Use Data to Win New Business Presentation

Use Data to Win New Business Pitches

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Experian Public.

Introduction to Hitwise
Who 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.

© 2009 Experian Information Solutions, Inc. All rights reserved.
2011
Experian Public. 3

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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

2011
Experian Public. 4

4

NORWEGIAN CRUISE LINES

2011
Experian Public. 5

5

0.00%
0.01%
0.02%
0.03%
0.04%
0.05%
0.06%
0.07%
0.08%
0.09%
3/1/2008
4/1/2008

Jan. - May
5/1/2008
6/1/2008
7/1/2008
8/1/2008
9/1/2008
10/1/2008
11/1/2008
12/1/2008
1/1/2009
2/1/2009
3/1/2009
4/1/2009

2011
Jan. - May

5/1/2009
6/1/2009
7/1/2009
8/1/2009

6
9/1/2009
Cruise Industry Traffic Trends

Experian Public.
10/1/2009
11/1/2009
12/1/2009
1/1/2010

2/1/2010
3/1/2010
4/1/2010
Jan. - May

5/1/2010
6/1/2010
7/1/2010
8/1/2010
9/1/2010
10/1/2010
11/1/2010
12/1/2010
1/1/2011
2/1/2011
January – May is the peak season for visits to cruise sites.

6

3/1/2011
Jan. - May

Year-over-year Changes in Traffic
2011 is shaping up to be better than 2010

Cruise Category - Share of all visits
0.09%

0.08%

0.07%

0.06%

0.05%
2009

0.04% 2010
2011
0.03%

0.02%

0.01%

0.00%
J J J J J J J J J J J J J J J FFFFFFFFFFFFFFMMMMMMMMMMMMMMMMAAAAAAAAAAAAAAAMMMMMMMMMMMMMM

2011
Experian Public. 7

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Industry Paid Search Spend and CPC
As peak season began, spend went up and CPC went down.

Paid Search Spend - "Travel - Cruises"
Google US
$12,000,000 $4.50

$4.00
$10,000,000
$3.50

$8,000,000 $3.00

$2.50
$6,000,000
$2.00

$4,000,000 $1.50

$1.00
$2,000,000
$0.50

$- $-
1/1/2010 4/1/2010 7/1/2010 10/1/2010 1/1/2011

TotalSpend CPC

2011
Experian Public. 8

8

Visits to Cruise Line Websites
In March, NCL lost its 3rd place spot to Princess Cruises.

Overall Visits
2500000
Princess overtook NCL

2000000

1500000
www.carnival.com
www.royalcaribbean.com
1000000 www.princess.com
www.ncl.com
www.hollandamerica.com
500000

0

2011
Experian Public. 9

9

Key Traffic Drivers for Cruise Line Websites
NCL’s lead over Princess in Search traffic is shrinking.

Traffic from Search Engines
0.02%

0.02%

0.01%
www.carnival.com
0.01%
www.royalcaribbean.com
0.01%
www.ncl.com
0.01%

0.01% www.princess.com

0.00% www.hollandamerica.co
m
0.00%

0.00%
1/1/2011 2/1/2011
2011 3/1/2011 10
Experian Public.

10

Advertiser Spend Comparison
NCL gets a better return on paid search than does Princess.

Advertiser Budget, Impressions, Paid Clicks
12,000,000

10,000,000 royalcaribbean.com carnival.com

8,000,000
Impressions

ncl.com
6,000,000
princess.com

hollandamerica.com
4,000,000

2,000,000

-
- 100,000 200,000 300,000 400,000 500,000 600,000 700,000
Clicks

2011
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Paid Search Management Efficiency
NCL ranks well, but with poor coverage.

90%

80%

royalcaribbean.com 70%

carnival.com
60%

Coverage
princess.com
ncl.com

hollandamerica.com 50%

40%

30%

20%
6.0 5.0 4.0 3.0 2.0 1.0 0.0
Average Position in Search Results

2011
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Paid/Organic Search Breakout
Princess attracts more organic search than does NCL.

NCL.com Search Traffic Princess.com Search Traffic
0.01% 0.01%
0.01% 0.01%
0.01% 0.01%
0.01% 0.01%
0.00% 0.00% Organic Clicks
0.00% 0.00% Paid Clicks
0.00% 0.00%
0.00% 0.00%
0.00% 0.00%
1/1/2011
0.00% 2/1/2011 3/1/2011 1/1/2011
0.00% 2/1/2011 3/1/2011

2011
Experian Public. 13

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NCL’s Keyword Spend and Performance
1,009 terms – decent keyword variety

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%
Spend
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% Brand
caribean cruise 1,534 89,796 $ 12,956 1.7% 37%
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% Non-Brand
63%
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%

2011
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NCL’s Landing Pages
Landing pages focus on destinations, ships, and themes.

6341 Landing Page URLs
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

2011
Experian Public. 15

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

Princess.com
979 Landing Page URLs

Alaska South America

Homepage

Mediterranean Couples Cruises
2011
Experian Public. 16

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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

2011
Experian Public. 17

17

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

2011
Experian Public. 18

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

2011
Experian Public. 19

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

2011
Experian Public. 20

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H&M

2011
Experian Public. 21

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0.00%
0.40%
0.60%
0.80%
1.00%
1.20%

0.20%
3/8/2008
4/8/2008
5/8/2008
6/8/2008
7/8/2008
8/8/2008
9/8/2008
10/8/2008
11/8/2008
12/8/2008
1/8/2009
Sept. – Dec.

2/8/2009
3/8/2009
4/8/2009

2011
5/8/2009
6/8/2009
7/8/2009
8/8/2009

22
9/8/2009

Experian Public.
10/8/2009
Apparel Industry Traffic Trends

11/8/2009
12/8/2009
1/8/2010
Sept. – Dec.

2/8/2010
3/8/2010
4/8/2010
5/8/2010
6/8/2010
7/8/2010
8/8/2010
9/8/2010
10/8/2010
Holiday season is the peak for visits to apparel sites.

11/8/2010
12/8/2010
1/8/2011
Sept. – Dec.

2/8/2011
3/8/2011
22

Year-over-year Changes in Traffic
2011 is shaping up to be better than 2010

Apparel Category – Share of All Visits
0.012

0.01

0.008

0.006 2008
2009
2010
0.004
2011

0.002

0

2011
Experian Public. 23

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Industry Paid Search Spend and CPC
Spend peaks through holidays, then drops into January
Paid Search Spend - "Shopping and Classifieds - Apparel and Accessories"
Google US
$45,000,000 $1.80

$40,000,000 $1.60

$35,000,000 $1.40

$30,000,000 $1.20

$25,000,000 $1.00

$20,000,000 $0.80

$15,000,000 $0.60

$10,000,000 $0.40

$5,000,000 $0.20

$- $-
1/1/2010 4/1/2010 7/1/2010 10/1/2010 1/1/2011

TotalSpend CPC

2011
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Visits to Apparel Websites
Visits to H&M have been very low – no e-commerce.

Overall Visits
3500000

3000000

2500000

www.forever21.com
2000000 www.wetseal.com
www.urbanoutfitters.com
1500000 www.bebe.com
www.hm.com

1000000 www.zara.com

500000

0
10/16/2010 11/16/2010 12/16/2010 1/16/2011 2/16/2011 3/16/2011

2011
Experian Public. 25

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Traffic from Paid Search
H&M has just started to engage in paid search.

Traffic from Paid Search
7.00%

6.00%

5.00%

4.00% www.forever21.com
www.bebe.com
3.00% www.wetseal.com
www.urbanoutfitters.com
2.00%
www.hm.com

1.00% www.zara.com

0.00%

2011
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Advertiser Spend Comparison
H&M is far behind competitors in spend, impressions & clicks.

Advertiser Budget, Impressions, Clicks
25,000,000

20,000,000

15,000,000
Impressions

10,000,000

5,000,000
hm.com oldnavy.com
express.com gap.com

-
- 50,000 100,000 150,000 200,000 250,000 300,000 350,000 400,000 450,000 500,000
Clicks

2011
Experian Public. 27

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H&M’s Keyword Spend and Performance
H&M’s bought traffic from a large number of non-brand terms.

H&M paid for traffic on 4334 terms
Keyword Clicks Impressions Spend CTR
hm 4,368 91,273 $ 3,265 4.8%
h& m 4,557 77,382 $ 1,318 5.9% Spend
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%
Brand
blazer 388 24,270 $ 486 1.6% 16%
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% Non-Brand
84%
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%

2011
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H&M’s Landing Page
“Choose region”

2011
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Key Traffic Drivers for H&M’s Competitive Set
Fashion sites can be good ad partners.

2011
Experian Public. 30

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Lifestyle Segments of H&M Visitors
Affluent and aspiring segments visit H&M.

Visitors' Mosaic Groups
25.00%

20.00%

15.00%

10.00%

5.00%

0.00%

H&M Competitors H&M

2011
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Identifying the Behavior of Specific Segments
Find sites that H&M’s best customers visit.

Purchased in the past 12 months:
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

2011
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Anita Gandhi Rich Stokes
Sr. Director, Custom Data & Analytics CEO, AdGooroo
212-380-2902 312-205-4260
Anita.Gandhi@Hitwise.com rich@adgooroo.com
www.hitwise.com www.adgooroo.com
Twitter: @AdGooroo

Experian Public.

Use Data to Win New Business Presentation

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