Understanding Audiences The People Behind the Searches
James Murray, Digital Insight Manager
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2Image source: http://trueslant.com/michaelshermer/2010/06/09/everybody-lies-why/
Cognitive dissonance – we lie to make ourselves look goodlook good
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If the Internet was an hour...
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Source: Experian Hitwise data October 2012
The search bar doesn’t judge you
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Question
How many UK InternetHow many UK Internet visits went to searchvisits went to search
engines in December?engines in December?
CA B C D1 4 2 2 3 52 71.4
billion2.2
billion3.5
billion2.7
billion
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Source: Experian Hitwise data December 2012
How to searches
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Source: Experian Hitwise data 12 weeks ending 12 January2013. Wordcloud created in Tagxedo.
If you can’t trust people, you can trust data
“In God we Trust...
...All others bring data”8©2013 Experian Limited. All rights reserved.
Experian Public.
gDr. W. Edwards Deming
Why trust Experian?
We know
500 thingsAbout
49 million people
Across
24 million householdspeople households
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Source: Experian Marketing Services 2012
Hitwise helps companies understand online consumer behaviorconsumer behavior
25 1+million internet users25
million online businesses1+
CUSTOMERHITWISE
ACCOUNT MANAGER
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Question
What was the most searched for gift this
Ch i t ?Christmas?
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Onesies!
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Key gifts this Christmas
Proportion of searches over Christmas
25%25%
21%%
8%13©2013 Experian Limited. All rights reserved.
Experian Public.Source: Experian Hitwise data based on top 10,000 search terms driving traffic to Shopping and Classified websites for 4 weeks ending 29 December
How do people search for Onesies online?
Most popular animal onesiesMost popular animal onesies
5% 12%
12% of Onesie searches12% of Onesie searches included the word ‘men’ or ‘mens’ more than twice as
many searches which included the word ‘womens’
or ‘ladies’
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Source: Experian Hitwise data 12 weeks ending 8 December 2012. Wordcloud created in Tagxedo.
Experian’s Mosaic is a segmentation and classification tool based on lifestylesclassification tool based on lifestyles
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Demographic data and multi-channel segmentationIntroducing Experian’s segmentation solution
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Example audiences we could create
People travelling toPeople travelling to New York Social shoppers
People living near your stores Early adopters
First time mothers Healthy eaters
People with 3 or more cars
London commuterscars
Recent retirees Basket abandoners
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Recent retirees Basket abandoners
NB: Audiences modelled on anonymised consumer data from Experian Hitwise and MOSAIC
Family Travellers & Luxury TravellersDefining unique segments
Luxury TravellersFamily Travellers Luxury TravellersFamily Travellers
Online behavioural based Online behavioural basedsegment defined by people searching for family holidays or making a visit to a family
Online behavioural based segment defined by people searching for luxury holidays or making a visit to a luxury
travel website such as: g y
travel website such as:
• Disneyland Paris • Secret Escapesy• Butlins• Away with the Kids• Budget Family Breaks
p• Voyage Prive• Hayes & Jarvis• Kuoni Travelg y
• Tots Too • Abercrombie & Kent
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Where do Luxury travellers want to fly to?Expensive city breaks and Middle East resortsExpensive city breaks and Middle East resorts
Luxury travellers are more likely to search for flights to city break destinations like Barcelona (10% more likely
Luxury travellers are much less likely to search for cheap flights than the average consumer.
Barcelona (10% more likely than the UK average) and
Rome (25%)
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Source: Experian Hitwise data for 12 weeks ending 28 July 2012
Where do Family Travellers want to fly to?Spanish destinations and the lure of Mickey Mouse
With the attraction of Disney World family
travellers are 20% more likely than the average y gconsumer to search for
flights to Florida.
Family travellers are principally interested in
resorts in Spain. Malaga (+17%) and
Tenerife (+14%) are firmTenerife (+14%) are firm favourites.
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Source: Experian Hitwise data for 12 weeks ending 28 July 2012
Where in the UK are Family and Luxury Travellers?Luxury travellers skew towards London and the South
Family Travellers Luxury Travellers
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Source: Experian Hitwise data for 12 weeks ending 28 July 2012. Maps drawn using Tableau.
Digging deeper into geo-targeting specific travellersChelsea and Kensington are key areas for Luxury travellers
Family TravellersAlthough there is still quite a large volumeAlthough there is still quite a large volume
of Family Travellers in London compared to the online population family travellers are
less likely to come from London.
Luxury Travellers
Luxury Travellers on the other hand are u u y a e e s o e o e a d a every London centric particularly in South
West London in Chelsea and Kensington.
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Source: Experian Hitwise data for 12 weeks ending 28 July 2012. Maps drawn using Tableau.
Which channels work best for audience targeting?Family travellers respond better to search and social than Luxury travellers
Luxury travellers are 12% more likely than Family
t ll t li k th hFamily travellers are more engaged on social media
travellers to click through from an email
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Source: Experian Hitwise data for 12 weeks ending 28 July 2012.
What do family travellers watch on TV?What are people going to “Like” on Facebook?
TV Shows searched for Facebook advertising can become a lot d d hi hi h CTR ifDr Who
Big Brother
Emmerdale
More Likely
more targeted and achieve higher CTR if you know what your audience likes.
Coupled with demographics and lifestyle data an ideal target for family travel ads Emmerdale
Biggest Loser
Pointless
would be 35-45 males, living in North West England who “Like” Emmerdale.
The Only Way is Essex
Coronation Street
Deal or No Deal
Primeval
HollyoaksHollyoaks
This MorningLess Likely
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Data source: Experian Hitwise for 12 weeks ending 28 July 2012. TV shows are ranked by Index how likely family travellers are to search for the show compared to the UK population average.
Mosaic Demographics for Luxury and Family TravelUnderstanding your audience both online and offline
Suburban Mindsets are 12% more likely than the UK average to be family travellers and account for 14% of this group.
Professional Rewards are 17% more likely than the UK average to be luxury travellers and account for 11% of this group.
B05 Mid-Career Climbers
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Source: Experian Hitwise data for 12 weeks ending 28 July 2012.
What do Mid-Career Climbers look like?Benchmark your chosen group on over 500 data points
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Finding out more about Mid-Career ClimbersCost conscious, broadsheet reading, theatre lovers
Nearly 3% of visits to Groupon UK come from Mid-Career Climbers. This
demographic are 23% more likelydemographic 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.
27©2013 Experian Limited. All rights reserved.Experian Public. Source: Experian Hitwise data for 4 weeks ending 18 August 2012.
Bringing it back to seasonalityWhen do Mid-Career Climbers think about travel?
February is the time when this group are most active on g p
travel websites.
Visits to travel from this group start to increase in mid-June
indicating more organised travellers than the UK average.
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Source: Experian Hitwise weekly data August 2011 - 2012
Key Takeaways
Everybody LiesEverybody Lies SearchSearch data reveals an data reveals an incredible amount of informationincredible amount of information
y yy y…just get used to that…just get used to that incredible amount of information incredible amount of information
about what consumers are about what consumers are
actually thinking actually thinking y gy g
By By understandingunderstanding the the people behind the searches you people behind the searches you
can start to be a lot smartercan start to be a lot smarter
Customers are becoming a lot Customers are becoming a lot
moremore demandingdemanding theythey can start to be a lot smarter can start to be a lot smarter
about how you about how you targettarget and and
interactinteract
more more demandingdemanding they they
expect a expect a seamless seamless experience no matter how they experience no matter how they
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interactinteract with them with them p yp y
interact with your brandinteract with your brand
Check out our websitesCheck out our websites
http://www.hitwise.com/ukhttp://www.cheetahmail.co.uk
Or email me directly:Or email me directly:
[email protected]@experian.com
And Twitter:And Twitter:
@@Hitwise_UKHitwise_UK@@ExperianMtgExperianMtg
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