Presentation about using digital analytics in conjunction with physical audience data, using birmingham mac as a case study.

1. Analytics and Audience Finder
Rhiannon Davies, The Audience Agency
April Brunt and Fiona Handscomb, mac Birmingham
Digital Change Conference
2nd December 2014

2. Overview
• An introduction to Hitwise
• How the Audience Agency are using Hitwise more
widely within Audience Finder
• mac case study: using Hitwise to compare digital
and physical audiences and evolve mac’s website

3. Introduction to Hitwise

4. An introduction to Hitwise
• Hitwise is an analytics tool developed by Experian
• Hitwise collects data based on the top level domain
of a website
• It allows organisations to explore a number of
analytics about their website

5. An introduction to Hitwise
• At a basic level, Audience Finder participants see:
geographic location and Mosaic profiles of visitors,
upstream and downstream traffic
• Organisations are able to compare data with peer
organisations (more on that later)

6. Wider uses of Hitwise with
Audience Finder

7. Hitwise and Audience Finder
• Historical benchmarking of the four metrics
• Comparators for both Audience Finder clusters and
Hitwise defined industries
• Customised ranking within cluster reports
• Similar online audiences

8. Hitwise and Audience Finder
• Social media traffic
• Hitwise search analysis
• Paid vs organic clicks to website
• Mobile vs desktop visits to website

9. Future plans
• Audience Spectrum profiling of visitors
• Tagging individual visitors

10. mac case study

11. Upstream traffic
Website Clicks (%)
Google UK 26.10
Twitter 2.46
www.whatsonlive.co.uk 1.99
Google 1.77
eBay 1.74
Yahoo! Search UK & Ireland 1.73
Week ending 22 November 2014
Source: ExperianHitwise UK

12. Downstream traffic
Website Clicks (%)
Google UK 6.88
Visit Birmingham 2.17
Facebook 2.07
Gmail 1.86
Birmingham Museum and Art Gallery 1.77
Birmingham Hippodrome Theatre 1.77
Week ending 22 November 2014
Source: ExperianHitwise UK

13. Postal areas
Visits
Share (%)
Bookers
12-13 (%)
B – Birmingham 63.84 85.51
DY – Dudley 3.77 2.44
CV – Coventry 3.76 2.18
WS – Walsall 2.86 1.93
GL – Gloucester 2.57 0.24
WR - Worcester 2.23 0.79
4 rolling weeks ending 22 November 2014
Source: ExperianHitwise UK

14. Mosaic group
Website
users (%)
Bookers
2012-13 (%)
Liberal opinions 16.76 23.75
Suburban mindsets 13.90 14.34
Terraced melting pot 13.01 8.88
Professional rewards 10.71 8.23
Alpha territory 8.95 10.73
63.33 65.93
4 rolling weeks ending 22 November 2014
Source: ExperianHitwise UK

15. Cluster comparison
4 rolling weeks ending 22 November 2014
Source: ExperianHitwise UK
Cluster
websites (%)
mac
website (%)
mac bookers
2012-13(%)
B - Professional Rewards 15.26 10.71 8.23
F - Suburban Mindsets 14.93 13.90 14.34
D - Small Town Diversity 8.93 4.30 3.69
G - Careers and Kids 8.92 5.04 2.93
M - Industrial Heritage 8.30 5.01 5.73
O - Liberal Opinions 7.86 16.76 23.75

16. Thank you
rhiannon.davies@theaudienceagency.org