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Internet sleuthing: Gathering the intelligence required to beat the competition - Martijn Bejik
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.
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Internet sleuthing: Gathering the intelligence required to beat the competition - Martijn Bejik
- 1. Internet Sleuting: Gatheringthe 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 DigitalBusiness 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 youmeasure performance? © comScore, Inc. Proprietary. 4
- 5. Web Analytics Tools © comScore, Inc. Proprietary. 5
- 6. What is WebAnalytics? In order to do business effectively on the web you need to refine and optimize © comScore, Inc. Proprietary. 6
- 7. How many ofyou 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 knowwho your audience is? © comScore, Inc. Proprietary. 9 How do you measure performance?
- 10. Getting to knowyour 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 yourcompetitors doing? © comScore, Inc. Proprietary. 11
- 12. Web Analytics SolutionsProfiler (WASP) © comScore, Inc. Proprietary. 12
- 13. Ghostery: BA.com © comScore, Inc. Proprietary. 13
- 14. Have a closerlook at your competitor’s source code © comScore, Inc. Proprietary. 14
- 15. And their HTTPheaders using HTTPFox © comScore, Inc. Proprietary. 15
- 16. Webpagetest.org - comparePagespeed vs competitors © comScore, Inc. Proprietary. 16
- 17. Tips on improvingPage Speed http://slidesha.re/jzXTTy © comScore, Inc. Proprietary. 17 http://slidesha.re/jzXTTy
- 18. Web Analytics HealthClinic 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