Key Take Aways: How Marketing intelligence helps you understand customer behaviour, map your competition & create winning digital strategies How to leverage competitive intelligence to fine tune your digital marketing: SEO, paid media, campaigns, web & mobile channels Success Story: How Ibibo gets it right Insights driven marketing: Use cases across industries

2. Meet the Speakers
Rahul KhoslaRon Pick
CEO, Altudo | MD, SimilarWeb
India
Krishnan Ramaswamy
SVP Products Analytics and
Acquisition Marketing
Heads products, analytics and
acquisition marketing across all
geographies.
Total experience of 18 years in IT
industry with 10 in consumer
internet space
VP Marketing, SimilarWeb
Manages business, strategy &
product vision for marketing
solutions
Prior to joining Similarweb, Ron
was the co-founder of Ad-extent
CEO of a digital agency, Altudo,
Partner Similarweb
Co-founder of a video revie
start-up, Criteek
Experience of consulting
Fortune 100 brands

3. The Power of Market
Intelligence

4. You are constantly looking for new
ways to optimize your performance

5. You have a good sense of what’s working,
having access to your own data

6. What if you could look at your competitors’ strategies
and see what is working for them?

7. 62%
of executives still use
experience and advice more
than data to
make decisions
3X
Highly data-driven
organizations are three times
more likely to report
significant improvement
in decision-making
Market Intelligence Still in Its Infancy, Even with Demonstrated ROI

8. 50%
Internet penetration
reaches majority in 2017...
still double-digit growth
5X
Devices growing
five times faster
than people
50%
Of Internet traffic is
now mobile
GLOBALLY...
“Digitally-Infused Lifestyles”: All Things Digital Continue To Grow

9. We are Always
Shopping
‘Value’ in the Path to
Purchase
Consumers are leveraging digital
technology, including websites,
social media, and mobile apps,
to research products, compare
prices, make purchases.
55% of consumers
search for soap online
before they buy.
Nearly all research is digital

10. Market research is evolving
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
Market
Research
Big data
Source: Google Trends

11. Sources: AMA 2016 Gold Report; Research Rockstar
Market Intelligence Is the Future
“ The marketing research industry
as we’ve known it for decades is
disappearing… absorbed into a
rapidly transforming collection of
market intelligence sub-
disciplines.
Intelligence is hot. There
are many job openings
requiring skills related to
business or market
intelligence. Indeed, the
debate… about ‘research’
versus ‘insights’ seems
rather trivial when we
consider the enormous
employer demand for
‘intelligence.’
“

12. The true measure of a CDO’s
success is when the role becomes
unnecessary: by its very nature, a
high-functioning digital company
does not need a CDO (however, it
may want its former CDO to be the
CEO). Of course, the vast majority of
organizations are not yet at that
point.” - Source: McKinsey
• Digital market intelligence
IS market intelligence
• If you aren’t succeeding
digitally, then you aren’t
succeeding
Tech-Ubiquity Means: Digital Market Intelligence IS Market Intelligence
“

13. The Requirements (and applications) of True Market Intelligence
Find the rising tides
• Market sizing
• Market growth
• Traffic & engagement
Stop Flying Blind
• Benchmarking
• New entrants
• Competitive strategy
• Onsite search
• “Not provided” keywords
Data-Driven Growth
• Customer journey
• Growth strategies
• Fighting the PPC wars
• “Clickstream navigation”
The Last Mile
• Conversion
• ROI calculation
• Implementation
& refinement
Global
Granular
Cross-platform
Insightful
Actionable
Timely

14. Monitor over time
Benchmark against
competitors and market leaders
Understand Grow
Track
Enhance your product
and brand strategy
Optimize your site
according to consumer
behavior
Optimize your user
acquisition tactics
Monitor over time
Market Intelligence in Action: Understand, Grow & Track Your Digital
Market Share

15. Gain the
Winning
Advantage

16. Who we are
the insights to gain the
winning advantage

17. It’s like seeing your
competitors’ Google
Analytics
● Visits & Uniques
● Engagement
● Traffic Sources
● Search Keywords
● Popular Content
● Referrals
● Social networks
● Publishers
● Ad networks
● Display Ads & Landing page

18. SimilarWeb Provides Insights for
Any Website, App, Industry and Market
250
Categorie
s
350M +
Keywords
190 +
Countries
4M +
Ads
Creative
4M
Apps
80M
Websites

19. SimilarWeb Solutions
Marketing
Solution
Research
Solution
Investors
Solution
Sales
Solution
Uncover growth
opportunities across all
marketing channels to
boost user acquisition
Benchmark performance
and analyze audience
behavior to grow your
market share
Find and analyze websites
to grow your pipeline,
perfect your pitch
and win more deals
Gain visibility into
company KPIs to analyze
trends and invest without
blind spots

20. We are the measure of the digital world
Multi-source data
collection and analysis
Data science team
consists of 30
researchers
and PhDs
Advanced machine-
learning capabilities
Anonymous
consumer
behavior from
400M+ users
80M websites
190+ countries
250 categories
4M apps
Largest, most robust panel in the world Widest data coverage Advanced calibration and prediction models

21. Trusted Globally
Top Publications
Top Customers
Globally
Thousand of Users
Daily

22. Millions of Global Users Use Our Platform Daily to Better Understand
the Digital World

23. When Jeff Bezos Gives an Update to His Shareholders, He Uses
SimilarWeb Data
To our shareowners:
The American Customer Satisfaction Index recently
announced the results of its annual survey...
...India – Amazon is the fastest growing marketplace in India,
and the most visited site on both desktop and mobile,
according to comScore
and SimilarWeb. The
Amazon.in mobile
shopping app was also
the most downloaded
shopping app in India in 2017…
Jeffrey P. Bezos
Founder and Chief Executive Officer
Amazon.com, Inc.Jeff Bezos’s annual letter to shareholders

24. = Desktop = Mobile Web = Mobile AppsCountries available
Business Proprietary & Confidential |
24

25. This is how SimilarWeb
helps Marketing teams to
win their market

26. 26
Popular Features
● Traffic & Engagement metrics
● Full Marketing Channel Mix
● Search, Referrals, Display & Social Traffic
● Industry Level Top Sites
Marketing Executive
Reveal competitors' strategies to find
the best growth opportunities
● Identify competitors’ user acquisition channels
● Improve the effectiveness of your search, display,
content, affiliate and social activities
● Discover a site’s most popular content to identify
trending products & topic
● Track market behavior and changes over time:
spotting a shift in market demand
● Discover the top channels driving traffic to your
industry
● Reveal industry leaders and changes in market
share
With SimilarWeb you can:

27. What Our Clients Say
SimilarWeb allows us to see exactly where we are in
terms of the market. We can analyze our performance
against both the industry and specific competitors and
instantly identity unknown competitors. This is extremely
valuable since it puts our site performance into a wider
context.
Laurence Moor
Head of Performance,
Guardian Jobs

28. Popular Features
● Organic Search Traffic
● Reveal Google ‘Not Provided’ Keywords
● Branded vs Non-Branded Keywords
● New & Trending Keywords
● Popular Pages
● Industry Level Top Keywords
SEO & Content
Increase quality traffic to your
site by revealing your competitors’
successful SEO strategies
● Discover your competitors’ keywords to shift demand
from competition
● Understand consumer intent to find the right
keywords to target your audience
● Discover new and trending keywords based on
global panel
● Understand your share of voice per keyword
● Reveal what are the most viewed pages of any site
● Understand the traffic sources behind content
With SimilarWeb you can:

29. What Our Clients Say
SimilarWeb's comprehensive data and user-friendly
interface lets us make educated and quick decisions
about planning the right content for winning the battle to
rank on the first SERP.Gianluca Mileo
SEO & SEM Manager

30. Popular Features
● Incoming & Outgoing Referral Traffic
● Display Traffic, Publishers & Ads Networks
● Audience Interests & Demographics
● Top Industry Referrals
● Similar Sites
Affiliate & Media Buying
Build, grow and monitor partnerships
by discovering which affiliates work
best for your competitors
● Discover which websites are driving traffic to your
competitors
● Evaluate the potential value of every website based
on reach, engagement and growth metrics
● Reveal the website’s audience demographics and
interests
● Discover sites with high relevance to your offering by
category, market and keywords
● Compare your share of voice from each partner
against competitors
● Minimize fraud with visibility to your affiliate’s
outgoing links
With SimilarWeb you can:

31. What Our Clients Say
SimilarWeb is making us more efficient. Having an
unbiased third-party tool helps us to find, qualify and
establish ROI for partnerships and media campaigns. I
wish I could spend all day on SimilarWeb.Stephanie Cloud
Director of Online Sales &
Partner Marketing, MGM

32. 32
Popular Features
● Paid Search Traffic
● Search Ads (including PLA)
● Display Traffic, Publishers & Ad Networks
● Display Creatives & Videos
● Industry Level Top Advertisers
PPC & Display
Better direct ad spend by seeing
where your competitors are spending
their media budget
● Discover which keywords your competitors are
bidding on so you can protect your brand and shift
demand away from competitors
● View competitor ad creatives including PLA (Product
Listing Ads)
● Understand which publishers and ad networks your
competitors are using to target their audience
● Discover your competitors’ messaging and
promotions by revealing their ad creatives and
landing pages
● View ad creatives across desktop and mobile,
display and video
With SimilarWeb you can:

33. What Our Clients Say
SimilarWeb has empowered my digital marketing team to
better understand possible opportunities. I recommend
this tool to any marketing team who is seeking a way to
grow or make its display media and paid search efforts
more efficient.
Steven Pope
Search Engine Marketing Manager

34. Global Coverage
The biggest global panel,
providing insights in +190
countries
All Platforms
The only platform offers a full
view across Desktop, Mobile
Web & Mobile Apps
Sophisticated
Classification Engines
The most advanced
classification of traffic
channels and website
categories
The Most Reliable Data
Unique data methodology
based on real consumer
behavior, from the biggest
panel in the world
Industry Standard
Stamp of approval from
Fortune 100 companies, top
publications and millions of
global users using us every
month
Insights From Real Users
Real visits and search queries,
not scraped
Intuitive UI and API
Easily integrate insights to
your workflow with our simple
and intuitive UI or our API
Marketing Suite
The only Platform that offers a
holistic view on all marketing
channels and serving the
entire performance marketing
team
What makes SimilarWeb unique?

35. Platform API & Integrations Services & Consulting
Our way to help you leverage our data
Easily surface key insights with
our simple & intuitive user interface (UI)
Simply integrate SimilarWeb data into your own
dashboards and systems
Customized consulting and education services
to help to get the most of our insights

36. Competitive intelligence use cases
Benchmark
competitive positioning
Identify keywords to
grow traffic share
Identify new
partnerships
Identify successful product
and conversions
Scale with
social traffic
Optimize content
strategies
Audience insights
Identify new digital
strategies of competitors
Understand product & App
performance

37. Access full content
https://www.altudo.co/resources/webinars/how-to-leverage-market-insights-for-
winning-digital-strategies
marketing@altudo.co www.altudo.co