Darwin FoRM - Experian Digital Services - Prepared for Christmas?

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Prepared for Christmas?Matthew Potter Director of Digital Products & Propositions

© 2012 Experian Limited. All rights reserved.Experian Public. 2

§ Who are we?

§ What happened last year?

§ 2011 über summary

§ 2012 what to expect§ The gift of giving

Oh the weather outside is frightful…


Who are you?


Experian Marketing Services Digital

ExperianCheetahMail

ExperianDAS

ExperianHitwise

ExperianTechlightenment

Email & Mobile Display Ads Internet Insight Social Media| | |


Tell me about 2011


Tell me about 2011

100 million more visits than 2011

4.8%


Tell me about 2011

We estimated 350 million

hours

343 million hours

happened


Tell me about 2011

2.18 billion visits

happened

We estimated2.1 billion

visits


Total visits to shopping sites over December

Cyber Monday – 84.6 million visits

Up 18% from 201027 December – 87.1 million visits

More visits than any shopping day of 2010

Boxing Day – 96.2 million visits Up 19.5% from 2010

Biggest ever day of online shopping


Average visit time to shopping sites over December

Average visit time to retailers for December was 9 mins 26 seconds down from 10 mins

7 seconds in 2010

Biggest ever Christmas Day traffic to retailers but average visit time dropped to 8 mins 5 seconds

Sundays are when people have more time to spend browsing online


Online vs offline retail traffic


Multi-channel vs online only retail

Boxing Day is where multi-channel pulls away as post-Christmas sales

are difficult to replicate onlineIn the run up to Christmas the gap is

narrowing between multi-channel and online only retailers


Changes in sources of traffic to online retail


Changes in sources of traffic to online retail

% of traffic to transactional sites Twitter:!! 9% Facebook: 16% Google:! 32% Hotmail:! 20%

% of traffic to content based sites

Twitter:!! 66%Facebook: ! 42%Google:! 39%Hotmail:! 37%


Searches for sales are starting earlier

Uplift in sale searches begins between 17 Dec and 24 Dec

Searches for sales double in two weeks. 0.9% of all searches online contained the word ‘sale’ or ‘sales’ in

the week after Christmas


Entertaining traffic

What was last year’s Christmas hit?


Who are they and why do they matter?


It’s elementary...

723 thousand visits to ITV Player the day after Downton Abbey airs

4.3 million visits to iPlayer the day after

Sherlock airs

4.2 million visits to iPlayer the day after Dr

Who airs


Which retailers relied on Entertainment traffic the most?

1 in 6 visits in December

1 in 5 visits in December

15% of its traffic


I know what you did last Christmas...


What were the prominent sources and when last Christmas?

Search

Email

Social

Vouchers


What stores, what days last Christmas?

Email

Social

Vouchers

Vouchers


Email, the ultimate Christmas cracker

Fridays

23rd December


How about this Christmas?


Here is what we think...

Year on YearFlat / Decline

Boxing day will be less significant as it fall on a

Wednesday...

Year on YearGrowth

Cyber Monday, Christmas Eve and

Christmas Day bigger than ever


So what should we do with that?


Search

44% of traffic came from search 17th

December, the day to get

serious with ‘sales’

Make sure youhave your slice of

the pie on Boxing Day


Email

40% more likely to open emails in the

morning

higher revenuein November

than in December

Cyber Mondayis due to be huge,

support and promotethis with email

70%


Social

Like, want, buy 4xmore

Foursquare than Albert

Square

23rd December,

the day socialgets social


Thank You

If you would like your colleagues to listen to our presentation we will be sharing it on Thursday 14th June at

3pm. You can register at :https://www2.gotomeeting.com/

register/544678818

Or if you have a question please email me :

[email protected]

Or you can follow us on Twitter : @Hitwise_UK

https://www2.gotomeeting.com/register/544678818




Darwin FoRM - Experian Digital Services - Prepared for Christmas?

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