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Shopzilla Case Study


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Leading retailer defines customer segments

The Challenge

Shopzilla, a leading comparison shopping website wanted to find out the exact profile of visitors to their website, including their demographics, behavioral characteristics, attitudes, beliefs, media consumption and shopping preferences.

The Solution

Growing a consumer-facing business requires an intimate understanding of your consumers. Shopzilla uses Hitwise Lifestyle data to improve their understanding of visitors and apply that insight to their advertising and media plans.

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Shopzilla Case Study

  1. 1. Shopzilla (, a leading comparison shopping website, uses Hitwise to segmentits website visitors to learn more about online customers. This information allows Shopzilla toThe Challenge Hitwise at work:demographics, behavioral characteristics, attitudes, beliefs, media consumptionand shopping preferences.The Solution Competitive Insights forGrowing a consumer-facing business requires an intimate understanding of your Customer Segmentationconsumers. Shopzilla uses Hitwise Lifestyle data to improve its understanding of and Pro lingits visitors and applies that insight to its advertising and media plans. Industry“We relied on both internal and external tools to gain an understanding of our Comparison Shopping (retail)customer base (visits per month, percentage of repeat visits, brand awarenesssaid Susan Brandt. We know our customers skewed female, are aged 25-54 yearswith a household income of more than $60K – but we had no behavioral orattitudinal data on our users.” “Hitwise is a crucial tool for pro ling oursegments that represented their website visitors. “These Lifestyle segmentsallowed us to create four distinct personas, which, as a group, we labeled as visitors and allowing us to target our advertisingaudience including their demographics, family life, attitudes and behaviors.” and messaging to them,For example, one key persona they called the ‘acquirer’ can be described as afamily or couple, aged 35-64 years, wealthy or upscale, living in small-towns. They directly.”are early adopters and taste-makers who live in comfort. The other 3 personas Susan Brandt, VP Marketingdeepened our understanding of their needs and wants and how they use our Communications,website,” said Susan Brandt. Having this information allowed us to re-design our Shopzillasite and target our media and messaging to be more relevant and compelling tothem.”The Bene tsSince using Hitwise, Shopzilla has educated its internal staff on thecharacteristics of its audience in order to be more “focused on our customers,improve our site and enhance our loyalty and repeat usage metrics,” proclaimedBrandt.About Experian HitwiseExperian Hitwise is the leading online competitive intelligence service. Experian Hitwise gives marketers acompetitive advantage by providing daily insights on how 25 million Internet users around the world interactwith more than 1 million websites. This external view helps companies grow and protect their businesses byidentifying threats and opportunities as they develop. Experian Hitwise has more than 1,500 clients acrossnumerous sectors, including nancial services, media, travel and retail.Experian Hitwise (FTS:EXPN),, operates in the United States, the United Kingdom,Australia, New Zealand, Hong Kong, Singapore, Canada and Brazil. More information about ExperianHitwise is available at ©2009 Hitwise Pty. Ltd. All of the trademarksFor up-to-date analysis of online trends, please visit the Hitwise Research Blog at and and logo are the property of their respectiveHitwise Data Center at owners. All rights reserved.