Transcript Slide 1
The Online Measurement Landscape IAB Leadership Forum November 29, 2007 Agenda • Who We Are • Measurement Landscape • How Clients Use Hitwise • Hitwise Case Study Who We Are • Online Competitive Intelligence Service • Monitor the largest worldwide sample of Internet users • Report on the most online businesses • Provide daily delivery of information to drive better, timelier business decisions • Founded in 1997 with operations in the US, UK, Australia, New Zealand, Hong Kong and Singapore • Acquired by Experian in May 2007 • 1,400+ Clients Worldwide A Selection Of Our Clients Some of our 1,400+ clients worldwide include: How We Do It Partnerships with multiple ISPs and Opt-In Panels to cost effectively monitor more people as they visit more online businesses – every day 25 million Internet users (10mm in the US) – the largest sample monitored every day 1 million+ online businesses 170+ industry categories Home, work and education usage Methodology and data audited by PricewaterhouseCoopers Measurement Landscape Media Buying HITWISE ● Nielsen/NetRatings, comScore, Quantcast* ● Sample of 25mm users Web Analytics ● Omniture, Webtrends, Coremetrics ● Panel-based sample ● Information on 1mm sites ● Monitors traffic to client’s own site ● Info on limited # of sites ● Monitors traffic to competitors’ sites ● No comparative data ● Primarily used to buy/sell ads (ad currency) ● Monthly reporting ● Used for customer acquisition programs such as search and affiliate marketing ● Real-time reporting ● Helps clients identify the effects of marketing initiatives vs. market conditions √ Hitwise adds breadth, depth and timeliness ● Daily, weekly, monthly reporting √ Hitwise adds context and perspective How Hitwise Is Used Our clients are the first to gain customer and competitor insights to maximize the return on their online investment in the following areas: • Benchmark Against Competitors • Customer Acquisition Programs: • Search Marketing • Affiliate Programs • Advertising and Promotion • Content Development and Programming • Sales and Business Development How Competitive Intelligence Helps Marketers • Understand market landscape • Determine what’s working for competitors • Cost-effectively acquire new customers • Research and plan effective Search Marketing campaigns • Drive qualified traffic to increase conversion rates • Create and execute effective marketing strategies • Prove effectiveness of marketing efforts vs. competitors’ initiatives • Increase online sales / market share Bare Necessities Case Study Client: Bare Necessities, an online apparel retailer. Challenge: • To be more competitive in the online retail space by increasing traffic acquisition via search Solution: Utilize Hitwise Search Intelligence™ • Benchmark position within competitive set. • Identify search terms that drive traffic to competitors and industry. • Perform gap analysis against Bare Necessities search term list. • Report on effectiveness of new campaigns. “With our internal reporting, we can measure the ‘actual’ from our marketing channels. Hitwise provides insight into the ‘potential’ from those channels and the tools to help us realize that potential.” Dan Sackrowitz VP Marketing and Business Development Bare Necessities How Do I Stack Up Within My Competitive Set? Which Keywords Work Best For My Competitors? Who Else Gets Traffic From My Keywords? What Terms Am I Missing – Gap Analysis Am I Gaining or Losing Share Within My Industry? Summary: What Measurement tools do Advertisers want? • Detailed, timely information to make better, quicker decisions. • An effective method to analyze both quantity and quality of traffic. • Actionable insights to implement the “why” behind the numbers. What Measurement tools do Publishers want? • A method to report event-based performance clearly and accurately. • An resource that provides more prospects sorted by relevance. • Data presented in a language that resonates with advertisers. Thank You. Chris Maher President [email protected] www.hitwise.com