Compare your media positioning to a competitor

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You can also check how one of your rivals (we chose Furla) is presented in the media that interest you.

How to Know Your Media Positioning Compared to Competitors with Audience Overlap Audience Overlap shows that, compared to Coccinelle, Furla has a good percentage of visitors who also read Vogue online. If you saw the same picture for the benefit of using our student database your competitor, what steps could you take now? Check their traffic sources to see if paid traffic dominates, then ask yourself if it makes sense to invest more in advertising and product placement in certain media to outperform a rival.

6. Research on regional markets
Having an international brand is not necessarily a competitive advantage, especially in a fast-growing industry like e-commerce. To grow a business in a specific geographic market, take a closer look at local competitors. Consider the case of ASOS. In its home country, it competes with Amazon and eBay. In Russia, the situation is different: ASOS shares its target audience with multi-brand online stores Lamoda and Wildberries. Let's see what consumer insights Audience Overlap can give us.

A first look at the charts leads us to believe that users view all three online stores equally: Lamoda and Wildberries each share 33% of visitors with ASOS . Do these people see the difference between the brands? Let's look at each retailer separately.