There is always a lot of buzz about people and businesses that spy on their online competition with certain tools and techniques for the purpose of copying it rather than learning through trial and error.
While this does help in some areas and can lower the time element of learning, there is another side that has to be considered. And that is just because your competitor is doing something a certain way, doesn't mean in any way, shape or form that it is successful. You still must always do your own research and testing to colloborate that which you think you've found.
To me the advantage to observing what your competitors are doing is more to see what works in general, rather than the specifics of it. From there you can adapt the things you see are working to the type of business that you are envisioning.
I hear people starting to say now that metrics is the only way things can be done. Some are going so far as to say that instincts, gut feelings and creativity are no longer valuable to the process.
Now when I say gut feelings and instincts I mean based upon research, experience, talks with other colleagues among a number of things. I don't mean just some feeling that jumps out of nowhere.
The point in all of this is to realize that those that sell the tools of metrics, are the ones making it look like its the one answer to every problem you have. Don't fall for it. It's simply another tool among many.
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