Gian is providing us with some comparative charts and the links to said charts which I should have for you later today. They just came in. OK, his links are ahead of my write-up but TMR readers are smart people and can figure this out. The links show how comScore’s data was right on track to what actually happened. You have to compare apples with apples, not apples with oranges. In other words, take the comScore data on paid clicks in the Unites States and chart it against Google revenue in the U.S. comScore is dead on accurate when you do that. That is more valid than comScore U.S. paid click data vs. global Google revenue when U.S. revenue is only about half of Google’s total revenue and non-U.S. revenue growth is much faster than the U.S. revenue growth. And as a validation of the comScore data, look at the link which shows the correlation with U.S. Dept. of Commerce data.

http://www.comscore.com/images/deptcommerce.gif

May here. Did you see that? That is an astounding correlation.

http://www.comscore.com/images/google_us.gif

Did you see that?!! How can you slam comScore after seeing that correlation. The Wall Street analysts are just reading the comScore data wrong, as Gian explained to me.

I will put out a special report on the whole subject. A few quick observations based on my conversation with Gian. 1. The data on paid clicks provided by comScore are for the U.S. only, and are not global. Contrary to what this blogger writes, it is 50%, not 80% of Google’s revenue that comes from outside the U.S. even though total search data is 80/20 in favor of the world, not the U.S. Ten years ago, it was the reverse, Gian told me. 2. comScore is not hiding the fact that their data is based on the U.S. only and the analysts misread the data. That information is not made generally available and it is a premium product provided by comScore. No one else provides that kind of data, by the way! 3. And comScore cannot tell you how much people are paying for the paid clicks and Gian made no bones about that. So it appears to me that comScore is not making false claims. Their data are just being misunderstood. Bottom line: comScore is not trying to deceive and is working on adding more capabilities to their tracking that will take them global on paid click data. 4. The key point is that the data for paid clicks in the U.S. charted against U.S. revenue maps very solidly. It shows that comScore was right! But the catch is that Google, a global firm, is not relying solely on the U.S. for their revenue. Thank goodness. A lot of firms like Cat. would be in trouble if U.S. revenue were the centerpiece of their operation. Much more on this when I get the links from Gian. Having said that, you should read this blog. http://www.clixmarketing.com/blog/2008/04/21/google-comscore-and-adgooroo-reconciling-the-differences/

Here is Gian’s contact info.:

Gian Fulgoni | Chairman | comScore, Inc. (NASDAQ:SCOR)
(312) 775-6481 (w) | (312) 953-1694 (m) | GFulgoni@comscore.com

New from comScore:
Ad Metrix: Competitive Intelligence on Internet Advertising
Share of voice for advertisers; share of wallet for publishers
http://www.comscore.com/metrix/ad_metrix.asp