Course Content
Competitor Intelligence
our competitors’ secrets are just a click away. Discover what works and what fails so you can optimize your marketing activity.
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How To Analyze Your Competitors
Analyze what's working for your top competitors and identify opportunities to improve your content strategy.
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How To Help Teams Get More From Data: 3 Hacks For Analysts
Delivering a data analysis that both motivates and enables marketers to take action is where the rubber meets the road in analytics.
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Online Content Analysis 101: How To Do A Content Audit
When many companies talk about their “content strategy,” they’re really just talking about further content creation.
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Competitive Analysis Specialist Course
    About Lesson

    Use Context and Comparison to Help Readers Understand Data

    Goal – create a benchmark that gives perspective.

    Here, Rupert would tell you that Vincent is six feet tall and leave it at that. Anna-Lisa would tell you that Vincent is six feet tall, but she’d also show you that average height in Vincent’s country of the Netherlands is 6’1”.

    Context helps you avoid wrong conclusions, such as that Vincent must have been on his high school’s volleyball team.

    In a similar fashion, some questions, like those about budget allocation, require comparison and can only be answered after considering the context of all channels.

    For example, Anna-Lisa might compare site-wide performance over time, or juxtapose a channel’s trend to a site-wide trend. Moz has published an elaborate illustration in this SEO channel context analysis.

     

    If you have your own favorite ways to illustrate comparisons or add context, let us know what they are in the comments below.