Digital marketplace mapping and ad Insights tools

These services help with online marketplace mapping and online competitor benchmarking.

The first group use panels based on toolbar usage, so maybe less representative than other solutions with a wider sample. They provide comparisons of website traffic and traffic referral sources.  These give free insights or sample data in reports, so are most useful for students comparing websites in assignments.

  • SimilarWeb – Provides comparisons of website traffic and traffic referral sources
  • Alexa – Owned by Amazon, now mainly a paid service focusing on keyword analysis, but its free SiteInfo website benchmarking tool gives a top-level comparison of site traffic
  • Jumpshot – Different to other panels, focusing on customer journey analytics, particularly for E-commerce brands and retailers

Panels focusing on ad effectiveness

Typically used by large retailers, their sites don’t typically don’t share insights


About Smart Insights

Dr Dave Chaffey is co-founder and Content Director of digital marketing advice site Smart Insights. We’re a publisher and learning platform that helps our 150,000 active members in over 100 countries plan, manage and optimize their digital marketing activities by applying the actionable advice in our planning templates, guides and interactive e-learning tools.

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