Experian HitwiseAudienceView for Retail Holiday PlanningMarch 2012© 2012 Experian Information Solutions, Inc. All rights r...
Agenda What AudienceView is How AudienceView is used How AudienceView identifies segments The benefits of using Audien...
Hitwise AudienceView is… Hitwise AudienceView is a consumer targeting product that has a highly  customizable user interf...
Grow revenue by focusing marketing efforts on your most profitable customer segments Hitwise AudienceView enables you to:...
The Power of AudienceView    An online toy store needs to maximize its revenue during the holiday season. They know that t...
Target the Right AudienceUnderstand the people you are trying to reach                                                    ...
Engage them at the Right MomentIdentify the time when your products are important to them                                 ...
Engage them Through the Most Effective ChannelsFind places where they spend time onlineHoliday Toy Shoppers are more likel...
Engage them Through the Most Effective SitesFind sites that are likely to reach them                   © 2012 Experian Inf...
Engage them with the Right Message  Understand their unique needs and demandsSegment      Holiday Toy Shopper      Segment...
Convert More of your Target AudienceDrive visits from your most valuable prospects                                        ...
Behavior-based SegmentsIdentify targets who act similar to people who shop with you            People who searched        ...
Attribute-based SegmentsIdentify targets who are similar to people who shop with you62 million consumers with strong    7....
Client File SegmentsIdentify your own customers or prospects            People who searched                    for X      ...
Popular Segments                      High Disposable                                                     Health Care  Mom...
Target Discover demographic attributes of high  value consumers Uncover key seasonality for your high value  customers’ ...
Engage Engage your target consumer with  messaging, content and offers that will  resonate best to increase lifetime valu...
Convert Increase revenues by identifying opportunities  and strategies to drive customer activation Lower acquisition co...
Why Do Marketers Choose AudienceView?No other marketing service can provide this level of targeting far beyond standarddem...
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Experian Hitwise AudienceView

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AudienceView provides online access to flexible, timely, visual insights of highly defined consumer segments or advertising audiences.

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Transcript of "Experian Hitwise AudienceView"

  1. 1. Experian HitwiseAudienceView for Retail Holiday PlanningMarch 2012© 2012 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein may be the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian Information Solutions, Inc. Experian Confidential.
  2. 2. Agenda What AudienceView is How AudienceView is used How AudienceView identifies segments The benefits of using AudienceView Why marketers choose AudienceView © 2012 Experian Information Solutions, Inc. All rights reserved. Experian Confidential. 2
  3. 3. Hitwise AudienceView is… Hitwise AudienceView is a consumer targeting product that has a highly customizable user interface, allowing you to easily visualize key online behavioral metrics on your most valuable segment and identify changes over time. © 2012 Experian Information Solutions, Inc. All rights reserved. Experian Confidential. 3
  4. 4. Grow revenue by focusing marketing efforts on your most profitable customer segments Hitwise AudienceView enables you to: ► Target and profile segments that present the best opportunity for growth now and in the future ► Engage consumers with compelling messaging, media mix and timing ► Convert more visitors having attracted more qualified audience © 2012 Experian Information Solutions, Inc. All rights reserved. Experian Confidential. 4
  5. 5. The Power of AudienceView An online toy store needs to maximize its revenue during the holiday season. They know that they attract a different type of shopper during theholiday season than they do the rest of the year. They want to find a way to target, engage and convert more of these Holiday Toy Shoppers. © 2012 Experian Information Solutions, Inc. All rights reserved. Experian Confidential. 5
  6. 6. Target the Right AudienceUnderstand the people you are trying to reach Comparing those who shop for toys only during the holiday season to those who shop for toys year-round, Bob’s Toys finds that their Holiday Toy Shoppers are less likely to be in the age group of parents and more likely to be in the age group of grandparents and aunts/uncles. © 2012 Experian Information Solutions, Inc. All rights reserved. Experian Confidential. 6
  7. 7. Engage them at the Right MomentIdentify the time when your products are important to them Starting the week after Black Friday and ending the week before Christmas, toy shopping makes up a higher percentage of Holiday Toy Shoppers’ online behavior compared to that of Regular Toy Shoppers © 2012 Experian Information Solutions, Inc. All rights reserved. Experian Confidential. 7
  8. 8. Engage them Through the Most Effective ChannelsFind places where they spend time onlineHoliday Toy Shoppers are more likely to:• Use Search Engines • Use Rewards and Directories sites• Shop at Department Stores • Visit Business & Finance sites © 2012 Experian Information Solutions, Inc. All rights reserved. Experian Confidential. 8
  9. 9. Engage them Through the Most Effective SitesFind sites that are likely to reach them © 2012 Experian Information Solutions, Inc. All rights reserved. Experian Confidential. 9
  10. 10. Engage them with the Right Message Understand their unique needs and demandsSegment Holiday Toy Shopper Segment Regular Toy ShopperRow Labels Sum of Difference Row Labels Sum of Differencefor 0.71% lego 2.00%toysrus 0.50% barbie 1.88%controlremotekids 0.49% 0.47% 0.41% lobby the leapfrog 0.66% 0.53% 0.49%  Parents know the toysvtech 0.26% michaels 0.49% that their children wantboys 0.26% hobby 0.48%sale 0.26% coupon 0.40% and search for thosebestlionel 0.25% 0.25% city step 0.34% 0.31% specific items.carsridedoll 0.24% 0.23% 0.23% fabrics art build 0.30% 0.29% 0.29%  Holiday Toy Shoppersgifts 0.23% leappad 0.29% are more likely to lookprint 0.22% party 0.27%year 0.22% trading 0.27% for broad categories ofkittystores 0.21% 0.21% oriental hot 0.24% 0.24% toys and advice.pieces 0.21% baby 0.24%dolls 0.19% scale 0.23%bits 0.19% dress 0.23%puzzles 0.19% bear 0.21%pages 0.19% my 0.20%kits 0.19% crafts 0.19%free 0.18% figure 0.18%snow 0.18% girl 0.18%olds 0.17% online 0.17% © 2012 Experian Information Solutions, Inc. All rights reserved. Experian Confidential. 10
  11. 11. Convert More of your Target AudienceDrive visits from your most valuable prospects To maximize holiday revenue from non- parents, Bob’s Toys should: • Run campaigns targeted at non- parent toy buyers from the week after Christmas to the week before Christmas • Use messaging that positions them against Department Stores • Participate with Comparison Shopping Engines, particularly Yahoo! Shopping, Bizrate and BuyCheapr • Provide help choosing toys with “best” lists, reviews, and “toys for gender age” advice. © 2012 Experian Information Solutions, Inc. All rights reserved. Experian Confidential. 11
  12. 12. Behavior-based SegmentsIdentify targets who act similar to people who shop with you People who searched for X Your target segment People who People who visited purchased on Category Y Site Z © 2012 Experian Information Solutions, Inc. All rights reserved. Experian Confidential. 12
  13. 13. Attribute-based SegmentsIdentify targets who are similar to people who shop with you62 million consumers with strong 7.9 million international travelers 5.1 million young consumersgreen behaviors between 18-20 years old 8 million golfers72,500 weekly new 18.8 million gardenershomeowners 14.4 million do-it-yourselfers 21 million charitable70 million Households donorsw/ children present 17 million weight-39.9 million blue-collar conscious consumersworking adults Experian’s ConsumerView 10.3 million low-priced16.7 million Irish adults woman’s apparel 235 million consumers transactions999,200 teachers / 113 million householdseducators 27 million retirees32 million email addresses 5.5 million graduate students58.8 million homeowners 26.4 million households with income 360,000 average new34 million consumer that do not parents each month between $75,000 and $99,999think or behave green 40 million consumers with little or no credit © 2012 Experian Information Solutions, Inc. All rights reserved. Experian Confidential. 13
  14. 14. Client File SegmentsIdentify your own customers or prospects People who searched for X Your Segment of Hitwise Customer or your Sample Prospect file customers or prospects People who People who visited purchased on Category Y Site Z © 2012 Experian Information Solutions, Inc. All rights reserved. Experian Confidential. 14
  15. 15. Popular Segments High Disposable Health Care Moms Income Professionals Hispanics Early Adopters © 2012 Experian Information Solutions, Inc. All rights reserved. Experian Confidential. 15
  16. 16. Target Discover demographic attributes of high value consumers Uncover key seasonality for your high value customers’ demand for your products Enrich understanding of high value consumers’ interests, activities and lifestyles Investigate differences in shopping patterns of high value consumers Follow changing needs and demands of high value consumers Identify & address emerging competitive threats © 2012 Experian Information Solutions, Inc. All rights reserved. Experian Confidential. 16
  17. 17. Engage Engage your target consumer with messaging, content and offers that will resonate best to increase lifetime value Align online and offline marketing spend based on behaviors of your target segment Maximize return on media spend by finding opportunities across channels, whether through direct placements or managing network campaigns Identify ways to improve the customer experience on your site Provide value to the customer by anticipating their needs. © 2012 Experian Information Solutions, Inc. All rights reserved. Experian Confidential. 17
  18. 18. Convert Increase revenues by identifying opportunities and strategies to drive customer activation Lower acquisition costs by attracting more high-value consumers and consumers who exhibit purchasing behavior. Improve conversion rates by merchandising products that high-value consumers care about. Measure success of reaching your target consumer © 2012 Experian Information Solutions, Inc. All rights reserved. Experian Confidential. 18
  19. 19. Why Do Marketers Choose AudienceView?No other marketing service can provide this level of targeting far beyond standarddemographics. ► Only Experian Hitwise has the data depth to identify and accurately report on very specific high-value customer segments. ► Only Experian Hitwise can build segments leveraging ConsumerView, “the most well regarded compiled consumer file on the market today”.* ► AudienceView provides easy, customizable access to this vast set of near real-time (and two-years’ historical) data to enable both strategic planning and tactical actions. * Forrester Research, Inc. © 2012 Experian Information Solutions, Inc. All rights reserved. Experian Confidential. 19

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