Of Internet metrics and mobile by ProQuest


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        Of Internet metrics and mobile
         Maher of Hitwise discusses what marketers look for in database development By Jonathan Mack

                                                                 Q: How does Hitwise generate its view           These are for clients who are very focused        every industry. But, we are continuing
                                                                 of what’s happening on the Web?                 on segmenting their audience for acquisi-         to align our resources to help our clients
                                                                 A: Through partnering with a range              tion and retention.                               during this time. Our clients really look
                                                                 of Internet service providers and opt-in                                                          at us as a partner. The byproduct of that,
                                                                 panel providers, we collect anonymous           Q: What plans does Hitwise have for a             which has been a very positive thing
                                                                 information from our data partners.Then,        mobile marketing measurement?                     for our business, is when a company
                                                                 we make sure those data are accurate,           A: The technology that we use for the             faces difficult decisions, the choices tend
                                                                 summarize that information and provide          Internet is very scalable and makes it            to move up the food chain. So, we are
                                                                 those insights for our clients so they can      very easy for us to launch into new chan-         actually moving up within these organi-
                                                                 make better and more timely decisions           nels. So, we’re actively perusing opportu-        zations that we work with to more senior
                                                                 about their online marketing initiatives.       nities in mobile, not only on our own but         people. We are getting a clearer picture
                                                                 This allows us to tell how more than            as part of the bigger Experian initiatives.       of what these clients are going through,
                                                                 25 million users interact with more                                                               and it lets us deal with them on a more
                                                                 than 1 million Web sites every day.             Q: What are the major challenges of               custom level.
                                                                                                                 tracking online behavior?
                                                                 Q: What are the most useful metrics for         A: The major challenge that we see is             Q: Hitwise was named one of NY’s fast-
                                                                 direct marketers?                               really education − whether it’s educat-           est growing technology companies by
        Chris Maher                                              A: Web site rankings or the popularity          ing the marketplace or educating the              Deloitte’s Technology Fast 50 Program in
                                                                 lists in terms of visits and basic demo-        company that is looking at vendors like           2006. Is that rate of growth continuing?
        Title: President, Hitwise, a division of Experian        graphics are clearly important. I think our     Hitwise and helping them to understand            A: We’re still growing, although not
        Former positions: VP of sales, Jupiter Media Metrix      most popular metrics are upstream and           in a transparent way what we do, how              as fast as we were in 2006. We are not
        When not at the office: I try to spend as much            downstream measurements to a Web site           we do it and ultimately how they can              into that start-up growth mode. We are
        time with my daughters as possible.                      − that is really the best way for our clients   take the information and service around           also trying to strike more of a balance
        Career advice: You can always learn something            to identify and evaluate partners for them-     our data and apply it to their business.          between our top line revenue growth and
        from someone in the room. Never think you are the        selves. Another very important metric is                                                          our bottom line profitability, which is
        smartest person there — develop your people skills.      mosaic or lifestyle demographics, which         Q: How has the economy affected Hitwise?          extremely important now as opposed to
        First job: My first job out of college was as a basket-   really get into the psychographics and the      A: It has been challenging for us, as it          when you’re just starting up and trying
        ball coach at Boston College and Brown University.       more qualitative behavior of consumers.         probably has for every company across             to grab market share. ●

        PEOPLENEWS                                                                                                                            EXPERTADVICE

                                                                                                                                              Janine Popick
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