Competitive benchmarking: The good, the bad & the ugly

This is a recording of a talk given at the International Search Summit: Global Virtual Edition 2022. Evaluating business and international marketing performance is harder than you might think. Internal data can only reveal so much, whilst benchmarks – industry and competitive – can unveil much more than your own historical data. Internal performance indicators can show a two-fold traffic growth and an inflow of customers from new channels compared to similar periods year-over-year, yet the market or your competitors might be moving at a much faster pace. And if that is the case, you should always be aware of it to maintain a competitive edge within the market. In this session, Fernando Angulo from Semrush will guide you through the process of gaining insights into your performance level within the industry to help you focus on further improvements and be able to set more relevant goals. He will also explore market research strategy and the top marketing channels for international growth.