competitive analysis - stephan sorger · topic description alexa investigate attributes of...

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