MarTech
Market intelligence
An ongoing reading of the competition, brand health and digital presence, with opportunities and risks prioritised so marketing can decide.
Competition, reputation and digital presence in a single reading, so marketing can decide with the market in view.
Goal
Follow competitors’ moves, brand health and the performance of digital channels, and turn that reading into prioritised opportunities and risks.
Challenges
The signals are spread across social media, the press, search and paid media, and each team looks at one part. Without a shared reading, decisions arrive late.
- Competition: Strategic competitor analysis: tracks moves, campaigns and positioning to identify opportunities and threats in the market.
- Brand health: Tracks brand perception over time and identifies strengths, weaknesses and risks to strengthen reputation and positioning.
- Digital presence: Tracks digital campaigns, events and activations, measures reach and engagement and shows the most effective channels and formats for each strategic goal.
Data and tools
Similarweb, Newzoo, Nielsen Ad Intel, Brandwatch, Winnin, Streams/Esports Charts, Talkwalker, Buzzmonitor, Sprout, in-house crawlers, GA4, Brandwatch/Talkwalker, ad platforms and social APIs.
What you get
A regular report with a reading of the competition, the brand and the channels, and a list of opportunities and risks in order of priority.
Example
In digital football, direct comparison with titles in the same category is necessary but not enough. Drawing lessons from games such as battle royales reveals practices that can be replicated: creator integration, use of trends and events, and syncing patches with media.
A single reading of the market, for all of marketing.