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Competitive Data Analysis for Customer Insights
1. Competitive Data Analysis
for Customer Insights
Sudha Jamthe & Caleb LaVergne
Global Analytics Team
June 5th 2013
Prepared for Customer Analytics Summit #TAS13
@sujamthe
Boston
2. My Inspiration
The Ability to capture, interpret and
act in real time based on signals from
the market in the context of
enterprise data will become a
tremendous competitive advantage
over time.
-@setlinger Altimeter Group
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3. Your Data is the voice of your customer. Are
you really ready to listen?
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4. 1. Your data tells a different story
if YOU are the competition
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5. Example – How will you interpret and take action if you
were Coke vs. Pepsi?
Coke Vs. Pepsi
Sentiments
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6. 1. Your data tells you different
stories based on what you compare
against
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7. Multi-Device Users are Far more active
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Triple-play users Non-triple-play users
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8. So ARE LIVING PEOPLE
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Alive users Dead users
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9. Compare to actually comparable sets of users
Definitions: Triple-play users are users who used a computer, a tablet, and a mobile phone to visit eBay, in this case in a single week.
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Triple-play
users
Computer
users w/ 3+
visits
Tablet users
w/ 3+ visits
Phone users
w/ 3+ visits
Now we’re much closer
to a “real” answer.
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20. “
The only metrics that a business should invest
energy in collecting are those that help them
make decisions “ – Eric Reis Author of The
Lean Startup
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21. Really Listen to your Data - Wake up the Sleeping Lion
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22. Thank You!
Sudha Jamthe @sujamthe
& Caleb Lavergne
Slide Deck on Slideshare:
http://www.slideshare.net/sujamthe
Opinions are ours. Not our employer’s @sujamthe
26. 26
Your customer is unique; Diff from competition’s.
Deep Audience Audience Analysis tells you more about your
customers
48%
38%
14%
Buyers (3 competing
marketplaces)
Top Locations
Sellers
1. New York
2. Chicago
3. France
4. Dallas
5. Michigan
6. Nashville
7. Berlin
8. London
9. Los Angeles
10. San Diego
Buyers
1. London
2. Chicago
3. California
4. New Jersey
5. New York
6. Toronto
7. Maryland
8. Los Angeles
9. Melbourne
10. Houston
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