Multimedia Victoria

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• Multimedia Victoria
• Go-Thinking
• Seminar

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Agenda

• Introduction to Using Internet Measurement.
• Insights on the Online Government Sector.
• How Competitive Intelligence can help you make
  more effective decisions through understanding,
  developing and measuring campaigns and maximizing
  your online ROI.
• Case Study
• Questions

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The Internet Measurement Spectrum
User Centric Media Metrix Nielsen
Network Centric Hitwise
Site Centric Web Trends Funnel Web
World Wide Web
www.lexisnexis.com.au
World Wide Web
ISP
www.ebay.com.au
www.looksmart.com
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Competitive Intelligence Tools
Now There Are Easier Ways to Keep Track of the
Competition! Rankings Category
Statistics Profiler Click Stream Charting Email
Alerts
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Hitwise Rankings

• Sites are ranked in up to 3 of Hitwises 150
  industry categories (parent and sub categories).
• PARENT INDUSTRY CATEGORIES
• Automotive
• Aviation
• Business and Finance
• Community
• Computers and Internet
• Education
• Entertainment
• Food and Wine
• Government
• Health and Medical
• Lifestyle
• Music
• News and Media
• Shopping and Classifieds
• Sport
• Travel

GOVERNMENT SUB CATEGORIES Local NSW
National Queensland SA State Tasmania Victoria WA

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Hitwise Government Overview

• Government websites attract more than 1 of
  Australian Internet traffic based on User Visits.

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Government Australian Traffic

• Australian Government websites attract a
  significantly higher proportion of traffic than
  their counterparts in the UK New Zealand.
• Chart 2 Cross country comparison traffic to
  Government websites based on User Visits, July
  2001

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Government Relative Market Share
Growth for previous 12 months based on Page
Requests Chart 3 Relative Market Share of
Government sites based on Page Requests
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Government Average Session Duration

• The current average session time for Government
  sites is 8 mins 28 secs compared with 5 mins 26
  secs in February 2001
• Chart 4 Avg. Session time for Government
  websites based on User Visits Feb - August 2001

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Government Category Summary
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Hitwise Rankings

• Complete overview of all sites that affect your
  web presence.
• Instant overview of fast moving sites.
• Flexible way to determine which sites have it
  right by a range of criteria.
• Quickest way to measure how marketing campaigns
  have displaced competition.
• With Hitwise, you can rank sites according to
• User Visits
• Average Visit Duration
• Page Views
• On a daily, weekly, or monthly basis, depending
  on your business objective.

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Rankings VIC Government
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Rankings NSW Government
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Case Study The Better Health Channel
betterhealth.vic.gov.au

• Currently in the Top 10 sites Health Medical
• Ranked No. 1 in the Health and Medical
  Information sector

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Key Findings of Promotional Campaign
Site rises almost 500 places in the overall
Hitwise rankings for Australian sites
Promotional Campaign begins
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Relative Market Share increase Health Medical
category
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Relative Market Share increases in several
categories
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Competitive Charting
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Increase in Average Session Time

• Proven success in terms of holding people at
  site for longer

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Increase in Rankings

• Highest ever overall weekly ranking was 599th and
  a lowest ever overall ranking of 1064th

 
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Demographic breakdown
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Hitwise Click Stream Analysis

• Find out where traffic comes from and goes to
  before and after visiting a competitive site
• Top Sites (all sites)
• Top Competitive Sites
• Top Categories
• Top Search Engines
• With this information, you can
• Divert competitive traffic.
• Instantly know about competitive marketing
  strategies.
• Understand online shopping patterns.
• Know about other interests of your online
  visitors.
• Make the search engines work for you.

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Click Stream www.betterhealth.vic.gov.auThis
data shows the effectiveness of links to other
Victorian Government sites (notably
www.dhs.vic.gov.au) as well as extent to which
users surf between Federal, State private
health information sites
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Click Stream Interest Categories
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Click Stream Search Engines
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Why Online Competitive Intelligence?

• Understand WHO your direct online competitors are
• Identify the most relevant and strategic alliance
  partners, to keep your visitors coming back to
  your site
• Assist with efficient media planning
• Get the most out of search engines
• How to divert your competitors traffic
• ..All of which will maximize your online ROI, to
  ensure when you spend money youre doing it
  with a competitive edge!

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Lyndon Gasking Business Development Hitwise
Australia lyndon.gasking_at_hitwise.com www.hitwise
.com.au