Competitive Analysis Using comscore Tools. Master Class

Competitive Analysis Using comScore Tools

Competitive Analysis

Why is Competitive Analysis Important

Why is competitive analysis important?

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– New product offerings

– Change in brand strategy

– New positioning

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– Distribution strategy

– Partnerships

– Budget allocation

– Geographic focus

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– Design your own plans to overshadow or avoid competitor’s marketing

What can you learn about competitors from the comScore data?

Plan Metrix

comScore Marketer

– Which competitors are targeting

– How do search strategies compare?

– Which keywords drive traffic?

Media Metrix

– How does site visitation compare?

– How is visitation changing over time?

– How does audience engagement compare?

– Am I losing visitors to my competitors?

– How does audience composition compare?

Competitive

Analysis

Ad Metrix

– How much are competitors advertising and where? What are they spending?

Competitive Analysis with

Media Metrix Core Reports

How do my competitors stack up in site visitation?

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How many users visit Nationwide.com vs. the competitive set? How

engaged are visitors?

Rank competitors within a category, by

reach

and

engagement.

Increasing 56% YoY, Nationwide.com has surpassed

ProgressiveDirect.com and is closing gap with Allstate.com

10% of ProgressiveDirect.com visitors also visits Nationwide.com

Understand

risks

and

opportunities

of shared audiences.

11% of Nationwide.com’s audience arrives directly from Yahoo!

Sites, while a small percentage come directly from competitor sites

LocalInsurance.com appears as an exit destination for

Nationwide.com visitors. Is it a competitor or a partner?

Nationwide.com and ProgressiveDirect.com attract lower income

visitors, while Travelers.com audience skews to higher brackets

Profile audiences across the competitive set based on:

– Age

– Gender

– HHI

– HH Size

– Children

– Region

– Race

Profiling web content consumption of site audiences provides

another lens for understanding the competitive landscape

Competitive Analysis with

Plan Metrix

 Food & Beverage  Internet Usage  Retail/Apparel  Health

 Home & Living  Sports/Leisure  Automotive

 Personal Demos

 Portal Service Affiliation

Deepen competitive profiling using over 4,900 targets across 19 key

qualitative categories

 Work Demos

 Business Purchases  Travel

 Financial

 Electronics/Computer  Telecommunications  Music/Video/Books

 Traditional Media Consumption  Internet Media Visited

 Behavioral Segments

Credit card behavior differs among consumers at Target.com,

Walmart.com and Sears.com

 Target.com and Walmart.com visitors are more likely to have student credit cards.  Sears.com visitors are 41% more likely than the average Internet user to have

Who should be added to this competitive set?

Recommendation feature in media selectors may

prompt you to expand your list of competitors

Is my target audience cross visiting among the competitors?

From this target audience:

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Target audience: People with a family wedding

planned within the next 6 months

Competitive Analysis with

Ad Metrix

Top advertising sites are similar for Target and Sears, but gaps

between the two are also revealed

While both Target and Sears gain most impressions on Yahoo!

Sites, their strategies are different

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12.8% of impressions from 728x90 swf 12.1% of impressions from 300x250 swf

From a publisher’s perspective such a competitive analysis reveals

ad sales opportunities

Publishers can also assess the clutter on competitors’ sites

Choose from

27 different measures

to get a full view of the display

advertising dynamics on your competitors sites.

Competitive Analysis with

comScore Marketer

How does search strategy differ for competitors?

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How has DSW used search to grow 238% year over year?

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– January 2008 – 439,000 UVs

– January 2009 – 1,484,000 UVs

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– Search

– Display

– Copy

Discount Shoes,

DSW search strategy: a move from SEO to SEM

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DSW shows paid search growth in both Brand and Non-Branded terms

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DSW’s Brand vs. Non-Brand distribution has changed significantly

 January 2008:

– Branded Clicks = 100% of Total search traffic

– Non-Branded Clicks = 0% of Total search Traffic

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– Branded Clicks = 71% of Total search traffic

– Non-Branded Clicks = 29% of Total search traffic

Branded

Non-Branded

How does this Paid traffic distribute across the Branded and Non-Branded terms?

DSW moves from nothing to everything with display as well

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DSW is integrating display and search through message

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DSW’s new strategies have impacted visitor demographics and is

building its brand.

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– Jan 08: 56.1% F : 43.9% M

– Jan 09: 63.9% F : 36.7% M

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