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Competitive Intelligence Definition

Marketing Definitions

11 Oct 2019 • 1 min read • Austin shong

Competitive Intelligence Definition

What is Competitive Intelligence?

Competitive intelligence definition: competitive intelligence is the act of gathering information about competitors, or the current market situation, to inform decision making.

Actionable competitive intelligence can be gathered through:

  • Competitor analysis
  • First-hand experiences
  • Third-party publications

And used to inform future business and marketing plans and increase a brand’s competitive advantage.

Competitive intelligence is subjective and depends on the person – or department – conducting the analysis.

For example:

  • Marketers may want to uncover their ad targeting strategy
  • Sales reps may want to understand how they approach lead generation
  • Customer service reps may want to see what automated systems they use

Competitive intelligence must be performed ethically and legally, and not infringe on the illegal practice of corporate espionage.

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