So What Is Market Intelligence? In its broadest sense, Market Intelligence is the capturing of information relevant to a company’s markets. In a more practical context, it is the gathering, analysis, and dissemination of information that is relevant to the market segments your company participates, or wishes to participate in.
The third-party or in-house data sources market intelligence platforms pull from can include web analytics, business intelligence, SEO tools, contact center software, and sales enablement software. News outlets and press releases can be a source of market intelligence as well.
While there is no set plan for how companies should gather market intelligence, many do so by performing various forms of high-level analysis. Ajith Sankaran, senior vice president of market intelligenceat Blueocean Market Intelligence , said companies often forget that customers are a potential source of data.