Essentially, comScore, inc. has a large sales force and existing relationships with big brands that pay comScore to provide them with analytics. These analytics come primarily through panel data, in which comScore uses a sampling of users as a way to determine web traffic and usage data. By selling Flurry’s SDK to clients, comScore can remain relevant by providing mobile analytics on top of their existing web analytics package.
Flurry wins because comScore’s sales force will sell Flurry’s data analytics software, generating an initial revenue stream for Flurry. According to VP of Marketing Peter Farago, clients will pay comScore to have Flurry’s SDK installed on their applications, and Flurry will make a revenue-share for each client. ComScore is adding reporting and charting software on top of Flurry’s analytics. Flurry is traditionally free for developers, but comScore is going to charge clients to use Flurry because of the additional reporting and charting they add.
In general, this is part of a larger push by Flurry to take revenue generation seriously. Sources within the company have told me that this is one of two revenue initiatives they are working on (the other being AppCircle, which is in private beta). Though they downplayed the revenue value of the deal, it is clear that it is a major draw for Flurry. Another major draw is access to comScore’s high profile customer list and sales force. In this way, Flurry doesn’t have to create a large sales force to sell its product to big brands and companies, but still gets a cut of the revenue generated from the opportunity.