Competitive analysis

To access the competitive analysis dashboard, click on the Competitive analysis square:

Your competitive analysis dashboard will appear:

The competitive analysis report offers you a comparison between queries. This is why you have to choose at least 2 topics (folders and/or queries).

To choose topics, you go through the same process as you did for basic and advanced reports.

Choosing topics

To choose topics, click on Choose query or folder and a drop-down menu will appear:

You can choose an entire folder to analyze (in the example above: My company, Competitors, Paper) by clicking on it, or a specific query inside the folder.

To select a folder, click on the plus sign (+) on the right of that folder, and to choose a specific query inside a folder click on the little arrow on the left of the folder (as you’ll see is circled in the picture on the next page). That will open a drop-down menu of queries. A further explanation is given in the example that follows.

For the purpose of this tutorial, we’ll choose the folder Competitors, and more specifically, two queries inside that folder (Adidas and Nike). Click on the arrow on the left to open a drop-down menu:

Click on the query, or on the plus icon (+) on the right, to choose a query you want to be analyzed:

Note: In the picture above, Adidas is already selected (that’s why there is a little X on the right of that query instead of the plus sign). If you click on that X, you can remove Adidas from the analysis. To choose Nike, too, we clicked on the plus sign (inside the green box to the left of that query).

Once you’ve selected your queries for the competitive analysis (in our case, Nike and Adidas), it’ll look like this:

You can choose multiple folders and/or queries, just repeat the same process for all topics you want to analyze.

If you’ve changed your mind, and no longer want to analyze those two queries (or only one of them), you can remove them by clicking on the X on the right of each query.

Setting a time period

We’ve already explained how to set up a time period in the Basic report section.

Once you’ve set up queries and time period and clicked Apply, the dashboard will refresh with the following charts:

  • Total mentions per query

  • Share of voice

  • Total mentions per channel

  • Total impressions

  • Share of impressions

  • Total impressions per source

  • Mentions over time for multiple queries

  • Top influencers

  • Number of mentions per sentiment

  • Mentions by channel

NOTE: Every chart has a refresh feature. Hover your cursor over the chart and the refresh button will appear in the top right corner, as was the case for both the Basic and Advanced report dashboard.

TOTAL MENTIONS PER QUERY

This graph shows you the comparison between the total number of mentions for selected queries. Below that number is the change in the number of mentions compared to a previous period (in percentage).

Click on the number of mentions to open a window with a list of all mentions, and the percentage change to open a window with a list of all mentions from the previous period.

SHARE OF VOICE

Share of voice acts as a measure of reach, and as such shows the share of exposure for selected queries. This graph shows the ratio of mentions between selected queries:

Number 1 on the picture: If you hover your cursor over the chart, you can see the total number of mentions (as well as the percentage) each query has accumulated.

Additionally, if you click on a pie chart part, e.g. for Nike, a window with a list of all Nike mentions will pop up.

TOTAL MENTIONS PER CHANNEL

This graph shows the number of times each selected query was mentioned on a particular channel. This way you can compare queries’ mentions across channels.

Number 1 on the picture: If you hover your cursor over a chart bar for a specific query (e.g. Nike) on a specific channel (e.g. YouTube), you can see how many mentions that query had on that particular channel.

Additionally, if you click on a chart bar, you’ll open a window with a list of all mentions for a query on a specific channel.

TOTAL IMPRESSIONS

This graph shows the total number of impressions for each query in the selected time period. The number of impressions is based on the reach the mentions had in that same period.

The percentage below the number of impressions (in green) shows a change in the number of impressions compared to a previous period.

If you click on the number of impressions, it will open a window with a list of all impressions (mentions), and if you click on the percentage change, it will open a window with a list of all mentions from the previous period.

SHARE OF IMPRESSIONS

This graph shows the ratio of impressions for selected queries.

Number 1 on the picture: If you hover your cursor over the chart, you can see the total number of impressions (as well as the percentage) each query has accumulated.

Additionally, if you click on a pie chart part, e.g. for Nike, a window with a list of all Nike mentions will pop up.

TOTAL IMPRESSIONS PER SOURCE

This graph compares the distribution of impressions across sources for selected queries:

Number 1 on the picture: If you hover your cursor over the chart bar, you can see the total number of impressions for each query per source.

Additionally, if you click on a chart bar, you’ll open a window with a list of all mentions for a query on a specific channel.

MENTIONS OVER TIME FOR MULTIPLE QUERIES

This graph shows how your mentions performed over the selected time period for each specific query:

Number 1 on the picture: By hovering your cursor over the graph line on a specific date, you can see the exact number of mentions for each query on that day. If you click on a graph line specific to one query, e.g. an Adidas graph line, a window with a list of all Adidas mentions on that day will pop up.

Additionally, you can exclude a query from this chart by clicking on that query’s name at the top of the graph:

In the example above, you can see that Nike has been removed from this chart (you can see that the chart no longer has the Nike graph line and that the Nike query on the top is colored grey).

To include Nike back in the graph, just click on the Nike on top of the graph again. You’ll know it is back on the graph once the word Nike is colored again, and the Nike graph line is back on the graph.

TOP INFLUENCERS

This graph shows the top ten influencers for each selected query. Those are the influencers that mentioned a query the most. You can see the influencer on the left of this graph, and the influence score on the right.

If you click on an influencer, you’ll open a window with a list of all mentions from that influencer.

NUMBER OF MENTIONS PER SENTIMENT

This graph shows the distribution of positive, neutral, and negative sentiment for each selected query:

Number 1 on the picture above: By hovering your cursor over sentiment for a specific query, you can see the total number of positive mentions. If you click on a sentiment (e.g. positive) for a specific query (e.g. Nike), a window with a list of all positive mentions for Nike will appear.

MENTIONS BY CHANNELS

This graph shows the distribution of mentions for each selected query across different channels:

Number 1 on the picture above: By hovering your cursor over a chart bar for a specific query on a specific channel, you can see the total number of mentions for that query on that channel (e.g. the total number of mentions for Adidas on the web).

Additionally, if you click on the chart bar, you’ll open a window with all mentions for that query on a specific channel.

Check this video for more information on how to create a competitive analysis:

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