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Hitwise Launches Hourly Online Traffic Insights Reporting

Written on
Jan 31, 2017 
Author
Adotas  |

Hitwise is rolling out its next-generation AudienceView platform that integrates data from its panel of 8 million web users, tracking behavior across 20 million websites and 500 million search terms in the US. It also reports on over 60,000 consumer characteristics.

Hitwise, a company delivering large-scale online clickstream data collection and consumer behavioral analytics, has launched hourly insight reporting, a new capability that offers marketers improved visibility into online consumer behavior and competitive traffic trends throughout the day. Reporting on hourly insights will be rolled out on an industry-by-industry basis starting with the news and media category.

Intraday hourly reports offer near-real time insight into current web traffic trends. With a delay of only a few hours, marketers (or in the case of the news industry, and editorial teams) can track their competitor’s product and content performance providing unprecedented insight into shifts in consumer interests as they occur, enabling clients to react quickly to competitive threats and opportunities.

“We are excited to launch this new capability which builds on our detailed understanding of online consumer behavior. Hourly insights enable publishers and brands to optimize their strategies on a near real time basis,” says Giles Longhurst, SVP & General Manager for Hitwise Audience Solutions (pictured top left).

For instance, news organizations can gauge the most popular articles across competing news sites and adjust their own future content creation and promotions accordingly.

Here for example, is intraday reporting on web traffic to major news sites during inauguration ceremonies compared to the day before:

This chart shows the share of page views across the set of competitors on inauguration day.
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This chart shows the share of page views for the same set of competitors on the day before the inauguration.
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The chart report below shows how specific news stories performed relative to others. Note that live coverage predominates during the event, but other popular articles during that time include references to Michelle Obama’s facial reaction to Melania Trump’s gift (Buzzfeed), an outbreak of violent protests (Fox News), and a bedbug infestation (Fox News/travel).

Historical hourly data reports will provide tracking of a custom set of competitive domains relevant to the marketer – comparing total visits, share of market, upstream traffic sources, and search clicks. These unique insights can be used to plan more effectively by identifying successful competitor tactics and identifying new targeting opportunities.

Hitwise reports on behavioral and media consumption patterns from 20 million websites and 500 million web searches providing marketers with the most accurate and actionable audience information in the world.

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