Marketing Intelligence - Find Out What It Is, Its Benefits and How To Apply It - Reader View

11/23/23, 10:05 AM Inteligência de Marketing: saiba o que é, seus benefícios e como aplicar
rockcontent.com /br/blog/inteligencia-de-marketing/
Marketing Intelligence: find out what it is, its benefits and how
to apply it
Camila Casarotto ⋮ 15-18 minutes ⋮ 2/23/2022
The market demands that companies be smarter. But do you know what that means? Companies that use
intelligence are those that know how to best use their resources and gain competitiveness from one of the
most important assets today: data.
In marketing , data is essential to create more efficient strategies, improve the consumer experience and build
competitive advantages in the market. We are now talking about marketing intelligence, one of the most
important areas of business intelligence , which covers all strategies to transform data into business
intelligence.
In this article, we will cover what marketing intelligence is and how you can adopt it in your company to
achieve more results with your strategies. Follow with us!
What is Marketing Intelligence?

What are the areas of Marketing Intelligence?
What is the importance of Marketing Intelligence?
What are the benefits of implementing Marketing Intelligence?
Tools for Marketing Intelligence
How to apply Marketing Intelligence?
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What is Marketing Intelligence?

Marketing intelligence is the set of processes and techniques for using data with the aim of optimizing
strategies and obtaining better results in the marketing area.
The intention is to structure the information so that it supports marketing decisions, so that the company takes
fewer risks, takes advantage of market opportunities, gets to know the consumer better and, as a result,
becomes more competitive.
To achieve this, companies must have a marketing intelligence system , which includes tools and strategies for
collecting, processing and analyzing data . It is also necessary to have a team trained in data intelligence,
who can extract information and knowledge, as they need to be processed and interpreted to be useful.
Although intelligence corresponds to an area of marketing, with dedicated professionals and specific tools, the
success of its implementation depends on the adherence of the entire team. When data becomes central to
strategies, all decisions must be based on it.
What are the areas of Marketing Intelligence?

For you to understand how marketing intelligence works, we will now present the main areas that can be part
of this system.
It is important to note that these areas can and should work together in order to generate more intelligence for
marketing, instead of operating in silos.
Furthermore, they are not limited to these areas that we are going to present. It is possible to apply intelligence
to different marketing strategies, as it is important to identify which areas of marketing are your focus.
Let's see now what they are:
Competitive intelligence
Competitive intelligence is the set of data collection and analysis processes focused on competitors, in order to
differentiate and highlight the business in the market.
To do this, the organization must look at its internal processes, in order to understand its situation, and at the
external forces, which act in the macroenvironment and microenvironment (in its sector of activity), in order to
identify market movements. and prepare for them.
The main methods used in the competitive intelligence system are SWOT analysis and Porter's 5 forces ,
which allows a complete sector analysis.
Product intelligence
Product intelligence focuses on product marketing . The intention is to understand how consumers are using
the product, what needs need to be met, how to improve market penetration, how to differentiate yourself from
the competition, among other strategies.
Data can be used to improve product development in order to offer a better consumer experience, or
strategies around the product, such as its pricing, distribution and promotion.
According to the Product Intelligence Report 2020 , companies that use product intelligence tools are 5.5x
more likely to see their revenue grow above 25% per year than those that don't.
Price intelligence
Price intelligence, in turn, focuses on the pricing of the company's products. Pricing is a strategic decision,
which also needs to be based on internal and external data.
The objective is to strategically position yourself in relation to competitors, but also to set prices that
generate profitability and sustainability for the business.
Consumer behavior studies
Consumer behavior studies also integrate marketing intelligence. After all, you need to know your target
audience in depth so that they are attracted and engaged by marketing.
It is possible to use various market research methodologies for this, such as questionnaires, interviews and
focus groups, in addition to collecting data using analytics tools. With this data, you can extract information
about culture, habits, lifestyles, principles and beliefs, personality profiles, demographic profiles and much
more.
Social media intelligence
Social media intelligence is focused on the data and strategies of social media platforms . Social media
intelligence is mainly based on collecting and analyzing data about users' interactions with the brand and
social conversations ( social listening ).
The insights generated by data can be used to optimize your own social media and digital marketing
strategies, but they also generate intelligence for other business areas, such as product and sales. On social
media, you can capture consumer perceptions about the brand as a whole, which informs company-wide
strategies.
Content Intelligence
Content intelligence is another area of marketing intelligence. It is focused on using data to support content
marketing decisions and strategies .
You can capture data about the consumption of brand content by consumers, to understand which ones are
performing best, in addition to identifying the persona's interests, doubts and needs throughout their journey.
This way, it is possible to optimize the production and distribution of content to better connect with consumers.
What is the importance of Marketing Intelligence?

For a long time, marketing was an area based on assumptions. Decisions were made by managers based on
their perceptions or insufficient data. To advertise on TV, for example, advertising defined vehicles based on
generic audience data, without precision as to how many people would actually see the ad.
The internet, especially since Web 2.0, changed this scenario. Through monitoring tools, companies now know
the steps of consumers and competitors on the web.
In the digital era, data has grown so much in volume that it has given rise to the concept of big data , which
deals with the enormous amount of data generated and collected today and the challenges for companies that
want to use it in business intelligence.
This is where we come to marketing intelligence. After all, big data data processing can be used in marketing
to improve marketing strategies. Those decisions that were based on assumptions now gain precision, as the
data reveals information about reality that would be imperceptible without its collection.
The importance of marketing intelligence, therefore, is to collect and analyze this data so that professionals
have a basis for their decision-making . Thus, data becomes strategic assets for marketing teams.
What are the benefits of implementing Marketing Intelligence?

Let’s now better understand the main benefits of implementing marketing intelligence in your business. You will
notice improvements in several areas.
Get to know the consumer better
Marketing intelligence allows you to know your consumer better. By monitoring users on the web and doing
market research, it is possible to understand your target audience and better direct your marketing and
communication strategies.
Anticipate market opportunities and threats
Macroenvironment and microenvironment analyzes allow us to understand the reality surrounding the
business . It is possible not only to understand the context, but also to have some clues about trends for the
future, through predictive analysis.
This way, marketing can plan strategies that take advantage of opportunities and protect themselves from the
threats that present themselves.
Differentiate yourself from the competition
By analyzing your industry, you can understand market dynamics . You identify competitors' strategies and
understand whether there is a potential threat from new entrants to the market or substitute products.
Improve strategy results
The main objective of marketing intelligence is to improve strategies so that they better communicate the
interests and needs of the consumer. This way, strategies can achieve marketing and business objectives as
a whole.
Improve the consumer experience
If you can get to know the consumer better and improve your strategies, it is a sign that it is also possible to
improve the consumer's experience with your brand. You can create better solutions for your customers'
needs and communicate better with them, which improves the public's perception of your brand.
Optimize ROI
By optimizing its strategies, marketing tends to achieve more results with the same investments . This
means that it is possible to increase ROI, that is, the return on investments. Thus, the benefits of marketing
intelligence become noticeable in the financial impact.
Tools for Marketing Intelligence

Tools are essential for working with data in a more agile and efficient way. If you only relied on manual actions,
you wouldn't be able to handle big data. Below, we bring you the main types of tools that you need to have in
your marketing intelligence system. Check out:
CRM
CRM tools gather all data about customers, including their profile, browsing history and interactions with the
company. With this data, you can track leads in the funnel and devise better strategies with marketing
intelligence.
ERP
ERP systems aggregate data about the entire company, in its various business areas. This way, you can
integrate them with marketing intelligence to bring more information and generate more valuable insights.
Web analytics
Web analytics tools, mainly Google Analytics , are responsible for monitoring users on the web . You can
know how people are interacting with your website and how they are reacting to your marketing strategies.
Social analytics
Social analytics tools provide data about users' interactions with your brand on social media . It is possible
to know how followers are reacting to your publications, but also what they are saying about your brand on
social media, through social listening.
Marketing automation
Marketing automation software, such as HubSpot and RD Station , serves to automate marketing tasks ,
such as sending emails and nurturing leads. To do this, they centralize and use a series of data about users,
which supplies automation actions. So you also get intelligence from these tools.
SEO
SEO tools, like Semrush and Moz , allow you to do in-depth analysis of your site's users and competitors. They
bring user interaction data so you can establish better SEO strategies and attract more organic traffic.
Ok, everything understood, but how to apply marketing intelligence in practice? Let's see some tips for
implementing this system in your business.
Adopt a data driven culture
Applying marketing intelligence does not simply mean purchasing a set of tools. It also depends on the
adoption of a new mentality in the company , in which data is at the center of all decisions in the area.
This is what we call a data driven culture , which must be part of your organizational culture and be nurtured
among the company's employees.
Establish a data strategy
Data intelligence requires a strategy for dealing with it. Again, it's not enough to acquire tools: for them to be
useful, you need to know how to work with the data and how it will help you meet your marketing objectives.
To achieve this, it is important to work with primary and secondary , quantitative and qualitative data, in
addition to all the possibilities of means of collection and analysis, in order to obtain more and better
information about the reality of your company and the market.
Pay attention to restrictions on third-party cookies
When collecting data, it is very likely that you will adopt tools that use third-party cookies, such as Google
Analytics. They refer to the data that browsers record about users' browsing history. However, important
browsers such as Chrome and Safari have already announced that they will no longer support this type of
cookies .
One of the solutions to not depend on third-party cookies is to invest in collecting data directly from your
consumers. Some alternatives are conducting polls, questionnaires, interviews and interactive content.
Ion helps you create more interesting interactive content. Discover now the solutions to engage your users and
generate more data for marketing.
Consolidate the Marketing Information System
The marketing information system gathers and organizes data about the market, competitors, consumers and
your own company. This is all internal and external data that is relevant to marketing.
The systematization of this data allows you to analyze and integrate the information , so that you can
generate marketing intelligence.
Explore marketing research
Marketing research is essential in obtaining data for marketing intelligence, although it is not the only means of
doing so.
Marketing research involves different data collection techniques , such as questionnaires, interviews, focus
groups, ethnography, participant observation, among others. All of these techniques can be developed in
person, but also online.
Additionally, you can also collect secondary data that complements marketing research. Reports from research
institutes (such as Opinion Box and eMarketer) and professional associations (such as IAB and DIEESE) are
good sources.
Integrate with other business areas
Marketing intelligence doesn't work alone. It is part of a larger system: business intelligence, which integrates
data and knowledge from different areas to generate intelligence for the business as a whole.
Therefore, marketing intelligence must be integrated with other business areas, such as sales and finance.
The intention is to contribute to the growth of other sectors, but also to obtain valuable data for marketing .
Learn how to transform data into intelligence
Finally, we emphasize that data does not transform into intelligence alone. They need to be processed to
become information, which, in turn, needs to be interpreted to become knowledge. This is how you get to the
point of generating marketing intelligence.
So you need a strategy, team, tools and processes to make data useful for marketing and put it on the path
to strategic business objectives.
Take the opportunity now to read about how to transform data into information and understand the difference
between these concepts.

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11/23/23, 10:05 AM Inteligência de Marketing: saiba o que é, seus benefícios e como aplicar

What is Marketing Intelligence?

Download this post by entering your email below

What is Marketing Intelligence?

What are the areas of Marketing Intelligence?

Let's see now what they are:

Consumer behavior studies

Social media intelligence

What is the importance of Marketing Intelligence?

What are the benefits of implementing Marketing Intelligence?

Get to know the consumer better

Anticipate market opportunities and threats

Differentiate yourself from the competition

Improve strategy results

Improve the consumer experience

Tools for Marketing Intelligence

Adopt a data driven culture

Establish a data strategy

Pay attention to restrictions on third-party cookies

Consolidate the Marketing Information System

Explore marketing research

Integrate with other business areas

Learn how to transform data into intelligence

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