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The Challenge demographics, behavioral characteristics, attitudes, beliefs, media consumption and shopping preferences. The Solution Growing a consumer-facing business requires an intimate understanding of your consumers. Shopzilla uses Hitwise Lifestyle data to improve its understanding of its visitors and applies that insight to its advertising and media plans. “We relied on both internal and external tools to gain an understanding of our customer base (visits per month, percentage of repeat visits, brand awareness said Susan Brandt. We know our customers skewed female, are aged 25-54 years with a household income of more than $60K – but we had no behavioral or attitudinal data on our users.” segments that represented their website visitors. “These Lifestyle segments allowed us to create four distinct personas, which, as a group, we labeled as audience including their demographics, family life, attitudes and behaviors.” For example, one key persona they called the ‘acquirer’ can be described as a family or couple, aged 35-64 years, wealthy or upscale, living in small-towns. They are early adopters and taste-makers who live in comfort. The other 3 personas deepened our understanding of their needs and wants and how they use our website,” said Susan Brandt. Having this information allowed us to re-design our site and target our media and messaging to be more relevant and compelling to them.” The Benefits Since using Hitwise, Shopzilla has educated its internal staff on the characteristics of its audience in order to be more “focused on our customers, improve our site and enhance our loyalty and repeat usage metrics,” proclaimed Brandt. “Hitwise is a crucial tool for profiling our visitors and allowing us to target our advertising and messaging to them, directly.” Susan Brandt, VP Marketing Communications, Shopzilla Shopzilla (www.shopzilla.com), a leading comparison shopping website, uses Hitwise to segment its website visitors to learn more about online customers. This information allows Shopzilla to Hitwise at work: About Experian Hitwise Experian Hitwise is the leading online competitive intelligence service. Experian Hitwise gives marketers a competitive advantage by providing daily insights on how 25 million Internet users around the world interact with more than 1 million websites. This external view helps companies grow and protect their businesses by identifying threats and opportunities as they develop. Experian Hitwise has more than 1,500 clients across numerous sectors, including financial services, media, travel and retail. Experian Hitwise (FTS:EXPN), www.experianplc.com, operates in the United States, the United Kingdom, Australia, New Zealand, Hong Kong, Singapore, Canada and Brazil. More information about Experian Hitwise is available at www.hitwise.com. For up-to-date analysis of online trends, please visit the Hitwise Research Blog at www.ilovedata.com and Hitwise Data Center at www.hitwise.com/us/resources/data-center. ©2009 Hitwise Pty. Ltd. All of the trademarks and logo are the property of their respective owners. All rights reserved. Competitive Insights for Customer Segmentation and Pro ling Industry Comparison Shopping (retail)
