LSS'09 Hitwise Goes Postal

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Hitwise goes postal!

© 2009 Experian Limited. All rights reserved. 2

Postal Area Segmentation


Spatial initiatives for a more targeted strategy!

“Active Consumer” Engagement – reduce spend & increase market share

Postal Area Benchmarking – Understand regional strengths and weaknesses for business development and spatial marketing initiatives

Pre and post Campaign Analysis – DM, Local radio, TV regions or advertising with regional websites

Local content development – Increase market share, reduce PPC on local search, understand local product or service requirements to enhance


Active Consumer Engagement



Active Consumer Engagement!

Locate “Hotspots” of “active consumers” by postal area

Benchmark your websites postal area penetration against these consumer “Hotspots” to evaluate your propensity to engage “active consumers”

Identify “Hotspots” where you are underperforming

Identify digital media preferences of “active consumers” in these “hotspots” to create highly effective geo targeted media plans

Hotspot: Area of dominant activity

Active Consumers: Users that performed a search or a visit related to your industry , product or service


Example: Consumers searching for “Cruise Holidays”

Active Consumer Map


Identifying areas where you over or under indexon traffic for your products or services…






Postal Area Benchmarking



Postal Area Benchmarking!Use data as sales collateral to show dominance.


Top News and Media sites by postal area


Manchester Evening News Online penetration vs. regional distribution

• Attract advertisers from “further afield” to your online website.

• Geography of usage shows a wider “online” sphere of influence.

• Helps to inform a potential “online” charging strategy.

Penetration of Hits

!( jl_1

ArgosWork

johnlewiscom

Very Low

Low

Average

High

Very High

Hitwise Data


Target areas where you under perform!How will your landscape change due to competitive action?


Pre and post Campaign Analysis



Example: Campaign to create greater awareness of a “Social Service Website” in Oxford (OX), Nottingham (NG) & Gloucester (GL). Media: Television

Area: Central TV region.


Post Campaign Analysishttp://publish.neozone.com/wp/8864748c7cdc89e813d36af006281be4/

http://publish.neozone.com/wp/8864748c7cdc89e813d36af006281be4/


Local content development



Let the users in each Postal Area tell you what they are after through their search queries

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.

New Services - Discover the services that consumers in a postal area regularly engage with to maximise cross sell opportunities.

Content Development – what information and news are they after?

Business partnerships – Which potential partners have the strongest affinity with consumers in the Postal area you are aiming to develop.

Media Planning - Discover which digital media properties they prefer to engage with by observing the media websites they search for most.


Postal areaBehavioural profiles

Visits to key online categories: index vs. online population Type A1Entertainment 88Shopping and Classifieds 63Social Networking and Forums 75Business and Finance 113Search Engines 100News and Media 163Travel 138Education 113Lifestyle 100Email Services 138Sports 88Banks and Financial Institutions 75Automotive 50Government 100Music 75Maps 138Health and Medical 113House and Garden 75Movies 113Fashion 100Blogs and Personal Websites 151Property 188Employment and Training 113Food and Beverage 176Insurance 50Stocks and Shares 226Childrens sites 50Gambling 50

HARROGATE


Visits to key online categories: index vs. online population Type G30Entertainment 94Shopping and Classifieds 113Social Networking and Forums 91Business and Finance 110Search Engines 99News and Media 101Travel 122Education 95Lifestyle 99Email Services 85Sports 115Banks and Financial Institutions 114Automotive 128Government 99Music 95Maps 103Health and Medical 112House and Garden 117Movies 91Fashion 136Blogs and Personal Websites 83Property 127Employment and Training 112Food and Beverage 105Insurance 124Stocks and Shares 101Childrens sites 154Gambling 85

Milton Keynes

Postal areaBehavioural profiles


Search Term Liverpool Index89 nhs jobs 0.04% 174 93 jobcentreplus 0.04% 185 108 jobcentre 0.03% 240 119 job centre 0.03% 97 134 job centre plus 0.03% 115 291 jobs 0.01% 103 306 jobcentre plus 0.01% 116 348 jobs in liverpool 0.01% 9,455 589 liverpool jobs 0.01% 8,527 634 job center plus 0.01% 172 783 fish4jobs 0.01% 199 848 jobs liverpool 0.01% 10,599 1012 total jobs 0.00% 112 1029 jobsite 0.00% 93 1071 jobs merseyside 0.00% 7,593 1079 sefton council jobs 0.00% 5,815 1134 guardian jobs 0.00% 115 1193 radio city jobs 0.00% 5,766 1346 fish 4 jobs 0.00% 220 1529 liverpool city council jobs 0.00% 11,050 1647 job center 0.00% 66 1778 liverpool echo jobs 0.00% 6,640 1852 nhs jobsite 0.00% 8,992 2007 cwjobs 0.00% 719 2024 jobs north west 0.00% 1,643

Job searches

Top 25 job searches Excl Liverpool & branded terms

Search Term Liverpool Index89 nhs jobs 0.04% 174 291 jobs 0.01% 103 2024 jobs north west 0.00% 1,643 2381 jobs northwest 0.00% 1,361 2862 job search 0.00% 68 3017 job 0.00% 104 3110 tesco jobs 0.00% 117 3649 environment job 0.00% 1,222 3935 asda jobs 0.00% 160 4432 boots jobs 0.00% 241 5318 retail jobs 0.00% 175 5724 graduate jobs 0.00% 135 5971 mi5 jobs 0.00% 1,021 6317 job vacancies 0.00% 165 6563 shipping jobs 0.00% 5,745 6619 civil service jobs 0.00% 233 6785 virgin media jobs 0.00% 603 6943 motor industry jobs 0.00% 7,884 7107 bdj jobs 0.00% 434 7141 national museum jobs 0.00% 2,862 7631 debenhams jobs 0.00% 486 8612 lancashire council jobs 0.00% 1,854 8719 jobs abroad 0.00% 111 8883 community dance jobs 0.00% 9,807 8902 jobs.nhs 0.00% 683


Thank you

Anton Grutzmacher

Director of Custom Data Products UK

[email protected]

020 7378 3621

© Experian Limited 2009. All rights reserved.