Online Marketing Prometheus… free downloadable marketing data analysis tutorials

2 responses so far ↓

  • Performance CMO // January 19, 2010 at 8:28 pm | Reply

    Share of voice, while acceptable for brand advertisers, doesn’t equate to “intent” as all visitors to site are not of equal quality when comparing competitors.

    How does one, using the open source/free tools that are available, approximate a relative competitive standing of share of “intent”?

    • Eric Melchor // January 21, 2010 at 8:47 am | Reply

      You ask a very good question. I’m afraid there may never be a solution since all websites are not equal. For example, one competitive website may have visitors who spend twice the amount of time on their site versus another, but that could be because they have a fun game that visitors can play with. I suppose one method would be to look at the number of ’store locator’ hits, but that would mean that every competitor would have to have such a tool on their website and displayed on the site exactly as its competitors. Then you (or would have to figure out how to retrieve this data. I don’t see this happening.

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