Experian Hitwise launches AudienceView SM
New retail audience targeting service helps marketers identify and segment the most sought-after consumers
New York, N.Y., March 15, 2012 — Experian® Hitwise®, the online measurement service from Experian Marketing Services, has announced the launch of AudienceViewSM, a new audience targeting service that provides retailers with a comprehensive view of demographic, psychographic, transactional and behavioral insights on their target consumers or advertising audiences.
Using AudienceView, retailers can track and trend the online behavior of existing and potential consumers to better optimize online media planning and target their messages to reach and retain the most profitable and relevant segments. AudienceView combines anonymous data from the Hitwise online sample of 10 million users in the United States with the offline Experian Marketing Services ConsumerViewSM database, which provides insights from 235 million U.S. consumers and 113 million households, with more than 1,000 different behavioral attributes.
“In an age when retailers are pitching messages to universal audiences utilizing every conceivable channel to see what sticks, marketers continue to be challenged in reaching customers who are no longer defined by the standard demographics of the past,” said Simon Bradstock, general manager and SVP of Experian Hitwise. “Retailers need to engage and make meaningful connections with customers to increase the lifetime value of the relationship. AudienceView solves this problem by providing deep and actionable insights and targeting on consumer segments defined by both online behavioral and offline lifestyle data. The result is increased revenue and deeper engagement with the brand.”
For example, when it comes to holiday retail planning, AudienceView can help retailers identify two distinct segments among toy buyers: parents versus nonparents. Parents buy toys year-round, while nonparents typically buy toys in November and December. AudienceView enables retailers to adjust media buys, messages and offers to target the two distinct groups, increasing marketing effectiveness and revenues.
AudienceView can help deliver insight on online behaviors of a retailer’s customers by matching them to the Hitwise online consumer data sample. This helps retailers get a complete picture of their current customers and find more of them online. They can get a two-year historical view of how segments of their current customers’ behavior have evolved and differ between groups.
AudienceView can help publishers and ad networks prove value of the target audience to advertisers. It can also help agencies and advertisers have a clear measure of how effective their campaigns were in delivering lift to site visitations, search and conversions.
To find out more about AudienceView, please visit:
Experian Public Relations
1 212 380 2939
About Experian Hitwise
Experian Hitwise helps digital marketers to reach, acquire and retain profitable customer segments by providing daily, online consumer behavior, search marketing and competitive insights. Our clients rely on Hitwise products and services to improve the effectiveness of search, display, affiliate, email and social marketing campaigns.
With the world’s largest sample of Internet users combined with unique offline lifestyle and life stage information, our expert analysts help companies build and optimize their online marketing campaigns for improved multichannel success. Experian Hitwise has more than 1,500 clients across industry sectors, including retail, travel, financial services, advertising, media, technology and pharmaceuticals.
Experian Hitwise (FTS:EXPN), http://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 http://www.hitwise.com. For up-to-date analysis of online trends, please visit the Hitwise Research Blog at www.ilovedata.com and the Hitwise Data Center at www.hitwise.com/datacenter.
About Experian Marketing Services
Experian Marketing Services delivers best-in-breed data, analytics and platforms into multiple regions around the globe. It is focused on helping marketers more effectively target and engage their best customers through email, digital advertising, customer data management, customer and competitive insight, data enrichment and list rental, modeling and analytics, and strategic consulting. Through these capabilities, Experian Marketing Services enables organizations to encourage brand advocacy, create measurable return on investment and significantly improve the lifetime value of their customers.
Experian is the leading global information services company, providing data and analytical tools to clients in more than 80 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 credit 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 2011 was $4.2 billion. Experian employs approximately 15,000 people in 41 countries and has its corporate headquarters in Dublin, Ireland, with operational headquarters in Nottingham, UK; California, US; and São Paulo, Brazil.
For more information, visit http://www.experianplc.com.
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