- Channel Intelligence Bar Chart Key - In the example, we’re seeing the monthly referral analytics channel intelligence for Amazon.com. The dark blue in the bar chart represents the domain name run in the referral analytics report, in this case it’s Amazon.com. The light blue represents the category under which the domain is organized. In this instance Amazon.com is categorized in Mass Merchant and Department Stores.
- General Portals and Search in the example, left, 29.61% of amazon’s traffic is coming from domains in the General Portals and Search category (examples of these domains would be Google.com, Yahoo.com, YP.com, etc). Whereas 28.53% came from General Portals and Search to domains in the Mass Merchant and Department Store Category, Amazon.com is one domain of many in this category.
- Social Traffic in the example, left, accounted for 4.52% of Amazon’s traffic. Examples of domains in this category are Facebook.com, Twitter.com, Hootsuite.com, etc. The second number, 4.43%, is the percent of traffic coming from domains in the Social Networks Category to domains in the Mass Merchant and Department Store Category, Amazon.com is one domain of many in this category.
- Blog Traffic in the example, left, accounted for 1.45% of Amazon’s traffic. Examples of domains in this category are Blogger.com, WordPress.com, Tumblr.com, etc. In this example of blog traffic, Amazon is outperforming its industry because the Mass Merchant and Department Store Category was only able to acquire 0.8% of traffic from domains in the Blog Category.
- Okay folks, here’s where the interface gets interesting. The Email Category is a drop-down menu, it works in the exact same way as the others except you have a category buffet to choose from. Select any Industry or Behavioral Category you like, and percentages will update when you choose a new category. As a PRO subscriber you have the choice of over 220 categories to filter with, email is just one of many.
- Last but not least! The See All > link will take you to the Traffic Details tab and group the report by category, this link will take you to the report in the example: http://compete.com/referrals/referrals_cat_site/amazon.com/?boxed=true. The reason it’s important to view this is that it gives you a macro view of where the domain you’ve run a referral analytics report for is getting its traffic from. If there is high growth in the blog or social network categories for your competitor you may want to think about launching a social campaign or put more emphasis on the blog.
Lindsey Mark works in Client Relations at Compete and is responsible for the strategic development of client retention and support policies for compete.com, with a focus on education and training efforts. She graduated from Rochester Institute of Technology in Rochester, NY so she's a certified technology junkie and open source advocate. When she's not thinking about marketing or training digital 007's at compete, she's doing yoga & blogging about gluten-free diet and lifestyle. Find Lindsey on Twitter as @linji, Google Plus as Lindsey Mark or connect with her via LinkedIn.