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Pathmatics Blog

Competitive Intelligence Tools: 6 Ways to Improve Your Marketing

April 13 2018 by Ken Roberts
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Competitive intelligence tools are a must for digital advertisers, but everyone has the same big problem:

Mining and analyzing competitive data can be extremely time consuming.

Fortunately, there are many tools you can use to get a leg up on your competition. Below are six solutions to take your brand’s competitive intelligence efforts to the next level. (Bonus: All of these tools offer a free version!) 

1. Crayon

Crayon is a market intelligence tool that collects and analyzes data to help professionals make strategic decisions. The software uses artificial intelligence to track a brand’s online activity, and provides critical insights into their strategy, products and marketing. Crayon collects over 100 different types of data from more than seven million sources. 

The tool improves competitive intelligence efforts by supplying digital advertisers with: 

  • Organized data that allows you to prioritize, categorize, filter and sort.
  • Weekly custom reports from a Crayon market analyst who highlights trends and compiles data.
  • Collaborative features that allow you to send and share insights with your advertising team through PDFs.
  • Analytics reports that allow you to benchmark yourself against competitors.

Crayon also alerts you when your competitor makes even the slightest change to their campaign, allowing you to spend more time analyzing and acting on insights for your next campaign. 

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2. BuzzSumo 

BuzzSumo's free version allows users to discover top-performing content on social media related to your topic or domain search. For example: If you search for the domain, Pathmatics.com, Buzzsumo provides a list of the most shared content across Facebook, Twitter, LinkedIn, and Pinterest. It even shows you the exact amount of social engagements, shares and an evergreen score (a number based on total social shares and backlinks an article receives each month).

BuzzSumo also offers paid plans you can use to gather more in-depth intelligence of competing strategies. Some of the features include:

  • Unlimited searches to gather uncapped amounts of intelligence on competing domains, and topics.
  • Question analyzer compiles a list of the popular questions asked on forums, review sites, and ecommerce sites, like Amazon.
  • Facebook analyzer will explore top performing posts for any topic or page.
  • Content analysis reports help you understand what content works for different topics. This feature also allows you to analyze content type, length and popular domains.
  • Domain comparison reports that let you compare and analyze domains to benchmark your social performance.

Consider using BuzzSumo to plan out your next creative or social campaign. Use the insights collected by the marketing intelligence tool to identify successful strategies.

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3. iSpionage

iSpionage uncovers your competitors’ pay per click (PPC) strategy. You can use this tool to access your competitors entire keyword list, gather ad copy intelligence, and monitor the performance of their landing pages.

Want to write better ad copy? Use iSpionage to differentiate your online text ads and offers. You can save time by gathering intel on top performing copy, then take the next step and tweak it to really drive traffic.

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4. Open SEO Stats

Formerly known as PageRank Status, Open SEO Stats is a Google Chrome extension that allows digital advertisers to see how their competitors rank on the web.

This competitive intelligence tool lets you easily access SEO stats, web traffic states, site and page info, and page speed. Digital advertisers can use these measures to figure out why certain competitors are ranking higher, and adjust their approach accordingly. 

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5. Ghostery 

Ghostery makes all pixels and web tags visible on a website. These pixels drop cookies onto browsers and then track them across the internet. Using this tool, you can browse websites and have the ability to control whether or not you’re being tracked. You can also see what trackers and digital assets competitors are using.

For example: You can use Ghostery to find out if a competitor is using an analytics tool to track consumer behavior. This can help you learn more about how each of your competitors tracks their audience.

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6. Pathmatics 

If you’re looking for a competitive intelligence tool that provides users with actionable data and insights on thousands of brands, then you’ve come to the right place. 

Pathmatics can track your competitors ad spend across different devices and formats including desktop display, mobile display, desktop video, mobile video, native and social. We provide valuable insights into how much a brand is spending to advertise on different websites and track impressions generated from opposing creatives. Many top advertisers use Pathmatics marketing intelligence to gain insight on competitors’ strategy and improve planning and buying. 

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About Author
Ken Roberts

Ken Roberts has been immersed in marketing and technology for over a decade, merging creative strategies with the latest technology, to bring products together with the people who need them. With degrees in Engineering, Computer Science and an MBA, Ken’s background in product management, marketing, sales, analytics and technology lends to his ability to attack product challenges on multiple levels. Ken began his career developing software solutions for medical records before transitioning to marketing. Ken focused on building marketing departments and operating in-house agencies. Ken’s experience with digital platforms, internet based marketing, lead scoring and business intelligence, and reporting, as well as a keen market understanding, are a welcome addition to Pathmatics, only matched by a leadership philosophy that encourages high creativity and ownership from his team.

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