The marketing company that controls a third of the in-store ads and grocery coupons business in the United States works with several stakeholders across the value chain. They were finding it challenging to stay on top of their market landscape – competitors, vendors, retail partners, and several industry associations. They were using Google Alerts to track companies and the retail industry but the management and executive teams that got these alerts were overwhelmed with the volume and disappointed with the number of irrelevant updates. What they wanted to know about was high impact events like new offerings, M&As, business expansions, partnerships, etc. They approached Contify to explore if we could deliver a daily market intelligence report covering high impact updates about key stakeholders and their industry.
Working alongside the client, we organized their market landscape into seven categories. These were:
We then configured our market intelligence platform to track companies in these categories. This activity included:
1. Defining key topics – In order to determine what updates qualified as intelligence for the management and strategy team, we consulted with them and arrived at nine topics – new offerings, M&As, business expansions, partnerships & alliance, management changes, events, funding activities, negative news, and financial & business performance.
2. Real-time updates – Not all updates are created equal. Some are so critical that they need to be delivered in real-time. Based on the brief given by the client, we defined high impact events as those which are time-sensitive and might have an impact on the company’s strategy. Some example of such high impact events include:
3. Defining the industry – Simply tracking an industry using a keyword can be inefficient. Some industries generate a high volume of content, retail being one of them. We looked at key sources that were generating the bulk of retail industry intelligence as defined by the client and integrated them into our platform. By focussing on sources instead of keywords, we were able to deliver industry intelligence instead of good-to-know information.
With Contify, our clients are able to track 79 companies. Our Market Intelligence newsletter is the only briefing read by its management and strategy team every morning. The team has received over 60 instant alerts about high impact events.
More time available to generate insights
Higher open rates for intelligence reports
Faster decision making enabled