Google Analytics adds industry benchmarking
March 11, 2008 |
Users of Google Analytics can now opt into a program that will allow them to contribute their data anonymously and in return get access to anonymized, aggregated data from other Google Analytics users in their industry, or in other industry verticals.
The new feature allows users to benchmark their site's performance against others in their niche, or how their niche compares to another industry vertical. For instance, a user can compare daily changes in traffic on their own site with the rest of their industry, to see if the ups and downs are unique to their site, or are common to competitors as well, said Brett Crosby, group manager of Google Analytics.
"Industry benchmarking enables customers to see how their site data compares to sites in any available industry vertical," Crosby said. "This data will provide actionable insights by providing context for users to understand how their site is doing."
Another possibility would be for a site owner to find a complementary industry vertical with different seasonal traffic patterns, so that when one industry is down, that site owner could try advertising on the site in the up industry to try to share the wealth.
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