While much marketing intelligence is associated with collecting information externally, a great deal of insight can come from making better use of existing information such as customer databases, web-analytics and test-marketing – an area that is increasing being known as ‘Big Data’ analysis. For instance by carrying out database analysis on orders taken it may be possible to understand where […]
» Read more
Increasingly, Market Intelligence can involve collecting data from posts, tweets and other social media. This type of ‘market intelligence’ overlaps with some forms of market research and with PR monitoring. For some companies, the volume of comment (Big Data) together with the need to manage and monitor across multiple languages and multiple domains mean that large scale software is used […]
» Read more
A specific form of Market Intelligence is competitive intelligence. This is typically undertaken on an on-going basis and involves the collection of news, materials and other information about competitors from a wide variety of sources. This may involve collecting information about market positioning and market messages, core clients or contracts, size and structure of the business and issues like pricing […]
» Read more
Market intelligence from external data is normally gathered by looking at secondary information sources, usually through desk research or carried out through a continuous or semi-continuous monitoring process. Often this means sourcing and analysing published information to build a picture of a market and to try and answer some specific commercial questions such as what is the market potential, what […]
» Read moreMarket Intelligence describes the set of activities that provide a company with a view of a market using existing sources of information to understand what is happening in a market place, what the issues are, what competitors are doing, what customers or consumers are doing (eg social media) and what the likely market potential is for new products or services […]
» Read more