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Inteligência Competitiva

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Apresentação de Dave Hyman, ROW Partnerships Director
na SimilarWeb, no CMO Digital Day
Palestra falou sobre Inteligência Competitiva

Publicada em: Marketing
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Inteligência Competitiva

  1. 1. Better Insights. Better Decisions. Dave Hyman | ROW Partnerships Director
  2. 2. Business Proprietary & Confidential | 2 Agenda • Part 1 | Overview of Market Intelligence – Black Friday Brazil results, 2017 • Part 2 | Measuring the market and SimilarWeb • Part 3 | Case Studies • Part 4 | Deep dive into Brasil’s Shopping and Travel Industry
  3. 3. Your Own Data DRIVING SOLO
  4. 4. Reality THE ROAD IS FILLED !
  5. 5. Business Proprietary & Confidential | 5 Market Intelligence Fundamentals Understand Track Grow Your Digital Market Share
  6. 6. Black Friday Brazil | 2016Industry Analysis - Shopping |
  7. 7. Black Friday Brazil | 2017Industry Analysis - Shopping |
  8. 8. Business Proprietary & Confidential | 8 2 Dimensions of Market Intelligence Market Intelligence: Data based industry insights combined with data rich competitive intelligence Industry Insights reliable market data which is relevant to an organization Competitive Intelligence The process of gathering, researching, and analyzing a competitor’s business and data. Market Intelligence Industry Insights Competitive Intelligence
  9. 9. Business Proprietary & Confidential | 9 Market Intelligence - What does Market Intelligence reveal? Market Intelligence Industry Insights Industry Insights Competitive Insights What is the best Go To Market Strategy? Who is the industry leader? Where is the market trending? What drives qualified traffic to my market? Qualify and Quantify the marketplace Analyze the digital world Benchmark the Industry What’s the next big “thing” ? Benchmark against your competitors Who has a strong marketing strategy? Where can I penetrate the market? Benchmark against Manage data driven decisions competitors Manage data driven decisions Who are my competitors ? Are my results good or bad?
  10. 10. Business Proprietary & Confidential | 10 Dimensions of Market Intelligence What elements are needed in a Market Intelligence Solution Data Transparency Multi-device Global Coverage Reliable data from multiple sources is vital when building market insights.
  11. 11. How to Gather data for Market Intelligence
  12. 12. Analyzing a competitor’s business Learn about the company before jumping to the data. Visit the website to understand company goals and check for recent news trends, company updates and movement within the industry. Data Collection tools for Market Intelligence
  13. 13. Business Proprietary & Confidential | 13 Direct Measure Solution Avinash Kaushik Multi Source Solution Data Collection for Market Intelligence Measure one component Measure MANY components
  14. 14. Every Website Every Mobile App Ranking Engagement App Store Category Keywords Traffic Metrics Traffic Sources Audience Industry Content Provides Digital Insights for 190+ Countries ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ Business Proprietary & Confidential | 14
  15. 15. Business Proprietary & Confidential | 15 SimilarWeb Data Collection Google Analytics Adobe Analytics Google Play Store Apple App Store Data Collection Data Processing Calibration, Prediction Algorithms & Machine Learning PRO Digital Insights API Delivering Our Magic Global Panel Data Global ISP Data Public Data Sources Direct Measurement Data
  16. 16. AliExpress Strategy for Global Expansion Business Proprietary & Confidential | 16
  17. 17. 16.6% 66.7% 4.4% 5.6% 7.0% Business Proprietary & Confidential | 17 Market Overview amazon.com taobao.com ebay.com Other aliexpress.com Global | Aug 2016 - July 2017Desktop Traffic Share |
  18. 18. 14/10/2015 18 How did Aliexpress grow so fast?
  19. 19. Business Proprietary & Confidential | 19 Aliexpress’s Place Over Time Global | Aug 2016 - July 2017Desktop Traffic Share |
  20. 20. Business Proprietary & Confidential | 20 Global Ad Campaign Global | Aug 2016 - July 2017Desktop Traffic | Display campaign launched Display ads decrease; traffic drops
  21. 21. Business Proprietary & Confidential | 21 But not all traffic is equal U.S | Q3 2015 - Q2 2017 Paid Traffic Over Time
  22. 22. Business Proprietary & Confidential | 22Traffic Sources | Monthly Visits | Aliexpress.com | July 2015 - Septmeber 2016 | Desktop | Worldwide But not all traffic is equal Global | Nov 2013 - July 2017Desktop Traffic Sources | Display Ads Direct Referrals July 2017July 2015 174M 15M +284% +15,100% +833% 90M July 2016 +221% +233% 0% November 2013 48M 3M 85M +263% +400% +6%
  23. 23. They also score highly on engagement metrics Business Proprietary & Confidential | 23 Aliexpress’s Success 1.2B Avg. Visit DurationUnique VisitorsMonthly Visits Visits/Unique Visitors Pages/Visit Bounce Rate amazon.com ebay.com aliexpress.com 525M 437M 210M 113M 100M 5.9 4.6 4.3 08:31 09:28 11:19 11.2 11.2 11.8 26% 26% 24% Global | Q2-2017 Desktop Engagement |
  24. 24. Business Proprietary & Confidential | 24 Quality Matters Bounce rateDirect traffic Desktop Visits, bounce rate | Q4 2013 - Q2 2017 Traffic
  25. 25. Business Proprietary & Confidential | 25 Summary 2015 Aliexpress Strategy: • AliExpress set out to take their brand global • They made a huge investment in paid ads delivered a large volume of traffic • Once the paid campaign scaled back, volume fell Results: ★ They established global brand recognition….Direct Traffic remained high ★ They “hijacked” the market with a better user experience - High Direct Traffic Low Bounce Rate
  26. 26. Business Proprietary & Confidential | 26 Deep dive into Brazil
  27. 27. Business Proprietary & Confidential | 27 Deep Dive into Brazil
  28. 28. Business Proprietary & Confidential | 28 Deep Dive into Brazil
  29. 29. Business Proprietary & Confidential | 29 Deep Dive into Brazil
  30. 30. Business Proprietary & Confidential | 30 Deep Dive into Brazil
  31. 31. Business Proprietary & Confidential | 31 Deep Dive into Brazil
  32. 32. Business Proprietary & Confidential | 32 Deep Dive into Brazil
  33. 33. Business Proprietary & Confidential | 33 Deep Dive into Brazil
  34. 34. Business Proprietary & Confidential | 34 Deep Dive into Brazil
  35. 35. Business Proprietary & Confidential | 35 Deep Dive into Brazil
  36. 36. Business Proprietary & Confidential | 36 Deep Dive into Brazil
  37. 37. Business Proprietary & Confidential | 37 Deep Dive into Brazil
  38. 38. Thank You! (questions?) Dave Hyman - daveh@similarweb.com SimilarWeb Brazil: Fabiano Finger - fabiano.finger@similarweb.com www.similarweb.com

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