The goal of this guide is to show a step by step actionable guide on how to execute a Competitor Analysis in 2020 in order to reverse engineer their Marketing Activities.
There are many tools out there that try to give you ranked keywords, inbound links, and display ads strategy. That is not the focus of this guide.
The focus of this guide is to ever engineer the Analytics Plan and the Advertising Technologies used.
Each serious company has an adequate Analytics plan. An Analytics Plan is a way a company defines and tracks the performance of its business goals.
Online companies, to execute their Analytics Plan and Marketing/Advertising plan, use external technologies.
This simple guide helps you understand what technologies and how your competitors use them.
Type of Marketing Technologies
When it comes to marketing technologies, we can divide them into mostly two categories:
Analytics Technologies: help you understand the customer journey and channels, and performance of the advertising activities
Advertising Technologies: help you execute, track and optimise the performance of the different advertising channels you use in your marketing mix
Implementation of the Advertising Technologies
A company can implement Marketing technologies on its website in two ways:
Hardcoded: you manually configure, with the help of the development team, the technologies on the website. This is usually an approach done by giant corporations or people that are inexperienced. The reasons are that it is a tedious process, developers hate to do it, and requires a lot of fine-tuning.
Google Tag Manager: a tool by Google that allows you to set up multiple Tracking Technologies simultaneously. Has an initial learning curve, but after a couple of months, you can quickly master it, and most importantly, you will need minimal intervention by the development team.
Reverse Engineer you competitor advertising strategy
The focus of this guide is to understand the hardcoded and Google Tag Manager advertising technologies.
It might seem superficial, but it will give you 360° of what your competitors are doing in terms of advertising activities if done correctly and well.
1. Find Hardcoded Marketing technologies
uBlock Origin is the best AdBlock out there, in my personal opinion. For efficiency, but most importantly, because it has a LOT of filters.
With the help of an AdBlock, you can find all the present technologies on the pages that you load.