SimilarWeb Adds 25 Months of Historical Data to the Platform

SimilarWeb now offers more than double the data as the historical data window now stretches back 25 months. This feature is now live for SimilarWeb Pro Enterprise users. With the expanded look-back you will be able to understand seasonal variances, make direct year-over-year comparisons, and understand the results of your long term marketing strategies.

To get your creative juices flowing we have pulled together a few examples on how you can take advantage of the extended data set.

Direct Year over Year Comparisons – Booking.com – Dec 2012 VS Dec 2013

With stats now going back 25 months, you can compare different time periods by looking at the year over year changes so that your data isn’t skewed by seasonal treads.

Industries such as ‘Hotels and accommodation’, or ‘Online Shopping’, can take full advantage of these new benefits with their highly seasonal trends. Let look at the travel website Booking.com:

amazon-2012-vs-2013

Comparing these two periods gives a pretty good indication about Booking.com’s growth between 2012 and 2013, without other variables such as seasonal traffic peaks and valleys.

How did Booking.com achieve such massive growth? You can use SimilarWeb to compare their acquisition strategy from 2012 to 2013 to see what has changed. For instance, going over their search traffic, Booking.com has twice as many referring keywords in December 2013, compared to December 2012. The ratio between organic to paid in 2012 was 86% organic to 14% paid, while in 2013 this ratio changed to 50/50. This would indicate a large investment in paid search along with other paid media as the relative ratio between search and other traffic channels was lower in December 2013 (39% compared to 51% in December 2014).

At the same time, there was a significant increase in their referral and direct traffic, which can indicate any of the following:

  • A strategy of brand awareness
  • Content marketing
  • Affiliate marketing

With SimilarWeb Pro you can dive deep into each of the acquisition channels to understand what worked best for Booking.com, or any other website.

Discover Long Term Trends – PS4 Growth Potential

Another powerful use of the expanded time frame is discovering trends to predict long term growth potential. For instance, I can track the growth of PS4 from June 2012, to June 2013 and June 2014, by looking on the referring keywords of leading retailers such as Ebay.com, Amazon.com, Alibaba.com etc. Find out in what rate the incoming traffic from related keywords grew or decreased, and based on that, determine how a product will perform in 2015.

ps4-xboxone

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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