Más contenido relacionado Howstuffworks.com Case Study1. Hitwise at work:
Education and reference
Hitwise
Leading publisher uses Hitwise to tailor offline
content to online customers
Overview “Hitwise helps us avoid
HowStuffWorks.com (www.HowStuffWorks.com) leverages Hitwise data to improve
its content development efforts through an examination of evidence-based consumer guessing what kind
demand patterns. of content we should
The challenge
be developing to meet
With exclusive digital rights to a virtual library of offline book titles written by leading constantly changing
publishers, Gabe Vehovsky says, “A major challenge is to restructure the offline content and consumer needs.”
develop unique content features that are designed specifically for online consumption.”
Gabe Vehovsky
Another task, according to Vehovsky, is to use empirical consumer behavior as a basis for EVP, Strategy and Research
finding “better ways to prioritize and guide the digitization of offline content.” HowStuffWorks.com
The solution
In response to these challenges, Vehovsky says, “We leverage the Hitwise Competitive
Intelligence service, specifically Search Intelligence™ and Lifestyle data, to help us determine
what content is important to customers now, and which demographic and social segments are
likely to be drawn to specific content subjects.” To do this, the team at HowStuffWorks.com
continually use Hitwise to monitor search behavior and match demographic profiles to content
on competitive websites. After this information is scrutinized, these consumer insights are
turned into “tactics and strategies for reaching new audiences and improving our end-user
experience,” said Vehovsky.
The benefits
Hitwise contributes to the strategy and research process by helping HowStuffWorks.com
“avoid guessing what kind of content we should be developing to meet constantly changing
consumer needs,” says Vehovsky.
Since the company continually challenges itself to improve ways to bring new product and
content to market, Vehovsky declares that with access to Hitwise, he is able to “streamline
and simplify” content development efforts, and that his goal is to replace ambiguous “I think
so” statements within the content planning and development process with definitive “I know
so” statements.
About Experian Hitwise
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