Compete Updates Web Site User Acquisition Tool

In the US, online behaviour measurement firm Compete has revamped its Referral Analytics digital intelligence tool, to help clients uncover how a competitor or partner web site is acquiring users, monitor changes in its strategy, and adjust their own marketing accordingly.

Kantar-owned Compete conducts continuous analysis of 'clickstream' data on the Internet behaviour of several million people, weighted to match the US online population. Its enhanced Referral Analytics solution includes a traffic dashboard that enables marketers, advertisers and publishers to explore competitors' traffic metrics through a single portal.

This features an interactive 'channel map' that delineates each referring channel as a separate box, allowing the user to drill down into specific channel metrics.

The system, which covers the acquisition strategies of the top 1,000,000 web sites, can also be used to uncover how traffic composition breaks down at an industry level.

'Compete's enhanced Referral Analytics is the industry's first solution to take the guesswork out of online acquisition by providing channel visualization,' states CMO Stephen Di Marco. 'Now, our clients can see which portals their partners and competitors are using to drive traffic to their sites and can make informed decisions on where to advertise in the market as a result.'

Web site: www.compete.com .