NEWS30 June 2011

Compete launches in UK, France to follow

Data analytics UK

UK— It’s been three years in the planning, but US digital intelligence firm Compete has today gone live with its European offer, beginning with the UK and with France to follow in September.

The company has access to behavioural data for 130,000 web users in the UK, with ambitions to grow that to 400,000 in the next two years, and it already has data for 100,000 in France.

Data comes from a mix of proprietary sources – those consumers who have downloaded Compete’s own browser plugin – plus clickstream data from ISPs and other third-party tool application providers.

In the US, where Compete has been operating for the past decade, it analyses data on two million web users. The company was bought by TNS in 2008, which was itself later acquired by Kantar Group, so Compete is now part of the Kantar Media offer.

Within the group, researchers are looking at ways to tie Compete’s web behaviour information to other data assets such as consumer purchase information and other media audience data, but Compete’s main product range covers tools for audience insight, media planning, competitive intelligence, path-to-purchase tracking, marketing and online channel effectiveness.

Compete president Scott Ernst (pictured) said: “We are extremely excited to build on our success in the US, and offer European companies access to our comprehensive digital insights.”

After the UK and France, business development director Jeremy Radcliffe said the company would look to establish itself in one or two more EU markets before turning its attention to the BRIC countries – Brazil, Russia, India and China.