Marketing Research > Marketing Intelligence
What is Marketing Intelligence?
Marketing intelligence is the data—and the process of using it—to guide marketing decisions. Actionable marketing intelligence can be obtained through audience analysis, competitive analysis, SWOT analysis, marketing research, and web analytics. This insight can be used to formulate marketing plans that drive brand awareness and increase share of voice among a target market.
Intelligent marketers create a data-driven culture. They leverage advanced analytical capabilities to create a clear picture of customer preferences, activity and profitability.
Questions that market intelligence can address include:
- Where should the company devote more resources?
- Which markets should it try to infiltrate next?
- Are there patterns to what our best customers buy?
- What products could be cross-marketed to existing customers?
- Into what demographic segments can the company push new and existing products?
Marketing Intelligence Resources
For more information:
What is Marketing Intelligence? (And How Much Do You Have?), Alexa post and infographic
What is Market Intelligence?, by Katherina Arline, Business News Daily
Discover How Marketing Analytics Increases Business Performance, a Forrester White Paper commissioned by Google
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