Competitive Intelligence & Market Research

Case study: Travel Insurance - Nordic

September 2013 presented by Jacob Hagemann (Twitter: @jacobhagemann)

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We all love analytics!

Doing good!

Doing better!

Doing fantastic!

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….but, we mainly look at internal data!

Are we still happy?

What about the competitors? The market?

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We believe that Visibility Score is the new metric!

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!

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SEARCH AND CLICK BEHAVIOR ANALYSIS!

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%

Right Ads: 3%

Organic Ranking Top 5

37%

17%

10%

8%

7%

Organic Ranking Top 5

52%

16%

9%

6%

4%

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

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CASE STUDY:TRAVEL INSURANCENORDIC

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DKInsurance companies

Top players in Denmark, Travel Insurance

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Mix between paid and organic search

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Paid search trend

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DKInsurance portals

Danish portals, Travel Insurance

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Paid search trend

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Industry Trends

DenmarkNorwaySweden

Comparing the output of the study

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Denmark Norway Sweden

Top Players* Europæiske & Gouda

Europæiske & Gouda

Europæiske & Gouda

*Share of Search 40% 37% 33%

Diversity in mix between paid & organic

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%

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