Compete.com has been releasing a lot of new analytics offerings over the last year or so, some of them on the low end that anyone can use (search analytics offerings) and some, like Behavior Match, that are probably only going to be used at the agency level.
There's a writeup on Behavior Match on Compete's blog -Gen-X vs. Gen-Y: Who gets all the credit?
The idea that you can identify an online segment (ie: Gen-X) and then follow where they might go in order to figure out where to advertise makes sense - though in practice, I don't know how well this works.
I've been looking at ComScore MyMetrix lately, since I got access to it at Monster.com, but I don't see where you can do the same thing Behavior Match does:
You can select properties and get ages, uniques, time spent, average pageviews per visit, and so on, but it doesn't let you take a online segment - or a Prizm Geo-Demographic cluster segment and then tell you where visitors go and consume their time and energy - and that would be valuable to know.
I think Behavior Match looks like it's closer to the idea I put forth - that you track were segments of your audience are going.
But, and the end of the day, having this information is only as useful as the ability to apply it - and for all the things we can now measure - often, your left with as many questions (what do I do now?) than answers.
I doubt that any of these products solve the marketing problem - but they can get you closer to justifying a marketing decision (or not).
I got heads up about a new Compete.com product offering called Top Lists.
Accordingly, Compete provides
* Rankings on YOUR terms. Choose from up to 5 different ranking criteria.
* REAL traffic numbers. Top Lists provide absolute measures, not indexes.
* Great information…NOW. Compete List data is updated every month.
* Monthly Visitors
* Monthly Visits
* Monthly Pageviews
* Monthly Time Spent
* Monthly Attention
There are 5 available reports but you can, it sounds like, get custom reports also.
The information provided for contact is below and the promise to reply within 24 hours.
I think something like Top Lists might be useful for a competitive analysis where your dealing with more than 5 competitors - or simply you want to get a larger selection - I'm not sure as I haven't seen a Top List report yet.
I found this Demo of Compete Search Analytics showing all the features and details of Compete Search Analytics - I've had access to Compete's Search Analytics since last Spring - I think - and have used it quite a bit, from time to time (ie: I used it just before New Years Eve to find out the top 100,000 terms on Google.com for the 4Q 2007).
I love this factoid, according to a informal study done by Jay Meattle at Compete.com the Total Time we Spent Online went Up 24.3% this year over last:
"…We are spending more and more time consuming information online. Logically online advertising spend should follow a similar trajectory with marketers allocating their ad budgets in proportion to where people are spending their time."
Maybe it's all those LonelyGirl15 videos on YouTube that tipped us over the edge - or could it be that we're so busy on Facebook all year, that we spend almost 25% more time on there than we did before - and Facebook growth doubled.
I think the Compete.com study ought to go one step further and determine where we're spending the extra 24.3% of our time online:
Just got word that Compete.com is having a 2 for 1 same on credits for the Compete.com Search Analytics -Double your credits: Compete’s Cyber Monday Blowout Sale:
"..Compete’s Search Analytics have always been a great deal. But in appreciation of those brave search markets duking it out over retail terms for the next month, Compete.com is doubling the total number of credits in our standard, plus, and premium credit packages for the next 24 hours. It’s a BOGO sale for the ages!
Need more info? The table below has all the answers.
I've use the Search Analytics products extensively while it was in Beta Testing and found it helpful.
\
Current Subscribers
