Market and competitor intelligence resources
Articles and resources about collecting, analysing and using market intelligence and competitor intelligence from data sources, to data storage and sharing information in the business.
For help and advice on carrying out any market intelligence projects on-line or off-line contact info@dobney.com
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Competitive intelligence |
Strict ethical codes should be adhered to when carrying out competitive intelligence data gathering. A rule of thumb is that information that is public and can be obtained without deception is free to be collected, but private data, commercial secrets and obtaining information by deception are not allowed. Detailed company sensitive data like number of sales, production costs, or commercial sales terms are unlikely to be obtainable. |
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Database analysis and Big Data |
Increasingly, the phrase Market Intelligence is being used to describe the use of data science to link and analyse databases of information held within an organisation. Although, we see market intelligence more broadly than, database analysis is now a central business function for market insight. |
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Using published reports |
In general, published data is generalist in nature, so it rarely answers organisation specific questions. However, using the data and tracking it over time can provide a solid set of background information for business plans if the information is supported by credible publishers. |
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Analysing website and internet traffic |
In developing market intelligence systems, it is important to understand where and how the data is collected and what can be done with it and how to integrate website analysis into other market information data to develop market experiments and evaluate marketing effectiveness. |
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Useful sources of information |
Naturally, everyone uses search engines now, however, knowing where to look to track down specialised information can benefit from analysts who are familiar with the source material, particularly for technical information like company financial data or government statistics. |
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Desk research |
Search engines, directories and widespread online magazines and reviews have made much marketing intelligence much easier. However, searching and knowing what to look for remain skilled jobs to navigate primary sources for company information and statistics, and to ensure data is cross-checked and validated. |