Competitive Intelligence & Market Research (Search & Social Media)

1,090 views

Published on

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.

0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,090
On SlideShare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
11
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

Competitive Intelligence & Market Research (Search & Social Media)

  1. 1. Competitive Intelligence & Market Research Case study: Travel Insurance - Nordic September 2013 presented by Jacob Hagemann (Twitter: @jacobhagemann)
  2. 2. We all love analytics! 2
  3. 3. Doing fantastic! Doing good! Doing better!
  4. 4. ….but, we mainly look at internal data! 4
  5. 5. What about the competitors? The market? Are we still happy?
  6. 6. We believe that Visibility Score is the new metric! 6
  7. 7. Why Visibility Score? Visibility Score is the only objective metric for comparing performance! It is independent of involvement from the parties being compared! It is unbiased Everybody has a visibility score!
  8. 8. SEARCH AND CLICK BEHAVIOR ANALYSIS! 8
  9. 9. Top 3: 23% – 28% - nr. 1: 12-15% - nr. 2: 5 – 8% - nr. 3: 5 – 7% Right ads: 3,5 – 4,5% Organic Ranking Top 5 26% 11% 8% 7% 4%
  10. 10. Right Ads: 3% 37% 17% Organic Ranking Top 5 10% 8% 7%
  11. 11. Organic Ranking Top 5 52% 16% 9% 6% 4%
  12. 12. Images in position 3: 18% vs. 9% if classic.
  13. 13. CASE STUDY: TRAVEL INSURANCE NORDIC 13
  14. 14. DK Insurance companies 14
  15. 15. Top players in Denmark, Travel Insurance 15
  16. 16. Mix between paid and organic search 16
  17. 17. Paid search trend 17
  18. 18. DK Insurance portals 18
  19. 19. Danish portals, Travel Insurance 19
  20. 20. Paid search trend 20
  21. 21. Industry Trends Denmark Norway Sweden 21
  22. 22. Comparing the output of the study Denmark Top Players* *Share of Search Diversity in mix between paid & organic Norway Sweden Europæiske & Gouda Europæiske & Gouda Europæiske & Gouda 40% 37% 33% Very high High Low (only Gouda is very strong) End-of-month action Yes No Yes Volatility in Paid High Low Medium Paid search activity 5 of 5 3 of 5 5 of 5 Portals share of search 10% 3% 8% Portals share from Paid 1-2% 2% 1% 22
  23. 23. HOOSH Technology SA Viale Cassarate 6 6900 Lugano Switzerland www.hoosh.com

×