This presentation about competitive intelligence and market research based on BIG DATA from Search was presented at SMX Stockholm, October 2013. One of the key take-aways from this presentation is that companies need to start looking more on external data in stead of only internal data when evaluating the performance of their online business. Way to many companies are only looking at numbers from Google Analytics or other web analytics software rather than trying to understand what is actually going on in the market. To make a strong evaluation of your online performance - especially in the search engines like Google - it is necessary to have access to a strong and up-to-date visibililty score. The visibility score is the algorithm that distributes value to the different positions obtained by a website in a search engine. This distribution of value is done to both your own website and those of your competitors to create an unbiased analysis of the current market positions. Furthermore it is important to use a Visibility Score that is holistic in its approach. With holistic I am referring to the need of understanding and accepting that users click on what ever is presented by the search engine. Also referred to as the SERP. (search engine result page) The anatomy of the SERP has a great impact on what users actually decide to click after performing a search. As an example, the presentation is showing a abstract of the actual search and click behaviour of a small group of people within a segment. By understand these different elements, it is possible to make very easy to understand graphs and charts showing how different companies are positioned agains one another. The presentation is including a small case study of the Nordic (Denmark, Norway and Sweden) market for Travel Insurance.

1. Competitive Intelligence & Market Research
Case study: Travel Insurance - Nordic
September 2013 presented by Jacob Hagemann (Twitter: @jacobhagemann)

2. We all love
analytics!
2

3. Doing fantastic!
Doing good!
Doing better!

4. ….but,
we mainly
look at
internal data!
4

5. What about the competitors? The market?
Are we still happy?

6. We believe
that Visibility
Score is the
new metric!
6

7. 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!

8. SEARCH
AND CLICK
BEHAVIOR
ANALYSIS!
8

9. 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%

10. Right Ads: 3%
37%
17%
Organic
Ranking
Top 5
10%
8%
7%

11. Organic Ranking Top 5
52%
16%
9%
6%
4%

12. Images in position 3:
18% vs.
9% if classic.

13. CASE STUDY:
TRAVEL
INSURANCE
NORDIC
13

14. DK
Insurance
companies
14

15. Top players in Denmark, Travel Insurance
15

16. Mix between paid and organic search
16

17. Paid search trend
17

18. DK
Insurance
portals
18

19. Danish portals, Travel Insurance
19

20. Paid search trend
20

21. Industry Trends
Denmark
Norway
Sweden
21

22. Comparing the output of the study
Denmark
Top Players*
*Share of Search
Diversity in mix
between paid & organic
Norway
Sweden
Europæiske & Gouda
Europæiske & Gouda
Europæiske & Gouda
40%
37%
33%
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%
22

23. HOOSH Technology SA
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6900 Lugano
Switzerland
www.hoosh.com