Anton Grutzmacher from Experian Hitwise at the IPA's "Being creative with data" workshop and seminar on Wednesday 25th November.

1. Experian Hitwise - Digital Solutions

2. Bringing traditional audience segmentation and digital behaviour together for an advanced approach to analysing and engaging your client’s most lucrative audience. Experian Hitwise - Digital Solutions

3. How we do it? ISP

4. Which brands did Corporate Chieftains engage with most last month and do they use Twitter? Which Mosaic groups are trying to quit smoking and why should you care what they read online? Experian Hitwise - Digital Solutions

5. Which brands did Corporate Chieftains engage with most last month and do they use Twitter? Experian Hitwise - Digital Solutions

6. Corporate Chieftains are 13% less likely to use Twitter than the general online public Corporate Chieftains are 34% more likely to search for “blackberry” than the general online public and 5% more likely to search for “iphone” The general online public perform 36% more searches for “iphone” than they do for “Blackberry”, but Corporate chieftains only perform 8% more searches for “iphone” than “blackberry”. Corporate Chieftains include very wealthy people, many of whom are senior business managers, living in large detached houses in outer metropolitan suburbs

8. Which Mosaic Groups are trying to quit smoking and why should you care what they read online? Experian Hitwise - Digital Solutions

9. Municipal Dependency were 55% more likely to try and quit smoking in February, but they have shown the sharpest decline in visits to the NHS Smokefree website.

10. Symbols of Success, although the least likely to smoke, have shown the greatest increase in visits to NHS Smokefree

11. Blue Collar Enterprise started off the year well, but they are now more likely to visit tobacconist than any other group

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