Assuming your competitors are large companies, who sometimes own a whole range of IP addresses with their Internet Service Provider, you can identify these companies thanks to Google Analytics.
It’s a pretty smooth ride, so follow gently along 🙂
6/12 UPDATE : New features have been added to Google Analytics V2 and now segmentation by Network Location is available! Yes!!
5/2 UPDATE : Please check my comments on the misleading nature of this segmentation. While you can segment by other metrics, the Content metric is not what it appears to be…
Let’s start by logging on to Google Analytics‘ reporting interface and select the appropriate reporting account from the drop-down list.
- Browse the left-hand side menu and look for Network Location under Marketing Optimization > Visitor Segment Performance. as shown in the graph below (click for larger view)
- First, you get a basic pie chart of the major entries in the report as shown below:
- Below is the extended report listing network locations as shown below.
While most reports will look as though you’re only listing InternetService Providers, some items in that list will pop-up as companies or organisations.
- For the sake of demonstration, let’s see what happens if we segment the entry for “Karel de Grote highschool”.
Click the red icon next to the listing entry and use successive clicks (green stars) in the pop-up menu to cross-segment traffic by content, i.e. URLs, as shown in the graph below:
- Congratulations! You now have a view of which content was browsed by a particular organisation.
Start using this as a competitive advantage tool : chances are your competitors are looking at your flagship product’s page.
Of course this method is indicative. Cross-segmentation in Google Analytics is ubiquitous so go ahead and play around with it, see how this technique helps you get reporting on your KPIs.
NOTE: this type of cross-segmentation is available on Web Analytics tools other than Google Analytics.