LSS'09 Hitwise Goes Postal


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

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LSS'09 Hitwise Goes Postal

  1. Hitwise goes postal!
  2. Postal Area Segmentation
  3. Spatial initiatives for a more targeted strategy! <ul><li>“ Active Consumer” Engagement – reduce spend & increase market share </li></ul><ul><li>Postal Area Benchmarking – Understand regional strengths and weaknesses for business development and spatial marketing initiatives </li></ul><ul><li>Pre and post Campaign Analysis – DM, Local radio, TV regions or advertising with regional websites </li></ul><ul><li>Local content development – Increase market share, reduce PPC on local search, understand local product or service requirements to enhance </li></ul>
  4. Active Consumer Engagement Hitwise goes postal!
  5. Active Consumer Engagement! <ul><li>Locate “Hotspots” of “active consumers” by postal area </li></ul><ul><li>B enchmark your websites postal area penetration against these consumer “Hotspots” to evaluate your propensity to engage “active consumers” </li></ul><ul><li>Identify “Hotspots” where you are underperforming </li></ul><ul><li>Identify digital media preferences of “active consumers” in these “hotspots” to create highly effective geo targeted media plans </li></ul><ul><li>Hotspot: Area of dominant activity </li></ul><ul><li>Active Consumers : Users that performed a search or a visit related to your industry , product or service </li></ul>
  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 <ul><li>Attract advertisers from “further afield” to your online website. </li></ul><ul><li>Geography of usage shows a wider “online” sphere of influence . </li></ul><ul><li>Helps to inform a potential “online” charging strategy. </li></ul>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). <ul><li>Media: Television </li></ul><ul><li>Area: Central TV region. </li></ul>
  17. Post Campaign Analysis
  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 <ul><li>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. </li></ul><ul><li>New Services - Discover the services that consumers in a postal area regularly engage with to maximise cross sell opportunities. </li></ul><ul><li>Content Development – what information and news are they after? </li></ul><ul><li>Business partnerships – Which potential partners have the strongest affinity with consumers in the Postal area you are aiming to develop. </li></ul><ul><li>Media Planning - Discover which digital media properties they prefer to engage with by observing the media websites they search for most. </li></ul>
  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.