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 – The Configurator: Building More Engaged Prospects
Most OEM websites offer consumers the ability to configure vehicles online. This functionality enables more informed shopping decisions which can ultimately facilitate lead generation for dealerships. The configurator is one of the most trafficked shopping tools, but are the people who use this tool engaged on the site as a whole?

AutoIntelligence: The OCE – Steep Hikes in Gas Prices Drive Shoppers
According to the Department of Energy, the price of gas has been on the rise for the last few years. In May 2007 gas prices climbed to an all-time high of $3.19/gallon. Compete analyzed demand for the (Compact) C car segment* specifically to see what, if any, effect rising gas prices have had on segment demand over the past 15-months.

Financial Services Advisor – Uncovering quality referrals for credit card issuers
Credit cards are a big online business. Top issuers American Express, Bank of America, Capital One, Chase, Citibank and Discover spent a combined $338 million on media between January and April of this year with almost 10% going to online display advertising. These investments drive approximately 9 million consumers to view credit card offerings on the leading issuer websites each month. But what types of sites actually deliver the highest quality credit card shoppers – i.e. those who apply – to these issuers?

TravelTrends – Does a new rewards booking tool give American an AAdvantage
At the beginning of March, American Airlines announced the introduction of a redesigned online booking tool for its AAdvantage rewards members. The new functionality is intended to make it easier for members of American’s loyalty program to redeem miles online. What impact has the new tool had on American bookings?

Wireless Vantage – After 6 moths of iPhone hype, are consumers read to pay?
The iPhone is generating an enormous amount of industry buzz, but consumers will ultimately decide the device’s fate. After the announcement of the iPhone in January, Compete surveyed 379 people about the device. The survey targeted consumers who had been observed researching an iPod online in the preceding month. In the first week of June, Compete surveyed an additional 680 iPod researchers to look at attitudes toward the iPhone just before its launch on June 29th. Compete targeted recent iPod shoppers in both surveys to identify trends and target consumers who were more likely to be aware and informed of the iPhone. So what are consumer perceptions of the device now, and how have they changed?

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