LONDON – Hitwise have announced a UK partnership with Kantar Media enabling marketers to not only define, measure and understand audiences based on search and website visitation behaviours, but now also by their opinions and attitudes.
This combination bridges the gap between online and offline consumer data at massive scale. TGI consumer audiences, delivered by Kantar Media, provide in-depth target intelligence related to all domains of product and lifestyle choice. Hitwise monitors a panel of three million consumers (half of which is mobile) and 160 million monthly searches. By integrating TGI consumer audiences into Hitwise, clients will now be able to focus their analysis around recognisable real-world audiences and client personas, and enrich their online view with valuable audience insights.
For example, travel companies can use the Hitwise and TGI consumer audience data to create segments of travellers who ‘Try to go somewhere different on holiday every time’ AND search for ‘boutique hotels’ vs groups of travellers who ‘Like to go back to familiar places’ AND search for ‘all-inclusive deals.’ Understanding the differences in attitudinal and online search behaviour between these two groups enables travel companies to create messaging tailored to each audience.
“Kantar Media is delighted to be integrating TGI with Hitwise”, said Richard Poustie, CEO of Kantar Media UK & Ireland. He added, “In doing so we are extending the reach of actionable consumer insights and behaviours measured by TGI, which provide a common language between media buyers and sellers on and offline into the Hitwise platform for increased actionability.”
“The integration of TGI’s rich survey data along with the existing strength of Hitwise’s online insight is a game changer for brands,” said Nigel Wilson, Managing Director at Hitwise. He added, “This marriage of online and offline data empowers our customers to understand audiences on a deeper level and engage with them in more meaningful and contextually relevant ways.”
About Hitwise
Hitwise’s consumer behavior, search marketing and competitive insights platform helps digital marketers understand, acquire and retain profitable customer segments. Clients rely on Hitwise to improve the effectiveness of search, display, affiliate, email and social marketing campaigns.
In the UK Hitwise monitors a panel of three million consumers (half of which is mobile) and 160 million monthly searches. Hitwise works with over 1000 clients across industry sectors, including retail, travel, financial services, advertising, media, technology and pharmaceuticals.
About Kantar Media
Kantar Media is a global leader in media intelligence, providing clients with the data they need to make informed decisions on all aspects of media measurement, monitoring and selection. Part of Kantar, the data investment management arm of WPP, Kantar Media provides the most comprehensive and accurate intelligence on media consumption, performance and value.
