This document summarizes a presentation about using web analytics to gather intelligence on competitors. It discusses using tools like comScore, Ghostery, HTTPFox, and Webpagetest.org to analyze competitors' analytics implementations, tags, headers, and page speeds. It also provides tips on improving page speed and recommends using on-site surveys, email profiles, and ad planner tools to better understand audiences. The presentation aims to teach attendees how to "spy" on competitors to gain competitive advantages with their web analytics.

1. Internet Sleuting: Gathering the Intelligence Required
to Beat the Competition
Your Web Analytics Assets
October 19th 2011
A4U Expo London – Martijn Beijk – Business Consultant Digital Analytix

2. Martijn Beijk
Business Consultant Digital Analytix
5 years of international experience in online marketing
Co-author of books on SEO and Conversion Rate Optimization
Lecturer at universities in the Netherlands
Blogger at State of Search
© comScore, Inc. Proprietary. 2

3. comScore: A Digital Business Analytics Company
Audience Measurement:
AUDIENCE ANALYTICS – Web, Mobile, 4 Screen
Vertical Market Solutions
Campaign Planning
Campaign Validation
Ad Effectiveness:
ADVERTISING ANALYTICS – Creative Optimization
– Branding & ROI Impact
– Digital & Cross Media
WEB ANALYTICS Digital Analytix™
Network Optimization
& Capacity Planning
MOBILE & NETWORK Customer Experience
ANALYTICS & Relationship Management
Market Intelligence Solutions
© comScore, Inc. Proprietary. 3 V1011

4. How do you measure performance?
© comScore, Inc. Proprietary. 4

5. Web Analytics Tools
© comScore, Inc. Proprietary. 5

6. What is Web Analytics?
In order to do business effectively on the web
you need to refine and optimize
© comScore, Inc. Proprietary. 6

7. How many of you
store affiliate ecommerce transactions
into your web analytics tool?
7 © comScore, Inc. Proprietary. 7

8. Performance Silos
Measuring performance
Your Web Analytics Vendor Your affiliate network / tracking
system
Your campaign information
Your affiliate campaign information
Your per page $-index value
Your data warehouse
Trackback
© comScore, Inc. Proprietary. 8

9. Do you know who your audience is?
© comScore, Inc. Proprietary. 9 How do you measure performance?

10. Getting to know your audience
 On-site survey
 Your email newsletter profiles
 Use ad planner tools
 Build relationships
Knowing your audience is a competitive advantage!
© comScore, Inc. Proprietary. 10

11. What are your competitors doing?
© comScore, Inc. Proprietary. 11

12. Web Analytics Solutions Profiler (WASP)
© comScore, Inc. Proprietary. 12

13. Ghostery: BA.com
© comScore, Inc. Proprietary. 13

14. Have a closer look at your competitor’s source code
© comScore, Inc. Proprietary. 14

15. And their HTTP headers using HTTPFox
© comScore, Inc. Proprietary. 15

16. Webpagetest.org - compare Pagespeed vs competitors
© comScore, Inc. Proprietary. 16

17. Tips on improving Page Speed
http://slidesha.re/jzXTTy
© comScore, Inc. Proprietary. 17 http://slidesha.re/jzXTTy

18. Web Analytics Health Clinic
The Hidden Power of Web Analytics
Learn more on how to ‘spy’ on your competitors!
14.00 - 16.00
Get your FREE comScore Data Passport
© comScore, Inc. Proprietary. 18

19. Thank you
Martijn Beijk
mbeijk@comscore.com
@martijnbeijk / @comscoreEMEA