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With digital advertising set to overtake television advertising in terms of money spent by 2018, data-driven marketing is the future. SimilarWeb, an Israeli startup has the tools to be the data-provider. BOOM visited their office to check out this Israeli-unicorn
company.
SimilarWeb is a tech startup based in Tel Aviv and it analyzes web rankings of various websites. They do this by using data gathered via two sources: their user panel and a web crawler. According to SimilarWeb, they possess the largest panel in the world for web measurement, which is highly represented in Europe, North America, South America, and APAC. The company’s browser plug-ins including SimilarSites and SimilarWeb as well as many others unrelated to the company’s products that have been downloaded tens of millions of times.
Launched in 2013, SimilarWeb's x-factor is its ability to provide web-traffic insights by source. SimilarWeb's tools include engagement metrics — average page views, average time on site and bounce rate — and the traffic sources data as well as engagement metrics by country.
SimilarWeb's data reports provide easy-to-digest information on an industry, sector or competitors. The data provided by them shows what a company's competitors are doing, get a sense of their performance as well as the business landscape. For advertising decision making based on traffic size and conversion rate, the data estimates provided by SimilarWeb used along with the data provided by Google analytics is more than enough to give close to a 100% accuracy for the target market.
Now a team of close to 200 and rapidly growing, SimilarGroup recently moved to a bigger office space in Tel Aviv that was earlier occupied by Google's team in the city. They already have a presence in London-UK, Germany and New York-US.
Emmanuel Heymann, the group's sales manager, says the next step for the company is to go into the mobile market, to try and achieve the level of data accuracy that they currently have with desktop and laptop traffic. He clarifies that, "It seems like we are collecting a lot of data, which we are but we are interested in the macro-figures and hence we do not retain any personal information that is gleaned during our analysis."