Testing and Competitive Intelligence

Testing and Competitive Intelligence

DOI: 10.4018/978-1-7998-0957-9.ch006

Abstract

Within this chapter are proven strategies that can help global business leaders to improve their website and drive more traffic to it. It also discusses the importance of gathering and analyzing customer data. Using tools such as Google Inisights, SEMrush and Quancast can help leaders to easily identify relevant information. It is critical for companies to add these platforms to their annual budget. In order to best utilize digital platforms for global business purposes, companies need to first determine how the site will best benefit their company.
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Adding Context And Dashboards

According to Kauhik (2010)“You need to understand how any piece of data was collected so that you can decide how best to use it” (p. 214). Customers often use the internet to search for product-related facts and are likely to view irrelevant websites during their search. Business leaders also use the internet to gather data pertaining to customers. Without input from information technologists or other valuable resources to aid them with website evaluation, this information could hinder the acquisition of relevant information. Gathering consumer insights from a website like Nielsen.com would be much more vital than gathering information from a random Google search. This section reviews the pros and cons of internet search.

There is a plethora of information that can be gathered about customers via the worldwide web. “Search engines have increasingly moved beyond showing text results to including images, videos, and other relevant kinds of content. The concept is called universal search” (Kaushik, 2010, p. 106). Once key performance indicators have been identified, leaders can then determine the type of information to utilize in any given report. Further effective data quality is a six step process. Leaders should incorporate the following:

  • 1.

    Incorporate clean data (use reputable sites)

  • 2.

    Be very selective

  • 3.

    Audit your data

  • 4.

    Go for precision

  • 5.

    Don’t fret over incomplete data

  • 6.

    Move fast, think smart (Kaushik, 2010, p. 287)

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Consumer Buying Process And Data Quality

Information search takes many forms. Information can be gathered through tangible publications, online or through word of mouth. Through an online search strategy, consumers can be inadvertently led to sites that reveal information which then raises negative brand awareness; this can lead to deterrence from making purchases. “Brand awareness can be depicted into brand recognition (consumers’ ability to confirm prior exposure to the brand when given the brand as cue) and brand recall (consumers’ ability to retrieve the brand when given the product category, the needs fulfilled by the category, or some other cues (Ovidiu, par. 7, 2009). Consumers often gather cues concerning a brand through internet search; oftentimes, the information is not valid. As a result, internet search can significantly impact the following: motivation, perception, learning and memory (Kotler, 2012).

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