What is Competitive Intelligence?
Competitive Intelligence(CI) is the process of ethically gathering
and refining information enough so that it can be used to make
a strategic business decision.
CI Data can radically enhance an organizations decision-making
A company gets additional context about its own performance,
It can mine industry trends for actionable insights as well as
understand its competition in the near-frictionless environment
CI allows a company to anticipate market developments
proactively – rather than merely react to them
Why Competitive Intelligence?
Playing the Game Better
Focus on existing competitors /
Leverage value chain strengths
Incrementally Improve existing
strategies / tactics
Playing the Game Different
New Market opportunity
Develop / leverage new value
New strategies / tactics
Sources of Data
Toolbar Data, Panel Data,
ISP Data, SE Data,
Tools u can use:
Track existing rivals
Anticipate New Rivals
How CI Analysis is Done?
Collect the information (with a first stage -
deciding what to collect)
Converting information into intelligence
(with three steps: CIA -Collate and catalogue
it, Integrate it with other pieces of information &
Analyze and interpret it)
Communicating the intelligence.
Countering any adverse competitor actions -
i.e. using the intelligence.
What is competitors FUTURE
objective / goals?
What drives the Competitors?
What is their attitude towards
What is competitors CURRENT
How are they currently
How beneficial is this strategy in
the competitive structure?
What ASSUMPTIONS do Competitors
hold about the industry and
Are we assuming stable competitive
What are the competitors
How do our capabilities compare
What are their strengths and
Who’s Job Is It?
Planning and Finance
Market Research Statistics
A recent Fortune 500 company survey showed that 55
percent make use of competitive information in composing
Many companies still struggle with the process (Wright and
Calof, 2006). There are two main reasons. The ﬁrst is
ignorance – many companies simply do not know how to
gather and analyze external information properly or
effectively. The second reason is somewhat arrogance.
Conﬁdent in their belief that they are serving customers
better than anyone, companies erroneously contend that
competitor actions do not matter (Kahaner, 1998).
AMD vs INTEL
AMD measures Intel performance
Measure growth of visitors trends
Identify Intel’s traffic sources
Also, accesses CI data of other
Devices strategy to improve its
According to the former Kellogg USA President Gary Costly,
“The big payoff for CI is that it will point out weakness that
you have internally because of the strength of your
competitors. Companies that don’t do this will fail.”
The ability to produce and use CI will become a necessity in
the near future for most organizations.
There is no other source of data on the planet quite like
competitive intelligence data. So use it.