Exhibit 28.14 Google Analytics (Universal Analytics) benchmark report for the Marketing Analytics website.
Without analysing the competition, a site’s analytics
reports provide a blinkered view of the site’s performance that lacks the necessary basis for
comparison. For example, a 10% growth in user volume may not seem significant if the closest
competitor is experiencing a growth rate of 30%.
Competitive intelligence is crucial for marketers to stay ahead of the
competition. It involves gathering information on competitors and analysing their strategies,
strengths, and weaknesses. By doing so, marketers can identify areas where they can improve and
take advantage of opportunities in the market.
Some web analytic service providers do share benchmark data. However, the standard reports
such as the one shown in Exhibit 28.14, sourced from Google Analytics (UA), are limited in
scope.
Google Analytics (UA) 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. Benchmarking lets them compare their performance with
aggregated industry performance from other companies who share their data.
Beyond these aggregated 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?
