How Industry Leader Delivery Hero Stays On Top with Data Insights [Case Study]

If you offer a service online, you know that actionable insights are vital to maintaining growth and keeping ahead of the competition. That’s why more and more companies are using market intelligence to redefine their marketing strategies. But how do you use data to your advantage? Why not take the advice of an industry leader.

Recently SimilarWeb worked with Delivery Hero, the premiere global network of online food delivery platform offering food delivery from over 20,000 restaurants worldwide.  Delivery Hero is already leading in the food delivery industry, but it requires a lot of hard work and continual effort to retain their coveted place as an industry leader. That’s where data insights from SimilarWeb come into play.

SimilarWeb PRO empowers Delivery Hero with the ability to continuously track their competitor’s website activities. This competitive intelligence helps them refine their marketing strategies, and ultimately helps them maintain their market share.

Delivery Hero has a dual-pronged marketing approach. 1) They continually monitor their competitors so they are able to quickly respond to any changes. They do this by using a compilation of analytics tools to build their own indices for competitive measurement, which includes SimilarWeb PRO. 2) Delivery Hero then uses SimilarWeb PRO to analyze these changes which enables them to create a responsive marketing strategy – ultimately maintaining their competitive advantage.

Here’s how Delivery Hero maintains their place as industry leaders using data insights:

 

They Are Able to Continuously Track their Competitor’s Website Activity

Delivery Hero has created their own website indices that rank their competitors, and which alerts them to any change in the market. These 4 indices are based on metrics from 4 different tools. They use two SERP based metrics, an industry website ranking service (based on unique visits and pageviews) and SimilarWeb’s website visits metric. Delivery Hero benchmarks the resulting data from these four sources with a fifth direct measurement index – which is a compilation of stats from Google Analytics data, their own website and their partner’s websites.

 

They Maintain Market Share Through Competitive Intel-Based Marketing Strategies

Delivery Hero updates their competitors’ indices every month, so they can easily track the competition. If the team at Delivery Hero sees a change in their competitor’s performance, they can react immediately by analyzing traffic changes via SimilarWeb PRO. Some of the activities they monitor are:

  • SEO
  • Media Buying
  • Affiliate Marketing
  • Social marketing

Delivery Hero’s marketing team is then able to respond accordingly, whether by increasing PPC or investing more in SEO – the data reveals insights as to where the marketing team should invest their efforts.  For more details on Delivery Hero’s strategy, read the full case study.

Thanks to this comprehensive data-driven marketing strategy, Delivery Hero’s two biggest food delivery brands– Pizza.de and Lieferheld.de are able to keep their respective 1st and 3rd place as  ‘Top Websites’  for food delivery sites in the German market.

About the Author -

Natalie Halimi is the Head of Marketing Communications & Education at SimilarWeb. With over 10 years of experience in marketing, Natalie has promoted services and products in the B2C and B2B arenas, in various industries.

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