Experian Marketing Services Christmas Planning
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©2014 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of
Experian Information Solutions, Inc. Other product and company names mentioned herein are the trademarks of their respective owners.
No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian.
Experian Public.
Christmas 2014
Billy Grant and Charlie Allen
Experian Marketing Services
November 2014
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Experian Public. 2
What happened in 2013?
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Experian Public. 3
Online and Offline Christmas Traffic
Black Friday
Manic Monday
Boxing Day
Source: Experian Marketing Services, Hitwise and Footfall. 30 days ending 31st Dec 2013
Cyber Monday
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Experian Public. 4
Christmas 2013 in numbers
2013 - Biggest Online Christmas Ever7% bigger than 2012
3.06 billion visits in December 2013211 million more visits than December 2012
404 million hours shopping online32 million more hours than 2012
Source: Experian Marketing Services, Hitwise. December 2014
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Experian Public. 5
Shopping and Classifieds visits over time
Dec 2011
Dec 2012Dec 2013
Source: Experian Marketing Services, Hitwise 3 years ending October 2014
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Experian Public. 6
Key days over Christmas 2013
Manic Monday
Boxing Day
Cyber Monday
Visits vs 2012:
Cyber Monday 3%
Manic Monday 10%
Boxing Day 15%
Source: Experian Marketing Services, Hitwise. 30 days ending 31st December 2013
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Experian Public. 7
How long did people spend on Shopping and Classifieds websites last Christmas?
Average Visit Time peaked on Sundays in 2013
Source: Experian Marketing Services, Hitwise. 30 days ending 31st December 2013
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Experian Public. 8
Channel Reliance
Source: Experian Marketing Services, Hitwise. December 2013
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Shopping and Classifieds’ reliance on Email peaked during the middle of December
Email reliance peaked during mid-December
Source: Experian Marketing Services, Hitwise. 30 days ending 31st December 2013
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Reliance on Rewards and Directories peaked in early December
Wednesdays Christmas Eve
Source: Experian Marketing Services Hitwise. 30 days ending 31st December 2013
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Audience Analysis (Mosaic)
People in the Liberal Opinions, New Homemakers and Careers and Kids Mosaic
Groups were more likely to visit ‘Health and Beauty’ sites than ‘Appliances and Electronics’
Suburban Mindsets , Professional Rewards and Liberal Opinions made up the over 30% of the online visitors to the Shopping and Classifieds
industry in December 2013
Source: Experian Marketing Services, Hitwise. 4 weeks ending 28th December 2013
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Product Trends – Christmas Jumpers and Onesies
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Product Trends – Smartphone related searches increase around Christmas
Smartphone searches peak at Christmas
Source: Experian Marketing Services, Hitwise. 3 years ending 1st November 2014
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What does this mean for Christmas 2014?
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Key Dates for 2014
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Predictions for 2014
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Mobile Measurement for the first time in Hitwise
Share of Mobile Visits to Shopping & Classifieds vs. Sub Industries
Source: Experian Marketing Services 4 weeks ending 1st Nov 2014
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Experian Public. 18
Predictions for 2014
Manic Monday to eclipse Cyber Monday and other pre-Christmas peaks
Retail website visits to set new records in December
Online shopping to last longer – click and collect to play a major part
Cross-channel and personalised marketing to prove successful
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• Majority of marketers plan their campaigns in the month before they launch.
• Shows the need to be reactive to ever changing market trends.
Planning
• 3 out of 5 marketers will explicitly target their best customers over the festive season.
• 39% of marketers stated that they do not have the time or resource to target their best customers.
Targeting
• Email remains the dominant channel with 90% of marketers utilising this channel in their festive campaigns.
Campaigning
Global Marketers Survey
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Experian Public. 20
Determine relative performance over Christmas season.
Which brands won on key days over the festive
period?
Which products saw the greatest demand from
consumers?
Which audience did you engage with compared
with competitors?
What can you learn and what should you change in future campaigning?
Post Christmas AnalysisSurvey highlighted lack of resource
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Experian Public. 21
Keyword Research
Implement & Test for 1-2
weeks
Maximise Performance
Optimise by Region
Re-organise Campaign Structure
Being more prepared for key seasonal eventsBased on geographical and demographic criteria, Hitwise can take the guess work out of embarking on paid search campaigns.
Standard Process:
• Initial set-up can temporarily sacrifice
performance whilst you fish out top
performers
• Further keyword expansion involves
building out phrase/broad match
variants around top performers
What Hitwise can provide:
• Keyword suggestions based on
actual industry performance rather
than limited to own account setup
• Avoid test and learn approach
• Immediately optimising bid strategy
towards known high volume terms
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Experian Public. 22
Audience Insight & Campaign PlanningBuild a complete picture of your target audience based on observed behaviour and feed this into marketing plans.
Engage with that audience consistently across channels
Build audience
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Experian Public. 23
Download our latest whitepaper
For more information visit www.experian.co.uk/marketing
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Experian Public. 24
@ExperianMkt_UK
0845 234 0391
www.experian.co.uk/marketing
Please contact us for more information
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