Compete Vertical Wrap-Up

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 – Silverado Making Noise in the Full-Size Pickup Segment
Chevrolet launched the new Silverado 1500 pickup in the fall of 2006. Success of this new truck is critical to maintaining Chevrolet’s position in the increasingly competitive full-size pickup segment. Compete assessed the number of Silverado 1500 shoppers generated during the launch of the new truck and its impact within the full-size pickup segment. Read the AutoIntelligence Newsletter

Financial Services Advisor – Valuing home appraisal sites
With the current unpredictability of the real estate market, tools to help value proprieties are increasingly important to consumers. Addressing this, recently unveiled a significant enhancement to its site that enables home owners and real estate agents to list homes for sale. Unlike other listing services Zillow’s business model relies solely on advertisements to generate revenue. Have Zillow’s site enhancements increased its attractiveness as a marketing vehicle to home loan providers? To better understand the value of advertising on Zillow, Compete compared the site to several of its competitors in terms of overall traffic, and traffic from in-market financial services shoppers. Read the Financial Services Advisor Newsletter

TravelTrends — Fourth Quarter Booking Rates Spike
Booking Rates rebounded strongly in the air and lodging categories in the fourth quarter of 2006, driven by a steady flow of quality traffic to travel sites despite a seasonal decline in overall volume. Late-summer window-shopping from undecided consumers led to declines in Q3, but now Booking Rates are back to levels not seen since the first quarter. Read the TravelTrends Newsletter

Wireless Vantage — iPhone: the iMpact
Shoppers showed strong interest in music-enabled phones over the holidays. While Apple says it will soon reinvent the category with the iPhone, shoppers say price, if not the need to switch carriers, may limit their purchase of the device. In the week after Apple announced the iPhone, Compete surveyed 379 shoppers who researched an iPod online to understand the iPhone’s impact on their music player and cell phone buying decisions. Read the Wireless Vantage Newsletter

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