Competitive Analysis With SEMRush and Summit Community Bank

  Summit Community Bank is a nearly $4 billion regional community bank. It provides banking, lending, and trust and wealth management services at 44 banking locations across three states. While primarily focused on maintaining its strong footprint in legacy locations, Summit Community Bank has used a successful merger and acquisition strategy to encourage steady growth over the last six years. As it continues to grow in new markets, new opportunities bring new, diverse challenges, including exploring new peers and competitors, expanding brand awareness, and capturing market share. In the digital landscape, competitive analysis is especially important when it comes to optimizing one of an organization’s most valuable online resources, its website.  Competitive analysis, as SEMrush notes, can help benchmark a business’ current SEO performance, identify areas of improvement in SEO strategy, reveal any competitor gaps or weaknesses, and discover competitors' winning strategies (Sl...
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What Analytics Can Do (Possibly) for your Marketing Efforts

Just a brief note to get us started on our web analytics journey. We will soon see that there are many types of analytics tools available, and most only measure a small art of the experience (web, social media, mobile, in store, etc.). There are programs that can pull all of these individual tools together today. Here is an article written by Kiera Abbamonte (2017) that discusses the role of web analytics and the overall discipline of marketing analytics to our marketing practices today. Her points are valid; namely that data can help to determine if you are on track and even may point you to what track you are on.

Data can support decisions (or refute decisions) we have already made, but it provide insights that may support the need for further discussions with our target audience. This is where the user experience tools, and the bigger picture customer experience tools come into play. (For a brief discussion of the difference between the two, I wrote a summary that is posted here . It is these tools that often offer up the ”why” that is often missing in an analytics initiative. At a starting point, we may rely on our knowledge of the customer and the industry that we know to get started, but it is through analytics and other data collection tools that we confirm and refine.


Reference: 
Abbamonte, K. (2017, January 22). How to better integrate Analytics into your Marketing Strategy. Retrieved from: https://blog.kissmetrics.com/integrate-analytics-into-marketing/


Growth Strategy Advisors. (2017, July 9). The Difference between the User Experience and the Customer Experience. Retrieved from: http://growthstrategy.consulting/2017/07/09/difference-user-experience-customer-experience/

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