© 2009 Experian Limited. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Limited. 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 Limited. Understanding User Behaviour GEOSS Workshop

© 2009 Experian Limited. All rights reserved. 2 The Digital lifecycle Objective Strategy Attract Engage Convert Retain Goals

© 2009 Experian Limited. All rights reserved. 3 How is Hitwise Data Collected?

© 2009 Experian Limited. All rights reserved. 4 Categorisation Websites are manually categorised into one or more of our 160+ industry categories. This allows Hitwise to report on market trends, and industry insights.

© 2009 Experian Limited. All rights reserved. 5 What can be done with it? Rankings by Visits, Market Share, Impressions, and Time Hitwise allows you to Rank Websites by: Market Share Total Visits Impressions Time on Site Timeframes: Daily Weekly Monthly Hitwise also allows you to chart websites over time

© 2009 Experian Limited. All rights reserved. 6 What can be done with it? Demographic Breakdown and Segmentation Report on the Demographic breakdown of a Website or Industry by Age, State, or Gender. Rank websites by Age, State, or Gender.

© 2009 Experian Limited. All rights reserved. 7 What can be done with it? MOSAIC Lifestyle Breakdown and Segmentation Hitwise allows you to segment the users to a Website or Industry using MOSAIC data. MOSAIC data segments the Australian population into 11 Groups and 47 Types based on a range of different Lifestyle characteristics. Gain detailed insight into what sorts of individuals use a particular website or industry, and how that has changed over time.

© 2009 Experian Limited. All rights reserved. 8 Demographic Data Purchase Data Socio- economic Consumption Property Value Vehicle Data Lifestyle: Classifies every Australian neighbourhood into a Type and Group based on multiple characteristics Mosaic Profile of Neighbourhood

© 2009 Experian Limited. All rights reserved. 9 MOSAIC Australia

© 2009 Experian Limited. All rights reserved. 10 Lifestyle Mosaic: Geo-demographic Segmentation

© 2009 Experian Limited. All rights reserved. 11 What can be done with it? MOSAIC Lifestyle Breakdown and Segmentation Hitwise allows you to segment the users to a Website or Industry using MOSAIC data. MOSAIC data segments the Australian population into 11 Groups and 47 Types based on a range of different Lifestyle characteristics. Gain detailed insight into what sorts of individuals use a particular website or industry, and how that has changed over time.

© 2009 Experian Limited. All rights reserved. 12 What can be done with it? MOSAIC Lifestyle Breakdown and Segmentation

© 2009 Experian Limited. All rights reserved. 13 What can be done with it? Search Intelligence – what are people searching for? Hitwise Search Intelligence can follow important market trends and current events with search term data. Unprecedented insight into what topics are important to users, and what language they use to search.

© 2009 Experian Limited. All rights reserved. 14 What can be done with it? Search Intelligence – what are people searching for? What are the most popular variations of drought? How has this changed over time? What insight can be gained into user’s search behaviour?

© 2009 Experian Limited. All rights reserved. 15 What can be done with it? Search Intelligence – how has that changed over time? 145% increase in searches for ‘Japan’ 476% increase in the number of search terms containing ‘Japan’. Individual search terms have a higher volume, but there are a lot more long tail searches.

© 2009 Experian Limited. All rights reserved. 16 What can be done with it? Search Intelligence – how has that compare? 43,000% increase in searches for ‘japan earthquake’ This made it the most popular variation of japan, surpassing ‘yahoo japan’ for the week ending the 19 th of March.

© 2009 Experian Limited. All rights reserved. 17 What can be done with it? Search Intelligence – how does that compare? Which of these current events was the most searched for by the Australian population? Despite the large increase in searches for ‘japan earthquake’ it only saw 1/10 th of the volume that Cyclone Yasi did.

© 2009 Experian Limited. All rights reserved. 18 What can be done with it? Search Intelligence Hitwise can also show what websites people visit after searching for a term, or a group of terms. This shows us who is the most successful at attracting users for a given topic, as well as providing advertising opportunities for getting your message out there.

© 2009 Experian Limited. All rights reserved. 19 Total Sample (3 million AU) Mini Panels can be based on a behavior or characteristic. People who have searched for a particular product or service. People who have visited a particular website or group of websites. People from a particular demographic or lifestyle group. Or a Combination of the above Hitwise Custom - Segmentation Panels

© 2009 Experian Limited. All rights reserved. 20 What are their other behaviours? Third-party Websites Industries Clickstream Demographics How do they search? europcar noosa American express blackberry Fiji holidays Exchange rates emirates espn chanel Currency converter accor hotels Users who visit Hotel Suppliers sites Hitwise Custom - Segmentation Panels

© 2009 Experian Limited. All rights reserved. 21 Types of Custom Visitors to Content Site A Visitors to Content Site B Visitors to Content Site C Hitwise Custom - Audience Overlap

© 2009 Experian Limited. All rights reserved. 22 Hitwise – Uses and Benefits 1.Gain unprecedented insight into your users and your online industry. 2.Find out what are the most popular websites in a given industry, or for a particular trend or topic. 3.Find out how users navigate the web, what websites they go to before and after your website. 4.Uncover detailed demographic and user segmentation data about your target market. 5.Follow current affairs and trending topics using search term data.

© 2009 Experian Limited. All rights reserved. 23. Now you know. Name: Mark Rodda Title: Research Analyst Phone: Internet: