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Understanding User Behaviour GEOSS Workshop

Understanding User Behaviour GEOSS Workshop. Objective. Strategy. Retain. Convert. Goals. Analyse. Optimise. Engage. Attract. The Digital lifecycle. How is Hitwise Data Collected?. Categorisation. Websites are manually categorised into one or more of our 160+ industry categories.

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Understanding User Behaviour GEOSS Workshop

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  1. Understanding User BehaviourGEOSS Workshop

  2. Objective Strategy Retain Convert Goals Analyse Optimise Engage Attract The Digital lifecycle

  3. How is Hitwise Data Collected?

  4. Categorisation Websites are manually categorised into one or more of our 160+ industry categories. This allows Hitwise to report on market trends, and industry insights.

  5. What can be done with it? Rankings by Visits, Market Share, Impressions, and Time Hitwise allows you to Rank Websites by: • Market Share • Total Visits • Impressions • Time on Site Timeframes: • Daily • Weekly • Monthly Hitwise also allows you to chart websites over time

  6. What can be done with it? Demographic Breakdown and Segmentation • Report on the Demographic breakdown of a Website or Industry by Age, State, or Gender. • Rank websites by Age, State, or Gender.

  7. What can be done with it? MOSAIC Lifestyle Breakdown and Segmentation • Hitwise allows you to segment the users to a Website or Industry using MOSAIC data. • MOSAIC data segments the Australian population into 11 Groups and 47 Types based on a range of different Lifestyle characteristics. • Gain detailed insight into what sorts of individuals use a particular website or industry, and how that has changed over time.

  8. Lifestyle: Classifies every Australian neighbourhood into a Type and Group based on multiple characteristics Demographic Data Property Value Purchase Data Mosaic Profile of Neighbourhood Consumption Socio- economic Vehicle Data

  9. MOSAIC Australia

  10. Lifestyle Mosaic: Geo-demographic Segmentation

  11. What can be done with it? MOSAIC Lifestyle Breakdown and Segmentation • Hitwise allows you to segment the users to a Website or Industry using MOSAIC data. • MOSAIC data segments the Australian population into 11 Groups and 47 Types based on a range of different Lifestyle characteristics. • Gain detailed insight into what sorts of individuals use a particular website or industry, and how that has changed over time.

  12. What can be done with it? MOSAIC Lifestyle Breakdown and Segmentation

  13. What can be done with it? Search Intelligence – what are people searching for? • Hitwise Search Intelligence can follow important market trends and current events with search term data. • Unprecedented insight into what topics are important to users, and what language they use to search.

  14. What can be done with it? Search Intelligence – what are people searching for? • What are the most popular variations of drought? • How has this changed over time? • What insight can be gained into user’s search behaviour?

  15. What can be done with it? Search Intelligence – how has that changed over time? • 145% increase in searches for ‘Japan’ • 476% increase in the number of search terms containing ‘Japan’. • Individual search terms have a higher volume, but there are a lot more long tail searches.

  16. What can be done with it? Search Intelligence – how has that compare? • 43,000% increase in searches for ‘japan earthquake’ • This made it the most popular variation of japan, surpassing ‘yahoo japan’ for the week ending the 19th of March.

  17. What can be done with it? Search Intelligence – how does that compare? • Which of these current events was the most searched for by the Australian population? • Despite the large increase in searches for ‘japan earthquake’ it only saw 1/10th of the volume that Cyclone Yasi did.

  18. What can be done with it? Search Intelligence • Hitwise can also show what websites people visit after searching for a term, or a group of terms. • This shows us who is the most successful at attracting users for a given topic, as well as providing advertising opportunities for getting your message out there.

  19. Hitwise Custom - Segmentation Panels • Mini Panels can be based on a behavior or characteristic. • People who have searched for a particular product or service. • People who have visited a particular website or group of websites. • People from a particular demographic or lifestyle group. • Or a Combination of the above Total Sample (3 million AU)

  20. Hitwise Custom - Segmentation Panels How do they search? Users who visit Hotel Suppliers sites noosa Exchange rates emirates Currency converter europcar accor hotels Fiji holidays American express blackberry chanel espn What are their other behaviours? • Third-party Websites • Industries • Clickstream • Demographics

  21. Types of Custom Hitwise Custom - Audience Overlap Visitors to Content Site A Visitors to Content Site B Visitors to Content Site C

  22. Hitwise – Uses and Benefits Gain unprecedented insight into your users and your online industry. Find out what are the most popular websites in a given industry, or for a particular trend or topic. Find out how users navigate the web, what websites they go to before and after your website. Uncover detailed demographic and user segmentation data about your target market. Follow current affairs and trending topics using search term data.

  23. Now you know. Name: Mark Rodda Title: Research Analyst Phone: 02 8907 7255 E-mail: mark.rodda@hitwise.com Internet: www.hitwise.com .

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