In the following three examples of Alphix Trend Tiles, we have created Tiles specifically for 'Fixed Income,' 'Inflation, Volatility & Risk,' and 'ESG.' These Tiles are designed to benchmark this asset manager's performance against the broader market.

Content / Visitor Index Relationship

In cases where the index for topic pages (represented by the grey line) surpasses the visitor index (indicated by the blue line), as exemplified in the Private Credit Tile shown, it suggests that the manager is attracting fewer visitors to their content pages compared to their competitors. Consequently, the primary focus should be on enhancing the quality of their content and implementing strategies to drive more traffic to these pages.

Conversely, when the opposite scenario occurs, as seen in the Inflation, Volatility & Risk Tile, it's evident that the website is drawing significantly more traffic to the topic pages than there is content available, relative to the broader market. In such a situation, the recommended course of action would be to generate additional content to meet the demands of the visitors and capitalize on the heightened interest.

Trend Relative To The Market

The pale blue area chart depicted in each of the Trend Tiles serves as an amalgamation of visitor statistics encompassing all constituents within the index. This chart provides a visual representation of the total volume of pages being accessed on the given topic across all asset managers and websites included in the Index.

Examining the Fixed Income Tile, it’s clear that the total volume of Fixed Income content measured by the Alphix Index has increased substantially in the latter part of the report. This could be driven by a growth in the number of managers included in the index, or by an increased weighting of Fixed Income consumption by the market. To differentiate, the data shown in the Signals chart provides a weighting across the full data set of the % of content being consumed by the audience that focused on Fixed Income, vs the rolling 365 day average.

In this example, it’s clear to see that the ratio of Fixed Income content consumed by the market is lower in the latter half of the reporting period.

The insight from this chart is that Fixed Income is attracting less interest from the market at the moment (however the volume of fixed income content being analysed by the Alphix Index is growing).

Instances like these often arise when prevailing market conditions prompt multiple asset managers to initiate competing campaigns simultaneously. In this context, the marketing investment proved successful in allowing the manager to maintain their position on the visitor index relative to their competitors. However, if their objective was to achieve a substantial increase in their market presence, it would necessitate a more substantial investment in their marketing efforts.

Clicks/Index Relationship

The clicks chart (which can be set to impressions or spend), depicted by the purple bar chart below the Signals chart, provides a visual representation of either the daily or weekly monetary allocation, impressions or clicks associated with advertising campaigns aimed at driving traffic to the landing pages within the index.

Many campaigns are designed with the objective of boosting website traffic. By examining and comparing the spend and impression data with the Trend Tile, one can assess the effectiveness of the expenditure in relation to the performance of site traffic relative to competitors.

The Benefits of Competitive Benchmarking of Website Traffic