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• Taunton Interactive

Case Study

How a leading publisher uses Experian Hitwise Lifestyle data

“The Lifestyle tool is one of my favorite tools especially now that we are able to trend out over time the peaks and valleys per segment across any site.”

“With such fragmentation going on across all media today it really helps to understand the consumer segments as forensically as possible and Hitwise has been my #1 go to tool for this for many years now.”

Nick Rozdilsky, VP Digital Marketing, Taunton Interactive

Hitwise Lifestyle is an online customer segmentation and targeting tool that reveals the demographics, attitudes and behavioral characteristics of visitors to your website, and your competitors’ websites. Hitwise Lifestyle provides unprecedented insights into the psychographic and lifestyle attributes of an audience for maximizing the effectiveness of your marketing campaigns, media plans and strategic and affiliate partnerships.

Benefits

• Actionable and Comprehensive: Each segment is comprised of a range of different lifestyle characteristics, including: ethnicity, lifestyle and media behaviors, attitudes, shopping preferences and geographic location.
• Robust Planning Tool: Lifestyle allows for instant identification of the websites that attract the highest concentration of your brand’s most desirable customers.
• Customizable: Create your own categories of websites and see lifestyle profiles of audiences to your custom set.

Actionable Insights

Taunton Interactive, a leading publisher of magazines and online content, plus an online store, uses Hitwise Lifestyle data on a weekly basis to compare a custom roll-up of their web properties to the online store. The publisher found that traffic to the online store was of different customer segments to the online properties.

Using Experian Hitwise Mosaic data, they profiled the Lifestyle segments of visitors to the online store and identified new advertising prospects based on other sites that the audience segments visit. They also realized that the content of their websites needed to speak to a more affluent sector. By profiling the affluent segments (Affluent Suburbia, Upscale America etc) and uncovering the sites they visit, Taunton Interactive has true audience insights and a strategy to present to the executive team.

The publisher also matched Hitwise Demographic and Lifestyle data with their offline data and performed an interesting overlay to see what audience segments were unique to online or offline publications or common to both. This information assisted with marketing strategies online and offline.

“Being able to index against other sites, industries and custom categories is extremely valuable. I have not found any other tool that performs such a comprehensive job”, says Nick Rozdilsky, Vice President Digital Marketing, Taunton Interactive (The Taunton Press).