Cult of Analytics: Data analytics for marketing by Steve Jackson

Author:Steve Jackson [Jackson, Steve]
Language: eng
Format: azw3, epub, pdf
ISBN: 9781317561873
Publisher: Taylor and Francis
Published: 2015-12-22T00:00:00+00:00

Figure 5.1 Google trends competitive data for Nokia and Samsung keywords

Search engine data

Google Analytics has a free competitive benchmarking service if you opt-in to their service.

The benchmark will allow you to look at related industry websites with a similar amount of traffic and see if you’re doing better or worse than they are.

You could also look at Google webmaster tools data, Google Ad planner data or Google trends to see how consumers are using keywords to find related subjects to your business.

There are also alternative tools that use data like webmaster tools and make it more manageable. A good source I found was Pam Dyer, who has a list of free and paid search engine tools on her blog panorama.net.5 I have personally used all of the ones Pam lists to identify what people do on search engines, compare my clients against the competition and help enrich other data sets. However, Google is your friend here. Do a search for top 50 Keyword research tools and you’ll find a wide selection of free and paid services.

Audience measurement data

Often useful for benchmarking yourself against the competition, and there are a few ways to do it.

Panels

Panel data is collected from visitors who join a panel thus allowing vendors to track their movements across the Internet. This clickstream data is collected in a variety of ways.

Application service providers

The application service provider (ASP) is typically a company that will ask a participating website to be part of its panel by inserting Javascript code on its pages. An ISP usually has an agreement with a partner (like Hitwise) to supply the vendor with anonymous aggregated data to track trends.

Telecomms/internet service providers

An internet service provider (ISP) usually has an agreement with a partner (like Hitwise) to supply the vendor with anonymous aggregated data to track trends.

Examples

Compete (panel)

Compete (www.compete.com) allows you to compare yourself and your competition against each other in a similar way to Google Trends shown previously though with vastly more data and insight (it is a paid tool).

Compete.com is a form of (largely) panel based data though they do use other ways to collect and compile their data as shown.

Alexa (panel)

Alexa (www.alexa.com) is another largely US centric free panel based system offering a similar kind of service to compete.com. Alexa is an Amazon service so the panel is globally offered though there is a big US bias especially on smaller sites nearer the bottom of the top 100,000 sites in the Alexa list.

Comscore (panel/ASP)

Comscore (www.comscore.com) is another notable company in the panel space but offering a much more tailored service at a much higher premium. They have now combined audience data with their web analytics data directly. Panel data from the audience supplements the data directly on the company website tracked by Javascript.

TNS Gallup (ASP)

TNS Gallup (www.gallupweb.com/tnsmetrix) is very popular in Finland with publishers and advertisers because it gives an un-biased and fair view of how many visitors each major media website in Finland gets. Just about every media player of note is on

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