Competitive Analysis
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1 Competitive Analysis Online Tool Screen shots 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 Marketing Analytics: Competitive Analysis 4.1
2 Online Competitive Analysis Tools: Alexa.com Topic Alexa Example Data Description Investigate attributes of competitor s website You are Dermagist.com, makers of anti-wrinkle cream Competitors: lifecellskin.com, 7minutelift.com (Athena) Alexa Rank, User Characteristics, Competitors, Keywords 1. Type in URL 2. Click on Site Info to get Alexa Rank, etc. 3. Click on Get Details to bring up Details page (next PPT slide) Stephan Sorger Marketing Analytics: Competitive Analysis 4.2
3 Online Competitive Analysis Tools: Alexa.com 4. Get Details directs user to overview page 5. Click Sites Linking In to find out sites linking in Get insight on SEO strategy Stephan Sorger Marketing Analytics: Competitive Analysis 4.3
4 Online Competitive Analysis Tools: Alexa.com 6. Click Audience tab to get Audience Demographics. How does it match your customer profile? Stephan Sorger Marketing Analytics: Competitive Analysis 4.4
5 Online Competitive Analysis Tools: Alexa.com 7. Click Related Links to view correlated sites Related product reviews Competitors Distribution Channels Blogs Stephan Sorger Marketing Analytics: Competitive Analysis 4.5
6 Online Competitive Analysis Tools: Alexa.com 8. Click Search Analytics for search metrics How does traffic change over time? 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 Stephan Sorger Marketing Analytics: Competitive Analysis 4.6
7 Online Competitive Analysis Tools: Compete.com Topic Compete.com Example Data Description Investigate attributes of competitor s website You are Dermagist.com, makers of anti-wrinkle cream Competitors: lifecellskin.com, 7minutelift.com (Athena) Multi-URL comparison, keywords (+ more for PRO users) 1. Enter URLs of your company and its competitors 2. Click Compare Stephan Sorger Marketing Analytics: Competitive Analysis 4.7
8 Online Competitive Analysis Tools: Compete.com 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 Stephan Sorger Marketing Analytics: Competitive Analysis 4.8
9 Online Competitive Analysis Tools: Compete.com 5. Compare monthly metrics How do # unique visitors compare? How do # referring sites compare? How do search terms compare? Stephan Sorger Marketing Analytics: Competitive Analysis 4.9
10 Online Competitive Analysis Tools: Compete.com 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) Stephan Sorger Marketing Analytics: Competitive Analysis 4.10
11 Online Competitive Analysis Tools: Google Alerts Topic Google Alerts Example Data Description Get updates of latest relevant Google results You are Dermagist.com, makers of anti-wrinkle cream Competitors: lifecellskin.com, 7minutelift.com (Athena) News, Blogs, Video, Discussions (+Product Reviews!) Stephan Sorger Marketing Analytics: Competitive Analysis 4.11
12 Online Competitive Analysis Tools: Google Trends Topic Description Google Trends Research trends on market and impact to competitors Example Data You are Dermagist.com, makers of anti-wrinkle cream Competitors: lifecellskin.com, 7minutelift.com (Athena) Political, Economic, Social, Technological trends Stephan Sorger Marketing Analytics: Competitive Analysis 4.12
13 Online Competitive Analysis Tools: Google Trends Events noted by letter, with links to stories on right side Primary regions, cities, and languages Stephan Sorger Marketing Analytics: Competitive Analysis 4.13
14 Online Competitive Analysis Tools: Google Trends Google Trends also useful for Keyword Search. Example: - Anti-Wrinkle Cream - Wrinkle Cream Wrinkle Cream far more effective Stephan Sorger Marketing Analytics: Competitive Analysis 4.14
15 Online Competitive Analysis Tools: Social Media Example Social Media Content Aggregator Stephan Sorger Marketing Analytics: Competitive Analysis 4.15
16 Online Competitive Analysis Tools: Social Media Example Social Media Content Aggregator 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 Stephan Sorger Marketing Analytics: Competitive Analysis 4.16
17 Online Competitive Analysis Tools: Social Media Sentiment: - Positive - Neutral - Negative #Hashtags: (Normally shown) (Example: #wrinkles) Good for Twitter Keywords: Good for SEO Sources: Shows breadth Top Users: Find Key Influencers Stephan Sorger Marketing Analytics: Competitive Analysis 4.17
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