Rental sites
- Bizo's Finance audience is 149 percent more likely to visit Online Travel Agents
- Bizo's Executive audience is 132 percent more likely to visit Online Trading sites
- Bizo's Micro audience is 232 percent more likely to buy Shipping Services online
- Bizo's Government Elected Officials audience is 304 percent more likely to visit Job Search sites
- Bizo's Business Professionals audience is 167 percent more likely to buy Mobile Phones & Plans online
"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 Data Behind The comScore Bizo Index
comScore is a global leader in measuring the digital world and the preferred source of digital marketing intelligence. comScore has applied a rigorous methodology to index every major Bizo audience segment against the comScore panel by:
- Demography (e.g., Gender, Age, Household Income, Education)
- Website Visitation by Category (e.g., Technology News, Real Estate, Financial Information)
- Online Purchases (e.g., Computer Software, Mobile Phones, Shipping Services)
comScore developed the index by assigning a score to each Bizo segment (e.g., Company Size = "Small," Seniority = "Executive," Functional Area = "Information Technology"). Any score over 100 for a particular segment indicates that a given attribute is more likely to be observed in the segment than among the total population. These scores will open new possibilities to marketers and help them hone in on valuable consumer segments like never before.
"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."
Both comScore and Bizo will leverage the new index to assist marketers as they try to optimize online campaigns to reach key audiences.
Bizo is how marketers reach and engage business professionals, wherever they travel online. Bizo's unique ability to precisely target more than 80 percent of the US business population gives marketers cost-effective access and insight into business professionals – the most valuable online audience segment. More than 300 leading brands including AMEX, Monster, Jaguar, Microsoft, and FedEx count on the precise display ad and social media targeting, and deep onsite and campaign analytics that the Bizo Audience Marketing Platform provides to reach, educate and motivate their business audiences online.
Bizo is privately held and based in San Francisco, California. For more information on Bizo, or for a free look at the Bizographic make-up of your website audience, visit www.bizo.com.
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