Competitive intelligence is a crucial part of growing your brand and strengthening your GTM. It’s important to choose the right competitive set to ensure the insights you receive are valuable. We suggest choosing a cohort that includes your closest competitors, but you may also wish to consider new entrants or “disruptors” to your industry, and even legacy or “aspirational” competitors. Your account team can provide guidance and feedback to make sure your cohort is in line with your brand goals.
Before you finalize your competitive set or begin initializing your data, we will conduct a brand content audit to ensure that the competitors you’ve selected have adequate web and social content that we can use to derive meaningful insights. We validate by both the breadth and depth of data available, calculating sufficiency thresholds that will drive insightful outcomes. We are the first to raise the concern if the data is not available for any of the competitors in your set, working through how it will impact scores.
