Marketing Intelligence – Definition, Types, Importance and Collection

What is Market Intelligence?

Market intelligence or Marketing Intelligence is the process of gathering and analyzing information about a given market. Market intelligence can be used to help businesses make more informed decisions about their marketing and sales strategies.

There are a few different types of market intelligence, including customer intelligence, competitive intelligence, Business intelligence and product intelligence. Everyday data that is relevant to an organization’s marketing activities is known as marketing intelligence. This information may be analyzed and utilized to make educated judgments about competitor actions, goods, consumer trends, and market opportunities once it has been collected.

Definition

Market intelligence is defined as the set of processes and activities used to track, collect, analyze, and interpret information about a given market. Market intelligence is the data or information acquired by an organization from the market it wishes to operate in or already operates in to assist with market segmentation, opportunity, penetration, and current market statistics.

It is crucial for comprehending the market’s situation as well as collecting competitive intelligence. Market intelligence aids in the development of marketing plans and tactics, including objectives, strategies, and budgets. Market intelligence is a critical foundation for successful product development, market-entry, and investment decisions.

How to use market Intelligence?

You can use market intelligence in a few different ways, depending on what type of information you are looking for.

While using market intelligence, you should include

1. Competitor Intelligence

This type of market intelligence focuses on your competition. By understanding your competitors, you can make informed decisions about how to position your own products and services in the market. Competitor intelligence can help you understand your competitor’s strengths and weaknesses, as well as their marketing strategies.

2. Product Intelligence

This type of market intelligence focuses on your organization’s products and services. By understanding your products and services, you can make informed decisions about how to market and sell them. Product intelligence can help you understand your products’ strengths and weaknesses, as well as the needs and wants of your target market.

3. Market Understanding

This type of market intelligence focuses on the overall market trends. By understanding the market, you can make informed decisions about where to position your products and services. Market intelligence can help you understand the size and growth of the market, as well as the trends that are shaping it.

4. Customer Understanding

This type of market intelligence focuses on your customers. By understanding your customers, you can make informed decisions about how to market and sell your products and services. Customer intelligence can help you understand your customers’ needs and wants, as well as their buying habits.

Types of Market Intelligence

1. Data collection

Different methods are used for collecting market intelligence data. Some common methods include surveys, interviews, focus groups, and observation to optimize outcomes of data intelligence.

1.1. Surveys

• Online surveys: An online survey is a type of market research that is conducted over the internet. Online surveys are typically used to collect data from a large number of people. Some of the advantages of online surveys include their low cost, high response rate, and ability to reach a large number of people.
• In-person surveys: An in-person survey is a type of market research that is conducted in person. In-person surveys are typically used to collect data from a small number of people. Some of the advantages of in-person surveys include their high response rate and ability to collect detailed data.
• Telephone surveys: A telephone survey is a type of market research that is conducted over the telephone. Telephone surveys are typically used to collect data from a large number of people. Its upsides include its low cost, high response rate, and ability to reach a large number of people.
• Mail surveys: A mail survey is a type of market research that is conducted through the mail. Mail surveys are typically used to collect data from a large number of people. Its upsides include its low cost and ability to reach a large number of people.

1.2. Questionnaires

A questionnaire is a type of market research that is used to collect data from a large number of people. Questionnaires are typically used to collect data from a large number of people. Its pros include its low cost, high response rate, and ability to reach a large number of people.

1.3. Polls

Polls are a type of market research tool used to collect information and feedback from a smaller group of people. Polls have a high response rate and can collect detailed data, making them useful for collecting information from only a few people.

1.4. Forms

Market research comes in many forms, one of which is collecting data from a large pool of people through forms. They are useful in collecting data from a large number of people. Its advantages include its low cost, good response rate, and capacity to contact a large number of individuals.

1.5. Focus groups

Focus groups are a form of market research in which a small number of people are polled. Utilizing focus groups have many benefits, such as a higher response rate and more in-depth data.

1.6. Personal interviews

Personal interviews are a type of market research in which people are interviewed face-to-face. This method is useful for collecting data from a small number of people, as it boasts a high response rate and detailed data collection ability.

1.7. Observation

Observation is a form of market research in which individuals observe consumers’ behavior. It may be done in person or remotely. Its advantages include its low cost and ability to gather data in real-time.

1.8. Field trials

Field trials are a type of market research in which products or services are tested in a real-world setting. This method is useful for evaluating how well a product or service performs in its intended market. Its advantages include its ability to gather data in real-world conditions and its low cost.

2. Analysis

Once market intelligence data is collected, it must be analyzed in order to be useful. Data analysis helps to identify trends, understand customer behavior, and make informed decisions. There are a variety of methods that can be used to analyze market intelligence data. Some common methods include Conjoint analysis, Maxdiff analysis, Gap analysis, Trend analysis, Text and Sentiment analysis, Regression Analysis, Time Series Analysis, Cluster Analysis, etc.

3. Reports and Presentation

After the data is collected and analyzed, it must be presented in a way that is easy to understand and actionable. Market intelligence reports typically include charts, graphs, and tables. The report should be clear, concise, and easy to read. It should also include recommendations for how to use the data to make decisions. A business may use reports and visual infographics to better comprehend markets and answer questions like what metrics signify. A wrong interpretation of such data can be harmful to a company, thus this step is critical in the market intelligence process.

Advantages of Marketing Intelligence

• Helps in understanding the holistic view of the market: Market intelligence gives a company a clear understanding of the overall market scenario. This is helpful in making informed decisions about where to focus their resources and energies.
• Helps in customer retention: Market intelligence can help businesses identify potential customers and understand their needs and wants. This information can then be used to create targeted marketing campaigns that are more likely to result in customer loyalty and retention.
• Enables in improving the sales process: Market intelligence can be used to improve the efficiency of the sales process by identifying potential customers and understanding their buying habits. This information can then be used to create targeted sales strategies that are more likely to result in increased sales.
• Boosts process efficiency: Market intelligence can help businesses identify inefficiencies in their processes and make improvements that will boost efficiency. It can be used to streamline processes, reduce waste, and improve overall productivity.
• Helps businesses gain a competitive advantage: Market intelligence gives businesses the ability to understand their competition and identify areas where they have an advantage. It can be used to create marketing and sales strategies that will help businesses gain a competitive edge.

Importance of Market Intelligence

Market Intelligence is important because in the current business scenario, it has become one of the most important tools for any company that wants to be successful. Market intelligence provides companies with the ability to gather data and understand customer behavior. Such data can be used to make informed decisions about where to focus resources and energies. Market intelligence can also help businesses identify potential customers and understand their needs and wants. This information can be used to create targeted marketing campaigns that are more likely to result in customer loyalty and retention. Some of the notable reasons behind the importance of market intelligence are-

1. Understanding your position in the market: Market intelligence helps you understand where your product stands through effective marketing research. It gives you an insight into the overall market scenario and enables you to make informed decisions about where to focus your resources and energies.
2. Analyzing your product: Market intelligence can be used to evaluate your product in terms of its features, price, quality, etc. This information can be used to make improvements to the product that will make it more competitive in the market.
3. Knowing your target audience: Market intelligence gives you the ability to understand your target audience and their needs and wants. In turn, this data creates chances for marketing campaigns that are focused on a certain demographic, which then often results in said customers staying with the company or product.
4. Conducting competitor analysis: Market intelligence enables you to understand your competition and identify areas where they have an advantage. With this data, you can form marketing and sales plans that will help give you the upper hand against your competitors.
5. Improving process efficiency: Market intelligence can help businesses identify inefficiencies in their processes and make improvements that will boost efficiency. This information can be used to streamline processes, reduce waste, and improve overall productivity.

Here is a video by Marketing91 on Marketing Intelligence.

Market Intelligence vs Business Intelligence

Market intelligence and business intelligence are two terms that are often used interchangeably, but they actually refer to two different things. Market intelligence is all about gathering data and information about a specific market, while business intelligence is more focused on analyzing that data to help make better business decisions as well as business strategies.

So, what’s the difference between market intelligence and business intelligence? Market intelligence is all about gathering data and information about a specific market, while business intelligence is more focused on analyzing that data to help make better business decisions.

Market intelligence can be used for a variety of purposes, such as understanding the competition, identifying new opportunities, keeping track of industry trends, and much more. Business intelligence, on the other hand, is primarily used to help businesses make better decisions. This can involve anything from improving operational efficiency to making better marketing decisions.

Both market intelligence and business intelligence are important for businesses, but they serve different purposes. Market intelligence is all about gathering data and information, while business intelligence is focused on analyzing that data to help businesses make better decisions.

How to collect Marketing Intelligence

Some of the ways you can try to collect marketing intelligence about your competition are

1. Enlisting the Sales Team

Your sales team is likely one of your most valuable resources when it comes to gathering market intelligence. They’re out there talking to customers and learning about their needs on a daily basis. Ask them to keep an eye out for any relevant information about your competition, such as new product offerings, changes in pricing, or any other shifts in the market.

2. Setting up a Customer Advisory Board

Another great way to collect market intelligence is to set up a customer advisory board. This is a group of customers that you can rely on for feedback and insight into your industry. They can be a valuable resource for learning about new trends and developments in the market.

3. Focusing on Quality Data

It’s important to focus on quality data when you’re gathering market intelligence. This means that you should be looking for data that is accurate, up-to-date, and relevant to your business. Try to avoid any data that is outdated or no longer relevant.

4. Utilizing an Appropriate Marketing Analytics Platform

There are a number of marketing analytics platforms available that can help you gather market intelligence. These platforms can track a variety of data points, such as website traffic, social media engagement, and more. This data can be extremely valuable for understanding what’s happening in your industry.

5. Collecting Customer Feedback

Customer feedback is another great way to collect market intelligence. Ask your customers for their thoughts and opinions on your industry, your competition, and your products or services. They can provide valuable insights that you can use to improve your business.

Conclusion!

Lastly, it is plain that a Marketing Intelligence system is crucial for businesses marketing efforts. It can help organizations to make better decisions, optimize marketing campaigns, and improve customer relationships.

Marketing intelligence is not a one-time investment but should be seen as an ongoing process to ensure that your business stays ahead of the competition.

There are many different vendors that offer Marketing Intelligence solutions, so it is important to do your research and find the right solution for your business. Make sure to consider your specific needs and budget when making your decision.