Perfomics reaches the person behind the clicks
Performics, a full-service performance marketing agency, strives to drive results for their clients using data, technology and media in innovative ways. Performics is the performance marketing arm of Publicis Media, and works with top brands in retail, travel, CPG and financial services.
We spoke with Esteban Ribero, Head of Planning & Insights, and Davi Griffin, Senior Strategist, about how Performics uses Hitwise to help clients understand the people behind the data, and how best to reach them.
Finding the human story behind the data
Performics uses Hitwise to get a 360º view of the consumer and better serve their needs. “Bringing to life the human behind the clicks is my department’s number one role at Performics”, says Esteban Ribero. “We use Hitwise data for all kinds of interesting analyses to inform our work and put the human being in performance media. We can get a sense of who the consumer behind the screen is to serve the best brand experiences.”
Esteban explains, “We are data-driven storytellers, but also story-led data crunchers. We start with a human story, and then find the pieces of evidence in Hitwise that bring that story to life. That is the most powerful way we use Hitwise, to have a dialogue with the data.” One of the ways Performics does this, is by grouping keywords to see how audiences differ based on search behavior. “It has really allowed us, even if they are just search terms, a window for us into the human being behind all of this data.”
Keeping ahead of the competition
Hitwise is known for its competitive intelligence, and Davi Griffin agrees. “I’ve personally found that Hitwise offers a lot of very rich, competitive information that we can’t necessarily get from other analytics tools in our set. It’s the level of detail we get, and ability to slice and dice the data through different time frames, that really sets Hitwise apart.”
Davi’s favorite areas of Hitwise are the competitive insights, such as clickstream and activity stream, which show consumer behavior before and after search. “I use upstream and downstream traffic analyses to identify what sites consumers visit after a search for a particular keyword.”
Combining competitive analysis with a human perspective is key to Performics’ success. Esteban concludes, “It’s one thing to look at behavioral data, another to look at demographic data, but what counts is how you connect these things for a more compelling human story. The moment we saw Hitwise, we jumped at it and said, ‘Well, here’s a tool that will finally allow us to do that.’”