© 2011 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc.
Other product and company names mentioned herein may be the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified,
or distributed in any form or manner without the prior written permission of Experian Information Solutions, Inc.
Experian Public.
Use Data to Win New Business Pitches
© 2009 Experian Information Solutions, Inc. All rights reserved. 3
3
© 2011 Experian Information Solutions, Inc. All rights reserved.
Experian Public.
Introduction to HitwiseWho we are and what we do.
Hitwise provides online behavioral analysis on the world’s largest sample of internet users, allowing us to report on our client’s most important customer segments.
Our team of experts helps our clients identify their top customers, understand the important insights, and derive actionable outcomes.
Our client’s range from small shops to the nation’s biggest corporations.
© 2009 Experian Information Solutions, Inc. All rights reserved. 4
4
© 2011 Experian Information Solutions, Inc. All rights reserved.
Experian Public.
Introduction to AdGooroo
AdGooroo monitors virtually all advertising activity on 10 search engines, 6 ad networks, and 50 countries
We provide insight into competitors’ keywords, landing pages, campaign strategies, ad spend, creative, and many other tactical data points
Over 4,100 users including ~65% of large digital agencies
© 2009 Experian Information Solutions, Inc. All rights reserved. 5
5
© 2011 Experian Information Solutions, Inc. All rights reserved.
Experian Public.
NORWEGIAN CRUISE LINES
© 2009 Experian Information Solutions, Inc. All rights reserved. 6
6
© 2011 Experian Information Solutions, Inc. All rights reserved.
Experian Public.
Cruise Industry Traffic TrendsJanuary – May is the peak season for visits to cruise sites.
0.00%
0.01%
0.02%
0.03%
0.04%
0.05%
0.06%
0.07%
0.08%
0.09%
3/1
/2008
4/1
/2008
5/1
/2008
6/1
/2008
7/1
/2008
8/1
/2008
9/1
/2008
10/1
/2008
11/1
/2008
12/1
/2008
1/1
/2009
2/1
/2009
3/1
/2009
4/1
/2009
5/1
/2009
6/1
/2009
7/1
/2009
8/1
/2009
9/1
/2009
10/1
/2009
11/1
/2009
12/1
/2009
1/1
/2010
2/1
/2010
3/1
/2010
4/1
/2010
5/1
/2010
6/1
/2010
7/1
/2010
8/1
/2010
9/1
/2010
10/1
/2010
11/1
/2010
12/1
/2010
1/1
/2011
2/1
/2011
3/1
/2011
Jan. - May Jan. - May Jan. - MayJan. - May
© 2009 Experian Information Solutions, Inc. All rights reserved. 7
7
© 2011 Experian Information Solutions, Inc. All rights reserved.
Experian Public.
Year-over-year Changes in Traffic2011 is shaping up to be better than 2010
0.00%
0.01%
0.02%
0.03%
0.04%
0.05%
0.06%
0.07%
0.08%
0.09%
J J J J J J J J J J J J J J J FFFFFFFFFFFFFFMMMMMMMMMMMMMMMMAAAAAAAAAAAAAAAMMMMMMMMMMMMMM
Cruise Category - Share of all visits
2009
2010
2011
© 2009 Experian Information Solutions, Inc. All rights reserved. 8
8
© 2011 Experian Information Solutions, Inc. All rights reserved.
Experian Public.
Industry Paid Search Spend and CPCAs peak season began, spend went up and CPC went down.
$-
$0.50
$1.00
$1.50
$2.00
$2.50
$3.00
$3.50
$4.00
$4.50
$-
$2,000,000
$4,000,000
$6,000,000
$8,000,000
$10,000,000
$12,000,000
1/1/2010 4/1/2010 7/1/2010 10/1/2010 1/1/2011
Paid Search Spend - "Travel - Cruises"Google US
TotalSpend CPC
© 2009 Experian Information Solutions, Inc. All rights reserved. 9
9
© 2011 Experian Information Solutions, Inc. All rights reserved.
Experian Public.
Visits to Cruise Line WebsitesIn March, NCL lost its 3rd place spot to Princess Cruises.
Princess overtook NCL
0
500000
1000000
1500000
2000000
2500000
Overall Visits
www.carnival.com
www.royalcaribbean.com
www.princess.com
www.ncl.com
www.hollandamerica.com
© 2009 Experian Information Solutions, Inc. All rights reserved. 10
10
© 2011 Experian Information Solutions, Inc. All rights reserved.
Experian Public.
Key Traffic Drivers for Cruise Line WebsitesNCL’s lead over Princess in Search traffic is shrinking.
0.00%
0.00%
0.00%
0.01%
0.01%
0.01%
0.01%
0.01%
0.02%
0.02%
1/1/2011 2/1/2011 3/1/2011
Traffic from Search Engines
www.carnival.com
www.royalcaribbean.com
www.ncl.com
www.princess.com
www.hollandamerica.com
© 2009 Experian Information Solutions, Inc. All rights reserved. 11
11
© 2011 Experian Information Solutions, Inc. All rights reserved.
Experian Public.
Advertiser Spend ComparisonNCL gets a better return on paid search than does Princess.
carnival.comroyalcaribbean.com
ncl.com
princess.com
hollandamerica.com
-
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
- 100,000 200,000 300,000 400,000 500,000 600,000 700,000
Imp
ressio
ns
Clicks
Advertiser Budget, Impressions, Paid Clicks
© 2009 Experian Information Solutions, Inc. All rights reserved. 12
12
© 2011 Experian Information Solutions, Inc. All rights reserved.
Experian Public.
Paid Search Management EfficiencyNCL ranks well, but with poor coverage.
royalcaribbean.com
carnival.comprincess.com
ncl.com
hollandamerica.com
20%
30%
40%
50%
60%
70%
80%
90%
0.01.02.03.04.05.06.0
Co
vera
ge
Average Position in Search Results
© 2009 Experian Information Solutions, Inc. All rights reserved. 13
13
© 2011 Experian Information Solutions, Inc. All rights reserved.
Experian Public.
Paid/Organic Search BreakoutPrincess attracts more organic search than does NCL.
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
0.01%
0.01%
0.01%
0.01%
1/1/2011 2/1/2011 3/1/2011
NCL.com Search Traffic
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
0.01%
0.01%
0.01%
0.01%
1/1/2011 2/1/2011 3/1/2011
Princess.com Search Traffic
Organic Clicks
Paid Clicks
© 2009 Experian Information Solutions, Inc. All rights reserved. 14
14
© 2011 Experian Information Solutions, Inc. All rights reserved.
Experian Public.
NCL’s Keyword Spend and Performance1,009 terms – decent keyword variety
Brand37%
Non-Brand63%
Spend
Keyword Clicks Impressions Spend CTR
norwegian cruise line 9,215 284,269 24,087$ 3.2%
ncl 19,756 197,888 18,764$ 10.0%
norweigian cruise line 4,554 140,505 17,053$ 3.2%
norwegian cruise 10,011 187,181 16,786$ 5.3%
norwegian cruises 8,442 172,489 15,385$ 4.9%
norwegian 15,188 231,232 15,212$ 6.6%
cruise line 4,085 117,355 15,140$ 3.5%
norwegian cruise lines 4,591 142,268 13,023$ 3.2%
caribean cruise 1,534 89,796 12,956$ 1.7%
cruise lines 3,743 79,455 12,409$ 4.7%
cruiselines 4,524 80,558 11,999$ 5.6%
cruiseline 5,598 79,193 11,981$ 7.1%
norweigan cruise lines 4,470 137,911 11,048$ 3.2%
norweigan cruise line 4,389 135,397 9,918$ 3.2%
cruise caribbean 1,456 92,860 8,348$ 1.6%
cruises caribbean 1,358 52,169 7,867$ 2.6%
caribean cruises 1,261 51,460 6,944$ 2.5%
caribbean cruise 1,280 119,833 6,930$ 1.1%
vacation hawaii 2,126 71,636 6,447$ 3.0%
© 2009 Experian Information Solutions, Inc. All rights reserved. 15
15
© 2011 Experian Information Solutions, Inc. All rights reserved.
Experian Public.
NCL’s Landing PagesLanding pages focus on destinations, ships, and themes.
Generic (Alaska, Europe, Epic rotator)
AARPPromo mexican Riviera Cruises
AlaskaCruises New Orleans Caribbean
BahamasCruises New York Cruises
CanadaNewEnglandCruises Nickelodeon Cruise
CaribbeanCruises Panama Canal Cruise
Europe Cruises Seattle Alaska
Epic Air Promo Transatlantic
Hawaii Cruises Wave11 Promo
6341 Landing Page URLs
© 2009 Experian Information Solutions, Inc. All rights reserved. 16
16
© 2011 Experian Information Solutions, Inc. All rights reserved.
Experian Public.
Princess.com’s Landing PagesPrincess has fewer landing pages, narrower focus.
Homepage
Couples CruisesMediterranean
South AmericaAlaska
Princess.com
979 Landing Page URLs
© 2009 Experian Information Solutions, Inc. All rights reserved. 17
17
© 2011 Experian Information Solutions, Inc. All rights reserved.
Experian Public.
Search Variations of the Term “Cruise”NCL is missing the boat on over 20,000 terms.
Over 20,000 cruise-related terms that people searched for in the last 3 months
© 2009 Experian Information Solutions, Inc. All rights reserved. 18
18
© 2011 Experian Information Solutions, Inc. All rights reserved.
Experian Public.
DemographicsNCL’s visitors skew female, 45 +, with income $30K-$100K
© 2009 Experian Information Solutions, Inc. All rights reserved. 19
19
© 2011 Experian Information Solutions, Inc. All rights reserved.
Experian Public.
Sites Visited by NCL’s Core DemographicGambling sites attract women 45+ with income $30K-$100K
© 2009 Experian Information Solutions, Inc. All rights reserved. 20
20
© 2011 Experian Information Solutions, Inc. All rights reserved.
Experian Public.
Audience Similarity to NCLOnetravel & Booking.com’s audiences are like NCL’s.
© 2009 Experian Information Solutions, Inc. All rights reserved. 21
21
© 2011 Experian Information Solutions, Inc. All rights reserved.
Experian Public.
H&M
© 2009 Experian Information Solutions, Inc. All rights reserved. 22
22
© 2011 Experian Information Solutions, Inc. All rights reserved.
Experian Public.
Apparel Industry Traffic TrendsHoliday season is the peak for visits to apparel sites.
0.00%
0.20%
0.40%
0.60%
0.80%
1.00%
1.20%
3/8
/2008
4/8
/2008
5/8
/2008
6/8
/2008
7/8
/2008
8/8
/2008
9/8
/2008
10/8
/2008
11/8
/2008
12/8
/2008
1/8
/2009
2/8
/2009
3/8
/2009
4/8
/2009
5/8
/2009
6/8
/2009
7/8
/2009
8/8
/2009
9/8
/2009
10/8
/2009
11/8
/2009
12/8
/2009
1/8
/2010
2/8
/2010
3/8
/2010
4/8
/2010
5/8
/2010
6/8
/2010
7/8
/2010
8/8
/2010
9/8
/2010
10/8
/2010
11/8
/2010
12/8
/2010
1/8
/2011
2/8
/2011
3/8
/2011
Sept. – Dec. Sept. – Dec.Sept. – Dec.
© 2009 Experian Information Solutions, Inc. All rights reserved. 23
23
© 2011 Experian Information Solutions, Inc. All rights reserved.
Experian Public.
Year-over-year Changes in Traffic2011 is shaping up to be better than 2010
0
0.002
0.004
0.006
0.008
0.01
0.012
Apparel Category – Share of All Visits
2008
2009
2010
2011
© 2009 Experian Information Solutions, Inc. All rights reserved. 24
24
© 2011 Experian Information Solutions, Inc. All rights reserved.
Experian Public.
Industry Paid Search Spend and CPCSpend peaks through holidays, then drops into January
$-
$0.20
$0.40
$0.60
$0.80
$1.00
$1.20
$1.40
$1.60
$1.80
$-
$5,000,000
$10,000,000
$15,000,000
$20,000,000
$25,000,000
$30,000,000
$35,000,000
$40,000,000
$45,000,000
1/1/2010 4/1/2010 7/1/2010 10/1/2010 1/1/2011
Paid Search Spend - "Shopping and Classifieds - Apparel and Accessories"Google US
TotalSpend CPC
© 2009 Experian Information Solutions, Inc. All rights reserved. 25
25
© 2011 Experian Information Solutions, Inc. All rights reserved.
Experian Public.
Visits to Apparel WebsitesVisits to H&M have been very low – no e-commerce.
0
500000
1000000
1500000
2000000
2500000
3000000
3500000
10/16/2010 11/16/2010 12/16/2010 1/16/2011 2/16/2011 3/16/2011
Overall Visits
www.forever21.com
www.wetseal.com
www.urbanoutfitters.com
www.bebe.com
www.hm.com
www.zara.com
© 2009 Experian Information Solutions, Inc. All rights reserved. 26
26
© 2011 Experian Information Solutions, Inc. All rights reserved.
Experian Public.
Traffic from Paid SearchH&M has just started to engage in paid search.
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
7.00%
Traffic from Paid Search
www.forever21.com
www.bebe.com
www.wetseal.com
www.urbanoutfitters.com
www.hm.com
www.zara.com
© 2009 Experian Information Solutions, Inc. All rights reserved. 27
27
© 2011 Experian Information Solutions, Inc. All rights reserved.
Experian Public.
Advertiser Spend ComparisonH&M is far behind competitors in spend, impressions & clicks.
oldnavy.com
gap.comexpress.com
hm.com
-
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
- 50,000 100,000 150,000 200,000 250,000 300,000 350,000 400,000 450,000 500,000
Imp
ressio
ns
Clicks
Advertiser Budget, Impressions, Clicks
© 2009 Experian Information Solutions, Inc. All rights reserved. 28
28
© 2011 Experian Information Solutions, Inc. All rights reserved.
Experian Public.
H&M’s Keyword Spend and PerformanceH&M’s bought traffic from a large number of non-brand terms.
Keyword Clicks Impressions Spend CTR
h m 4,368 91,273 3,265$ 4.8%
h& m 4,557 77,382 1,318$ 5.9%
h &m 4,490 82,460 991$ 5.4%
h and m 4,983 103,319 977$ 4.8%
jackets 830 29,584 794$ 2.8%
blazer 388 24,270 486$ 1.6%
blazers 308 21,146 483$ 1.5%
tops 349 28,435 428$ 1.2%
sweaters 282 20,293 414$ 1.4%
handm 2,552 48,889 394$ 5.2%
jacket 381 25,752 393$ 1.5%
ami clubwear 103 6,108 378$ 1.7%
skirts 325 22,811 376$ 1.4%
dresses women 109 4,668 376$ 2.3%
shirt 253 25,513 358$ 1.0%
blue dress 94 7,980 355$ 1.2%
ami club wear 99 6,020 345$ 1.6%
dresses for girls 88 10,191 336$ 0.9%
Brand16%
Non-Brand84%
Spend
H&M paid for traffic on 4334 terms
© 2009 Experian Information Solutions, Inc. All rights reserved. 29
29
© 2011 Experian Information Solutions, Inc. All rights reserved.
Experian Public.
H&M’s Landing Page“Choose region”
© 2009 Experian Information Solutions, Inc. All rights reserved. 30
30
© 2011 Experian Information Solutions, Inc. All rights reserved.
Experian Public.
Key Traffic Drivers for H&M’s Competitive SetFashion sites can be good ad partners.
© 2009 Experian Information Solutions, Inc. All rights reserved. 31
31
© 2011 Experian Information Solutions, Inc. All rights reserved.
Experian Public.
Lifestyle Segments of H&M VisitorsAffluent and aspiring segments visit H&M.
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
Visitors' Mosaic Groups
H&M Competitors H&M
© 2009 Experian Information Solutions, Inc. All rights reserved. 32
32
© 2011 Experian Information Solutions, Inc. All rights reserved.
Experian Public.
Identifying the Behavior of Specific SegmentsFind sites that H&M’s best customers visit.
BELT HEAVY WEIGHT/SKI TYPE JACKET ATHLETIC SHOES
BLAZER OR JACKET (SUIT TYPE) LEATHER JACKET SKIRT
BOOTS (EXCLUDING WORK BOOTS) OTHER SHOES SLACKS/PANTS (NOT JEANS)
DRESS OVERCOAT/JACKET SUIT
FUR JACKET OR COAT (REAL) PURSE/HANDBAG SUNGLASSES (NON-PRESCRIPTION)
FUR JACKET OR COAT (SYNTHETIC/FAKE) RAINCOAT OR ALL-WEATHER COAT SWEATER
GLOVES SCARF SWIMSUIT
Purchased in the past 12 months:
© 2009 Experian Information Solutions, Inc. All rights reserved.
Experian Public.
Anita Gandhi
Sr. Director, Custom Data & Analytics
212-380-2902
www.hitwise.com
Rich Stokes
CEO, AdGooroo
312-205-4260
www.adgooroo.com
Twitter: @AdGooroo