Experian Hitwise Launches Segmentation Tool

Online competitive intelligence provider Experian Hitwise has launched a new demographic segmentation tool, which enables clients to rank web sites by number of visits received from specific types of users.

Hitwise, which was acquired by global information giant Experian in 2007, assesses the performance of web sites and search engines using information gathered from Internet service providers.

Its new 'Rank by Audience' service can segment users by age, gender, income, state, Designated Market Area (DMA), Experian's Mosaic and PRIZM segments (in the US), and share of new or returning visitors. This demographic data is updated weekly, with rolling four-week and 12-week reporting options.

The firm says its new solution can answer questions such as what news sites are most popular with Internet users in New York versus Chicago, and which are most popular with households with income of more than $150k.

It can also be used to analyse, for example, which travel agency ranks highest for an affluent audience, which automotive manufacturer's site receive the most visits from women, and which retailers capture the greatest share of online traffic from regions where they have stores.

'The depth, breadth and timeliness of Hitwise demographic reporting, combined with the new Rank by Audience capabilities, provides our clients with unprecedented information about how well they are performing against competitors, by key measures and the insights necessary to improve that performance,' states Luke McGuinness, VP of Partnerships and Product Management.

Web site: www.hitwise.com .