Uk search conference understanding audiences jan 2013 v2

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  • 1. Understanding AudiencesThe People Behind theSearchesJames Murray, Digital Insight Manager2013 Experian Limited. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Limited. Other products and company names mentioned may be the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without prior written permission of Experian Limited. Experian Public.

2. Image source: http://trueslant.com/michaelshermer/2010/06/09/everybody-lies-why/ 2 3. Cognitive dissonance we lie to make ourselves look good2013 Experian Limited. All rights reserved. Experian Public.3 4. If the Internet was an hour...Source: Experian Hitwise data October 20122013 Experian Limited. All rights reserved. Experian Public.4 5. The search bar doesnt judge you2013 Experian Limited. All rights reserved. Experian Public. 5 6. Question How many UK Internetvisits went to search engines in December?AB CD1.414 2.2 222.7 273.5 35billionbillion billion billionSource: Experian Hitwise data December 20122013 Experian Limited. All rights reserved. Experian Public. 6 7. How to searches2013 Experian Limited. All rights reserved. Source: Experian Hitwise data 12 weeks ending 12 January2013. Wordcloud created in Tagxedo. 7 Experian Public. 8. If you cant trust people, you can trust data In God we Trust......All others bring datagDr. W. Edwards Deming2013 Experian Limited. All rights reserved. Experian Public. 8 9. Why trust Experian?We knowAboutAcross500 things 49 million 24 million people householdsSource: Experian Marketing Services 20122013 Experian Limited. All rights reserved. Experian Public.9 10. Hitwise helps companies understand online consumer behavior 25 million internet users CUSTOMER HITWISEACCOUNTMANAGER 1+ million online businesses2013 Experian Limited. All rights reserved. Experian Public.10 11. Question What was the mostsearched for gift thisChristmas?Ch i t ?2013 Experian Limited. All rights reserved. Experian Public.11 12. Onesies!2013 Experian Limited. All rights reserved. Experian Public.Image Source: http://www.independent.co.uk/voices/iv-drip/onesies-voted-worst-fashion-trend-of-2012-8381694.html 12 13. Key gifts this Christmas Proportion of searches over Christmas 25%21%%8%2013 Experian Limited. All rights reserved. Source: Experian Hitwise data based on top 10,000 search terms driving traffic to Shopping and 13 Experian Public.Classified websites for 4 weeks ending 29 December 14. How do people search for Onesies online? Most popular animal onesies 5% 12% 12% of Onesie searchesincluded the word men ormens more than twice asmany searches which included the word womensor ladies2013 Experian Limited. All rights reserved. Source: Experian Hitwise data 12 weeks ending 8 December 2012. Wordcloud created in Tagxedo. 14 Experian Public. 15. Experians Mosaic is a segmentation and classification tool based on lifestyles2013 Experian Limited. All rights reserved. Experian Public.15 16. Demographic data and multi-channel segmentation Introducing Experians segmentation solution2013 Experian Limited. All rights reserved. Experian Public.16 17. Example audiences we could create People travelling toSocial shoppers New York People living nearEarly adopters your stores First time mothers Healthy eaters People with 3 or more London commuterscars Recent retirees Basket abandoners2013 Experian Limited. All rights reserved.NB: Audiences modelled on anonymised consumer data from Experian Hitwise and MOSAIC 17 Experian Public. 18. Family Travellers & Luxury Travellers Defining unique segmentsFamily TravellersLuxury TravellersOnline behavioural basedOnline behavioural basedsegment defined by people segment defined by peoplesearching for family holidays searching for luxury holidaysor making a visit to a family or making a visit to a luxury gytravel website such as: travel website such as: Disneyland Paris y Secret Escapesp Butlins Voyage Prive Away with the Kids Hayes & Jarvis Budget Family Breaks gy Kuoni Travel Tots Too Abercrombie & Kent2013 Experian Limited. All rights reserved. Experian Public. 18 19. Where do Luxury travellers want to fly to? Expensive city breaks and Middle East resortsLuxury travellers are muchless likely to search for cheap flights than theLuxury travellers are moreaverage consumer. likely to search for flights to city break destinations likeBarcelona (10% more likely than the UK average) and Rome (25%)2013 Experian Limited. All rights reserved.Source: Experian Hitwise data for 12 weeks ending 28 July 2012 Experian Public.19 20. Where do Family Travellers want to fly to? Spanish destinations and the lure of Mickey MouseWith the attraction ofDisney World family travellers are 20% morelikely than the averagey gconsumer to search forflights to Florida. Family travellers areprincipally interested inresorts in Spain.Malaga (+17%) andTenerife (+14%) are firm favourites.2013 Experian Limited. All rights reserved.Source: Experian Hitwise data for 12 weeks ending 28 July 2012 Experian Public.20 21. Where in the UK are Family and Luxury Travellers? Luxury travellers skew towards London and the SouthFamily Travellers Luxury Travellers2013 Experian Limited. All rights reserved.Source: Experian Hitwise data for 12 weeks ending 28 July 2012. Maps drawn using Tableau. Experian Public. 21 22. Digging deeper into geo-targeting specific travellers Chelsea and Kensington are key areas for Luxury travellersFamily TravellersAlthough there is still quite a large volume of Family Travellers in London compared tothe online population family travellers are less likely to come from London.Luxury TravellersLuxury Travellers o the o e hand a e u u y a e e s on e other a d arevery London centric particularly in SouthWest London in Chelsea and Kensington.2013 Experian Limited. All rights reserved.Source: Experian Hitwise data for 12 weeks ending 28 July 2012. Maps drawn using Tableau. Experian Public. 22 23. Which channels work best for audience targeting? Family travellers respond better to search and social than Luxury travellersLuxury travellers are 12%more likely than Familytravellers t click thtllto li k through h Family travellers are more from an email engaged on social media2013 Experian Limited. All rights reserved. Source: Experian Hitwise data for 12 weeks ending 28 July 2012. 23 Experian Public. 24. What do family travellers watch on TV? What are people going to Like on Facebook?TV Shows searched forFacebook advertising can become a lotMore more targeted and achieve hi h CTR if d d hihigherLikely DrWhoyou know what your audience likes. BigBrother Coupled with demographics and lifestyle data an ideal target for family travel ads Emmerdalewould be 35-45 males, living in North West England who Like Emmerdale. BiggestLoser Pointless TheOnlyWayisEssex CoronationStreet DealorNoDeal Primeval HollyoaksLessLikely ThisMorning Data source: Experian Hitwise for 12 weeks ending 28 July 2012. TV shows are ranked by Index how likely family travellers2013 Experian Limited. All rights reserved. are to search for the show compared to the UK population average. Experian Public.24 25. Mosaic Demographics for Luxury and Family Travel Understanding your audience both online and offlineProfessional Rewards are 17% more likely than the UK averageSuburban Mindsets are 12% more likely than the UK average to be luxury travellers and account for 11% of this group. to be family travellers and account for 14% of this group. B05 Mid-CareerClimbers2013 Experian Limited. All rights reserved. Source: Experian Hitwise data for 12 weeks ending 28 July 2012. 25 Experian Public. 26. What do Mid-Career Climbers look like? Benchmark your chosen group on over 500 data points2013 Experian Limited. All rights reserved. Experian Public.26 27. Finding out more about Mid-Career Climbers Cost conscious, broadsheet reading, theatre lovers Nearly 3% of visits to Groupon UKcome from Mid-Career Climbers. Thisdemographic are 23% more likely than the average consumer to use Groupon.Mid-Career Climbers are also active on LinkedIn, like the National Theatre,and read The Times online.2013 Experian Limited. All rights reserved. Experian Public. Source: Experian Hitwise data for 4 weeks ending 18 August 2012. 27 28. Bringing it back to seasonality When do Mid-Career Climbers think about travel?February is the time when thisg pgroup are most active ontravel websites.Visits to travel from this group start to increase in mid-Juneindicating more organised travellers than the UK average. Source: Experian Hitwise weekly data August 2011 - 20122013 Experian Limited. All rights reserved. Experian Public.28 29. Key TakeawaysEverybody Liesy ySearch data reveals an incredible amount of information just get used to thatabout what consumers are actually thinkingygCustomers are becoming a lot By understandingthe people behind the searches you moredemanding theycan start to be a lot smarterexpect a seamless target andabout how youexperience no matter how theypyinteract with your brand interact with them2013 Experian Limited. All rights reserved. Experian Public.29 30. Check out our websites http://www.hitwise.com/uk http://www.cheetahmail.co.ukOr email me directly: james.murray@experian.comAnd Twitter: @Hitwise_UK @ExperianMtg20122013 Experian Limited. All rights reserved. Experian Public. 30