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    Use Data to Win New Business Presentation Use Data to Win New Business Presentation Presentation Transcript

    • Use Data to Win New Business Pitches© 2011 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 Public.
    • Introduction to HitwiseWho we are and what we do. Hitwise provides online behavioral analysis on the world’s largest sample of internet users, allowing us to report on our client’s most important customer segments. Our team of experts helps our clients identify their top customers, understand the important insights, and derive actionable outcomes. Our client’s range from small shops to the nation’s biggest corporations. © 2009 Experian Information Solutions, Inc. All rights reserved. 2011 Experian Public. 3 3
    • Introduction to AdGooroo AdGooroo monitors virtually all advertising activity on 10 search engines, 6 ad networks, and 50 countries We provide insight into competitors’ keywords, landing pages, campaign strategies, ad spend, creative, and many other tactical data points Over 4,100 users including ~65% of large digital agencies © 2009 Experian Information Solutions, Inc. All rights reserved. 2011 Experian Public. 4 4
    • NORWEGIAN CRUISE LINES © 2009 Experian Information Solutions, Inc. All rights reserved. 2011 Experian Public. 5 5
    • 0.00% 0.01% 0.02% 0.03% 0.04% 0.05% 0.06% 0.07% 0.08% 0.09% 3/1/2008 4/1/2008 Jan. - May 5/1/2008 6/1/2008 7/1/2008 8/1/2008 9/1/2008 10/1/2008 11/1/2008 12/1/2008 1/1/2009 2/1/2009 3/1/2009 4/1/2009 2011 Jan. - May 5/1/2009 6/1/2009 7/1/2009 8/1/20096 9/1/2009 Cruise Industry Traffic Trends Experian Public. 10/1/2009 11/1/2009 12/1/2009 1/1/2010 © 2009 Experian Information Solutions, Inc. All rights reserved. 2/1/2010 3/1/2010 4/1/2010 Jan. - May 5/1/2010 6/1/2010 7/1/2010 8/1/2010 9/1/2010 10/1/2010 11/1/2010 12/1/2010 1/1/2011 2/1/2011 January – May is the peak season for visits to cruise sites. 6 3/1/2011 Jan. - May
    • Year-over-year Changes in Traffic2011 is shaping up to be better than 2010 Cruise Category - Share of all visits 0.09% 0.08% 0.07% 0.06% 0.05% 2009 0.04% 2010 2011 0.03% 0.02% 0.01% 0.00% J J J J J J J J J J J J J J J FFFFFFFFFFFFFFMMMMMMMMMMMMMMMMAAAAAAAAAAAAAAAMMMMMMMMMMMMMM © 2009 Experian Information Solutions, Inc. All rights reserved. 2011 Experian Public. 7 7
    • Industry Paid Search Spend and CPCAs peak season began, spend went up and CPC went down. Paid Search Spend - "Travel - Cruises" Google US $12,000,000 $4.50 $4.00 $10,000,000 $3.50 $8,000,000 $3.00 $2.50 $6,000,000 $2.00 $4,000,000 $1.50 $1.00 $2,000,000 $0.50 $- $- 1/1/2010 4/1/2010 7/1/2010 10/1/2010 1/1/2011 TotalSpend CPC © 2009 Experian Information Solutions, Inc. All rights reserved. 2011 Experian Public. 8 8
    • Visits to Cruise Line WebsitesIn March, NCL lost its 3rd place spot to Princess Cruises. Overall Visits2500000 Princess overtook NCL20000001500000 www.carnival.com www.royalcaribbean.com1000000 www.princess.com www.ncl.com www.hollandamerica.com 500000 0 © 2009 Experian Information Solutions, Inc. All rights reserved. 2011 Experian Public. 9 9
    • Key Traffic Drivers for Cruise Line WebsitesNCL’s lead over Princess in Search traffic is shrinking. Traffic from Search Engines 0.02% 0.02% 0.01% www.carnival.com 0.01% www.royalcaribbean.com 0.01% www.ncl.com 0.01% 0.01% www.princess.com 0.00% www.hollandamerica.co m 0.00% 0.00% 1/1/2011 2/1/2011 © 2009 Experian Information Solutions, Inc. All rights reserved. 2011 3/1/2011 10 Experian Public. 10
    • Advertiser Spend ComparisonNCL gets a better return on paid search than does Princess. Advertiser Budget, Impressions, Paid Clicks 12,000,000 10,000,000 royalcaribbean.com carnival.com 8,000,000 Impressions ncl.com 6,000,000 princess.com hollandamerica.com 4,000,000 2,000,000 - - 100,000 200,000 300,000 400,000 500,000 600,000 700,000 Clicks © 2009 Experian Information Solutions, Inc. All rights reserved. 2011 Experian Public. 11 11
    • Paid Search Management EfficiencyNCL ranks well, but with poor coverage. 90% 80% royalcaribbean.com 70% carnival.com 60% Coverage princess.com ncl.com hollandamerica.com 50% 40% 30% 20%6.0 5.0 4.0 3.0 2.0 1.0 0.0 Average Position in Search Results © 2009 Experian Information Solutions, Inc. All rights reserved. 2011 Experian Public. 12 12
    • Paid/Organic Search Breakout Princess attracts more organic search than does NCL. NCL.com Search Traffic Princess.com Search Traffic0.01% 0.01%0.01% 0.01%0.01% 0.01%0.01% 0.01%0.00% 0.00% Organic Clicks0.00% 0.00% Paid Clicks0.00% 0.00%0.00% 0.00%0.00% 0.00% 1/1/20110.00% 2/1/2011 3/1/2011 1/1/2011 0.00% 2/1/2011 3/1/2011 © 2009 Experian Information Solutions, Inc. All rights reserved. 2011 Experian Public. 13 13
    • NCL’s Keyword Spend and Performance1,009 terms – decent keyword varietyKeyword Clicks Impressions Spend CTRnorwegian cruise line 9,215 284,269 $ 24,087 3.2%ncl 19,756 197,888 $ 18,764 10.0% Spendnorweigian cruise line 4,554 140,505 $ 17,053 3.2%norwegian cruise 10,011 187,181 $ 16,786 5.3%norwegian cruises 8,442 172,489 $ 15,385 4.9%norwegian 15,188 231,232 $ 15,212 6.6%cruise line 4,085 117,355 $ 15,140 3.5%norwegian cruise lines 4,591 142,268 $ 13,023 3.2% Brandcaribean cruise 1,534 89,796 $ 12,956 1.7% 37%cruise lines 3,743 79,455 $ 12,409 4.7%cruiselines 4,524 80,558 $ 11,999 5.6%cruiseline 5,598 79,193 $ 11,981 7.1% Non-Brand 63%norweigan cruise lines 4,470 137,911 $ 11,048 3.2%norweigan cruise line 4,389 135,397 $ 9,918 3.2%cruise caribbean 1,456 92,860 $ 8,348 1.6%cruises caribbean 1,358 52,169 $ 7,867 2.6%caribean cruises 1,261 51,460 $ 6,944 2.5%caribbean cruise 1,280 119,833 $ 6,930 1.1%vacation hawaii 2,126 71,636 $ 6,447 3.0% © 2009 Experian Information Solutions, Inc. All rights reserved. 2011 Experian Public. 14 14
    • NCL’s Landing PagesLanding pages focus on destinations, ships, and themes. 6341 Landing Page URLs Generic (Alaska, Europe, Epic rotator) AARPPromo mexican Riviera Cruises AlaskaCruises New Orleans Caribbean BahamasCruises New York Cruises CanadaNewEnglandCruises Nickelodeon Cruise CaribbeanCruises Panama Canal Cruise Europe Cruises Seattle Alaska Epic Air Promo Transatlantic Hawaii Cruises Wave11 Promo © 2009 Experian Information Solutions, Inc. All rights reserved. 2011 Experian Public. 15 15
    • Princess.com’s Landing PagesPrincess has fewer landing pages, narrower focus.Princess.com979 Landing Page URLs Alaska South America Homepage Mediterranean Couples Cruises © 2009 Experian Information Solutions, Inc. All rights reserved. 2011 Experian Public. 16 16
    • Search Variations of the Term “Cruise”NCL is missing the boat on over 20,000 terms. Over 20,000 cruise- related terms that people searched for in the last 3 months © 2009 Experian Information Solutions, Inc. All rights reserved. 2011 Experian Public. 17 17
    • DemographicsNCL’s visitors skew female, 45 +, with income $30K-$100K © 2009 Experian Information Solutions, Inc. All rights reserved. 2011 Experian Public. 18 18
    • Sites Visited by NCL’s Core DemographicGambling sites attract women 45+ with income $30K-$100K © 2009 Experian Information Solutions, Inc. All rights reserved. 2011 Experian Public. 19 19
    • Audience Similarity to NCLOnetravel & Booking.com’s audiences are like NCL’s. © 2009 Experian Information Solutions, Inc. All rights reserved. 2011 Experian Public. 20 20
    • H&M © 2009 Experian Information Solutions, Inc. All rights reserved. 2011 Experian Public. 21 21
    • 0.00% 0.40% 0.60% 0.80% 1.00% 1.20% 0.20% 3/8/2008 4/8/2008 5/8/2008 6/8/2008 7/8/2008 8/8/2008 9/8/2008 10/8/2008 11/8/2008 12/8/2008 1/8/2009 Sept. – Dec. 2/8/2009 3/8/2009 4/8/2009 2011 5/8/2009 6/8/2009 7/8/2009 8/8/200922 9/8/2009 Experian Public. 10/8/2009 Apparel Industry Traffic Trends 11/8/2009 12/8/2009 1/8/2010 Sept. – Dec. © 2009 Experian Information Solutions, Inc. All rights reserved. 2/8/2010 3/8/2010 4/8/2010 5/8/2010 6/8/2010 7/8/2010 8/8/2010 9/8/2010 10/8/2010 Holiday season is the peak for visits to apparel sites. 11/8/2010 12/8/2010 1/8/2011 Sept. – Dec. 2/8/2011 3/8/2011 22
    • Year-over-year Changes in Traffic2011 is shaping up to be better than 2010 Apparel Category – Share of All Visits0.012 0.010.0080.006 2008 2009 20100.004 20110.002 0 © 2009 Experian Information Solutions, Inc. All rights reserved. 2011 Experian Public. 23 23
    • Industry Paid Search Spend and CPCSpend peaks through holidays, then drops into January Paid Search Spend - "Shopping and Classifieds - Apparel and Accessories" Google US$45,000,000 $1.80$40,000,000 $1.60$35,000,000 $1.40$30,000,000 $1.20$25,000,000 $1.00$20,000,000 $0.80$15,000,000 $0.60$10,000,000 $0.40 $5,000,000 $0.20 $- $- 1/1/2010 4/1/2010 7/1/2010 10/1/2010 1/1/2011 TotalSpend CPC © 2009 Experian Information Solutions, Inc. All rights reserved. 2011 Experian Public. 24 24
    • Visits to Apparel WebsitesVisits to H&M have been very low – no e-commerce. Overall Visits350000030000002500000 www.forever21.com2000000 www.wetseal.com www.urbanoutfitters.com1500000 www.bebe.com www.hm.com1000000 www.zara.com 500000 0 10/16/2010 11/16/2010 12/16/2010 1/16/2011 2/16/2011 3/16/2011 © 2009 Experian Information Solutions, Inc. All rights reserved. 2011 Experian Public. 25 25
    • Traffic from Paid SearchH&M has just started to engage in paid search. Traffic from Paid Search7.00%6.00%5.00%4.00% www.forever21.com www.bebe.com3.00% www.wetseal.com www.urbanoutfitters.com2.00% www.hm.com1.00% www.zara.com0.00% © 2009 Experian Information Solutions, Inc. All rights reserved. 2011 Experian Public. 26 26
    • Advertiser Spend ComparisonH&M is far behind competitors in spend, impressions & clicks. Advertiser Budget, Impressions, Clicks 25,000,000 20,000,000 15,000,000 Impressions 10,000,000 5,000,000 hm.com oldnavy.com express.com gap.com - - 50,000 100,000 150,000 200,000 250,000 300,000 350,000 400,000 450,000 500,000 Clicks © 2009 Experian Information Solutions, Inc. All rights reserved. 2011 Experian Public. 27 27
    • H&M’s Keyword Spend and PerformanceH&M’s bought traffic from a large number of non-brand terms. H&M paid for traffic on 4334 terms Keyword Clicks Impressions Spend CTR hm 4,368 91,273 $ 3,265 4.8% h& m 4,557 77,382 $ 1,318 5.9% Spend h &m 4,490 82,460 $ 991 5.4% h and m 4,983 103,319 $ 977 4.8% jackets 830 29,584 $ 794 2.8% Brand blazer 388 24,270 $ 486 1.6% 16% blazers 308 21,146 $ 483 1.5% tops 349 28,435 $ 428 1.2% sweaters 282 20,293 $ 414 1.4% handm 2,552 48,889 $ 394 5.2% jacket 381 25,752 $ 393 1.5% Non-Brand 84% ami clubwear 103 6,108 $ 378 1.7% skirts 325 22,811 $ 376 1.4% dresses women 109 4,668 $ 376 2.3% shirt 253 25,513 $ 358 1.0% blue dress 94 7,980 $ 355 1.2% ami club wear 99 6,020 $ 345 1.6% dresses for girls 88 10,191 $ 336 0.9% © 2009 Experian Information Solutions, Inc. All rights reserved. 2011 Experian Public. 28 28
    • H&M’s Landing Page“Choose region” © 2009 Experian Information Solutions, Inc. All rights reserved. 2011 Experian Public. 29 29
    • Key Traffic Drivers for H&M’s Competitive SetFashion sites can be good ad partners. © 2009 Experian Information Solutions, Inc. All rights reserved. 2011 Experian Public. 30 30
    • Lifestyle Segments of H&M VisitorsAffluent and aspiring segments visit H&M. Visitors Mosaic Groups25.00%20.00%15.00%10.00% 5.00% 0.00% H&M Competitors H&M © 2009 Experian Information Solutions, Inc. All rights reserved. 2011 Experian Public. 31 31
    • Identifying the Behavior of Specific SegmentsFind sites that H&M’s best customers visit. Purchased in the past 12 months: BELT HEAVY WEIGHT/SKI TYPE JACKET ATHLETIC SHOES BLAZER OR JACKET (SUIT TYPE) LEATHER JACKET SKIRT BOOTS (EXCLUDING WORK BOOTS) OTHER SHOES SLACKS/PANTS (NOT JEANS) DRESS OVERCOAT/JACKET SUIT FUR JACKET OR COAT (REAL) PURSE/HANDBAG SUNGLASSES (NON-PRESCRIPTION) FUR JACKET OR COAT (SYNTHETIC/FAKE) RAINCOAT OR ALL-WEATHER COAT SWEATER GLOVES SCARF SWIMSUIT © 2009 Experian Information Solutions, Inc. All rights reserved. 2011 Experian Public. 32 32
    • Anita Gandhi Rich StokesSr. Director, Custom Data & Analytics CEO, AdGooroo212-380-2902 312-205-4260Anita.Gandhi@Hitwise.com rich@adgooroo.comwww.hitwise.com www.adgooroo.com Twitter: @AdGooroo © 2009 Experian Information Solutions, Inc. All rights reserved. Experian Public.