Digital marketplace mapping and ad Insights tools

These services help with online marketplace mapping and online competitor benchmarking.

The first group use panels based on toolbar usage, so maybe less representative than other solutions with a wider sample. They provide comparisons of website traffic and traffic referral sources.  These give free insights or sample data in reports, so are most useful for students comparing websites in assignments.

• SimilarWeb – Provides comparisons of website traffic and traffic referral sources
• Alexa – Owned by Amazon, now mainly a paid service focusing on keyword analysis, but its free SiteInfo website benchmarking tool gives a top-level comparison of site traffic
• Jumpshot – Different to other panels, focusing on customer journey analytics, particularly for E-commerce brands and retailers

Panels focusing on ad effectiveness

Typically used by large retailers, their sites don’t typically don’t share insights

• comScore – some insights provided in reports in the press release section
• Nielsen – Nielsen global media
• Pathmatics –  uses a panel and crawlers to show ads
• DRG Ad benchmarking – Use a panel to assess ad effectiveness
• Kantar Marketplace from TNS Global – a panel of 88 million globally used to test ad effectiveness