Taunton Interactive, a leading publisher of magazines and online content, wanted to understand its web visitors. They wanted to discover if there was a difference between the visitors to its online content between those that visited their online store.
Using Hitwise Lifestyle data on a weekly basis to compare a custom roll-up of their web properties to the online store. The publisher found that traffic to the online store was of different customer segments to the online properties.
Using Experian Hitwise Mosaic data, they profiled the Lifestyle segments of visitors to the online store and identified new advertising prospects based on other sites that the audience segments visit. They also realized that the content of their websites needed to speak to a more affluent sector. By profiling the affluent segments (Affluent Suburbia, Upscale America etc) and uncovering the sites they visit, Taunton Interactive now has true audience insights and a strategy to present to the executive team.
“With such fragmentation going on across all media today it really helps to understand the consumer segments as forensically as possible and Hitwise has been my #1 go to tool for this for many years now.”
Nick Rozdilsky, VP Digital Marketing, Taunton Interactive