Latin American Launch for New comScore Service

comScore has introduced its Digital Analytix service in Latin America, offering 'in-depth forensic research on site-level activity'.

Launched in the US in March, Digital Analytix is powered by the company's proprietary Atomix technology and uses un-aggregated data to offer users custom-designed reports. The tool also boasts fast campaign-level reporting based on cross-platform measurement, combining web analytics with audience demographics.

comScore says Digital Analytix is the first web analytics platform to adopt a new metric name, 'unique browsers', which it says removes some of the confusion and inaccuracy inherent in the old phrase, 'unique visitors'. The latter has hitherto been used by most analytics programmes for a measure that is in fact best described as 'unique cookies' - and which has produced a count two and a half times greater than the true number of unique people visiting, due to cookie deletion and the use of multiple browsers and devices by one person. The new name gives a more honest reflection of what's actually being measured.

Web site: www.comscore.com .