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The science behind Varos competitive sets

Comparison is the only way to really know how you're doing  

In today’s fast-changing world, comparing your business performance metrics to relevant companies is the only way to really know how you’re doing and know how much room you have to improve. It’s also critical to understanding KPI fluctuations (i.e., was this caused by you or the market).

We’re experts at creating comparison sets

We’ve raised millions of dollars from prestigious venture capital firms including Y Combinator, Ibex and many more. 

We did this to build a world class team of statisticians, data analysts, marketers and developers who are getting into the nitty gritty of making sure that the data is apples-to-apples and data sets are statistically significant.

So, not only do we have the largest data set in the game, we’re the only ones on the market solely focused on comparing data. We wake up in the morning to build a product for you to compare as granular & accurately as you can.

This data set is tailored for you

We built a comparison group uniquely adjusted to companies just like yours based on the three core attributes - vertical, spend level, and AOV.

Vertical: We try to get as close to your category as we can. It’s important to compare your KPIs to companies that are targeting similar personas with a similar buying mindset. For example, buying a 12-pack of healthy juice online is different from buying a bracelet.

AOV: Critical for 3 reasons: (1) it separates low-end, medium-end and high-end products, (2) it normalizes metrics such as cost per purchase and CPC and (3) it compares apples to apples the users share of wallet.

Spend: Comparing to companies of similar size is very important, both because results can significantly change as budgets increase but also because often marketing teams become more savvy as the spend increases.