The competitive play these days centers around benchmarking - evaluating the relative performance of your property portal as against your peers locally and globally - whether this is on traffic, engagement, ARPA, EBIDTA% or market share of audience. Everyone wants to be able to assess their relative position but clearly cannot disclose such information without fear of exposure of confidential insight.
At Property Portal Watch we have been exploring this issue for a number of years. In New York two years ago an analysis was presented based on a couple of portals who had shared in confidence Google Analytics data. The insight that was shared was deemed to be of immeasurable benefit as the portal's identity was kept confidential but the data provided great insight.
Over the past few months we have been exploring this idea again in a desire to continue to provide a trusted and valuable platform for the community of property portals. We have made commitments with a number of portals across the globe to participate in such a benchmarking exercise.
This first stage analysis will be shared in summary at the first PPW conference of the year in New York in just over a week's time - never too late to come along and join us at this 2 day event.
All a portal needs to do to be included in this benchmarking exercise is to provide access to Google Analytics. Confidentiality is assured and no analysis will identify which portals provide the data or what data comes from what portal. Simply put, we will code each portal and define each by type (residential / commercial) and by region of the world. The data of most interest is never absolute numbers but the KPI's such as user engagement, share of audience in market, time on site, mobile vs desktop and many others.
Here is the invitation - contact either Simon or myself and let us know your interest. Be assured we want you to be confident in the security of your analytics data, we believe you have much to be gained by being a little bit more open!