The document discusses how competitive intelligence can be used to identify opportunities to poach clients from competitors like Qantas. It analyzes Qantas's recent grounding issues and spike in brand searches to find regional opportunities and target frequent flyer audiences. The document recommends targeting segments C, A and B identified from Hitwise/Experian data as top candidates for poaching. It also provides tools and resources for competitive intelligence analysis.

1. > Competitive Intel <
Competitive intelligence and
how to poach clients

2. November 2011 © Datalicious Pty Ltd
Competitive intelligence
2

3. November 2011 © Datalicious Pty Ltd 3
Google: “Qantas Grounding Takes Off in Social Media”
Qantas mistake = Virgin opportunity

4. November 2011 © Datalicious Pty Ltd 4
Spike in Qantas brand searches on the 29th

5. November 2011 © Datalicious Pty Ltd 5
Identifying regional opportunity and search terms

6. November 2011 © Datalicious Pty Ltd 6
Alan Joyce’s salary a potential campaign topic

7. November 2011 © Datalicious Pty Ltd 7
Salary spike connected to earlier Qantas spike

8. November 2011 © Datalicious Pty Ltd 8
Frequent flyers an important target audience

9. November 2011 © Datalicious Pty Ltd 9
Qantas frequent flyers already with Velocity?

10. > Hitwise/Experian MOSAIC data
November 2011 © Datalicious Pty Ltd 10
Segments C, A and B top candidates for poaching

11. November 2011 © Datalicious Pty Ltd 11
Don’t forget first-hand research over numbers

12. November 2011 © Datalicious Pty Ltd 12
Analyse and refine potential campaign audience

13. November 2011 © Datalicious Pty Ltd 13
Analyse and refine potential campaign audience

14. November 2011 © Datalicious Pty Ltd 14
Australian websites Qantas frequent flyers visit

15. November 2011 © Datalicious Pty Ltd 15
Visualise data to support analysis and exploration

16. November 2011 © Datalicious Pty Ltd 16
Sites accepting ads and visited by Qantas clients

17. November 2011 © Datalicious Pty Ltd 17
Visualise data to support analysis and exploration

18. November 2011 © Datalicious Pty Ltd 18
Number of search advertisers increased recently

19. November 2011 © Datalicious Pty Ltd 19
Competitors already identified the opportunity

20. November 2011 © Datalicious Pty Ltd 20
Competitors writing search ads for you, literally

21. November 2011 © Datalicious Pty Ltd 21
Maybe even try to turn key brand influencers

22. > Competitive intelligence tools
§ Google “Google Agency Toolkit”
– Google Trends, Search Insights, Ad Planner
§ http://www.keywordspy.com/
§ http://www.hitwise.com/
§ http://www.whatrunswhere.com/
§ http://wiki.kenburbary.com/
§ http://twittersentiment.appspot.com/
§ http://www.viralheat.com/
§ http://www.klout.com/
November 2011 © Datalicious Pty Ltd 22

23. November 2011 © Datalicious Pty Ltd 23
Contact us
cbartens@datalicious.com
Learn more
blog.datalicious.com
Follow us
twitter.com/datalicious

24. Data > Insights > Action