In hopes that the data they offer are more accurate than its competitors who mostly offer panel-based data, Hitwise is now offering paid and organic search data, along with fast-moving search terms for its 10 million U.S. internet users. They added the service in the UK and Australia earlier in 2007.
Using panel-based data has been under the Interactive Advertising Bureau magnifying glass, and others in the industry have also been taking a harder look at it.
Adding organic paid and search data may be perceived as a more accurate reflection of what the real web audience really is by users.
Heather Dougherty, director of research at Hitwise said, "The greater depth of data is going to be beneficial. It's important to be able to see how information compares to competitors'."
The new data will be a premium product built out from the Hitwise competitive intelligence dashboard, and will allow users to quickly identify changing search term trends as they happen. Marketers using search will then be able to adjust their campaigns on the fly with the more immediate data available.
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