Hitwise has enhanced its online targeting tool, Hitwise Lifestyle, with Experian MOSAIC(TM), a preferred household consumer segmentation system. Hitwise Lifestyle V3.0 provides marketers with robust attitudinal and behavioral customer segmentation data on more than 30,000 websites.

Adding the Experian MOSAIC segmentation system to the Hitwise Lifestyle tool brings together invaluable customer segmentation information from Experian with leading edge online behavior insights from Hitwise allowing for a richer analysis of online customers. This analysis includes consumer shopping habits and preferences as well as how they can be reached through different online and offline media. The MOSAIC data is l inked to the Simmons’ Market Research National Consumer Study with data available at the household and neighborhood levels.

“Bringing together the rich Hitwise competitive intelligence data and the Mosaic consumer segmentation data delivers an important advancement in tools that help marketers maximize media plans and identify new online partnerships,” said Chris Maher, president of Hitwise. “Marketers are faced with increased demands from management to produce measurable and increased ROI, so knowing more about and predicting consumer behavior and preferences is critical for online investment decisions.”

The MOSAIC system classifies all U.S. households and neighborhoods into 60 unique MOSAIC lifestyle types and 12 groupings defined by demographic, socioeconomic, property, location and behavior characteristics that balance affluence and area of residence. MOSAIC can also help marketers focus on specific ethnic groups including the U.S. Hispanic market. Furthermore, the addition of MOSAIC allows multinational marketers the ability to apply Lifestyle MOSAIC to campaigns in the United States, United Kingdom and Asia Pacific.

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