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Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity by Avinash Kaushik

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Chapter 8. Competitive Intelligence Analysis

In the real world, collecting competitive intelligence might mean hiring people to rummage through your competitors' garbage bins (actually happened!). In the virtual world, mountains of data are right at your fingertips—from referrers, destinations, and search keywords to demographic and psychographic profiles. Though it sounds too good to be true, much of this data is available for free.

Competitive intelligence data can radically enhance your decision-making process: you get additional context about your own performance, you can mine industry trends for actionable insights, and you can finally understand your competition in the near-frictionless environment of the Web.

Chapter Contents

CI Data Sources, ...

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