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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
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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)
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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
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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?
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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
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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
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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”
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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
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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?
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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)
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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
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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
![Page 13: Competitive Analysis - Stephan Sorger · Topic Description Alexa Investigate attributes of competitor’s website Example You are Dermagist.com, makers of anti-wrinkle cream Competitors:](https://reader033.vdocuments.us/reader033/viewer/2022060418/5f159da2f43a8213c83b78da/html5/thumbnails/13.jpg)
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
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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
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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
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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
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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