Online Tool Screen shots 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 2011. www.StephanSorger.com; Marketing Analytics: Competitive Analysis 4.1

Online Competitive Analysis Tools: Alexa.com 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 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 2011. www.StephanSorger.com; Marketing Analytics: Competitive Analysis 4.2

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 2011. www.StephanSorger.com; Marketing Analytics: Competitive Analysis 4.3

Online Competitive Analysis Tools: Alexa.com 6. Click “Audience” tab to get Audience Demographics.  How does it match your customer profile? © Stephan Sorger 2011. www.StephanSorger.com; Marketing Analytics: Competitive Analysis 4.4

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? 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 2011. www.StephanSorger.com; Marketing Analytics: Competitive Analysis 4.6

Online Competitive Analysis Tools: Compete.com 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) 1. Enter URLs of your company and its competitors 2. Click “Compare” © Stephan Sorger 2011. www.StephanSorger.com; Marketing Analytics: Competitive Analysis 4.7

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 2011. www.StephanSorger.com; Marketing Analytics: Competitive Analysis 4.8

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 2011. www.StephanSorger.com; Marketing Analytics: Competitive Analysis 4.9

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 2011. www.StephanSorger.com; Marketing Analytics: Competitive Analysis 4.10

Online Competitive Analysis Tools: Google Alerts 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!) www.google.com/alerts © Stephan Sorger 2011. www.StephanSorger.com; Marketing Analytics: Competitive Analysis 4.11

Online Competitive Analysis Tools: Google Trends 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 www.google.com/trends © Stephan Sorger 2011. www.StephanSorger.com; Marketing Analytics: Competitive Analysis 4.12

Online Competitive Analysis Tools: Google Trends Events noted by letter, with links to stories on right side Primary regions, cities, and languages © Stephan Sorger 2011. www.StephanSorger.com; Marketing Analytics: Competitive Analysis 4.13

Online Competitive Analysis Tools: Google Trends also useful for Keyword Search. Example: - “Anti-Wrinkle Cream” - “Wrinkle Cream”  “Wrinkle Cream” far more effective © Stephan Sorger 2011. www.StephanSorger.com; Marketing Analytics: Competitive Analysis 4.14

Online Competitive Analysis Tools: Social Media Example Social Media Content Aggregator www.socialmention.com © Stephan Sorger 2011. www.StephanSorger.com; Marketing Analytics: Competitive Analysis 4.15

Online Competitive Analysis Tools: Social Media 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 © Stephan Sorger 2011. www.StephanSorger.com; Marketing Analytics: Competitive Analysis 4.16

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 2011. www.StephanSorger.com; Marketing Analytics: Competitive Analysis 4.17