AudienceView Release Notes Version 1.9.0 — 20 April 2017 (AU) Introducing a new look-and-feel, Crosstabs reports, additional metrics and functionality improvements

We’re very excited to bring AudienceView 1.9.0 to life today. Since our last release, we

have been working on several new items which we hope will improve your overall

experience with our services and will bring relevant new insights to you and your teams.

As always, please clean your browser's cache to ensure the latest version of the

application is loaded without issues.

1. New Colour Theme & Profiler Click-Through Links

The first thing you will notice next time you access AudienceView is the brand new look-and-feel across the

entire platform. From the new login page, to the new homepage and all the way through each report, you will

enjoy a cleaner, more modern theme throughout the application.

AudienceView’s new login page design:

The new homepage is where the recently launched Profiler lives. As part of the changes in this release, we

have removed the HOME button from the top ribbon as you can now access it by simply clicking on the

HITWISE AUDIENCEVIEW logo on the top left corner of your screen from anywhere in the platform once you

have logged in.

AudienceView’s new homepage design:

As a reminder, AudienceView’s Profiler tool is designed to help you quickly discover the most important

insights for influencing your digital business strategy. You can query a website, a saved portfolio of websites

(formally known as custom industries), or an audience segment. Profiler queries take only seconds and

result in key insights presented across separate report focuses designed to help you answer important

strategic business questions:

ANALYSE DIGITAL

PERFORMANCE

DEVELOP A COMPETITIVE PLAN PROFILER YOUR AUDIENCE REACH YOUR TARGET

AUDIENCE

How is my site performing in

its categories?

How are my KPIs trending and

what is the composition of my

traffic?

What are the Internet usage

characteristics of my target

audience?

How is my site performing

among closely ranked sites in

my category?

Am I gaining or losing ground

against my defined

competitive set?

What is the gap between my

site and my key competitors?

What are the demographic

characteristics of my target

audience?

Which lifestyle segments best

identify this audience?

How can I position content to

better appeal to this audience?

Who are the best addressable

audiences to target with

advertising?

Where are my display ads

more likely to be seen by this

audience?

What are my opportunities to

engage audience before or

after my site?

AudienceView’s new Profiler design:

Now to get a more in-depth view of your Profiler report you can click-through the relevant data and

AudienceView will automatically generate a Digital Behaviour Report without any additional set ups. If

necessary, you can adjust the parameters of this new report (e.g. changing the reporting period) using the

EDIT button on the top right corner of the Digital Behaviour Report screen.

AudienceView’s new Digital Behaviour Report design:

For now, this new click-through functionality is only available on the ANALYSE DIGITAL PERFORMANCE tab for

website queries (e.g. www.ebay.com.au). We will expand this functionality to other areas of the platform in

future releases to further simplify your user experience. Stay tuned as additional improvements to the

interface will be also be made available soon to streamline your overall experience with AudienceView.

2. Introducing Crosstabs Reports

We are also releasing a brand new report in AudienceView as part of this update – Crosstabs.

Cross tabulation reports, or Crosstabs in short, are widely used in the industry by many professionals such

as marketers, researchers, media planners and data scientists. Powered by the unparalleled data available

in AudienceView, these reports offer very flexible analysis to profile selected audiences across all present

and future attributes in our database.

Crosstab report creation panel:

Crosstabs reports can be used in an extensive number of business cases. Below are a few examples of how

these reports can help your business to quickly gather valuable insights.

Using Crosstabs for audience overlaps insights

The example above shows the overlap audience between Toyota’s, Holden’s and Mazda’s websites. On this

report, the larger audience overlap was between Mazda’s and Toyota’s websites (15,317 projected people),

indicating a high affinity between their audiences.

Using Crosstabs for content and product development

The example above shows how many people within Bupa’s, Medibank’s and NIB’s overall audiences also

searched for temporary and permanent residency visas. It indicates NIB’s audience had the higher likelihood

to be searching for either one of those visas, compared to Bupa and Medibank, despite having the smaller

overall audience size (199,890 projected people).

Using Crosstabs for advanced demographics for media insights

The example above shows Mamamia’s website audience split by Mosaic Groups vs Gender. We can see

Females within Mosaic Group B: Knowledgeable Success represent the largest size of their audience

(90,414 projected people). This empowers their team to engage with brands who have a similar audience or

wish to target this segment of the population.

Crosstabs reports are available for clients licensing applicable AudienceView packages. For more

information on how you can have access to this feature, reach out to your Hitwise Account Manager or our

Client Engagement team (support.au@hitwise.com).

3. New Percentage Metrics Available in Activity Stream Reports

As part of this release we have also added two new percentage-based metrics in the Digital Behaviour

Report: OCCURRENCES SHARES and REACHBETA. These new metrics are now available as part of Activity

Stream reports.

As a reminder, Activity Stream reports reveals the activity of a target audience prior to (upstream) and after

(downstream) interacting with a selected website or industry of interest. These insights help you identify

opportunities to engage audiences on their preferred channels before they reach you or your competitors.

Insights available in Activity Stream reports can also help marketers discover to where they lose audience —

an important consideration in developing more effective audience engagement and content development

strategies.

Activity Stream reports including the new percentage-based metrics:

Using the above as an example, you can check how results should be interpreted including previously

available and new metrics in the table below:

Metric Definition How to Read the Data

TRAFFIC

OCCURRENCES

The number of times (Occurrences) that users in

the target audience have interacted with one site

either before or after another site.

75,052 was the number of times ‘Males 18-34

‘interacted with www.smh.com.au before going to

www.ebay.com.au.

OCCURRENCES

SHARE

New Metric

Shows what percentage of all interactions with a

subject site were preceded by an interaction with

some specific other site. If out of 100 interactions

with site A (subject site), 10 had been preceded by

an interaction with site B, the Occurrence Share for

B would be 10%. Occurrence share is not limited to

preceding interactions. The Share could also be for

a site B that followed after site A. Of course,

interactions are filtered on some target audience.

The 75,052 interactions with www.smh.com.au

that were followed by an interaction with

www.ebay.com.au represent 0.16% of all the

interactions with www.ebay.com.au.

UNIQUE

USERSBETA

The estimated number of individuals (Unique

Users) in the target audience who interacted with

one site either before or after another site. We’ve

taken account of individuals visiting the sites with

different devices – they still only count as one

individual.

11,480 was the number of ‘Males 18-34’ who

interacted with www.smh.com.au before going to

www.ebay.com.au.

REACHBETA

New Metric

Shows what percentage of individuals (Unique

Users) in your target audience who interacted with

one site either before or after another site. The

percentage is calculated in relation to all individual

(Unique Users) in your segment who visited the

selected site.

The 11,480 Unique Users who interacted with

www.smh.com.au that then followed to interact

with www.ebay.com.au represent 1.09% of all

Males 18-34 Unique Users who interacted with

www.ebay.com.au.

With these new percentage metrics, it’s now easier to compare volume and relative differences between

your target audience and your comparison audience as well.

New Occurrence Share and ReachBeta metrics in Activity Stream reports when a comparison audience is selected:

In the example above, the number of times ‘Males 18-34’ (target audience) interacted with

www.youtube.com before going to www.ebay.com.au was 60.84% higher in relative terms than the ‘Online

Population’ (comparison audience). This indicates Males 18-34 were 1.6x more likely to use YouTube before

going to eBay, compared to the average population.

Activity Stream reports are available for clients licensing applicable AudienceView packages, and metrics

labelled as ‘Beta’ are available for clients who wish to participate in our market tests. For more information

on how you can access them, reach out to your Hitwise Account Manager or our Client Engagement team

(support.au@hitwise.com).

4. Expanded Search Term Limit in Segment Builder

Another area to benefit from the updates included in this release is Segment Builder. When selecting a

search term as part of your audience creation criteria, you can now select up to 50,000 variations for each

search term you enter; previously this number was limited to the top 100 variations only.

This massive improvement further streamlines the overall segment building process, meaning you can

quickly and easily create segments in AudienceView of individuals who have searched for any relevant

search term variations that you wish to include as part of your audience definition.

As a reminder, all search term variations suggested in Segment Builder are based and sorted by the most

popular ones by search share in the last 12 weeks available from the moment you are building your

segment. Please note below threshold search terms are not yet available in Segment Builder, however we

plan to address this limitation in future releases.

Up to 50,000 variations for each search term selected in Segment Builder:

Another new feature introduced in Segment Builder in this release is the CREATE PORTFOLIO button for

search terms. This is available when you select search terms as part of your segment building criteria, and

facilitates how you can create portfolios in our platform.

After entering and selecting the search terms variations, just hit the CREATE PORTFOLIO button on the top

right corner of your screen. Your portfolio will be immediately available for you to use in Segment Builder as

well as in other areas of the platform.

New Search Term Portfolio creation functionality available in Segment Builder:

5. Revamped Portfolio Builder

We have also revamped the entire Portfolio Builder functionality. Now you can create and edit portfolios

using a user-friendly interface. As a reminder, portfolios can include websites or search terms, and are a

useful way to customised your experience with our platform.

• Website Portfolios are a great way to easily define a competitive set featuring only your key

competitors’ websites. Also, they can be used to include your main affiliate marketing partners or

websites in your media plan.

• Search Term Portfolios are a useful tool to include a list of all your key PPC or SEO keywords. They

are also particularly helpful to create bundling up variations of multiple search terms — e.g. top

variations of “car insurance” in combination with top variations of “home insurance”.

To build them, from anywhere in the platform just select the CREATE button on the top ribbon of your screen

and then select PORTFOLIO. From there you can choose whether you want to work on a Website or a Search

Term portfolio, and then either manually add new entries using the new interface facilities or use the upload

tool to import bulk lists in CSV file format.

Revamped Portfolio Builder interface:

Note Portfolios may include up to 5,000 websites / 50,000 search terms each.

For more information about this release or AudienceView, reach out to your Hitwise Account Manager or our

Client Engagement team (support.au@hitwise.com).