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Hitwise Intelligence - Bill Tancer - North America

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GM Employee Discount Post Mortem

October 03, 2005

News broke today that the GM Employee Discount program is over. While the GM Employee discount program may not have provided the sales push that GM was hoping for, examination of searches for "GM Employee Discount" compared against market share of visits to the GM site (www.gm.com) indicate that the program may have provided GM with an incremental lift to their traffic.

Looking at the Hitwise demographics data on visitors to the GM site, its interesting to note that the 25-34 year old bin experienced a marked increase in visits, from 20.13% of all visitors prior to the promotion, to 28.14% during the peak of the promotion. Perhaps this program was effective at raising awareness of GM to this profitable age group.

Posted by Bill Tancer at 09:42 PM | (1) | (0)