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Introducing B-COP: A Methodology to Benchmark Competitive Online Performance - page 11 / 21

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A plot of relative rank vs. relative page view provides further insights. In all charts, the

subject site occupies the position (1,1). The four quadrants of the chart can be labeled in this

way. The companies that fall in quadrant I (see Figure 1a for labeling of quadrants) are labeled

“Niche-1” competitors since they have higher page view/visitor, but low traffic rank. Companies

in quadrant II are the strongest competitors since they have higher page views/visitor and high

traffic rank. Companies in quadrant III are the weakest competitors since they have low page

views/visitor and low traffic rank. Companies in quadrant IV are labeled “Niche-2” competitors

since they have higher traffic rank, but lower page views.

6.

Prepare competitive landscape charts.

We prepare competitive landscape charts to map the complicated nature of

competition. On this chart, we highlight the flow of traffic as discussed in point # 4.

Specifically, we highlight direct/indirect competitors and direction of traffic flow (i.e., two-way,

from subject site, to subject site, tertiary).

CASE STUDIES

Using this methodology, the case studied on the following companies have been

conducted— Amazon.com, nytimes.com and google.com. All data presented here was collected

during early May 2005.

Case Study # 1- Amazon.com

Amazon.com is, arguably, the pioneer of E-Commerce (Kotha, 1998). The company

started out as an online book retailer. However, since then, it has diversified into numerous

product categories, international markets and even offers selling services. According to the latest

financial reports of the company, 44.41% of its revenue comes from international markets and

73.71% of revenue comes from “media” (a category that includes the sales of books, CDs and

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