HowStuffWorks.com leverages Hitwise data to improve its content development efforts through analyzing consumer demand patterns.
HowStuffWorks.com has exclusive digital rights to a viritual library of offline books from top publishers. These titles had to be designed for online consumption and HowStuffWorks.com needed help priortizing which titles to digitize first.
In response to these challenges, Vehovsky says, "We leverage the Hitwise Competitive Intelligence service, specifically Search Intelligence™ and Lifestyle data, to help us determine what content is important to customers now, and which demographic and social segments are likely to be drawn to specific content subjects".
"Hitwise helps us avoid guessing what kind of content we should be developing to meet constantly changing consumer needs."
Gabe Vehovsky, EVP Strategy and Research, HowStuffWorks.com