How a leading publisher uses Experian Hitwise Lifestyle data The Challenge Taunton Interactive, a leading publisher of magazines and online content, wanted to understand its web visitors. They wanted to discover if there was a difference between the visitors to its online content between those that visited their online store. The Solution Using Hitwise Lifestyle data on a weekly basis to compare a custom roll-up of their web properties to the online store. The publisher found that traffic to the online store was of different customer segments to the online properties.

1. How a leading
publisher uses
Experian Hitwise
Lifestyle data
Hitwise Lifestyle is an online customer segmentation and targeting tool that reveals the
demographics, attitudes and behavioral characteristics of visitors to your website, and your
competitors’ websites. Hitwise Lifestyle provides unprecedented insights into the psychographic
and lifestyle attributes of an audience for maximizing the effectiveness of your marketing campaigns,
media plans and strategic and affiliate partnerships.
Benefits
• Actionable and Comprehensive: Each segment is comprised of a range
“The Lifestyle tool is one of of different lifestyle characteristics, including: ethnicity, lifestyle and media
my favorite tools especially behaviors, attitudes, shopping preferences and geographic location.
now that we are able to trend • Robust Planning Tool: Lifestyle allows for instant identification of the
websites that attract the highest concentration of your brand’s most
out over time the peaks and desirable customers.
valleys per segment across • Customizable: Create your own categories of websites and see lifestyle
any site.” profiles of audiences to your custom set.
Actionable Insights
Taunton Interactive, a leading publisher of magazines and online content, plus an
“With such fragmentation
online store, uses Hitwise Lifestyle data on a weekly basis to compare a custom
going on across all media roll-up of their web properties to the online store. The publisher found that traffic
today it really helps to to the online store was of different customer segments to the online properties.
understand the consumer Using Experian Hitwise Mosaic data, they profiled the Lifestyle segments of
segments as forensically visitors to the online store and identified new advertising prospects based on
other sites that the audience segments visit. They also realized that the content of
as possible and Hitwise their websites needed to speak to a more affluent sector. By profiling the affluent
has been my #1 go to tool segments (Affluent Suburbia, Upscale America etc) and uncovering the sites
they visit, Taunton Interactive has true audience insights and a strategy to present
for this for many years now.” to the executive team.
– Nick Rozdilsky, VP Digital Marketing,
The publisher also matched Hitwise Demographic and Lifestyle data with their
Taunton Interactive
offline data and performed an interesting overlay to see what audience segments
were unique to online or offline publications or common to both. This information
assisted with marketing strategies online and offline.
“Being able to index against other sites, industries and custom categories
is extremely valuable. I have not found any other tool that performs such a
comprehensive job”, says Nick Rozdilsky, Vice President Digital Marketing,
Taunton Interactive (The Taunton Press).