Hitwise Rolls Out Targeting Service

Online measurement service Experian Hitwise has launched AudienceView, a targeting service giving retailers demographic, psychographic, transactional and behavioral insights on their US target consumers or audiences.

The service combines anonymous data from Hitwise's sample of 10 million online US users with off-line data from Experian's Marketing Services ConsumerView database - the latter covers 235m consumers and 113m households, with more than 1,000 different behavioral attributes.

Retailers can use the service to optimize online media planning and target advertising at the most profitable and relevant segments at specific times. They can also gain insights into their customers' online behavior, including two-year trends showing how that changes, and comparisons between sub-groups. In addition, agencies and advertisers can use it to help measure how effective their campaigns were in delivering lift to site visitations, search and conversions.

Simon Bradstock, General Manager and SVP of Experian Hitwise, says the service provides 'deep and actionable insights and targeting on consumer segments defined by both online behavioral and off'-line lifestyle data', and adds: 'In an age when retailers are pitching messages to universal audiences utilizing every conceivable channel to see what sticks, marketers continue to be challenged in reaching customers who are no longer defined by the standard demographics of the past.'

Experian Hitwise operates in the US, UK, Australia, New Zealand, Hong Kong, Singapore, Canada and Brazil and is online at www.hitwise.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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