How to Gather Competitive Intelligence on Private Companies?
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5 Best Competitive Intelligence Tools for Organizations in 2023

Article by Team Contify 8 min read

Competitive intelligence (CI) and competitor analysis are age-old concepts that have been used effectively since the 16th century, as far as documented history goes.

Competitive intelligence is important for companies as a part of their business strategy as it helps them understand their competitive environment, its opportunities as well as its challenges. Every organization uses competitive intelligence in some form of the other, to inform marketing strategies, product roadmaps and in strategic decision making.

Today, with organizations around the world investing in high-tech competitive intelligence tools and software, competitive intelligence has become not only a well-recognized principle for corporate decision-making, but an essential business activity to sustain and grow your business.

Fragmented and ad-hoc competitive intelligence processes are not sufficient any more. If you want your CI efforts to be as effective as possible and long-lasting, you need a competitive intelligence tool that can gather and analyze crucial information about your competitors in an automated manner.

As Forbes puts it, successfully leveraging and implementing emerging technological solutions (like competitive intelligence tools) has become essential for organizations to maintain their leadership positions and growth acceleration.

In this article, we’ll discuss 5 such competitive intelligence tools that organizations should be using to monitor their market and competitors. Let’s begin.

1. Contify

Contify is a powerful market and competitive intelligence platform designed to help businesses track and gather crucial information on competitors, customers, partners, and industry segments. It enables users and teams to collect, curate, and share actionable intelligence across their organization.

Contify stands out as a one-stop solution for businesses seeking to discover what’s changing in their market and competitive landscape, and stay informed amidst the digital noise of today's fast-paced markets.

Key features

Key Features Contify

- Global Newsfeed: Discover new competitors, technologies, trends, and business signals outside the scope of your current market and competitive landscape.

- Curated Newsfeed: Curated, noise-free updates on your market and competitive landscape from online news, company websites, social media, blogs, regulatory portals, and niche sources.

- Intuitive Dashboards: Render your primary and secondary intelligence as compelling data visualizations, and gain insights with dedicated dashboards for competitors, customers, partners, market segments, and topics of interest.

- Newsletter Manager: Streamline your newsletter creation and distribution process with customizable templates, content curation, analytics, and seamless integration, empowering you to engage and inform your teams effortlessly.

- Taxonomy Builder: Build your own customized taxonomy of tags and filters to easily search for intelligence based on your competitors, customers, topics of interest, and more.

- Sourcing Manager: Add custom sources using the built-in sourcing module and manage all active sources in a single view.

- SmartTranslate: Gain comprehensive intelligence coverage in over 100 languages with insights sourced from regional publications and sources worldwide.

- User Management & Analytics: Ensure the right information is sourced, analyzed, and disseminated.

- Website Change Tracker: Track the website changes of your competitors or prospects to get early insights into their subtle tactical moves.

- White-label Platform: Customize the market intelligence platform with your brand’s logo, color palette, and visual design language.


Contify offers customized pricing plans depending upon the customer’s use case, as well as the number of companies tracked, number of users, deliverables required, etc. Contact here to learn more about pricing.

2. SEMrush

SEMRush is an all-in-one digital marketing toolkit that provides businesses with comprehensive insights and competitive intelligence to optimize their online presence and stay ahead in the digital landscape.

It offers a wide range of features and tools that empower users to enhance their search engine optimization (SEO), advertising, content marketing, social media, and competitive research strategies.

Key features

- Domain Analytics: Gain valuable insights into your competitors' online strategies, including organic and paid search traffic, backlink profiles, top keywords, and advertising strategies.

- Keyword Research: Discover relevant keywords for your website and identify high-potential opportunities to optimize your content and improve search engine rankings.

- Competitive Analysis: Benchmark your website against competitors, uncover their digital marketing strategies, and gain insights into their strengths and weaknesses to refine your own marketing approach.

- Backlink Analysis: Evaluate the quality and quantity of backlinks pointing to your website and monitor your link building efforts to boost your search visibility.

- Advertising Research: Uncover competitors' paid advertising strategies, including keywords, ad copies, and budgets, to refine your own advertising campaigns and maximize ROI.

- Content Marketing Toolkit: Analyze the performance of your content and identify opportunities to create engaging and relevant content that resonates with your target audience.

- Social Media Tracker: Monitor your social media presence, track competitors' social media strategies, and measure the impact of your social media campaigns.

On-Page SEO Checker: Optimize your web pages for better visibility in search engine results by analyzing key SEO factors, such as meta tags, content quality, and keyword usage.


Semrush offers a variety of pricing plans to fit the needs of businesses of all sizes. Here is a summary of their pricing plans:

- Pro: $119.95/month. This plan includes access to all of Semrush's core features, such as keyword research, backlink analysis, and competitive analysis.

- Guru: $229.95/month. This plan includes all of the features of the Pro plan, plus additional features such as content marketing research, social media management, and advertising research.

- Business: $449.95/month. This plan includes all of the features of the Guru plan, plus additional features such as enterprise-level support and custom reports.

3. SimilarWeb

SimilarWeb is a versatile competitive intelligence platform that provides businesses with valuable insights into their digital performance, audience behavior, and market trends. It offers a wide range of features and functionalities to help businesses gain a competitive edge and make data-driven decisions.

Key Features

- Website Traffic Analysis: Gain comprehensive insights into website traffic, including total visits, engagement metrics, traffic sources, and audience demographics. Understand how your website performs compared to competitors and identify opportunities for improvement.

- Audience Analysis: Understand your audience better by examining their interests, demographics, online behavior, and engagement across various channels. Identify potential customer segments, track audience growth, and refine your targeting strategies.

- Competitive Intelligence: Benchmark your website's performance against competitors, analyze their traffic sources, top referring websites, and keywords. Gain insights into their online strategies, including advertising campaigns, partnerships, and content marketing efforts.

- Industry Analysis: Explore trends and market dynamics in your industry. Discover top players, emerging websites, and industry benchmarks. Stay updated on market developments to identify opportunities and adapt your strategies accordingly.

- Keyword Research: Identify relevant keywords for your SEO and content strategies. Understand search volume, keyword trends, and competitors' keyword rankings. Optimize your content to improve organic search visibility.

Website Analysis: Evaluate the user experience and performance of your website. Analyze loading times, mobile optimization, and technical SEO aspects. Identify areas for improvement to enhance user engagement and search engine rankings.

App Analysis: Analyze app performance metrics, user reviews, and downloads. Understand app visibility, user retention, and engagement to optimize your mobile app strategy.


SimilarWeb offers a variety of pricing plans to fit the needs of businesses of all sizes. Here is a summary of their pricing plans:

- Starter: $167/month. This plan includes access to basic features, such as website traffic data, mobile app data, and social media data.

- Pro: $499/month. This plan includes access to all of the features of the Starter plan, plus additional features, such as competitive intelligence, market research, and advertising intelligence.

- Enterprise: Custom pricing. This plan includes all of the features of the Pro plan, plus additional features, such as custom reports, dedicated account manager, and white-labeling.

4. CompetitorMonitor

CompetitorMonitor is a comprehensive competitor intelligence platform designed to empower businesses with actionable insights about their competitors, market trends, and industry landscapes. It equips users with the tools and data necessary to make informed strategic decisions and stay ahead in highly competitive markets.

Key Features

- Competitor Tracking: Monitor your competitors' online activities, including their website changes, content updates, social media presence, advertising campaigns, and search engine rankings. Stay up-to-date with their latest moves and strategies to identify opportunities and respond effectively.

- Market Analysis: Gain deep insights into market trends, customer behavior, and industry developments. Identify emerging competitors, assess market opportunities, and make data-driven decisions to stay ahead of the competition.

- Social Media Monitoring: Track competitors' social media activities, engagements, and trends across various platforms. Identify their social media strategies, content performance, and audience engagement to refine your own social media marketing efforts.

- SEO Analysis: Evaluate competitors' search engine optimization strategies, keyword rankings, backlink profiles, and on-page optimization techniques. Identify their strengths and weaknesses in organic search and optimize your own SEO efforts accordingly.

- Pricing and Product Analysis: Monitor competitors' pricing strategies, product launches, and promotions. Understand their pricing models, product features, and market positioning to fine-tune your own pricing strategies and offerings.

- Email Alerts and Notifications: Receive real-time email alerts and notifications about competitor activities, market shifts, and industry news. Stay informed and never miss a crucial update or opportunity.

- Customized Reports and Dashboards: Generate customized reports and dashboards to visualize competitor data, track performance metrics, and share insights within your organization. Customize the information that matters most to your business and stakeholders.


CompetitorMonitor has a number of pricing plans, ranging from Starter to Enterprise. Pricing is customized depending on the number of products you want to track and the number of users.

- Starter: £99/month, Tracks up to 10 products, 1 user, Basic features

- Professional: £299/month, Tracks up to 50 products, 5 users, Advanced features

- Enterprise: Custom pricing, Tracks up to 100 products, Unlimited users, All features

5. Google Alerts

Google Alerts is a free and simple-to-use online monitoring tool provided by Google. It allows users to receive email notifications whenever new content relevant to their specific search queries appears on the web. With Google Alerts, businesses can stay updated on topics of interest, monitor their brand reputation, track industry trends, and keep an eye on their competitors.

Key Features

- Search Query Monitoring: Users can set up specific search queries or keywords that are relevant to their business, industry, or interests. Google Alerts will continuously scan the web, including news articles, blogs, websites, and more, for any new content that matches the specified queries.

- Comprehensive Coverage: Google Alerts scours a vast amount of online sources, including news websites, blogs, forums, and even social media platforms. This ensures a broad coverage and allows users to receive notifications about relevant content from various online channels.

- Real-time Notifications: Whenever new content matching the specified search queries is detected, Google Alerts sends email notifications directly to the user's inbox. This enables users to promptly access the latest information without having to actively search for it.

- Brand Monitoring: Businesses can set up alerts with their brand name or specific product names to monitor mentions across the web. This allows them to stay informed about customer feedback, online reviews, and discussions related to their brand, enabling proactive reputation management.

- Competitive Intelligence: Users can also set up alerts for their competitors' brand names or industry-related keywords to keep track of their activities and stay informed about industry trends, product launches, or marketing campaigns. This helps businesses gather competitive intelligence and identify potential opportunities or threats.

- Customization Options: Google Alerts offers customization features, allowing users to control the frequency of alerts (e.g., daily or weekly), the sources to include or exclude, and the regions or languages for which they want to receive alerts. This allows users to tailor the alerts to their specific needs.

- User-Friendly Interface: Setting up and managing alerts is straightforward, requiring only a Google account. Users can easily modify or delete alerts as needed, ensuring they receive the most relevant and up-to-date information.


Google Alerts is a free service provided by Google. Users can create and manage alerts without incurring any costs. However, it's important to note that Google Alerts may not provide the same level of customization, depth of analysis, or real-time monitoring capabilities as more robust paid monitoring tools.


Having a thorough understanding of your competitors is essential for driving growth and staying ahead. The top competitive intelligence tools mentioned in this blog offer a range of features and capabilities to empower businesses in gathering valuable insights and making informed strategic decisions.

From tracking competitor news and social media mentions to analyzing website traffic, SEO strategies, and advertising campaigns, these tools provide the necessary intelligence to identify opportunities, mitigate threats, and refine your own business strategies.

Remember, competitive intelligence is an ongoing process. As market dynamics change and new competitors emerge, it is essential to stay vigilant and leverage the power of these tools to continuously monitor and analyze your competitors.

By gaining a deep understanding of their strategies, strengths, and weaknesses, you can position your business for success and drive sustainable growth in the ever-evolving business landscape.

Download a free competitive analysis template today

Note: The tools mentioned in this blog are for illustrative purposes only and do not constitute an endorsement or promotion. Please conduct thorough research and choose the tools that best align with your business requirements and goals.

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