How to Make a Benchmark

Yesterday I had the pleasure of teaching the first session of the new edition of Digital Marketing Course for Cultural Industries organized by the SDE (Servei and Business Development, the Catalan Institute of Cultural Industries).

This course consists of two parts, one aimed at discovering how it should be the website of a company dedicated to some kind of cultural industry and the other more properly dedicated to Digital Marketing part. At the beginning of this second part we saw 2 of the main techniques to attract visitors (SEO and the tools of Web 2.0). The other techniques will be discussed during today's class.

In my class yesterday one of the points we saw was the Benchmarking and explained to the students that can not be Marketing regardless of the market and therefore it is essential that we know what our position on the companies with which we compete or regarding companies similar to ours.

How to make a benchmark?

This requires defining the variables we want to analyze, to know what our position is based on these variables, see what the position of the competition, then, is ideal capture it all in a positioning map.

The variables that I propose in my classes are as follows:

Benchmark technical level:Ficha de competencia/benckmark

  • How many pages indexed in Google have a website? (: (Without quotation marks and domain name who wish to analyze) in Google this information looking for "nombredominio.com site" is obtained).
  • What PageRank has a website? (Obtained from the Google toolbar, any SEO plugin or from an online tool).
  • How many pages are linking to the page you analyze? (I recommend obtaining these data from which Alexa.com offers).
  • What position does that website ranking in Alexa.com?

Marketing Benchmark level:

  • What is the target audience for that enterprise and which segments attacks through its online communication?
  • What is your value proposition?
  • What Digital Marketing actions have detected that performs this company? (This can see watching who linkea to page [online news, blogs, directories ...] and looking for his name on Google [see social networking profiles, quotes, articles, etc.]).
  • What features we would highlight their website.

With this a good record for each of our competitors and also for our own company is obtained. And these data will help us know where we want to be, where we want to go and how we will do it.

The positioning map that I use is a graph showing bubble techniques 3 variables: the PageRank (the radius of the bubble), the position in the Alexa ranking (egComo hacer un benchmarkand abscissa) and the size of the page (vertical axis).

The attached image is of one of these maps, the other image corresponds to a record of competence (in this case corresponds to a theater).

Yesterday I promised the students would write this post and would hang up Excel I had created from the websites of some of the companies attending the class, so that you have sample and was not needed to start it from scratch (the graph it is complicated to make, the axis scales are logarithmic, the axes are reversed so that the best position appears on the top right, and definitely not a chart by selecting data from a table is displayed by pressing a button ... of Hence recommend students to use mine as a basis for their work).

Anyway ... here goes the Excel worksheet for creating the graphic benchmarking.
Excel Chart "How to Make a Benchmark"For you to base.

(If you do not see the graphic good or bubbles are not 3D is because you are using an older version of Excel. Although I have saved the file in .xls format so that everyone can open, you are actually created using the .xlsx )

I hope you find it useful and now already know cow do a good benchmark.

If you attended the event and want the full-slide of the entire course of Digital Marketing for Cultural Industries, recalls that shortly the SDE will send an email with a link to their servers from which you can download.

A hug.

23 replies
  1. Olga Federico Roda
    Olga Federico Roda says:

    Dear,

    Your session was simply fantastic. Acalrit me a lot of doubts and a lot m'gardaria could deepen the theme that you expose. You recomanr a manual Anaya that I present, I do not know if the master pe`ro online would also be a good choice, or is suitable for professionals.
    A hug,

    Olga F.

  2. Montse
    Montse says:

    Thanks :-) Olga
    The book I recommend is "search engine Posicionamiento" F. Macia and J. Gosende, Editorial Anaya (http://www.fernandomacia.com/)
    The Master in Search Engine Optimization: the IDEC - UPF http://www.masterenbuscadores.esAnd 100% line.
    The Master in Digital Marketing UAB is: http://www.master-online.es/programas-online/master-online-direccion-marketing-canales-distribucion-digitales/index.php
    is a 100% online Masters and the title you give this program is to: Master in Marketing and Sales, specializing in online distribution channels. The title of the UAB. Perhaps this is what should be a professional who wants to know more about Digital Marketing in general rather than specialized search engines.

    Olga everything that goes very well.
    A hug
    Montse.

  3. Img
    Img says:

    Your session was simply fantastic. Acalrit me a lot of doubts and a lot m'gardaria could deepen the theme that you expose. You recomanr a manual Anaya that I present, I do not know if the master pe`ro online would also be a good choice, or is suitable for professionals.Una hug,
    +1

  4. Joana Demestre
    Joana Demestre says:

    Your session was very good, educational and professional. Thanks for all the information you gave us, that from now I will be very useful.

    I hope soon to have the slides of the course to expand their knowledge.

    See you soon

    Joana Demestre

  5. techtarget.com
    techtarget.com says:

    Your session was simply fantastic. Acalrit me a lot of doubts and a lot m'gardaria could deepen the theme that you expose. You recomanr a manual Anaya that I present, I do not know if the master pe`ro online would also be a good choice, or is suitable for professionals.Una hug,
    +1

  6. Carmina
    Carmina says:

    Dear Montse,
    I attended training ICIC and helped me a lot !. In fact, the root of your class have started to improve Web Deuvede Music.
    I'm really grateful to have learned so much. Thank you!
    See you soon.
    Carmina

  7. Montse
    Montse says:

    Fran is very interesting post you posted, enter the variables that can be very useful in benchmarking. Thank you for recommending it.
    A hug.

  8. Josep
    Josep says:

    Montserrat Hello, I know this post is old but could upload a new version of Excel where the radius of the balls were the number of pages indexed? It makes more sense that the radius is related to the size of the site, and change the index PageRank and Alexa index is seen reflected in the x and y axes (both are positioning)?

  9. Montserrat
    Montserrat says:

    Ummm it is true that you need to change the entire property to adapt it to the changes being made on the Google algorithm.
    Let's see if I have time and I think a new way to create it to be useful to make benchamrking.
    But thanks anyway for the suggestion, Joseph.

    A big hug.

  10. Oscar
    Oscar says:

    Hi Montse,

    I was attending the workshop in your speech at the symposium of the Association of Tourist Apartments in Girona, La Bisbal on Thursday 07 November. Like the rest of replicated, I thank you for your speech and presentation of the Marketing coneixaments online.
    I have already put to work and have ready the technical part of the Benchmark, but I find the effect that competing companies have positions Alexa ranging from 15M in 1000.
    For a casual would excel sheet with the axis of abscissa starting from 1000?
    Many thanks in advance and see you soon.
    Oscar Caralps
    http://www.costabravaforrent.com

  11. Pablo Jeffs
    Pablo Jeffs says:

    Thank you very much Montse, the Excel is very useful to know the relative position of competitors.

    What if one of the companies in the benchmark is in a position 750,000 Alexa? the shaft reaches only up to a million.

    Does PR no longer applies, that can be used instead?

    Of course I appreciate your comments and ideas.

  12. Montse Parera
    Montse Parera says:

    Thanks for the article!
    Ara que ja no es publica, podem substituir el PageRank pel Trust Flow i/o Citation flow de Majestic?

    Always fantastic, Montse. We follow as a student since 2008 and I do not get tired! A hug

  13. Montserrat
    Montserrat says:

    Montse Thanks :-)
    Yes, you can replace the PageRank Citation Trustflow or the ... whatever suits you best for your case. You have to pass it as Majestic 10 base gives it to you on base 100.
    A big hug

    Montse.

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