Experian Hitwise AudienceView

Experian Hitwise
AudienceView for Retail Holiday Planning
March 2012

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Agenda

 What AudienceView is
 How AudienceView is used
 How AudienceView identifies segments
 The benefits of using AudienceView
 Why marketers choose AudienceView

© 2012 Experian Information Solutions, Inc. All rights reserved.
Experian Confidential. 2

Hitwise AudienceView is…

 Hitwise AudienceView is a consumer targeting product that has a highly
customizable user interface, allowing you to easily visualize key online
behavioral metrics on your most valuable segment and identify changes over
time.


Grow revenue by focusing marketing efforts on
your most profitable customer segments

 Hitwise AudienceView enables you to:

► Target and profile segments that present
the best opportunity for growth now and in
the future

► Engage consumers with compelling
messaging, media mix and timing

► Convert more visitors having attracted
more qualified audience


The Power of AudienceView

An online toy store needs to maximize its revenue during the holiday
season. They know that they attract a different type of shopper during the
holiday season than they do the rest of the year. They want to find a way to
target, engage and convert more of these Holiday Toy Shoppers.


Target the Right Audience
Understand the people you are trying to reach

Comparing those who
shop for toys only during
the holiday season to
those who shop for toys
year-round, Bob’s Toys
finds that their Holiday Toy
Shoppers are less likely to
be in the age group of
parents and more likely to
be in the age group of
grandparents and
aunts/uncles.


Engage them at the Right Moment
Identify the time when your products are important to them

Starting the week
after Black Friday and
ending the week
before Christmas, toy
shopping makes up a
higher percentage of
Holiday Toy
Shoppers’ online
behavior compared to
that of Regular Toy
Shoppers


Engage them Through the Most Effective Channels
Find places where they spend time online

Holiday Toy Shoppers are more likely to:
• Use Search Engines • Use Rewards and Directories sites
• Shop at Department Stores • Visit Business & Finance sites


Engage them Through the Most Effective Sites
Find sites that are likely to reach them


Engage them with the Right Message
Understand their unique needs and demands
Segment Holiday Toy Shopper Segment Regular Toy Shopper

Row Labels Sum of Difference Row Labels Sum of Difference
for 0.71% lego 2.00%
toysrus 0.50% barbie 1.88%
control
remote
kids
0.49%
0.47%
0.41%
lobby
the
leapfrog
0.66%
0.53%
0.49%
 Parents know the toys
vtech 0.26% michaels 0.49% that their children want
boys 0.26% hobby 0.48%
sale 0.26% coupon 0.40% and search for those
best
lionel
0.25%
0.25%
city
step
0.34%
0.31%
specific items.
cars
ride
doll
0.24%
0.23%
0.23%
fabrics
art
build
0.30%
0.29%
0.29%
 Holiday Toy Shoppers
gifts 0.23% leappad 0.29% are more likely to look
print 0.22% party 0.27%
year 0.22% trading 0.27% for broad categories of
kitty
stores
0.21%
0.21%
oriental
hot
0.24%
0.24%
toys and advice.
pieces 0.21% baby 0.24%
dolls 0.19% scale 0.23%
bits 0.19% dress 0.23%
puzzles 0.19% bear 0.21%
pages 0.19% my 0.20%
kits 0.19% crafts 0.19%
free 0.18% figure 0.18%
snow 0.18% girl 0.18%
olds 0.17% online 0.17%


Convert More of your Target Audience
Drive visits from your most valuable prospects

To maximize holiday revenue from non-
parents, Bob’s Toys should:
• Run campaigns targeted at non-
parent toy buyers from the week after
Christmas to the week before
Christmas
• Use messaging that positions them
against Department Stores
• Participate with Comparison
Shopping Engines, particularly
Yahoo! Shopping, Bizrate and
BuyCheapr
• Provide help choosing toys with
“best” lists, reviews, and “toys for
gender age” advice.


Behavior-based Segments
Identify targets who act similar to people who shop with you

People who searched
for X Your target
segment

People who People who
visited purchased on
Category Y Site Z


Attribute-based Segments
Identify targets who are similar to people who shop with you
62 million consumers with strong 7.9 million international travelers 5.1 million young consumers
green behaviors between 18-20 years old
8 million golfers
72,500 weekly new 18.8 million gardeners
homeowners 14.4 million do-it-yourselfers
21 million charitable
70 million Households donors
w/ children present
17 million weight-
39.9 million blue-collar conscious consumers
working adults
Experian’s ConsumerView 10.3 million low-priced
16.7 million Irish adults woman’s apparel
235 million consumers transactions
999,200 teachers / 113 million households
educators 27 million retirees

32 million email addresses 5.5 million graduate
students
58.8 million homeowners
26.4 million households with income 360,000 average new
34 million consumer that do not parents each month
between $75,000 and $99,999
think or behave green
40 million consumers with little or
no credit


Client File Segments
Identify your own customers or prospects

People who searched
for X

Your Segment of Hitwise
Customer or your Sample
Prospect file customers or
prospects
People who People who
visited purchased on
Category Y Site Z


Popular Segments

High Disposable Health Care
Moms
Income Professionals

Hispanics Early Adopters

Target

 Discover demographic attributes of high
value consumers
 Uncover key seasonality for your high value
customers’ demand for your products
 Enrich understanding of high value
consumers’ interests, activities and
lifestyles
 Investigate differences in shopping
patterns of high value consumers
 Follow changing needs and demands of
high value consumers
 Identify & address emerging competitive
threats


Engage

 Engage your target consumer with
messaging, content and offers that will
resonate best to increase lifetime value
 Align online and offline marketing spend
based on behaviors of your target segment
 Maximize return on media spend by finding
opportunities across channels, whether
through direct placements or managing
network campaigns
 Identify ways to improve the customer
experience on your site
 Provide value to the customer by
anticipating their needs.


Convert

 Increase revenues by identifying opportunities
and strategies to drive customer activation
 Lower acquisition costs by attracting more
high-value consumers and consumers who
exhibit purchasing behavior.
 Improve conversion rates by merchandising
products that high-value consumers care
about.
 Measure success of reaching your target
consumer


Why Do Marketers Choose AudienceView?

No other marketing service can provide this level of targeting far beyond standard
demographics.

► Only Experian Hitwise has the data depth to identify and accurately report
on very specific high-value customer segments.

► Only Experian Hitwise can build segments leveraging ConsumerView, “the
most well regarded compiled consumer file on the market today”.*

► AudienceView provides easy, customizable access to this vast set of near
real-time (and two-years’ historical) data to enable both strategic planning
and tactical actions.

* Forrester Research, Inc.


Experian Hitwise AudienceView

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