Our Data

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More granular, more actionable behavioral data

At Millward Brown Digital we deliver digital consumer insights to drive actionable business decisions. Pioneers in the industry since 2002, our behavioral data methodology has been proven over the past decade and is continuously evolving with the digital world, allowing us to provide the most granular and accurate behavioral analysis for our clients.

When it comes to online panels, size and diversity matter

In order to provide accurate digital insights that are representative of the browsing population across devices, we collect consumer behavior data from multiple sources, harmonize those sources into a single panel, and use algorithms and advanced analytics techniques to normalize the data to the population as a whole.

The Compete panel is the largest of its kind in the industry, combining the online behaviors of millions consumers across the United States. The large size provides the granularity needed to uncover deeper consumer behavioral insights and engagement opportunities that are impossible with small panels.

Frequently Asked Questions

Why are diverse panel sources important?

A behavioral panel that consists of multiple sources is important to ensure that we consistently and uniformly identify and eliminate potential bias from any one source. The geographic, demographic, and behavioral distribution of our data partnerships allow us to provide trustworthy and accurate data that marketers can use to make decisions across devices.

How is the data normalized?

Once our multiple data sources are transformed into a cohesive panel, the data is processed daily by employing algorithms and advanced analytics techniques so that our insights are representative of the Internet behavior of the population. The Compete panel’s patented normalization system was developed by leading experts in the fields of marketing, media and data research in 2000 and has evolved to lead the industry in behavioral insights over the past decade. The process is updated continuously to account for changes in the evolving digital world in areas such as consumer demographics, behaviors, Internet technologies, data collection methods, and device usage.

Why is it important to have a large panel?

The benefit of the Compete panel’s large size of millions of consumers is its ability to provide granular insights that would not be possible with smaller panels. The large size provides us with a bigger sample, allowing us to provide accurate data in instances where smaller panels would have a large margin of error.

What is clickstream data?

Clickstream data is the type of desktop data collected by the Compete panel. We collect the pages our panel members have visited through Universal Resource Locators (URLs) to understand their online behaviors.

How is the privacy of the Compete panel members protected?

The Compete panel follows stringent privacy and data protection practices to protect all panelists, regardless of source or collection mechanism, as described in the Consumer Input Data Collection application policy: https://www.consumerinput.com/privacy/.

What is the value of your Unique Visitor metric?

We use algorithms and advanced analytics techniques to make projections of US Internet activity to report on the number of individual people visiting a site. This provides much more detail than just total number of visits or share of visits.

Why doesn’t your Unique Visitor metric match my local analytics (e.g. Google Analytics, Omniture)?

Local analytic solutions will often use cookies to track visitors, which can result in overstating visits from people who have deleted cookies in their browser. Additionally, local analytics solutions often include the activity of spiders and bots that appear as traffic, but do not represent actual human activity.

By contrast, we estimate how many people in the US visit your site from a diverse sample of people that is statistically normalized to represent the size of the total U.S. browsing population. We do not rely on cookies or log files, so we eliminate overstating the data in that way. However, since we track consumer behavior from the US only, traffic to sites with significant international visitors will be understated.


Why don’t you report on metrics for my site?

To report metrics for a site, we must have a large enough sample in our panel to normalize the data to the total population. If we are unable to report metrics for your site, it likely means we do not have statistically relevant data with which to project traffic. In those instances, it’s even more important to get insights into your competitors and their online metrics. The valuable insights you’ll gain by examining your competitive set and their online strategies will allow you to better position your organization to drive online marketing impact.