What is good performance? is 10% growth good? Understanding your performance in the concept of your competition is important. Competitor and Marketplace Strategy explained and actionable!

1. Marketplace Visibility and Efficiency
Its not about understanding what your competitors do well, its about
positioning yourself to outmanoeuvre them.
Russell
McAthy
@therustybear
San Francisco

2. Contact Details
@therustybear
P: russell.mcathy@gmail.com
W: rmcathy@blueglass.com
P: www.russellmcathy.com
W: www.blueglass.co.uk
Have been an “Analyst” for 12 years
Have been a “Strategic Thinker” for 7 years
Have never been a fighter jet pilot!
Have worked with some nice brands
More importantly I have worked with some
amazing people who have helped me
understand the relationships between
customers, data and business.

3. Writeups and decks available on
http://www.russellmcathy.com
http://slideshare.net/russellmcathy
@therustybear

4. Strategy
Tactics
Action
@therustybear

5. “ in 2015….
Uber - the worlds largest taxi
company owns no vehicles.…
Facebook - the worlds most popular
media owner creates no content….
Alibaba – the most valuable retailer
has no inventory….
Airbnb – the worlds largest
accommodation provider owns no
real estate”
@shirazdata
@therustybear

6. Strategy is
NOT what it
used to be
@therustybear

7. This is why
startups are
so exciting..
@therustybear

8. Business
Strategy ->
Marketing
Strategy -> ..
@therustybear

9. You do not
define your
market – the
audience does
@therustybear

10. Pre-SalesPost-Sales
Macro
Goal
Acquisition
Driving high quality traffic to
the right content
CTR, CPC, Impressions, Visits...
Behavior
Creating an optimal user
journey
Bounce Rate, Content Category
Engagement, Micro-Transactions...
Conversion
Improve call to actions and an
intuitive purchase path
ARPB, CPA, Revenue...
Satisfaction
Driving customer happiness
and improving continuous
engagement
Single Login / remembering
preferences / Single Customer View
Loyalty
Increasing LTV, give a reason
for for customers to be loyal
Repeat Purchase Rate, Multi-channel
Behavior, LTV
Advocacy
Creating an environment
where advocates are naturally
created
Social Sharing, MGM Conversion,
Referring %
Customer Consideration
Funnel
@therustybear

11. No market data
is accurate so
stop trying to
make it
@therustybear

12. What is good
performance?
@therustybear

13. @therustybear

14. www.socialcrawlytics.com
@therustybear

15. Influencer Network Mapping
A
Topic
1
2
3
● Using twitter, we can find users who have mentioned or
have been involved with a topic in the “firehose”.
1
● We can then find out who follows these people and study
the relationship between them and other followers /
followings.
2
● We can use that information to find people who follow the
followers, understanding their connection to the original
topic.
3
User Direct Potential
Reach
Topic
Influence
Topic
Potential
Reach
@example 5,181 5.7 34,563
@another 7,523 3.2 25,231
@therustybear

16. www.searchmetrics.com
@therustybear

17. Why choose
SEO?
@therustybear

18. Marketplace
Visibility Ranking
Brand
1 Ford
2 Opel
3 Renault
4 Citroen
5 SEAT
6 Peugeot
7 Chevrolet
Typical Marketplace Analysis
Marketplace
Visibility Ranking
Brand Available Market
Opportunity %
1 Ford 5.05%
2 Opel 2.94%
3 SEAT 1.81%
4 Renault 1.59%
5 Peugeot 0.32%
6 Citroen 0.16%
BlueGlass Actionable Marketplace Analysis
Close
Typical vs BlueGlass
@therustybear

19. The opportunity that any key term has within the organic marketplace is defined by the
volume that is possible by being in position 1.
We calculate what that volume is - and then show the opportunity on an aggregated basis
based on the ad-groups / campaigns / segments.
Sum of
Available
Media Value
for a given
key term
Total
Organic
Total PPC
#1 Organic
PPC
#2+ Organic
#1 Organic
PPC 2+
#2+ Organic
#1 PPC
@therustybear

20. ● We can visualise the
site categories that have
the highest opportunity
● We can then ascertain
which categories are
doing this with small
keyword groupings and
therefore make
decisions on where to
focus our effort
Market Opportunity
@therustybear

21. Market Situation
● This graph is to
show the true image
of the marketplace.
● This allows us to
initially understand
the barriers to
success.
● Ongoing it then also
highlights the
strategies
competitors are
using to improve
their performance
within Organic
@therustybear

22. Keyword Level Aggregation
Table lamps as a subcategory has a high maximum Market Opportunity. If we look at the top 5 terms in the table below. If
they were to get to position 6 from the page 2..3 position they are in currently.
This is worth an extra £90,264 a year in incremental OKA revenue.
Therefore if we were to run 4 x 3 month campaigns targeted at categories like this it would be an incremental £361,056!!
@therustybear

23. Marketplace Change and Flux
@therustybear

24. Thanks for
Listening
Any questions?
www.blueglass.co.uk
Russell McAthy
Director of Strategy
@therustybear
www.russellmcathy.com

25. Links to the
amazing
photographer /
designers
featured in this
presentation:
www.blueglass.co.uk
Russell McAthy
Director of Strategy
@therustybear
www.russellmcathy.com
https://www.flickr.com/photos/davidkmartinez
https://www.storehouse.co/vincent