"Being creative with data" 25th November - Experian Hitwise presentation

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Anton Grutzmacher from Experian Hitwise at the IPA's "Being creative with data" workshop and seminar on Wednesday 25th November.

Anton Grutzmacher from Experian Hitwise at the IPA's "Being creative with data" workshop and seminar on Wednesday 25th November.

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Transcript

  • 1. Experian Hitwise - Digital Solutions
  • 2. Bringing traditional audience segmentation and digital behaviour together for an advanced approach to analysing and engaging your client’s most lucrative audience. Experian Hitwise - Digital Solutions
  • 3. How we do it? ISP
  • 4. Which brands did Corporate Chieftains engage with most last month and do they use Twitter? Which Mosaic groups are trying to quit smoking and why should you care what they read online? Experian Hitwise - Digital Solutions
  • 5. Which brands did Corporate Chieftains engage with most last month and do they use Twitter? Experian Hitwise - Digital Solutions
  • 6. Corporate Chieftains are 13% less likely to use Twitter than the general online public Corporate Chieftains are 34% more likely to search for “blackberry” than the general online public and 5% more likely to search for “iphone” The general online public perform 36% more searches for “iphone” than they do for “Blackberry”, but Corporate chieftains only perform 8% more searches for “iphone” than “blackberry”. Corporate Chieftains include very wealthy people, many of whom are senior business managers, living in large detached houses in outer metropolitan suburbs
  • 7. Why do we care what Corporate Chieftains do?
    • In an age of Twitter, Google Wave, Maps and Apps brand owners have a greater requirement than ever before to come up with strategies to effectively engage their existing and future customers
    • Understanding who your client’s target audience is and then identifying the technology or platforms this audience engages, will be vital to formulating an effective strategy
  • 8. Which Mosaic Groups are trying to quit smoking and why should you care what they read online? Experian Hitwise - Digital Solutions
  • 9. Municipal Dependency were 55% more likely to try and quit smoking in February, but they have shown the sharpest decline in visits to the NHS Smokefree website.
  • 10. Symbols of Success, although the least likely to smoke, have shown the greatest increase in visits to NHS Smokefree
  • 11. Blue Collar Enterprise started off the year well, but they are now more likely to visit tobacconist than any other group
  • 12. Conclusions
    • Municipal Dependency : more likely to try and quit as there are more of them smoking, but also the least likely to sustain efforts to quit.
    • Symbols of Success and Urban Intelligence : under index on smoking, but those that do are also most likely to try and quit and sustain their efforts in doing so.
    • Blue Collar Enterprise : started off the year with good intent, although less of them are trying to quit and more of them are starting to buy cigarettes than any other Mosaic Type.
  • 13. Online newspapers that have a high reach and penetration with the targeted audience
    • Municipal Dependency:
    • www.ManchesterEveningNews.co.uk
    • www.Dailystar.co.uk
    • www.chroniclelive.co.uk
    • www.thestar.co.uk
    • www.thenorthernecho.co.uk
  • 14. Why should you care?
    • Government spending is less affected by the current economic climate
    • Many government institutions already use Mosaic Public Sector to understand which members of the UK public they are engaging with most
    • Identifying which members of the public are most at risk could save the government substantial amounts of money in the long term
    • Your agency could be the one to inform and execute the campaigns that make it all possible
  • 15. © Experian Limited 2009. All rights reserved.