1. 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 Marketing Analytics: Competitive Analysis 4.1

2. 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 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 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 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 Description
Google Alerts Get 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!)
© 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 You are Dermagist.com, makers of anti-wrinkle cream
Competitors: lifecellskin.com, 7minutelift.com (Athena)
Data 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
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