Part One: Digital ActivationLeveraging Custom Audiences to Drive Holiday Spend

September 26 2018

Mastering Digital Marketing Tactics Webinar Series

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Speaker

Jennifer Laing Senior Director,

Audience Sales & Operations

Agenda

1. Hitwise Activation – Why and how it came to be

2. Holiday Planning – Advertiser needs for Q4

3. Activation in Action – How to conquest, discover and win back

4. Summary – Ready to activate this holiday season

Part OneHitwise Activation

Why and how it came to be

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The Evolution: Activation RevolutionMaking Hitwise Insights Directly Addressable

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Hitwise Data: Where they go & What they search forObserved data from the largest online behavioral panel

Audience Activation

500 M keywords

8 M US panelists

3.5 M mobile devices

20 M websites

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We see the entire digital consumer journeyTarget future customers by going beyond walled gardens

Audience Activation

Data available to our competitors

Hitwise sees all of your audience’s online events(Search queries, visits to all sites, mobile web)

The digital consumer journey timeline

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Part TwoHoliday PlanningAdvertiser needs for Q4

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Holiday Shopping TrendsGrowth Expected YoY

Holiday Season Retail E-Commerce Sales 2017 (by day)

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Holiday Shopping TrendsRetail Spend to Increase on Key Days

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Hitwise Activation can give you an edge in Q4

Find new customers.

Build and reach specific audience personas for a new product launch.

Take business from my competitors!

Use real search intelligence to find high-intent users in the consideration stage

Get more out of my 1st party data

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This Holiday, I want to…

Audience Activation

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Custom Segment CreationDefine and Create Any Audience

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Expand the audience to achieve scaleModel off any Custom audience definition

Audience Activation

We score each individual profile to find your best

audience…

…and find similar profiles within

650M addressable devices.

YOUR TARGET AUDIENCE YOUR MODELED AUDIENCE

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Target your Custom audienceWe sync to your seat for your unique campaign needs

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Part ThreeActivation in Action

How to conquest, discover and win back

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1. How to conquest? Target and take market share from your direct competitors

Audience Activation

• Model audiences of your competitors’ consumers.

• Build profiles based on searches and visits to any site.

• Market outside your own borders and pick up market share.

Search activity Site & Section Visits Conversion Points

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Amazon Shoppers

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Amazon Shoppers

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2. How to discover?

Define any audience, we’ll build it

Select from consumer attributes, and any website or search term

Modeled audiences connect consumer insights to addressable media

Use Search Portfolios to create high-intent audiences

Discover and connect with key personas

Audience Activation 18

Use search term portfolios to find high-intent users

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Custom Persona

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Search Intent

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3. How to win back?

Gain insight to help you:• Deliver more relevant brand experiences• Optimize your messaging and offer strategies• Engage them with the content they seek• Target online advertising and search strategies

Find more “like” customers:Develop addressable advertising opportunities targeted to similar audiences via Hitwise’s unique Insights Defined Audience modeling

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Actionable knowledge from CRM data Inform your strategies and find more of your best customers

Best Buy’s Millennial Shopper

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Pinpointing Lapsed Customers

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Part Four:Summary

Ready to activate this holiday season

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Ready-to-Activate (RTA) Audiences250+ on the shelf segments, 100MM monthly audience profiles

LIFE STAGE SHOPPER TYPELIFESTYLERETAIL IN-MARKET50+ categories and sub

categories13 audiences 10 audiences 9 audiences

DEMOGRAPHIC TELCO4 wireless providers10 audiences

AUTOMOTIVE TRAVEL CPG FINANCIALSERVICES

MEDIA &ENTERTAINMENT

TECHNOLOGY20+ audiences

50+ audiences20+ audiences20 audiences38 audiences

15 audiences

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Ready-to-activate for Holiday

Audience Activation 25

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Ready-to-activate for Holiday and beyond

Audience Activation 26

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What next?Let’s get started!

• Think of Hitwise for your holiday campaign needs.

• If you want to find new customers, conquest your competitor’s customers or win back your lapsed customers- Hitwise can help!

• Consider key shopping days- we can create custom audiences around those sales events

• Contact us now to brainstorm segment creation, let our data team do the heavy lifting

• Request an audience Proposal, inclusive of projected audience size and screenshots of audience build

• Plan Ahead- turn around time for Custom Audiences from request to landing in your platform is 1-2 weeks

• Get ready for a huge Q4!

Thank you!

Don’t forget! Part 2 - The Power of Deeper URLs: Analytics to Stay Ahead of the Competition is October 10, 2018

Part 3 - Knowing Buyers vs. Browsers: Ways to Boost Sales with Buyer Data is October 24, 2018

Register now at hitwise.com!

contact-us@hitwise.com