Download 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
● Nielsen/NetRatings, comScore,
Quantcast*
HITWISE
● 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