The document discusses understanding online audiences by analyzing search data. It provides examples of segmenting audiences into groups like family travelers and luxury travelers based on their search behaviors. Specific interests, locations, and life stages of each group are examined using search data from Hitwise and demographic data from Mosaic. The document emphasizes that search data reveals much about what people are actually thinking and allows for highly targeted marketing to different groups.

1. Understanding Audiences
The People Behind the
Searches
James Murray, Digital Insight Manager
©2013 Experian Limited. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Limited.
Other products and company names mentioned 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 prior written permission of Experian Limited.
Experian Public.

2. Image source: http://trueslant.com/michaelshermer/2010/06/09/everybody-lies-why/ 2

3. Cognitive dissonance – we lie to make ourselves
look good
©2013 Experian Limited. All rights reserved.
Experian Public. 3

4. If the Internet was an hour...
Source: Experian Hitwise data October 2012
©2013 Experian Limited. All rights reserved.
Experian Public. 4

5. The search bar doesn’t judge you
©2013 Experian Limited. All rights reserved.
Experian Public. 5

6. Question
How many UK Internet
visits went to search
engines in December?
A B C D
1.4
14 2.2
22 2.7
27 3.5
35
billion billion billion billion
Source: Experian Hitwise data December 2012
©2013 Experian Limited. All rights reserved.
Experian Public. 6

7. How to searches
©2013 Experian Limited. All rights reserved. Source: Experian Hitwise data 12 weeks ending 12 January2013. Wordcloud created in Tagxedo. 7
Experian Public.

8. If you can’t trust people, you can trust data
“In God we Trust...
...All others bring data”
g
Dr. W. Edwards Deming
©2013 Experian Limited. All rights reserved.
Experian Public. 8

9. Why trust Experian?
We know About Across
500 things 49 million 24 million
people households
Source: Experian Marketing Services 2012
©2013 Experian Limited. All rights reserved.
Experian Public. 9

10. Hitwise helps companies understand online
consumer behavior
25
million internet users
CUSTOMER
HITWISE
ACCOUNT
MANAGER
1+
million online businesses
©2013 Experian Limited. All rights reserved.
Experian Public. 10

11. Question
What was the most
searched for gift this
Christmas?
Ch i t ?
©2013 Experian Limited. All rights reserved.
Experian Public. 11

12. Onesies!
©2013 Experian Limited. All rights reserved.
Experian Public. Image Source: http://www.independent.co.uk/voices/iv-drip/onesies-voted-worst-fashion-trend-of-2012-8381694.html 12

13. Key gifts this Christmas
Proportion of searches over Christmas
25%
21%
%
8%
©2013 Experian Limited. All rights reserved. Source: Experian Hitwise data based on top 10,000 search terms driving traffic to Shopping and
13
Experian Public. Classified websites for 4 weeks ending 29 December

14. How do people search for Onesies online?
Most popular animal onesies
5% 12%
12% of Onesie searches
included the word ‘men’ or
‘mens’ more than twice as
many searches which
included the word ‘womens’
or ‘ladies’
©2013 Experian Limited. All rights reserved. Source: Experian Hitwise data 12 weeks ending 8 December 2012. Wordcloud created in Tagxedo. 14
Experian Public.

15. Experian’s Mosaic is a segmentation and
classification tool based on lifestyles
©2013 Experian Limited. All rights reserved.
Experian Public. 15

16. Demographic data and multi-channel segmentation
Introducing Experian’s segmentation solution
©2013 Experian Limited. All rights reserved.
Experian Public. 16

17. Example audiences we could create
People travelling to
Social shoppers
New York
People living near
Early adopters
your stores
First time mothers Healthy eaters
People with 3 or more London commuters
cars
Recent retirees Basket abandoners
©2013 Experian Limited. All rights reserved. NB: Audiences modelled on anonymised consumer data from Experian Hitwise and MOSAIC 17
Experian Public.

18. Family Travellers & Luxury Travellers
Defining unique segments
Family Travellers Luxury Travellers
Online behavioural based Online behavioural based
segment defined by people segment defined by people
searching for family holidays searching for luxury holidays
or making a visit to a family or making a visit to a luxury
g y
travel website such as: travel website such as:
• Disneyland Paris
y • Secret Escapes
p
• Butlins • Voyage Prive
• Away with the Kids • Hayes & Jarvis
• Budget Family Breaks
g y • Kuoni Travel
• Tots Too • Abercrombie & Kent
©2013 Experian Limited. All rights reserved.
Experian Public. 18

19. Where do Luxury travellers want to fly to?
Expensive city breaks and Middle East resorts
Luxury travellers are much
less likely to search for
cheap flights than the Luxury travellers are more
average consumer. likely to search for flights to
city break destinations like
Barcelona (10% more likely
than the UK average) and
Rome (25%)
©2013 Experian Limited. All rights reserved. Source: Experian Hitwise data for 12 weeks ending 28 July 2012
Experian Public. 19

20. Where do Family Travellers want to fly to?
Spanish destinations and the lure of Mickey Mouse
With the attraction of
Disney World family
travellers are 20% more
likely than the average
y g
consumer to search for
flights to Florida.
Family travellers are
principally interested in
resorts in Spain.
Malaga (+17%) and
Tenerife (+14%) are firm
favourites.
©2013 Experian Limited. All rights reserved. Source: Experian Hitwise data for 12 weeks ending 28 July 2012
Experian Public. 20

21. Where in the UK are Family and Luxury Travellers?
Luxury travellers skew towards London and the South
Family Travellers Luxury Travellers
©2013 Experian Limited. All rights reserved. Source: Experian Hitwise data for 12 weeks ending 28 July 2012. Maps drawn using Tableau.
Experian Public. 21

22. Digging deeper into geo-targeting specific travellers
Chelsea and Kensington are key areas for Luxury travellers
Family Travellers
Although there is still quite a large volume
of Family Travellers in London compared to
the online population family travellers are
less likely to come from London.
Luxury Travellers
Luxury Travellers o the o e hand a e
u u y a e e s on e other a d are
very London centric particularly in South
West London in Chelsea and Kensington.
©2013 Experian Limited. All rights reserved. Source: Experian Hitwise data for 12 weeks ending 28 July 2012. Maps drawn using Tableau.
Experian Public. 22

23. Which channels work best for audience targeting?
Family travellers respond better to search and social than Luxury
travellers
Luxury travellers are 12%
more likely than Family
travellers t click th
t ll to li k through
h
Family travellers are more from an email
engaged on social media
©2013 Experian Limited. All rights reserved. Source: Experian Hitwise data for 12 weeks ending 28 July 2012. 23
Experian Public.

24. What do family travellers watch on TV?
What are people going to “Like” on Facebook?
TV Shows searched for Facebook advertising can become a lot
More more targeted and achieve hi h CTR if
d d hi higher
Likely Dr Who you know what your audience likes.
Big Brother Coupled with demographics and lifestyle
data an ideal target for family travel ads
Emmerdale would be 35-45 males, living in North West
England who “Like” Emmerdale.
Biggest Loser
Pointless
The Only Way is Essex
Coronation Street
Deal or No Deal
Primeval
Hollyoaks
Less
Likely
This Morning
Data source: Experian Hitwise for 12 weeks ending 28 July 2012. TV shows are ranked by Index how likely family travellers
©2013 Experian Limited. All rights reserved. are to search for the show compared to the UK population average.
Experian Public. 24

25. Mosaic Demographics for Luxury and Family Travel
Understanding your audience both online and offline
Professional Rewards are 17% more likely than the UK average Suburban Mindsets are 12% more likely than the UK average
to be luxury travellers and account for 11% of this group. to be family travellers and account for 14% of this group.
B05 Mid-Career
Climbers
©2013 Experian Limited. All rights reserved. Source: Experian Hitwise data for 12 weeks ending 28 July 2012. 25
Experian Public.

26. What do Mid-Career Climbers look like?
Benchmark your chosen group on over 500 data points
©2013 Experian Limited. All rights reserved.
Experian Public. 26

27. Finding out more about Mid-Career Climbers
Cost conscious, broadsheet reading, theatre lovers
Nearly 3% of visits to Groupon UK
come from Mid-Career Climbers. This
demographic are 23% more likely
than the average consumer to use
Groupon.
Mid-Career Climbers are also active
on LinkedIn, like the National Theatre
,
and read The Times online.
©2013 Experian Limited. All rights reserved.
Experian Public.
Source: Experian Hitwise data for 4 weeks ending 18 August 2012. 27

28. Bringing it back to seasonality
When do Mid-Career Climbers think about travel?
February is the time when this
g p
group are most active on
travel websites.
Visits to travel from this group
start to increase in mid-June
indicating more organised
travellers than the UK average.
Source: Experian Hitwise weekly data August 2011 - 2012
©2013 Experian Limited. All rights reserved.
Experian Public. 28

29. Key Takeaways
Everybody Lies
y y Search data reveals an
incredible amount of information
…just get used to that
about what consumers are
actually thinking
y g
Customers are becoming a lot By understanding the
people behind the searches you
more demanding they can start to be a lot smarter
expect a seamless target and
about how you
experience no matter how they
p y
interact with your brand interact with them
©2013 Experian Limited. All rights reserved.
Experian Public. 29

30. Check out our websites
http://www.hitwise.com/uk
http://www.cheetahmail.co.uk
Or email me directly:
james.murray@experian.com
And Twitter:
@Hitwise_UK
@ExperianMtg
©2012
©2013 Experian Limited. All rights reserved.
Experian Public. 30