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Experian Public.

Use Data to Win New Business Pitches

© 2009 Experian Information Solutions, Inc. All rights reserved. 3

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© 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.


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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

http://home.americanexpress.com/home/mt_personal.shtml

http://www.homedepot.com/webapp/wcs/stores/servlet/HomePageView?langId=-1&storeId=10051&catalogId=10053


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Experian Public.

NORWEGIAN CRUISE LINES


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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

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/2011

Jan. - May Jan. - May Jan. - MayJan. - May


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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


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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


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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


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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


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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


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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


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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


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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%


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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


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Experian Public.

Princess.com’s Landing PagesPrincess has fewer landing pages, narrower focus.

Homepage

Couples CruisesMediterranean

South AmericaAlaska

Princess.com

979 Landing Page URLs


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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


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Experian Public.

DemographicsNCL’s visitors skew female, 45 +, with income $30K-$100K


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Experian Public.

Sites Visited by NCL’s Core DemographicGambling sites attract women 45+ with income $30K-$100K


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Experian Public.

Audience Similarity to NCLOnetravel & Booking.com’s audiences are like NCL’s.


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Experian Public.

H&M


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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

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Sept. – Dec. Sept. – Dec.Sept. – Dec.


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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


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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


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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


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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


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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


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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


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Experian Public.

H&M’s Landing Page“Choose region”


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Experian Public.

Key Traffic Drivers for H&M’s Competitive SetFashion sites can be good ad partners.


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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


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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:


Experian Public.

Anita Gandhi

Sr. Director, Custom Data & Analytics

212-380-2902

[email protected]

www.hitwise.com

Rich Stokes

CEO, AdGooroo

312-205-4260

[email protected]

www.adgooroo.com

Twitter: @AdGooroo

http://www.hitwise.com/

mailto:[email protected]

http://www.adgooroo.com/

use data to win new business presentation

Business

industry paid search

search results

search traffic0

search engines

cruise sites

ctrnorwegian cruise

cruise line websitesin

norwegian cruise lines