Trendspotting: Discovering Consumer Insights Through Search

Date: Aug 4, 2011 1:00 EST (10:00PST)

Heather Dougherty, Experian Hitwise
Jessica H. Simon, Vice President of Insights & Analytics, HealthCentral


Consumers are constantly entering search queries that reveal their intentions across a majority of their activities in daily life – researching shopping and financial decisions, seeking out content and navigating directly to online destinations.

These search queries then provide a blueprint for marketers to understand how consumer sentiment and intent evolves over time, which can then feed into strategies across the organization including merchandising & content development, display ad & email campaigns.

In this webcast, we’ll discuss:

  • Deciphering consumer sentiment as economic indicators for content development and relevant messaging
  • Using the seasonality of search to recognize when consumers are truly in-market and thinking about a topic or product
  • Search term sequencing and the train of thought when consumers are conducting online research
  • Segmenting search queries to understand the differences based upon demographics, life stages and credit scores

Heather Dougherty is Director of Research at Experian Hitwise. She is a leading authority in online commerce and marketing, and has been covering the field since 1997. She is a frequent speaker at industry events, and often quoted in national about online consumer behavior and ecommerce.

Jessica H. Simon is Vice President of Insights & Analytics at HealthCentral, as the business owner of the company’s audience acquisition and retention efforts. She leads the company’s innovative strategy to identify searcher demand and create targeted content which mirrors the user’s patient journey.

Sponsored by Experian Hitwise

Experian Hitwise is the leading online competitive intelligence service. Experian Hitwise gives marketers a competitive advantage by providing daily insights on how 25 million Internet users around the world interact with more than 1 million Websites. This external view helps companies grow and protect their businesses by identifying threats and opportunities as they develop. Experian Hitwise has more than 1,500 clients across numerous sectors, including financial services, media, travel and retail. Learn more at

Sponsored by Hitwise
The Hitwise online competitive intelligence service provides daily insights on how 25 million people interact with over 1,000,000 websites in 160+ industries. This unprecedented volume of Internet usage data is seamlessly integrated into an easy to use, web-based service, designed to help marketers better plan, implement and report on their search marketing, online advertising, affiliate and a broad range of other online marketing programs.

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