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eMetrics Marketing Optimization Summit
San Francisco, May 4-7, 2008

Hitwise University

Competitive Intelligence: Turning Data Insights into Actions

The Hitwise University Live session will demonstrate how to leverage unique Hitwise online competitive intelligence data for strategic marketing planning and reporting. Featuring a case study presented by Lynn Lanphier, Senior Manager Customer Experience, Best Buy.

Monday, May 5
2:30 – 3:30pm

Content Strategy:

• Prioritize content by analyzing downstream traffic to understand what your consumers are looking for and not finding on your website.
• Identify affiliate partners that are working for competitors.

Search Marketing:

• Prioritize keywords for SEO and SEM by identifying those that are sending traffic to competitors.
• Benchmark the proportion of paid and organic traffic your website receives against your competitors.

Customer Targeting:

• Understand how your audience compares with competitors to identify new customer groups.
• Find out the exact websites that your target audience is visiting by demographic and lifestyle profiles.

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