Monitor changing market positions

[JoynobAkter]

With Audience Overlap, you can see how your market positions change over time . Enter two competing domains and switch between time cards to see trends. We studied how French users changed their preferences between Air France and KLM airlines when the infamous strikes escalated in spring-summer 2018.

Audience Overlap Time Comparisons (Air France vs KLM)

To begin with, we looked at the percentage of users who visited both websites before Air France entered the claims cyclone (January 2018). Then we went to the peak periods (April and July 2018) and noticed that Air France's the benefit of using our student database audience started to visit the competing KLM website more often. The trend continued during the industry's high and low seasons and further strengthened in January 2019.

The next step might be to check out other competitors, finding out who has attracted the most of your once loyal audience, and take the best from their communication strategies.

You can compare Audience Overlap for different locations to determine if a trend is global or local, which will tell you if you need to strengthen your campaign in a particular market or revise your offerings.

What do you think about Audience Overlap?

Let us know in the comments below how you decided to use it and what market information you managed to recover.