The overall audience for this eCommerce site, has behaviors from Experian in Health & Fitness and News&Finance. They are relatively new to their home 0-3 years (40%) or have lived in the home over 14 years (26%). There are multiple incomes currently popping; as more people visit the site a trend should start to form.
Multi-Product Site Measurement Audience
Another interesting finding: 77% of all views to the our eCommerce site visitors are Pet Enthusiasts This audience lists their occupation as Retired 49% of the time for their household True Audience Insight that Maps to What We Sell
Reached a strong, high income level with a healthy discretionary spend of $31-$33k
The audience is females ranging from 36-45 years
The responding audience tends to rent their home and have stably lived in their current residences for 4-6 years. They are married, supporting that this audience is primarily household heads with small families.
The site audience is stable married couples without children and while the highest popping data points for income were on the high side, over 55% of all site visitors only had an income of $29k-$83k
SITE PERFORMANCE |LEADING HOUSEHOLD CLEANING BRAND
TOTAL SITE VIEWS: 1,149 CATEGORY SITE AUDIENCE (views) Age Demographics 36-45 years 34% Gender Female 70% Living in Residence 4-6 years 31% Discretionary Spend (IXI data) $31-$33k 12% Income (IXI Data) $77-$83k; $118-$133k 7%; 7% Marital Status Married 82% Behavioral: In Market Education 46% Behavioral: Transaction History Gifts 64%
The site audience has a high income of $83-$107k with a healthy discretionary spend popping at $47-$61k (19%) but also ranging significantly from $11k up.
They are females within a smaller range of ages from 36-45 years who are in stable married relationships, that 63% of the time have no children.
Viewers of this site rent their home and have most often lived in their current residences over 7 years.
For Experian we some really interesting data from Mosaic with Sophisticated Singles popping with 25%. The other Experian Mosaic data matched what was called out for the overall landing page data in the slide above
The behavior data for Experian also saw the biggest percentage of view for Health and Fitness (67%)
TOTAL SITE VIEWS: 249
SITE PERFORMANCE |LEADING HEALTH & BEAUTY BRAND
CATEGORY SITE AUDIENCE (views) Age Demographics 36-45 years 25% Gender Female 67% Living in Residence 7-10 years 31% Marital Status Married 69% Discretionary Spend (IXI data) $47-$61k 19% Income (IXI Data) $83-$90k; $98-$107k 11%; 11% Home Ownership Renter 53% Behavioral: In Market Education; Dating/Romance; Credit Card 150% Behavioral: Transaction History Gifts 60%
Measurement is NOT something you do once during a campaign.
It must be built into the entire lifecycle to enable adjustments throughout and the strongest performance and return.
Align measurement with business goals.
In our case, Church & Dwight Church & Dwight Co., Inc. manufactures and markets a wide range of personal care, household and specialty products, under the Arm & Hammer brand name and other well-known trademarks.
We are focused on attracting new buyers to our brand and increasing sales
Measurement results that align with target assumptions enable us to tweak campaigns based on discrete data.
Even a slight needle move for a major brand can mean big sales. So campaign optimization is very important.
The counter-intuitive measurement results are the ones that open markets and point us to huge, unexplored sales opportunities.