competitive analysis - stephan sorger · topic description alexa investigate attributes of...
TRANSCRIPT
Competitive Analysis
Disclaimer:
• All logos, photos, etc. used in this presentation are the property of their respective
copyright owners and are used here for educational purposes only
© Stephan Sorger 2011. www.StephanSorger.com; Marketing Analytics: Competitive Analysis 4.1
Online Tool Screen shots
Topic Description
Alexa Investigate attributes of competitor’s website
Example You are Dermagist.com, makers of anti-wrinkle cream
Competitors: lifecellskin.com, 7minutelift.com (Athena)
Data Alexa Rank, User Characteristics, Competitors, Keywords
Online Competitive Analysis Tools: Alexa.com
1. Type in URL
© Stephan Sorger 2011. www.StephanSorger.com; Marketing Analytics: Competitive Analysis 4.2
2. Click on “Site Info”
to get Alexa Rank, etc.
3. Click on “Get Details”
to bring up Details page
(next PPT slide)
Online Competitive Analysis Tools: Alexa.com
4. “Get Details” directs
user to overview page
© Stephan Sorger 2011. www.StephanSorger.com; Marketing Analytics: Competitive Analysis 4.3
5. Click “Sites Linking In”
to find out sites linking in
Get insight on SEO strategy
Online Competitive Analysis Tools: Alexa.com
© Stephan Sorger 2011. www.StephanSorger.com; Marketing Analytics: Competitive Analysis 4.4
6. Click “Audience” tab to
get Audience Demographics.
How does it match your
customer profile?
Online Competitive Analysis Tools: Alexa.com
7. Click “Related Links”
to view correlated sites
Related product reviews
Competitors
Distribution Channels
Blogs
© Stephan Sorger 2011. www.StephanSorger.com; Marketing Analytics: Competitive Analysis 4.5
Online Competitive Analysis Tools: Alexa.com
8. Click “Search Analytics” for
search metrics
How does traffic change over time?
© Stephan Sorger 2011. www.StephanSorger.com; Marketing Analytics: Competitive Analysis 4.6
9. Check “Top Queries” for most
popular search keywords
How do they compare to your keywords?
10. Check “Search Traffic” for
increasing-popularity terms
and decreasing-popularity terms
Increasing: could signal trend
Decreasing: could signal end of
sales promotion or old news
Topic Description
Compete.com Investigate attributes of competitor’s website
Example You are Dermagist.com, makers of anti-wrinkle cream
Competitors: lifecellskin.com, 7minutelift.com (Athena)
Data Multi-URL comparison, keywords (+ more for PRO users)
Online Competitive Analysis Tools: Compete.com
1. Enter URLs of your company
and its competitors
© Stephan Sorger 2011. www.StephanSorger.com; Marketing Analytics: Competitive Analysis 4.7
2. Click “Compare”
Online Competitive Analysis Tools: Compete.com
© Stephan Sorger 2011. www.StephanSorger.com; Marketing Analytics: Competitive Analysis 4.8
3. “Unique Visitors” graph shows how
Dermagist.com performs relative
to its competitors
New brand; formerly Dermajuv
Lifecellskin.com lift from #1 rating in consumer test
Online Competitive Analysis Tools: Compete.com
© Stephan Sorger 2011. www.StephanSorger.com; Marketing Analytics: Competitive Analysis 4.9
5. Compare monthly metrics
How do # unique visitors compare?
How do # referring sites compare?
How do search terms compare?
Online Competitive Analysis Tools: Compete.com
© Stephan Sorger 2011. www.StephanSorger.com; Marketing Analytics: Competitive Analysis 4.10
6. Enter URL and
Click “Site Profile” tab
for deeper analysis
7. With PRO account,
deeper data is available.
Audience Profiles
Pages/visit shows
level of engagement
(If higher than yours,
find out why)
Topic Description
Google Alerts Get email updates of latest relevant Google results
Example You are Dermagist.com, makers of anti-wrinkle cream
Competitors: lifecellskin.com, 7minutelift.com (Athena)
Data News, Blogs, Video, Discussions (+Product Reviews!)
Online Competitive Analysis Tools: Google Alerts
www.google.com/alerts
© Stephan Sorger 2011. www.StephanSorger.com; Marketing Analytics: Competitive Analysis 4.11
Topic Description
Google Trends Research trends on market and impact to competitors
Example You are Dermagist.com, makers of anti-wrinkle cream
Competitors: lifecellskin.com, 7minutelift.com (Athena)
Data Political, Economic, Social, Technological trends
Online Competitive Analysis Tools: Google Trends
www.google.com/trends
© Stephan Sorger 2011. www.StephanSorger.com; Marketing Analytics: Competitive Analysis 4.12
Online Competitive Analysis Tools: Google Trends
© Stephan Sorger 2011. www.StephanSorger.com; Marketing Analytics: Competitive Analysis 4.13
Events noted by
letter, with links to
stories on right side
Primary regions,
cities, and languages
Online Competitive Analysis Tools: Google Trends
© Stephan Sorger 2011. www.StephanSorger.com; Marketing Analytics: Competitive Analysis 4.14
Google Trends
also useful for
Keyword Search.
Example:
- “Anti-Wrinkle Cream”
- “Wrinkle Cream”
“Wrinkle Cream”
far more effective
Online Competitive Analysis Tools: Social Media
© Stephan Sorger 2011. www.StephanSorger.com; Marketing Analytics: Competitive Analysis 4.15
Example Social Media Content Aggregator
www.socialmention.com
Online Competitive Analysis Tools: Social Media
© Stephan Sorger 2011. www.StephanSorger.com; Marketing Analytics: Competitive Analysis 4.16
Example Social Media Content Aggregator
www.socialmention.com
Scores:
-Strength (Likelihood brand being discussed)
-Sentiment (Ratio: positive/ negative)
-Passion (Users repeatedly discussing brand)
-Reach (Range of influence)
Mentions:
Many pages; Twitter, Facebook, and so on
Highest Rankings:
Top Keywords; Top Users
Social Media Videos
Product review
Online Competitive Analysis Tools: Social Media
© Stephan Sorger 2011. www.StephanSorger.com; Marketing Analytics: Competitive Analysis 4.17
Sentiment:
- Positive
- Neutral
- Negative
Keywords:
Good for SEO
Top Users:
Find Key Influencers
#Hashtags:
(Normally shown)
(Example: #wrinkles)
Good for Twitter
Sources:
Shows breadth