Experian Knowledge Centre

We realised our sites had different audiences with different needs. While our offline research provided insight into who came to the State Library and why, we had little understanding of who our online audiences were. The major gap was understanding the correlations and differences between the two audiences.

We decided we wanted to use Mosaic profiling for a common language across both audiences, and engaged Hitwise for their lifestyle data. Thanks to this data, we are now able to understand our offline and online audience's needs better and tailor our content and marketing communications accordingly.

The result has been the creation of more customised content and a dramatic increase in online engagement.

Megan Rogers
Marketing Manager
State Library of Victoria

The Challenge

The Library began its exhibition of artwork from Australian picture books in December 2010. Parents and children were a new audience for us and a lot of our on-site research had not provided us with adequate information to understand this new market. What we did know, though, was that mothers with children between the ages 3-10 who live within a 10km radius of the CBD were more likely to come to our venue. But we wanted to grow this market considerably. Online understanding told us that mums are often online and so we needed to understand their online behaviour and requirements.

The Solution

Firstly we used Hitwise to understand which Mosaic profiles women fell into within a 10km radius of the CBD. Then, once we had our primary and secondary markets, we were able to use Hitwise's lifestyle data to inform our marketing and communications decisions. For example, we had a very limited budget for the exhibition. We could only advertise on one website. We researched which websites these mothers were visiting on a regular basis and there was a clear winner in terms of how they spent their online time. Without Hitwise we would never have known how to choose the website on which we advertise. It would have been complete guesswork - especially since there are 5 mainstream children's websites which parents visit. We advertised on this website and received a record number of hits to the exhibition page of our website.

Yet, that's not where it ended. The beauty of the Hitwise data was that it linked with our offline activity - and this is where the real value lies. By understanding the online behaviour of our primary and secondary markets, we were able to integrate the offline advertising (both print and outdoor) so that we increased the reach and frequency of our advertising across all channels. We knew from the Hitwise data that we were highly likely to reach our target market on a particular children's website, and then by looking into what offline channels these target markets viewed we were able to make sure they were getting hit by our message from all directions.

The final result was that we far exceeded our exhibition visitation. For a local exhibition with a small marketing budget, over 80,000 visitors (in a new market) in six months is a real win for the Library.

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