Marketing intelligence involves gathering and analyzing information about markets, customers, and competitors to inform strategic decision making. It includes insights into market size and trends, customer preferences and loyalty, competitor strategies and investments. Metrics used include financial metrics like profit and customer lifetime value, as well as non-financial metrics like brand awareness and customer satisfaction. Marketing intelligence activities can be aimed at demand generation, branding, customer relationships, shaping markets, and building infrastructure. Companies can improve their marketing intelligence by training salespeople, motivating distributors, networking externally, setting up advisory panels, using government data, buying external information, and collecting online customer feedback.

1. Marketing Intelligence
Eng. Karim Motlak

2. of Organizations
Marketing Intelligence
80%
Do not
USE

3. Marketing Intelligence
WHAT IS

4. The information
relevant to a company’s markets, gathered and analyzed specifically for the
purpose of accurate and confident
Decision making
in determining strategy in areas such as:
Market Opportunity,
Market Penetration Strategy,
Market Development

5. Marketing Intelligence
TYPES

6. 1. Market Insight
Market Size
Market Forecasts
Technology Trends
Segmentation
1.1. Market Understanding

7. 1. Market Insight
Brand Preference
Loyalty Rates
Purchase Dynamics
Brands Awareness & Consideration
Key Product Concerns
1.2. Customer Insight

8. 2. Competitive Insight
Investments
Organization Changes
Corporate Strategy
Acquisitions
Key Executive Profiles
2.1. Competitor Intelligence

9. 2. Competitive Insight
Pricing
Product Introductions
Product Promotion
Specification Comparison
Cost Structure
2.2. Product Intelligence

10. Marketing Intelligence
METRICS

11. 1. Non Financial METRICS
Brand Awareness
Test-drive
Customer satisfaction (CSAT)
Take rate

12. 2. Financial METRICS
Profit
Net present value (NPV)
Internal Rate of Return (IRR)
Payback
Customer Lifetime value (CLTV)

13. 3. Internet METRICS
Cost per click (CPC)
Transaction Conversion Rate (TCR)
Return on Ad dollars spent (ROA)
Bounce Rate
Word of mouth (WOM) (social media reach)

14. Marketing Intelligence
BUCKETS

15. 1.
DEMAND
GENERATION
Marketing activities to drive revenues in a relatively short time period after the
campaign Sales, coupons and Events

16. 2.
BRANDING
&
AWARENESS
Marketing activities drive awareness and can include sponsorships, naming rights
to events or properties, and advertising specifically for awareness, not promoting
an upcoming sale.

17. 3.
CUSTOMER
RELATIONSHIPS
Marketing focuses on creating a personal link to the customer that drives loyalty
and engagement - Thank you notes after purchase and loyalty programs such as
concierge shopping services.

18. 4.
SHAPING
MARKETS
Activities designed to make the market more receptive to your products or
services, through 3rd party recommendation - Analyst relationships for B2B firms
and social media blogging to influence perception.

19. 5.
INFRASTRUCTURE
Investments into technology and training to support the marketing team -
Enterprise Data Warehousing (EDW), analytics and marketing resource
management software to support marketing intelligence functions.

20. HOW TO IMPROVE
Marketing Intelligence

21. 1.
TRAIN
and
MOTIVATE
The
SALES FORCE
A company's sales force can be an excellent source of information about the
current trends in the market. They are the "intelligence gatherers" for the
company.

22. 2.
MOTIVATE
DISTRIBUTERS
and
RETAILERS
Measure the quality of production, the way the employees are behaving with
customers, quality of facilities being provided; retailers and service providers
send mystery shoppers. Firms can also assess the quality of customer experience
with the shops with the use of mystery shoppers.

23. 3.
NETWORK
EXTERNALLY
Competitive Intelligence describes the broader discipline of researching,
analyzing and formulating data and information from the entire competitive
environment of any organization. This can be done by purchasing the
competitor's products, checking the advertising campaigns, the press media
coverage, reading their published reports, etc. Competitive intelligence must be
legal and ethical.

24. 4.
SET UP
CUSTOMER
ADVISORY PANEL
They can be the company's largest customers or representatives of customers
or the most out spoken customers.

25. 5.
USE
GOVERNMENT
DATA RESOURCES
The governmental reports regarding the population trends, demographic
characteristics, agricultural production and a lot of other such data. All this data
must be or can be referred to as base data. It can help in planning and
formulating policies for the companies.

26. 6.
BUY
INFORMATION
From
EXTERNAL SUPPLIER
Certain agencies sell data that can be useful to other companies. For example,
television channels will require information on the number of viewership, ratings
of TV programs, etc.

27. 7.
COLLECT
COMPETETIVE INTELLIGENCE
through
ONLINE CUSTOMER FEEDBACK
Customer's view about a product is most essential for any company. Ultimately
it's the customer who's buying the product. Hence customer feedback must be
taken. Online platforms like chat rooms, blogs, discussion forums, customer
review boards can be used to generate customer feedback.