Compete Vertical Wrap-up
Written by Max Freiert (contact - e-mail) -- June 4th, 2007 |
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Every month, the Compete Vertical teams take a deep look into issues effecting the Automotive, Financial Services, Travel and Wireless industries. These articles tend to be very industry specific, but provide good examples of how to leverage web metrics to measure consumer demand and behavior across various industries.
AutoIntelligence - Jeep line-up: Is seven a crowd in 2007?
DaimlerChrysler launched three new Jeep models in the last eight months, meaning consumers can now choose from seven current-year Jeep vehicles. To better understand the impact of this expansion, Compete analyzed the year-over-year change in demand for the Jeep brand – looking for evidence of cannibalization or growth.
AutoIntelligence OCE - Mini USA drives into core audience with hammerandcoop.com
In February, Mini USA launched hammerandcoop.com, featuring a series of short films starring a personified Mini Cooper named “Coop” and a character named Hammer. The “Hammer and Coop” campaign has been marketed through various traditional and non-traditional channels with the goal “to engage consumers in the brand offering in an ongoing, interactive dialogue.” But who is this campaign actually engaging?
Financial Services Advisor - Cutting the “Strings”: Citi Removes HYSA Requirements
In November 2006, Compete predicted that recent entrants to the High Yield Savings Account (HYSA) market would need to restructure their product offerings to effectively compete in the space. Several new HYSA competitors were requiring consumers to also open a checking account (Washington Mutual and Citibank) or maintain a minimum balance (E-Loan and Countrywide). ING Direct, HSBC Direct, Emigrant Direct and Capital One all offered consumers competitive rates without any strings attached – no checking accounts or minimum balance requirements. In March 2007, Citibank was the first of the new entrants to alter its product to better compete with established players.
TravelTrends – Hotwire jumpstarts Planning Activity with Tripstarter
Travel price prediction and modeling tools are evolving rapidly, and Hotwire is the latest to implement such a functionality on its site. Using the Hotwire TripStarter tool that was launched in February, consumers can view trended historical pricing data for flights and hotels. Hotwire’s product joins price modeling offerings from Farecast, Kayak, Farecompare, and others, but are consumers really using this information?
Telecom Vantage – Why Market Share Doesn’t Tell the Whole Story
Understanding conversion is critical to companies looking to efficiently grow market share in an increasingly saturated wireless handset market. In the U.S., however, handset manufacturers have had little ability to track this metric and understand its implications because of separation between handset makers and consumers in this operator controlled market. Understanding the conversion rate of products – the percentage of consumers considering specific handsets that go on to purchase them – gives both carriers and OEMs critical new insight into how to immediately assess a handset’s potential in a hit driven market.
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