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Why consider Brand Analytics over Traffic

Webalue.com, Online Brand Analytics

Brand Analytics

The word ‘Analytics’ may sound merely statistical and number-crunching to many online marketing managers; especially those who probably rely and execute their business decisions based on insights derived from ‘Analytics’; more commonly known as ‘Traffic Analytics’. But there is more to analytics than just the number of visitors a website receives. Traffic of a website is an incomplete performance indicator. Factors like, traffic source diversity, exposure, loyalty and maturity of the business, which together form Brand Analytics, are a must, either while taking important marketing decisions or setting up a business strategy. Voice of Consumers is another branding factor often under-rated among marketers either because of their inefficiency in setting-up a consumer reaction recording infrastructure or probably because they are simply lazy enough.

But despite the obvious importance of the above branding factors, the traffic of a website is still the most commonly used and relied-upon marketing data among marketers (though many, but not all, traffic analytics systems provide a set of few branding factors). So we decided to conduct this case-study to determine which one of the two (brand analytics or traffic analytics) is more credible.

This post is a part one of a Case Study. The case compares brand and traffic metrics between two brands (ConnectMobiles.com and Mobilegyan.com) competing in the same industry. The purpose of this case study is to differentiate and determine the credibility of insights produced between traffic and brand analytics.

Note: We wish to thank both ConnectMobiles.com and MobileGyan.com for granting us access to their private company statistics.


–  Brands Participating:

ConnectMobiles.com is a Nokia Portal providing tips and tricks, reviews and latest news about most Nokia Phones in the market.
Number of Employees including Founder: 5

MobileGyan.com is a technology blog dedicated to provide information about all kinds of GSM Phones.
Number of Employees including Founder: 3

– Industry of Competition:
Shopping  –> Consumer Electronics

In the follow-up post (Part Two) of this Case Study we will expose the Traffic and Brand Analytics of the above mentioned brands and extract insights and form hypothesis for both Traffic and Brand Analytics. (Follow up within the next week). Stay tuned for the next post on Webalue.com, either through your to-dos list or by signing up for email updates.

One Response to Why consider Brand Analytics over Traffic

  1. Pingback: Why consider Brand Analytics over Traffic (Part three) | Webalue.com Communications

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