Hitwise Tool to Include Consumer Segmentation System

Online competitive intelligence provider Hitwise has launched an updated version of its Hitwise Lifestyle online tool, containing a new approach which provides marketers with attitudinal and behavioural customer segmentation data on more than 30,000 web sites.

The tool now features the Experian MOSAIC household consumer segmentation system, combining the Experian information with Hitwise's online behaviour insights. This mix includes consumers' shopping habits and preferences, as well as details of how they can be reached through different online and offline media. The data is also linked to the Simmons Market Research National Consumer Study which contains information at household and neighborhood level.

President Chris Maher explained: 'Marketers are faced with increased demands from management to produce measurable and increased ROI, so knowing more about and predicting consumer behaviour and preferences is critical for online investment decisions.'

MOSAIC classifies all US households and neighborhoods into 60 lifestyle types and 12 groupings defined by demographic, socioeconomic, property, location and behaviour characteristics. It can also focus on specific ethnic groups, and can be applied to campaigns in the US, UK and Asia Pacific.

Hitwise was acquired by Experian in April (www.mrweb.com/drno/news6691.htm ) and is online at www.hitwise.com. Experian-owned Simmons Market Research can be found at www.smrb.com.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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