Post on 01-Dec-2014
description
Competitive Intelligence & Market Research
Case study: Travel Insurance - Nordic
September 2013 presented by Jacob Hagemann (Twitter: @jacobhagemann)
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We all love analytics!
Doing good!
Doing better!
Doing fantastic!
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….but, we mainly look at internal data!
Are we still happy?
What about the competitors? The market?
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We believe that Visibility Score is the new metric!
Why Visibility Score?
Visibility Score is the only objective metric for comparing performance!
It is independent of involvement from the parties being compared!
It is unbiased
Everybody has a visibility score!
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SEARCH AND CLICK BEHAVIOR ANALYSIS!
Top 3: 23% – 28%
- nr. 1: 12-15%- nr. 2: 5 – 8%- nr. 3: 5 – 7%
Right ads: 3,5 – 4,5%
Organic Ranking Top 5
26%
11%
8%
7%
4%
Right Ads: 3%
Organic Ranking Top 5
37%
17%
10%
8%
7%
Organic Ranking Top 5
52%
16%
9%
6%
4%
Images in position 3: 18% vs. 9% if classic.
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CASE STUDY:TRAVEL INSURANCENORDIC
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DKInsurance companies
Top players in Denmark, Travel Insurance
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Mix between paid and organic search
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Paid search trend
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DKInsurance portals
Danish portals, Travel Insurance
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Paid search trend
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Industry Trends
DenmarkNorwaySweden
Comparing the output of the study
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Denmark Norway Sweden
Top Players* Europæiske & Gouda
Europæiske & Gouda
Europæiske & Gouda
*Share of Search 40% 37% 33%
Diversity in mix between paid & organic
Very high High Low (only Gouda is very
strong)
End-of-month action Yes No Yes
Volatility in Paid High Low Medium
Paid search activity 5 of 5 3 of 5 5 of 5
Portals share of search
10% 3% 8%
Portals share from Paid
1-2% 2% 1%
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