Slides from a recent workshop @Found.ation: "How to create a successful e-shop" “Track your competitors and adjust your strategy” George Giannakeas Marketing and Product Director e-FOOD.gr george@e-food.gr @gioris

1. Competitive Intelligence Analysis
Found.a(on:
Workshop:
How
to
create
a
successful
e-­‐shop
20/2/2014
“Track
your
compe(tors
and
adjust
your
strategy”
George
Giannakeas
Marke(ng
and
Product
Director
e-­‐FOOD.gr
george@e-­‐food.gr
@gioris

2. Competitive Intelligence Analysis
All
Slides
are
adopted
from
Avinash
Kaushik’s
post
hQp://www.kaushik.net/avinash/
compe((ve-­‐intelligence-­‐analysis-­‐
tools-­‐metrics-­‐reports-­‐techniques/
During
the
presenta(on
they
are
used
to
perform
a
live
site
centric
analysis
on
the
online
shoe
market
in
Greece
(mainly
the
2-­‐3
biggest
players)
Note
that
only
indica(ve
screenshot
are
included
Good
Guy
Avinash

3. If
you
know
your
enemies
and
know
yourself,
you
will
not
be
imperiled
in
a
hundred
baQles...
If
you
do
not
know
your
enemies
nor
yourself,
you
will
be
imperiled
in
every
single
baQle.

4. CI data collection.
The GOOD the Bad and the Useless!
• Toolbars
• Panels
• ISP
data
• search
engines
• self
reported
• scraped/indexed
• Hybrid
• External
•
voc
Founda'onal
Concepts/Caveats.

5. Internal vs External sources
Professor
F
standing
on
the
moon
with
a
telescope
and
each
(me
he
detects
that
someone's
walking
into
your
store,
will
press
a
buQon
and
record
that
entry.
Founda'onal
Concepts/Caveats.

6. Internal vs External sources
Professor
A
standing
at
the
“door”
of
your
e-­‐commerce
site
and
every
(me
a
customer
walks
in,
he
presses
a
buQon
and
records
that
entry.
He
may
also
ask
for
an
ID
Founda'onal
Concepts/Caveats.

7. Internal vs External sources
Don’t
obsess
about
external
data
The
numbers
for
you
and
your
compe(tors
will
be
roughly
equally
wrong
Look
at
trends
rather
than
actual
numbers
Founda'onal
Concepts/Caveats.

8. Small
sites
are
out-­‐of-­‐luck.
>100,000
Unique
Visitors
month
…
mostly
useless.
Between
250k-­‐500k
Unique
Visitors…
decent
more
than
500k,
to
say
1
mil,
is
in
a
very
good
place.
over
1.5
mil,
you
should
start
to
see
paQerns
in
the
CI
tool
you
see
in
your
own
analy(cs
data.
Small
countries
are
out-­‐of-­‐luck.
Founda'onal
Concepts/Caveats.

9. Site-centric CI vs. Ecosystem-centric CI.
Site-­‐centric
analysis
is
primarily
focused
on
looking
at
direct
compe(tors,
or
adjacent
ones,
and
learning
from
what
is
happening
with
Acquisi(on,
Behavior
and
Outcomes
on
their
website
Founda'onal
Concepts/Caveats.

10. Site-centric CI vs. Ecosystem-centric CI.
Ecosystem-­‐centric
analysis
is
primarily
focused
on
what
is
happening
in
the
industry,
in
the
sub-­‐category,
the
small
or
big
niche
that
everyone's
playing
in.
Founda'onal
Concepts/Caveats.

11. Tools Used in this Experiment Vs Not
Used
• Similarweb
• Google Trends,
• Adwords Keyword And Display
Tools,
• Import.Io
• Seomoz
• Monitorbacklinks
• Facebook Insights
• Google Alert
• Compete, (Usa Only)
• Hitwise,
• Raven
Tools,
For
Ecosystem-­‐
centric
Analysis.
• Comscore

12. Industry Analyzed

13. • hQp://www.spartoo.gr/
• hQp://www.myshoe.gr/
• hQp://www.cosmossport.gr/
• hQp://www.z-­‐mall.gr/
Industry
Analyzed

15. How much traffic your competitor gets?
Traffic
Trends
Key
Metrics
Analysis

16. Traffic
Trends
Key
Metrics
Analysis

17. Traffic
Trends
Key
Metrics
Analysis
How much traffic your competitor gets?

18. Traffic
Trends
Key
Metrics
Analysis
How much traffic your competitor gets?

19. Compared this way?
Traffic
Trends
Key
Metrics
Analysis

20. This Way?
Traffic
Trends
Key
Metrics
Analysis

21. How about this way?
Traffic
Trends
Key
Metrics
Analysis

22. Tips
1. Compare
long-­‐term
performance
between
compe(tors
•
Iden(fy
surprising
peaks
and
dips,
look
for
reasons
why
(as
in
the
spartoo
display
campaign)
2. Create
benchmarks
you
can
use
for
providing
important
context
when
you
look
at
your
own
performance.
3. Iden(fy
changes
in
your
marke(ng
mix/strategy.
4. Look
for
surprising
compe(tors
suggested
by
these
tools.
Why
are
you
not
worried
about
them?
Traffic
Trends
Key
Metrics
Analysis

23. Visitor/Audience Type Profile Analysis
Once
you
know
how
traffic
trends
are
playing
out,
and
you
want
to
crush
your
compe(tors,
you
are
surely
curious
about
what
kind
of
people
are
visi(ng
your
website
vs.
theirs.
Visitor/Audience
Type
Profile
Analysis

24. Visitor/Audience Type Profile Analysis
Demographic,
Psychographic
profiles.
Vs
Behavior
Visitor/Audience
Type
Profile
Analysis

25. “I
find
behavior
to
be
a
million
(mes
more
useful
than
demographics
or
poli(cal
leanings.
And
I'm
totally
ignoring
that
demo/psycho
data
is
deeply
inferred
and
algorithmized.
It
is
a
lot
less
useful
to
know
that
22
yr
old,
gay,
African-­‐American,
republicans,
who
did
not
go
to
college,
and
have
four
children
are
7%
of
the
audience.
It
is
a
lot
more
useful
to
understand,
this
is
what
they
search
for,
this
is
what
they
read,
these
are
the
sites
they
tend
to
visit.”
Avinash
Kaushik
Visitor/Audience Type Profile Analysis

26. Visitor/Audience Type Profile Analysis
Visitor/Audience
Type
Profile
Analysis

27. Tips
1.
Demographics
and
Psychographics
:
try
to
wean
off
this
non-­‐very-­‐
useful
data.
2.
Look
for
Audience
Interests
type
data
from
your
CI
tool.
Create
hypotheses
as
to
what
this
means
for
your
content
strategies
on
your
own
and
rent
digital
plamorms.
Structure
tests
to
validate
these
hypotheses.
3.
Iden(fy
the
impact
on
your
display
adver(sing
campaigns.
This
will
have
direct
implica(ons
on
your
ad
targe(ng,
ad
content
and
ad
landing
pages
strategies.
Visitor/Audience
Type
Profile
Analysis

28. Traffic Sources Competitive Analysis
Time
to
understand
where
visitors
are
coming
from!
Traffic
Sources
Compe''ve
Analysis

29. Incoming Traffic
Traffic
Sources
Compe''ve
Analysis

30. Incoming Traffic
Traffic
Sources
Compe''ve
Analysis

31. Incoming Traffic
Traffic
Sources
Compe''ve
Analysis

32. Incoming Traffic
Traffic
Sources
Compe''ve
Analysis

33. Traffic Sources Competitive Analysis
1. Make
big
picture
recommenda(ons
about
changes
to
your
company's
owned,
earned
and
paid
marke(ng
strategies.
2.
Iden(fy
tac(cal
recommenda(ons
for
your
display,
rela(onship-­‐
building,
and
other
such
strategies.
3.
This
is
much
harder
but
try
and
figure
out
the
implica(ons
of
the
Outgoing
sources
list.
Are
people
going
to
that
list
of
sites
because
they
did
not
get
what
they
want
from
us,
are
we
more
expensive,
is
our
internal
search
broken,
do
we
have
the
world's
worst
checkout
experience
Traffic
Sources
Compe''ve
Analysis

34. “Most
adver(sing
and
marke(ng
strategies
are
based
on
what
we
see
in
Google
Analy(cs,
or
what
we
feel
might
work.
Both
have
value.
Addi(onally
use
CI
data.
Use
what's
already
working
for
your
compe(tors.
Avinash
Kaushik
Traffic
Sources
Compe''ve
Analysis

35. Search/Keyword Competitive
Performance
Traffic
Sources
Compe''ve
Analysis

36. Search/Keyword Competitive
Performance
Traffic
Sources
Compe''ve
Analysis

37. Search/Keyword Competitive
Performance
Traffic
Sources
Compe''ve
Analysis

38. Tips
1. Create
benchmarks
for
Overall
and
Paid
search
traffic
paQerns
of
your
compe(tors
to
create
new
and
improved
goals
–for
your
own
macro
search
strategy.
2. Change
your
head
and
long-­‐tail
SEO
strategy
(links,
content,
distribu(on)
based
on
your
analysis
of
not
just
Share
of
Search
or
Volume
metrics
for
keywords,
but
using
engagement/behavior
metrics
to
ensure
your
target
list
is
pure
and
refined
gold.
3. 3.
Iden(fy
a
very
precise
list
of
paid
search
keywords
using
both
your
paid
compe(tors,
and
their
most
successful
keywords.
Ensure
you
include
opportuni(es
iden(fied
by
your
current
head-­‐to-­‐head
death
match
with
your
top
compe(tors.
Traffic
Sources
Compe''ve
Analysis

39. Display Advertising Opportunity Analysis
Don’t
Spray
and
pray!
Display
Adver(sing
Opportunity
Analysis

40. Tips
1. Quan(fy
the
implica(ons
of
the
gaps
in
your
current
display
strategy,
or
lack
thereof.
2. Create
a
specific
and
targeted
list
of
categories
and
domains
you
should
target
influenced
by
where
your
compe(tors
are
(and
where
they
might
not
be).
3. If
you
want
to
get
your
company
to
use
display
adver(sing
in
a
smarter
manner,
and
not
fall
for
old
cheap
tricks
like
View-­‐Thrus,
it
is
cri(cal
that
you
understand
Mul(-­‐Channel
AQribu(on
Modeling
and
ensure
that
you
are
using
both
Assisted
Conversions
and
Last-­‐
Click
Conversions
to
measure
success.
Display
Adver(sing
Opportunity
Analysis

41. Social Strategy Effectiveness
Social
Strategy
Effec(veness

42. Tips
1.
Iden(fy
channels
that
are
more
effec(ve
for
your
compe(tors.
Contrast
this
with
your
strengths.
Make
re-­‐alloca(on
of
people/money
recommenda(ons
to
your
leadership
team.
2.
Content
analysis
via
use
of
the
second
report
above
is
perhaps
your
bff
in
trying
to
change
your
leadership's
mind
to
shir
from
shou(ng
to
conversa(on
marke(ng
on
social
channels.
Deliver
five
specific
social
efforts
that
your
compe(tors
have
rocked,
that
you
could
possibly
emulate
(or
do
one
beQer).
3.
If
your
data
looks
like
above,
you'll
quickly
realize
that
you
are
among
the
99%
that
s(nk
at
using
one
of
the
best
social
channels
on
the
planet
for
businesses:
YouTube.
Leverage
my
Reach,
Build,
Engage
framework
for
YouTube
and
iden(fy
current
weakness
in
your
strategy
and
recommend
fixes.
Social
Strategy
Effec(veness

43. Tips
1.
Provide
a
list
of
target
countries
where
new
opportuni(es
exist
(as
iden(fied
by
your
compe(tors).
At
the
minimum,
make
recommenda(ons
for
decent
sized
experiments
to
validate
profitability.
2.
Do
a
liQle
compe((ve
intel
of
your
own
3.
If
your
CI
tool
provides
City/DMA
level
informa(on,
use
that
to
be
more
precise
about
where
to
target
your
adver(sing
in
these
new
opportunity
geographies.
Geographic
World
Domina(on
Opportuni(es

44. Thank you
George
Giannakeas
@gioris