Data Offers Support for Online Yellow Pages ROI
is the first in an occasional series of Advisories in which The Kelsey
Group (TKG) will highlight comScore Networks' online Yellow Pages data
and related information. In this Advisory, we offer snapshots of comScore's
Internet Yellow Pages (IYP) measurement data in particular, the
offline spending levels of visitors to various IYP sites by category at
the designated market area (DMA) level. We also show the usage of particular
IYPs by DMA.
comScore first previewed
its localScore sales and measurement product at TKG's Directory Driven
Commerce conference in San Antonio in March. Future Advisories will provide
more granular examples of localScore data, including offline spending
metrics for visitors to certain IYP sites and indexed against other media,
and IYP share data for the largest heading-specific searches.