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How We Do It

Hitwise has developed proprietary software that Internet Service Providers (ISPs) use to analyse website logs created on their network. This anonymous data is aggregated and provided to Hitwise, where it is analysed to provide a range of industry standard metrics relating to the viewing of websites including page requests, visits, average visit length, search terms and behaviour.

Hitwise is able to combine this rich ISP data with data from opt-in panel partners and with region specific consumer demographic and lifestyle information.

Hitwise collects aggregate usage data from a geographically diverse range of ISP networks and opt-in panels, representing all types of Internet usage, including home, work, educational and public access. To ensure this data is accurate and representative, it is weighted to universe estimates in each market.

Because of the extensive sample size (25 million people worldwide, including  8 million in the UK), Hitwise can provide detailed insights into the search terms used to find thousands of sites as well as a range of clickstream reports, analysing the movement of visitors between sites.

Privacy

Hitwise only extracts aggregate information. No personal information is seen or captured by Hitwise in according with local and international privacy guidelines. Hitwise's methodology is audited by PricewaterhouseCoopers on an annual basis. Read their report.