The document discusses the importance of competitive intelligence in enhancing revenue potential by analyzing competitor actions and market conditions. It emphasizes the need for accurate data acquisition and interpretation, identifying weaknesses, and adapting strategies to stay competitive. Additionally, it lists various resources and methods for data analysis that can aid online marketers in making informed decisions.

1. Competitive Intelligence – Data Acquisition and Analysis You may control all aspects of your website but there are numerous factors beyond site optimization and measurement that impact your revenue directly. More often than not, the damage inflicted in terms of revenue is due to competitors’ actions. Making business decisions based on cloistered data can severely hamper the revenue potential of any organization

2. Competitive Intelligence – An antecedent A process to verify the credibility of data, analysis of data collected, and formulation of action plans based on this information .. Applying competitive intelligence to gauge the current and future environment, identifying and neutralizing weaknesses and adapting strategies to the changing environment would bear fruitful results.

3. Data acquisition and assimilation Data acquisition is the most crucial element of competitive intelligence. Internet serves as a ready source of data but the level of accuracy varies from one source to another. Absolute facts and figures are hard to come by in most cases.

4. Few ways for data interpretation & Representation : Visits by industry segment

5. Search engine traffic share

6. Analysis of upstream/downstream traffic

7. Segregating traffic by Media mix