Industry Benchmarks and Competitive Intelligence


Exhibit 20.14   Google Analytics benchmark report for the Marketing Analytics website.

It is important for marketers to appreciate that in isolation, their site’s analytics provides a blinkered view. While they get to see their company’s performance, the market as a whole remains opaque.

Industry benchmarks provide for an important basis for comparison. For instance, 10% growth in user volume might not look as appealing if your closest competitor is growing 30%.

Web analytic service providers such as Google Analytics and IBM Digital Analytics do share benchmark data. However, the standard reports such as the one shown in Exhibit 20.14, are limited in scope.

Google Analytics offers benchmarking reports for over 1600 industry categories, by geographic location and traffic size classifications. To access these reports, customers must share their data anonymously with Google and other customers.

Beyond these industry benchmarks, marketers need competitive intelligence. How fast are their competitors growing? What activities are the competitors engaging in, and how do these activities affect their business?

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