Hitwise: Analyzing Digital Audience Behavior and Market Trends
In the rapidly evolving landscape of digital media, understanding how users interact with the web is essential for business growth. Hitwise is a specialized division of Connexity that focuses on measuring user behavior across a diverse range of platforms, including desktops, tablets, and smartphones.
By capturing data on how people navigate the internet, Hitwise provides critical insights into the habits of digital consumers, allowing companies to refine their marketing strategies based on actual user patterns.
Key Facts
- Founded: 1997
- Headquarters: Los Angeles, California
- Current Owner: Connexity
- Core Product: AudienceView
- Workforce: Approximately 250 employees
- Primary Focus: Cross-device behavior and website market share measurement
Core Capabilities and Products
Hitwise operates within the marketing and digital media industry, offering tools that translate raw data into actionable intelligence. Their primary product, AudienceView, is designed to give businesses a comprehensive look at their digital reach.
The service specializes in several key areas of analysis:
- Visitor and Search Behavior: Tracking trends in how users search for information and move between sites.
- Profiling: Developing detailed profiles of both individual visitors and specific websites.
- Market Share: Measuring the relative popularity and dominance of websites within specific sectors.
Corporate History and Acquisitions
Since its inception in 1997, Hitwise has been a valuable asset for data-driven organizations, leading to several high-profile acquisitions.
In 2006, the company reached a valuation of £180 million. This growth culminated in its acquisition by Experian on April 19, 2007, for $240 million.
The company later transitioned to its current ownership. On December 14, 2015, Hitwise was acquired by the digital marketing firm Connexity in a combined deal valued at $47 million.
| Attribute | Details |
|---|---|
| Industry | Marketing, Digital Media |
| Founded | 1997 |
| Headquarters | Los Angeles, California |
| Key Product | AudienceView |
| Current Parent Company | Connexity |
| Employee Count | 250 |
Frequently Asked Questions
What does Hitwise actually measure?
Hitwise measures user behavior across multiple devices, including smartphones, tablets, and desktops, focusing on search trends, visitor profiling, and website market share.
Who currently owns Hitwise?
Hitwise is currently a division of the digital marketing company Connexity, which acquired the firm in December 2015.
What is AudienceView?
AudienceView is the primary product offered by Hitwise to help businesses analyze audience behavior and digital trends.
When was Hitwise acquired by Experian?
Experian acquired Hitwise on April 19, 2007, for a purchase price of $240 million.
Where is Hitwise headquartered?
The company is headquartered in Los Angeles, California.