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LSS'09 Hitwise Goes Postal

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Presentation: Hitwise Goes Postal -Anton Grutzmacher, Director of Custom Data Products UK

Presentation: Hitwise Goes Postal -Anton Grutzmacher, Director of Custom Data Products UK

Published in: Business, News & Politics

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Transcript

  • 1. Hitwise goes postal!
  • 2. Postal Area Segmentation
  • 3. Spatial initiatives for a more targeted strategy!
    • “ Active Consumer” Engagement – reduce spend & increase market share
    • Postal Area Benchmarking – Understand regional strengths and weaknesses for business development and spatial marketing initiatives
    • Pre and post Campaign Analysis – DM, Local radio, TV regions or advertising with regional websites
    • Local content development – Increase market share, reduce PPC on local search, understand local product or service requirements to enhance
  • 4. Active Consumer Engagement Hitwise goes postal!
  • 5. Active Consumer Engagement!
    • Locate “Hotspots” of “active consumers” by postal area
    • B enchmark your websites postal area penetration against these consumer “Hotspots” to evaluate your propensity to engage “active consumers”
    • Identify “Hotspots” where you are underperforming
    • Identify digital media preferences of “active consumers” in these “hotspots” to create highly effective geo targeted media plans
    • Hotspot: Area of dominant activity
    • Active Consumers : Users that performed a search or a visit related to your industry , product or service
  • 6. Example: Consumers searching for “Cruise Holidays” Active Consumer Map
  • 7. Identifying areas where you over or under index on traffic for your products or services…
  • 8. Identifying areas where you over or under index on traffic for your products or services…
  • 9. Identifying areas where you over or under index on traffic for your products or services…
  • 10. Postal Area Benchmarking Hitwise goes postal!
  • 11. Postal Area Benchmarking! Use data as sales collateral to show dominance.
  • 12. Top News and Media sites by postal area
  • 13. Manchester Evening News Online penetration vs. regional distribution
    • Attract advertisers from “further afield” to your online website.
    • Geography of usage shows a wider “online” sphere of influence .
    • Helps to inform a potential “online” charging strategy.
    Penetration of Hits Hitwise Data
  • 14. Target areas where you under perform! How will your landscape change due to competitive action?
  • 15. Pre and post Campaign Analysis Hitwise goes postal!
  • 16. Example: Campaign to create greater awareness of a “Social Service Website” in Oxford (OX), Nottingham (NG) & Gloucester (GL).
    • Media: Television
    • Area: Central TV region.
  • 17. Post Campaign Analysis http://publish.neozone.com/wp/8864748c7cdc89e813d36af006281be4/
  • 18. Local content development Hitwise goes postal!
  • 19. Let the users in each Postal Area tell you what they are after through their search queries
    • Range extension - Discover other products and brands consumers in a particular Postal Area engage with to maximise revenue from the audience you attract in that area.
    • New Services - Discover the services that consumers in a postal area regularly engage with to maximise cross sell opportunities.
    • Content Development – what information and news are they after?
    • Business partnerships – Which potential partners have the strongest affinity with consumers in the Postal area you are aiming to develop.
    • Media Planning - Discover which digital media properties they prefer to engage with by observing the media websites they search for most.
  • 20. Postal area Behavioural profiles HARROGATE
  • 21. Postal area Behavioural profiles Milton Keynes
  • 22. Job searches Top 25 job searches Excl Liverpool & branded terms
  • 23. Thank you Anton Grutzmacher Director of Custom Data Products UK [email_address] 020 7378 3621
  • 24. © Experian Limited 2009. All rights reserved.