Competitive Benchmarking

Competitive Benchmarking is the process of measuring a brand’s performance against its competitors using key metrics such as Buzz, Share of Voice (SoV), Engagement, Sentiment, and Earned Media Value (EMV).

It provides a clear picture of where a brand stands in its market, helping organizations understand strengths, weaknesses, and opportunities for differentiation.

• Identify market position: see how your brand compares in visibility and engagement.
• Spot opportunities: uncover gaps where competitors underperform.
• Mitigate risks: detect when competitors gain traction in negative or positive narratives.
• Optimize campaigns: adjust strategies based on comparative insights.
• Track progress over time: evaluate whether performance improvements are relative to market dynamics.

A tech brand wants to evaluate its campaign against two competitors. Through competitive benchmarking, it discovers:

• It owns 35% Share of Voice, while the main competitor leads with 45%.
  
• Its Sentiment is more positive, even with lower buzz.
  
• Its Engagement rate per post is higher than that of its competitors.
  

These insights allow the brand to highlight its strengths (positive perception, engagement) while building strategies to improve visibility.

• Share of Voice (SoV) – brand visibility vs competitors.
  
• Share of Engagement (SoE) – audience interaction share across the market.
  
• Buzz / Mention volume – conversation size around each brand.
  
• Sentiment & Net Sentiment – perception comparison.
  
• EMV (Earned Media Value) – financial value of exposure across brands.
  
• Influencer contributions – which creators or media support each competitor.

• Campaign Evaluation – focuses on single campaign results; competitive benchmarking compares overall market presence.
  
• Trend Detection – identifies new opportunities; benchmarking evaluates how competitors are acting on them.
  
• Reputation Management – benchmarking adds competitor context to reputation tracking.

• Competitive Benchmarking = comparing brand performance against competitors with KPIs like SoV, SoE, Sentiment, EMV.
  
• It provides context for results, highlighting both strengths and gaps.
  
• It supports strategic planning, campaign optimization, and market positioning.
  
• With Palowise, brands can benchmark themselves against competitors in real time, across all channels and metrics that matter.