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Magid M. Abraham and Gian M. Fulgoni Found comScore

8/1999

In August 1999 Magid M. Abraham and Gian M. Fulgoni founded comScore with the objective of creating the first service to measure trends in e-commerce.

"At the time, no market research company measured online buying behavior. The two leading online measurement companies, Media Metrix and Nielsen NetRatings, were focused solely on tracking Internet users’ site visitation behavior, providing their clients with basic metrics on the size and demographic characteristics of site audiences.

"The panels these two companies used numbered in the tens of thousands. This was far too small a sample size to accurately measure e-commerce since, on average, only 5 percent of a site’s visitors converted into buyers in any month. A panel of at least a million people would be needed. That was a daunting challenge because no research company had ever built a panel of 100,000 people, let alone a million. However, since their experience at IRI had shown that marketers spend four times as many research dollars measuring consumers’ buying behavior as they spend measuring media ratings, Magid and Gian were confident that an attractive market existed for online browsing and buying information. They decided to take on the challenge by raising and willingly investing tens of millions of dollars to discover ways in which to successfully recruit millions of opt-in panelists and develop the technology needed to capture, warehouse and analyze massive quantities of online data" (http://www.comscore.com/About_comScore/comScore_History, accessed 05-12-2009).

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