How Benchmarking is the Key to Marketing Success. Using competitive intelligence to plan and execute better marketing - Workshop by Owen Tyzack, Sales Director of SimilarWeb at the NOAH 2015 Conference in Berlin, Tempodrom on the 10th of June 2015.

1. Business Proprietary & Confidential
Disrupting the Digital World
1June 4, 2015
Owen Tyzack| Sales Director

2. We Measure the Digital World
Every Website Every App
 Traffic Trends Desktop & Mobile
 Referring Traffic
 Keywords
 Advertising Analysis
 Popular Pages
 Downloads estimation
 Active Users
 Engagement per app
 Retention Analysis
 App store optimization
200+ Countries

3. SimilarWeb.com
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Free Data for All

4. Crawler
(2.5B page/mo)
International Panel
(The biggest panel in the world )
Direct Measurement
(Learning Set)
ISP Data
(Global Diversity)
How We Do It
Engagement CategorizationTrafficRanking Technologies
 Data source integration
 Big data processing
 Machine learning algorithms

5. Our Company
Global Representatives
London Moscow Tel Aviv New York Tokyo Dubai Brazil
2007 150 $40M
Company
Founded
Employees Investments

6. Companies that Think Data First
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Finance
&
Research
Travel Ecommerce Internet Mobile
Our Customers

7. SimilarWeb Data in the Media
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8. June 4, 2015 Business Proprietary & Confidential 8
Market
Studies

9. Ozon Travel
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10. Ozon.Travel Web Travel Summer 2014
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Summer (July) is Peak for Russian Travel

11. Russian Travel Market Summer 2014
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Neva Travel Labirint Travel Solvex Travel
Pegas Touristic Tez-tour Ozon Travel

12. Why Benchmark?
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Integrating Competitive Intelligence
into your Online Marketing

13. The Process
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Source: Juran Institute
1 2 3 4 5 6 7

14. 1. Process & Planning
• Define goals
• Align team expectations
• Choose measurable KPIs
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PR Manager
- Direct Traffic
VP Marketing
- MQL Volume Performance
Team
- ROI
SEO Manager
- Organic Traffic Social Media
- Community
Growth

15. 2. Data Collection

16. Macro Analysis
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• Overall Industry Performance (Global and Country
Specific)
• Seasonal Trends
• Who’s who
• Fast movers
• Search by Industry
• Social by Industry
• Display
• Direct

17. Global Industry Analysis
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18. Global Industry Analysis
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19. Industry Awareness
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20. Industry Awareness
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21. Industry Awareness
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22. Industry Awareness
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23. Industry Awareness: Search
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24. Industry Awareness: Social
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25. Industry Awareness: Display
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26. Industry Awareness: Direct
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27. 3. Data Analysis & 4. Reporting
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• Aim to find actionable insights
• Steal ideas from competitors
• Find new opportunities
• Identify low and high competition areas
• Markets
• Keywords
• Referrals
Don’t let this be your last step

28. In-depth Analysis: Thalia.de
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29. In-depth Analysis: Thalia.de
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30. In-depth Analysis: Thalia.de
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31. In-depth Analysis: Thalia.de
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32. In-depth Analysis: Thalia.de
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33. In-depth Analysis: Thalia.de
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34. In-depth Analysis: Thalia.de
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35. In-depth Analysis: Thalia.de
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36. In-depth Analysis: Thalia.de
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37. In-depth Analysis: Thalia.de
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38. In-depth Analysis: Thalia.de
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39. In-depth Analysis: Thalia.de
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40. In-depth Analysis: Thalia.de
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41. In-depth Analysis: Thalia.de
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42. In-depth Analysis: Thalia.de
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43. Taking Action
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5. Learnings from Best Practices
6. Planning Improvements

44. Value Driven Conclusions
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• Blindly running marketing campaigns can be time
consuming and expensive
• You needn’t always sacrifice margin for volume
• Higher margins mean more opportunities to market
effectively
• The price comparison strategy: Volume can be made
however margins are sacrificed
• Search and affiliates main drivers of traffic
• Intelligent analysis of paid and organic keywords key to
success
• Big opportunities to be had image and video

45. 7. Institutional Changes
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46. THANK YOU
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