Uk search conference understanding audiences jan 2013 v2

Understanding Audiences The People Behind the Searches

James Murray, Digital Insight Manager

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2Image source: http://trueslant.com/michaelshermer/2010/06/09/everybody-lies-why/

Cognitive dissonance – we lie to make ourselves look goodlook good

3©2013 Experian Limited. All rights reserved.Experian Public.

If the Internet was an hour...


Source: Experian Hitwise data October 2012

The search bar doesn’t judge you


Question

How many UK InternetHow many UK Internet visits went to searchvisits went to search

engines in December?engines in December?

CA B C D1 4 2 2 3 52 71.4

billion2.2

billion3.5

billion2.7

billion


Source: Experian Hitwise data December 2012

How to searches


Source: Experian Hitwise data 12 weeks ending 12 January2013. Wordcloud created in Tagxedo.

If you can’t trust people, you can trust data

“In God we Trust...

...All others bring data”8©2013 Experian Limited. All rights reserved.

Experian Public.

gDr. W. Edwards Deming

Why trust Experian?

We know

500 thingsAbout

49 million people

Across

24 million householdspeople households


Source: Experian Marketing Services 2012

Hitwise helps companies understand online consumer behaviorconsumer behavior

25 1+million internet users25

million online businesses1+

CUSTOMERHITWISE

ACCOUNT MANAGER


Question

What was the most searched for gift this

Ch i t ?Christmas?


Onesies!

12©2013 Experian Limited. All rights reserved.Experian Public. Image Source: http://www.independent.co.uk/voices/iv-drip/onesies-voted-worst-fashion-trend-of-2012-8381694.html

Key gifts this Christmas

Proportion of searches over Christmas

25%25%

21%%

8%13©2013 Experian Limited. All rights reserved.

Experian Public.Source: Experian Hitwise data based on top 10,000 search terms driving traffic to Shopping and Classified websites for 4 weeks ending 29 December

How do people search for Onesies online?

Most popular animal onesiesMost popular animal onesies

5% 12%

12% of Onesie searches12% of Onesie searches included the word ‘men’ or ‘mens’ more than twice as

many searches which included the word ‘womens’

or ‘ladies’


Source: Experian Hitwise data 12 weeks ending 8 December 2012. Wordcloud created in Tagxedo.

Experian’s Mosaic is a segmentation and classification tool based on lifestylesclassification tool based on lifestyles


Demographic data and multi-channel segmentationIntroducing Experian’s segmentation solution


Example audiences we could create

People travelling toPeople travelling to New York Social shoppers

People living near your stores Early adopters

First time mothers Healthy eaters

People with 3 or more cars

London commuterscars

Recent retirees Basket abandoners


Recent retirees Basket abandoners

NB: Audiences modelled on anonymised consumer data from Experian Hitwise and MOSAIC

Family Travellers & Luxury TravellersDefining unique segments

Luxury TravellersFamily Travellers Luxury TravellersFamily Travellers

Online behavioural based Online behavioural basedsegment defined by people searching for family holidays or making a visit to a family

Online behavioural based segment defined by people searching for luxury holidays or making a visit to a luxury

travel website such as: g y

travel website such as:

• Disneyland Paris • Secret Escapesy• Butlins• Away with the Kids• Budget Family Breaks

p• Voyage Prive• Hayes & Jarvis• Kuoni Travelg y

• Tots Too • Abercrombie & Kent


Where do Luxury travellers want to fly to?Expensive city breaks and Middle East resortsExpensive city breaks and Middle East resorts

Luxury travellers are more likely to search for flights to city break destinations like Barcelona (10% more likely

Luxury travellers are much less likely to search for cheap flights than the average consumer.

Barcelona (10% more likely than the UK average) and

Rome (25%)


Source: Experian Hitwise data for 12 weeks ending 28 July 2012

Where do Family Travellers want to fly to?Spanish destinations and the lure of Mickey Mouse

With the attraction of Disney World family

travellers are 20% more likely than the average y gconsumer to search for

flights to Florida.

Family travellers are principally interested in

resorts in Spain. Malaga (+17%) and

Tenerife (+14%) are firmTenerife (+14%) are firm favourites.


Source: Experian Hitwise data for 12 weeks ending 28 July 2012

Where in the UK are Family and Luxury Travellers?Luxury travellers skew towards London and the South

Family Travellers Luxury Travellers


Source: Experian Hitwise data for 12 weeks ending 28 July 2012. Maps drawn using Tableau.

Digging deeper into geo-targeting specific travellersChelsea and Kensington are key areas for Luxury travellers

Family TravellersAlthough there is still quite a large volumeAlthough there is still quite a large volume

of Family Travellers in London compared to the online population family travellers are

less likely to come from London.

Luxury Travellers

Luxury Travellers on the other hand are u u y a e e s o e o e a d a every London centric particularly in South

West London in Chelsea and Kensington.


Source: Experian Hitwise data for 12 weeks ending 28 July 2012. Maps drawn using Tableau.

Which channels work best for audience targeting?Family travellers respond better to search and social than Luxury travellers

Luxury travellers are 12% more likely than Family

t ll t li k th hFamily travellers are more engaged on social media

travellers to click through from an email


Source: Experian Hitwise data for 12 weeks ending 28 July 2012.

What do family travellers watch on TV?What are people going to “Like” on Facebook?

TV Shows searched for Facebook advertising can become a lot d d hi hi h CTR ifDr Who

Big Brother

Emmerdale

More Likely

more targeted and achieve higher CTR if you know what your audience likes.

Coupled with demographics and lifestyle data an ideal target for family travel ads Emmerdale

Biggest Loser

Pointless

would be 35-45 males, living in North West England who “Like” Emmerdale.

The Only Way is Essex

Coronation Street

Deal or No Deal

Primeval

HollyoaksHollyoaks

This MorningLess Likely


Data source: Experian Hitwise for 12 weeks ending 28 July 2012. TV shows are ranked by Index how likely family travellers are to search for the show compared to the UK population average.

Mosaic Demographics for Luxury and Family TravelUnderstanding your audience both online and offline

Suburban Mindsets are 12% more likely than the UK average to be family travellers and account for 14% of this group.

Professional Rewards are 17% more likely than the UK average to be luxury travellers and account for 11% of this group.

B05 Mid-Career Climbers


Source: Experian Hitwise data for 12 weeks ending 28 July 2012.

What do Mid-Career Climbers look like?Benchmark your chosen group on over 500 data points


Finding out more about Mid-Career ClimbersCost conscious, broadsheet reading, theatre lovers

Nearly 3% of visits to Groupon UK come from Mid-Career Climbers. This

demographic are 23% more likelydemographic are 23% more likely than the average consumer to use

Groupon.

Mid-Career Climbers are also active on LinkedIn, like the National Theatre ,

and read The Times online.

27©2013 Experian Limited. All rights reserved.Experian Public. Source: Experian Hitwise data for 4 weeks ending 18 August 2012.

Bringing it back to seasonalityWhen do Mid-Career Climbers think about travel?

February is the time when this group are most active on g p

travel websites.

Visits to travel from this group start to increase in mid-June

indicating more organised travellers than the UK average.


Source: Experian Hitwise weekly data August 2011 - 2012

Key Takeaways

Everybody LiesEverybody Lies SearchSearch data reveals an data reveals an incredible amount of informationincredible amount of information

y yy y…just get used to that…just get used to that incredible amount of information incredible amount of information

about what consumers are about what consumers are

actually thinking actually thinking y gy g

By By understandingunderstanding the the people behind the searches you people behind the searches you

can start to be a lot smartercan start to be a lot smarter

Customers are becoming a lot Customers are becoming a lot

moremore demandingdemanding theythey can start to be a lot smarter can start to be a lot smarter

about how you about how you targettarget and and

interactinteract

more more demandingdemanding they they

expect a expect a seamless seamless experience no matter how they experience no matter how they


interactinteract with them with them p yp y

interact with your brandinteract with your brand

Check out our websitesCheck out our websites

http://www.hitwise.com/ukhttp://www.cheetahmail.co.uk

Or email me directly:Or email me directly:

[email protected]@experian.com

And Twitter:And Twitter:

@@Hitwise_UKHitwise_UK@@ExperianMtgExperianMtg

30©2013 Experian Limited. All rights reserved.Experian Public. 30©2012 Experian Limited. All rights reserved.Experian Public.

Uk search conference understanding audiences jan 2013 v2

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