A: The major challenge that we see is really education - whether it?s educating the marketplace or educating the company that is looking at vendors like [Hitwise] and helping them to understand in a transparent way what we do, how we do it and ultimately how they can take the information and service around our data and apply it to their business.
8 | DMNEWS | January 19, 2009 | www.dmnews.com www.dmnews.com | March 30, 2009 | DMNEWS | 21 SPOTLIGHT 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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