This presentation about competitive intelligence and market research based on BIG DATA from Search was presented at SMX Stockholm, October 2013.
One of the key take-aways from this presentation is that companies need to start looking more on external data in stead of only internal data when evaluating the performance of their online business. Way to many companies are only looking at numbers from Google Analytics or other web analytics software rather than trying to understand what is actually going on in the market.
To make a strong evaluation of your online performance - especially in the search engines like Google - it is necessary to have access to a strong and up-to-date visibililty score. The visibility score is the algorithm that distributes value to the different positions obtained by a website in a search engine. This distribution of value is done to both your own website and those of your competitors to create an unbiased analysis of the current market positions.
Furthermore it is important to use a Visibility Score that is holistic in its approach. With holistic I am referring to the need of understanding and accepting that users click on what ever is presented by the search engine. Also referred to as the SERP. (search engine result page) The anatomy of the SERP has a great impact on what users actually decide to click after performing a search. As an example, the presentation is showing a abstract of the actual search and click behaviour of a small group of people within a segment.
By understand these different elements, it is possible to make very easy to understand graphs and charts showing how different companies are positioned agains one another.
The presentation is including a small case study of the Nordic (Denmark, Norway and Sweden) market for Travel Insurance.