Los Angeles — Digital marketing company Connexity, Inc. today announced the launch of an enhanced AudienceView audience segmentation and analytics platform with new granular audience-based metrics and reporting. AudienceView combines deep online behavior data collected by Hitwise with thousands of survey-based audience attributes from Simmons Research. The result is the most comprehensive view of where people go on-line, who they are, and what they like. This enables AudienceView clients to define and then find audiences based on search intent, frequency of action or life stage.
“AudienceView was built for today’s marketers, agencies and content owners bringing together unique audience measurement with advanced profiling and segmentation tools,” says Nigel Wilson, Managing Director at Hitwise, which Connexity acquired in December. “We’ve elevated the research standard for measuring traffic from a flat count of how many visits a site receives, to a more sophisticated look at who those audiences are, what they like and where they can be found online, to ensure we can understand both the quality and quantity of online activity. This combination makes it possible for marketers to eliminate waste by laser focusing their targeting and planning efforts.”
AudienceView, with a panel of nearly 10 million US consumers—including over 3.5 million mobile devices—tracks behavior across 20 million websites and 500 million search terms each month, providing marketers with unparalleled cross-channel insights. By unifying website and search activity across desktop and mobile devices together with purchase behavior and consumer attributes (including demographics, psychographics, media consumption and brand loyalty), AudienceView delivers both audience insights and competitive intelligence.
The enhanced AudienceView will for the first time allow marketers to size and measure their audiences on a weekly basis and to a level not previously available. They can define segments based on website category level pages, transaction site sections, frequency of visitation and product specific search intent. Added to this, research teams will be able to report separately and trend the specific mobile behaviors of their customers across search and clickstream activity.
With AudienceView, companies can drive performance and compete more effectively by improving such things as brand differentiation (uncovering consumer behaviors and attitudes unique to their audience); creative optimization (identifying consumer motivations and preferences); media effectiveness (understanding consumer behavior to know when and where to reach an audience); market sizing (uncovering opportunities for engaging new audiences); campaign measurement (measuring campaign effectiveness for reaching their target audience); and all of this with an eye on the competition.
“We’re focused on delivering highly-targeted audiences created from consumer insights,” says Bill Glass, CEO of Connexity. “The combination of AudienceView’s insights and segmentation with Connexity’s programmatic targeting will enable our customers to research, understand and identify their target audiences. AudienceView ensures that campaigns get off on the right foot by placing reliable and actionable insights at the core of the marketing plan.”
Connexity (http://www.connexity.com) Digital marketing company Connexity uses the world’s largest sample of Internet behavior, with an emphasis on ecommerce, to help brands and performance marketers find and target the most promising audiences on any device with programmatically available data and media. Its Bizrate Insights division helps retailers keep and grow their customer base by providing direct buyer feedback that can improve customer relationships and their online store experience. Connexity’s Hitwise combines user behavior with offline lifestyle and life stage information to help companies build and optimize their online multichannel marketing campaigns.
Connexity, Inc., formerly Shopzilla, Inc., is headquartered in Los Angeles and operates in the United States, the United Kingdom, Australia, France, Germany, and Italy. It is owned by Symphony Technology Group (STG).