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InfoDeskSep 13, 20239 min read

5 things to look for in a competitive intelligence tool

With the ever-evolving technological landscape of digital marketing, the need for a reliable Competitive Intelligence (CI) tool is becoming increasingly important. Marketers who are seeking to get ahead of their competition must ensure they have access to the most up-to-date insights and analytics that allow them to stay in step with market trends.

Thinking about investing in a competitive intelligence solution? Click here to find out our 5 reasons to implement CI automation today.

A comprehensive CI tool ensures marketers can more effectively map the competitive landscape, providing greater visibility into their competitors’ strengths and weaknesses, competitor strategies, industry trends, customer preferences, marketing efforts and more. However, since there are so many different types of intelligence tools available on the market today, it can be hard for marketers to know where to start looking when trying to identify which one will best suit their needs.

To help make your market research easier, keep reading to discover five key features you should look for in an effective CI tool...

Getting started: Assessing your competitive intelligence needs

1. What do you want?

Before you can optimize your competitive intelligence strategy, you need to assess your current competitor tracking needs. Start by identifying the key questions you want to answer about your competitors. Are you looking to understand their strategy? Gauge their market share? Identify their strengths and weaknesses? Each of these questions requires a different approach to competitor analysis, and potentially different tools.

2. What have you got?

Next, consider the resources at your disposal. Do you have a dedicated competitive analysis and intelligence team, or will this be a part-time job for someone already wearing multiple hats? The amount of time and resources you can dedicate to competitive intelligence will impact the type of tool you need.

3. What do you need?

Lastly, think about your technical capabilities. Some competitive intelligence and analytics tools require more technical expertise to use effectively. If your team isn't particularly tech-savvy, you'll want to choose a tool with a user-friendly interface and strong customer support.

Remember, the goal of competitive intelligence isn't just to gather information, it's to turn that information into actionable insights. As you assess your market intelligence needs, keep in mind both what you want to know and what you will do with that knowledge. By carefully considering your needs upfront, you can ensure that you choose a competitive intelligence tool that will provide real value to your business.

Why are effective competitive intelligence tools critical to business success?

Effective competitor analysis, market dynamics and competitive intelligence tools are critical to business success for several compelling reasons.

1. Optimizing decision-making

First and foremost, they provide businesses with crucial insights into the market, the competitive landscape, and consumer behaviors. This comprehensive view allows companies to identify opportunities and threats early, enabling them to make proactive strategic decisions.

2. Driving innovation

Secondly, such tools streamline data collection and analysis, meaning valuable time and resources otherwise spent on manual keyword research can be put to better use elsewhere in the business. Furthermore, the ability to share this intelligence across integrated platforms fosters collaboration among teams, enhancing decision-making and innovative thinking

3. Ensuring agility

Finally, with real-time alert notifications, businesses can stay agile, adapting their strategies to evolving market trends and maintaining a competitive edge. In essence, effective competitive intelligence tools equip businesses with the knowledge and agility required to thrive in today's dynamic business environment.

5 features to look out for in the perfect competitive intelligence tools

1. Comprehensive data coverage from trusted sources

When it comes to doing competitor research and gathering data on emerging competitors, it's important to have access to comprehensive information from trusted sources. That's where open-source and premium data come into play, providing a wealth of information that can be leveraged in many different industries.

Through content partnerships and integrations, the data gathered can be used to create meaningful insights and drive successful initiatives. With these reliable data sources, decision-makers can feel confident in the accuracy and applicability of the data they are using. It's essential to have access to a range of sources that offer the most comprehensive view possible, ensuring that you're getting a full picture of customer behavior, the market landscape or whatever other data you need to address.

By utilizing these resources, you can make informed decisions that help drive success.

2. Easy to use interface with intuitive visuals

Having an easy-to-use interface with intuitive visuals is essential for any dashboard platform. When you have to work with large amounts of data, you don't want to be slowed down by a complicated interface or confusing visualizations. That's why a dashboard that has an intuitive interface and customizable options is key.

The visuals should be easy to understand at a glance, and the user should be able to customize the data points and graphics that are most important to them. With such features, users can easily access the information they need and make informed decisions without getting bogged down by confusing interfaces.

In short, dashboard tools that offer an intuitive interface with customizable dashboard and historical data visualizations allow users to analyze their data with ease and speed.

3. Automation features to save time and boost market research productivity

We live in a fast-paced world where time is of the essence. That's where automation comes in handy. With its cutting-edge features, it saves time and boosts productivity, leaving you with more time for the things that matter. AI summarization is one such feature that streamlines the process of sifting through large volumes of data, extracting only the key information. This translates into greater efficiency and faster decision-making power.

Furthermore, the ability to Optimize workflows with automation tools means you can delegate the heavy lifting to AI co-pilots, freeing up time for more creative tasks. The future of work is automation, and it's time to embrace it.

4. Ability to share actionable insights with colleagues across integrated platforms

In today's fast-paced business environment, having access to up-to-date competitive intelligence is essential to staying ahead of the curve. However, this information is often siloed across different platforms and systems, making collaboration and sharing a challenge.

Platform integrations can help solve this problem by allowing data to meet you where you work. This means that instead of having to constantly switch between different programs, you can access and share information seamlessly across integrated platforms.

By breaking down these information silos, you can collaborate more effectively with colleagues and stay on top of industry trends for go to market teams. With the ability to share competitive intelligence across integrated platforms, your team can work together like never before.

5. Real-time alert notifications when important changes occur in the market

In today's fast-paced business world, it's crucial to stay on top of market changes and trends. Real-time alert notifications can be extremely helpful in this regard, as they ensure that you never miss an insight that could have a major impact on market positioning and your bottom line.

These notifications are customizable to fit your needs, allowing you to focus on the most relevant topics to your business. And as your business needs change, you can easily adjust your preferences to ensure that you're always getting the most valuable alerts. With real-time notifications, you'll have the opportunity to make informed decisions faster, helping you stay ahead of the competition.

Next steps: Upskilling your workforce to derive maximum value from your new CI tool

Implementing competitive intelligence tools is only part of the puzzle; empowering your team to effectively use it is equally crucial. Upskilling your workforce ensures that they are equipped with the necessary skills to extract maximum value from the competitor intelligence tool.

1. Implement a training program

Start by organizing a comprehensive training program tailored to the specific features and functionalities of your chosen tool. Leverage resources provided by the tool's vendor, including user guides, videos, and webinars. These resources often provide step-by-step instructions on how to use the tool, making the learning process easier for your team.

2. Don't be afraid to ask for help

Next, consider bringing in an expert from the tool's provider for a hands-on training session. This gives your team the opportunity to ask questions and get immediate answers. It is valuable insight also allows for real-time demonstrations of how to use the tool effectively.

3. Never stop learning

But don't let the learning stop there. Encourage a culture of continuous learning and improvement. Set up regular refresher sessions and knowledge-sharing workshops, where team members can share tips and tricks they've discovered while using the tool.

Remember, the more proficient your team becomes in using competitive intelligence tools, the more valuable insights they'll be able to extract from it. This not only enhances your competitive intelligence capabilities but also leads to more informed decision-making, ultimately contributing to your company's success.

Using your competitive intelligence to supercharge your marketing strategy

1. Get inspired

Leveraging an automated competitive intelligence tool can supercharge your marketing efforts, leading to increased website traffic and a substantial boost in sales. Specifically, the tool provides your marketing team with valuable customer insights, helping to refine your digital marketing strategy and content marketing efforts. By monitoring the performance of your competitors on social media platforms, the tool enables you to assess their strengths and weaknesses, providing inspiration for your own social media management.

2. Bolster your market presence

Competitive intelligence tools also provide data on your competitors' search engine optimization strategies, helping you to enhance your own organic search performance. With these insights, you can tailor your marketing strategies to better align with the needs and behaviors of your target audience, bolstering your market presence.

In essence, strategically using automated competitive intelligence tools can augment the efficiency of your marketing efforts, ultimately driving sales.


In the competitive and ever-changing market, it is essential to have the right competitive intelligence tools ready to maximize success and empower teams. With our comprehensive data coverage from trusted sources, easy-to-use interface with intuitive visuals, automation features for time-saving benefits, integrated platforms for sharing insights, customized reports, and real-time alert notifications triggered by significant changes in the market, we provide all the necessary resources to help navigate this complex environment.

Our team of experts is ready and eager to help equip you and your company with the marketing intelligence tools and information needed to stay ahead of the competition. Don't wait any longer - speak to our experts today and unleash your full potential for competitive intelligence success!


In sum, the key elements to look for in a competitive intelligence tool include comprehensive data coverage from reliable sources, an easy-to-use interface with intuitive visuals, and automation features to enhance productivity. Such a tool should allow for data sharing across integrated platforms and send real-time alert notifications when significant shifts occur in the market. Our solution offers all these features, equipping you and your team with essential resources to navigate the competitive landscape effectively. Reach out to our experts today to find out more!