Product Development. How do competitor portfolios compare? Are they shifting their locations?
Pricing / Yield Management. Who is changing price? Can we understand pricing strategies by competitors?
Marketing. how similar are my tours/trips/sites/portfolios to nearest competitor? How far out are competitors showing inventory?
Web Sales how accurate is my website information? Invariably we detect errors, omissions and anomalies on clients’ own websites which can impact sales performance.
Are you leveraging competitor data effectively?
10 WAYS TO USE COMPETITOR INSIGHT
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COMPETITOR INSIGHT CASE STUDY
Cruise and Tour Operators. We harvest 50% of the world's tour operators (land, rail, river, and expedition) enabling our clients to truly understand what their competitors are doing. This is primarily delivered through our TRAVELYTIC brand.
Holiday Parks. In UK, we have captured 500+ UK holiday parks’ pricing, promotion and products. In this case, clients are interested in local competition to their sites
Distributors. We have worked with both electronics and automotive distributors to extract competitor data on 3-400,000 SKUs. The challenge is matching complex products to find near competitors, whilst navigating the scale and complexity of portfolios
Our technology stack enables us to extract data from websites in a low touch way, meaning site performance is not impacted and our presence is undetected. We only extract publicly available data and do not ‘break in’ to secure areas. Where we believe that we are differentiated is not through the extraction but through the business sense to configure analysis and insights that are aligned, meaningful and valuable to multiple functions.
We partner with Key 360 Advisors in engaging Tour Operators and often operate under the Travelytic brand.
Data Extraction. Websites are the 21st Century brochure with enormous amounts of data proffered, with products and prices often changing on a frequent basis. Extracting the data ethically is crucial – we use low touch approaches to ensure that the competitor’s site is not compromised and we do not force log ins to get more data. Interestingly when looking at web pages at a code level you invariably get more data than that available to the Mk1 Eyeball! We can extract data on a daily, weekly or monthly basis, depending on need.
Cleansing and structuring A dump of data is useless without manipulation. Initial scripts are run to ensure we have got the full data set and to identify any data anomalies or changes in how the website is organised. Invariably clients want an ability to compare like-for-like products and services. We have developed a variety of approaches to enable matching of tours, holiday park units, locations and electrical components using similarity scoring and attributes.
Consumption. Web data is only useful if you do something with it to make proactive and reactive decisions. We regularly speak to businesses who pay for competitor web information, but it remains locked away in spreadsheets! We strongly believe that the data needs to be converted into insights that pricing/yield, new product and marketing teams can use. This is our special sauce as we combine the technical smarts to extract the data, the analytics expertise to structure and improve and the business nous to convert the data into something that adds value!
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See how Travelytic unlocks powerful competitor insights.
TRAVELYTIC WEBSITE