X hits on this document

PDF document

Introducing B-COP: A Methodology to Benchmark Competitive Online Performance - page 5 / 21

53 views

0 shares

0 downloads

0 comments

5 / 21

methodology is subject to all the problems faced by Alexa.com. These are detailed later in the

paper. It must be noted, however, that the ideas presented in this paper are equally applicable to

proprietary information from companies such as Comscore Networks. However, these

companies may not provide detailed data to managers. Third, managerial judgment is not

explicitly incorporated in the methodology, as outlined in this paper. However, the tacit

knowledge of those who are involved with front-line competition is vital in such a process.

Similarly, secondary informational sources (both online and offline) are very important.

Therefore, when conducting an online benchmarking exercise within a corporation, the results

from our methodology must be tempered by inputs from other sources (e.g. judgment of relevant

managers and salespeople, SEC filings, market share reports).

WHAT ALEXA.COM IS ALL ABOUT

Overview

Alexa.com encourages individuals to download a toolbar. The toolbar follows users as they

navigate through different websites and collects information on their browsing patterns, user’s IP

address, and a cookie that tracks the user’s ID, all of which is submitted to Alexa services. This

information is aggregated and made publicly available at www.alexa.com. The site identifies the

top 500 sites on the Web and provides information about traffic rank, reach and average number

of page views per visitor. A more comprehensive dataset is available for a price. Alexa provides

the following detailed information for every major web site-

  • o

    Description: A short description of the nature of the site with a screenshot.

    • o

      Overall traffic rank.

5

Document info
Document views53
Page views53
Page last viewedFri Dec 02 22:40:09 UTC 2016
Pages21
Paragraphs495
Words4165

Comments