Camelot Strategic Marketing & Media works with some of the top brands in travel, financial services, entertainment, and casual dining. We spoke with Sam Bloom, their GM of Interactive, about how the agency uses Hitwise to help clients like Southwest Airlines, TurboTax, AMC Theaters and 7-11 develop effective marketing strategies and keep tabs on their competitors.
Developing Competitive Strategies
Camelot uses Hitwise AudienceView to understand how to best engage their audience. “Being able to connect digital segments with other kinds of media consumption is super interesting. I find that the digital behaviors tell you more than a survey because it’s what consumers are actually doing, not what they tell you they’re doing.”
Hitwise helps Camelot understand and source traffic that converts, “We try to spend our dollars in the places where it matters most, against the audiences that matter most,” explained Sam. With Hitwise they get data on demographics, psychographics, socioeconomics, seasonality and cross-visitation with competitor sites. “It’s a go-to tool for those types of insights.”
Hitwise gives Camelot the edge we need to stay a step ahead of our client’s competitionSam Bloom, General Manager – Interactive
Hitwise also identifies how Camelot’s client’s audiences are different than their client’s competitors. “Most of the time, you’ve got to source customers either from your competitors or you’ve got to source new customers. Hitwise reports help our team understand where the opportunity lies,” elaborated Sam.
The segments you can use to build an audience in AudienceView, frankly, you can’t get anywhere else.Sam Bloom, General Manager – Interactive
Keeping Tabs on the Competition
Sam starts his week with Hitwise. “The first thing I do on Monday morning is come in and look at the Hitwise data for what happened the prior week. I want to understand what our client’s competitors are doing, what our share of the business is, and what’s causing a shift in the category.”
With insights from Hitwise they’re able to track trademark keywords to gauge their client’s brand health and determine if competitors are picking up their search traffic. In fact, Camelot looks through a lot of data to re-engineer what their client’s competitors are doing. According to Sam, “Oftentimes the question is, ‘well, what are we going do about it?’ Hitwise gives us good answers to that question.”
Case in point, the idea for one of their client’s best targeting strategies, “wouldn’t have happened if we hadn’t dug into the Hitwise data. That’s where a lot of our ideation starts – with the data set,” explained Sam. “We ask questions in the data… what’s similar or different between our clients and their competitors? That help us understand where we should focus and scale our efforts.”
What I like about Hitwise is that you get an objective view of what’s happening. It’s a healthy data set that everyone feels good about.Sam Bloom, General Manager – Interactive
Hitwise insights enable Camelot to:
Better understand their clients’ audiences
Track what their clients’ competition is doing online
Develop competitive strategies to acquire new customers