Auckland, New Zealand- 15 October, 2009- Experian Hitwise, the leading global online competitive intelligence service, today announced the launch of New Zealand’s first online traffic segmentation tool, Hitwise Lifestyle.
Hitwise Lifestyle reveals the demographics, attitudes and behavioural characteristics of visitors to more than 40,000 different websites and over 165 industries. This provides local businesses with greater insight into their customers and prospects as well as profiling visitors to competitor websites. Businesses are able to use this knowledge to maximise the effectiveness of customer facing marketing and communication strategies.
“As the economy begins to strengthen businesses need to ensure they work hard to deliver relevant and timely messages to their audiences. After months of spending cuts, businesses need to be visible to consumers as the economic outlook brightens,” said Michael Walmsley, General Manager Experian Hitwise. “New Zealand businesses must gain insight into customers and targets online so they can respond to consumer demand through targeted marketing campaigns”.
The Lifestyle tool combines Experian Hitwise’s established online competitive intelligence service with Mosaic, an Experian geo-demographic classification methodology distributed in Australia and New Zealand by Pacific Micromarketing.
Mosaic classifies New Zealand Internet users into 11 household-level Groups and 42 Types, from Urban Intelligence to Grey Power. Combined with Experian Hitwise’s online data analysis, an organisation can identify websites that attract the highest concentration of its brand’s most desirable customers. It also provides businesses with the ability to further segment their own website’s visitors by numerous characteristics including age, attitudes and shopping preferences. This can save valuable marketing spend through more relevant online and offline marketing campaigns.
“Being from a small economy in the global marketplace, New Zealand businesses are highly innovative beyond their means,” said Walmsley. “Hitwise Lifestyle offers local businesses the opportunity to use sophisticated customer intelligence tools to enable more targeted communications that will help them regain market position as signs of economic recovery begin to emerge”.
New Zealand organisations can search the Hitwise database to find websites frequented by a specific Group, or even by the characteristics that make up a Lifestyle segment. Hitwise Lifestyle enables businesses to compare audience profiles between two different websites, a website and industry, or even two time periods to understand shifts in audience profiles post campaign.
Experian Hitwise has operated in New Zealand for more than seven years and this latest launch demonstrates its commitment to the local market. To satisfy the demands associated with recent growth in New Zealand, Experian Hitwise has increased the team responsible for delivering the services and support to local customers.
For more information contact:
Nicola Truman
n2n Communications
Tel: (02) 9213 2323
Email: ntruman@n2n.com.au
Cathy Fleetwood
n2n Communications
Tel: (02) 9213 2312
Email: cfleetwood@n2n.com.au
About Experian Hitwise
Experian Hitwise is the leading online competitive intelligence service. Experian Hitwise gives marketers a competitive advantage by providing daily insights on how 25 million Internet users around the world interact with more than 1 million websites. This external view helps companies grow and protect their businesses by identifying threats and opportunities as they develop. Experian Hitwise has more than 1,500 clients across numerous sectors, including financial services, media, travel and retail.
Experian Hitwise (FTS:EXPN), www.experianplc.com, operates in the United States, the United Kingdom, Australia, New Zealand, Hong Kong, Singapore, Canada and Brazil. More information about Experian Hitwise is available at www.hitwise.co.nz.
For up-to-date analysis of online trends, please visit the Hitwise Research Blog at www.ilovedata.com and Hitwise Data Centre at www.hitwise.com/nz/resources/data-centre.
About Experian
Experian is the leading global information services company, providing data and analytical tools to clients in more than 65 countries. The company helps businesses to manage credit risk, prevent fraud, target marketing offers and automate decision making. Experian also helps individuals to check their report and credit score, and protect against identity theft.
Experian plc is listed on the London Stock Exchange (EXPN) and is a constituent of the FTSE 100 index. Total revenue for the year ended 31 March 2009 was $3.9 billion. Experian employs approximately 15,000 people in 40 countries and has its corporate headquarters in Dublin, Ireland, with operational headquarters in Nottingham, UK; Costa Mesa, California; and São Paulo, Brazil.
For more information, visit http://www.experianplc.com.