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Competitive Analysis
Competitive Analysis -
TrendIQ's Competitive Landscape Analysis Platform
Competitive Analysis is a
broad term that can mean many things and cover a lot of territory.
However, at TrendIQ, we define the term Competitive Landscape Analysis to
mean a comprehensive look at a set of companies (or relevant parts of companies)
that directly compete. To provide such an analysis we use our data
collection, storage, and analysis routines to produce visual images that
portray the information in quickly digestible ways. The navigation
bars above (and left below) and the summary below provide links to see the various
elements that can be combined into a comprehensive analysis of a
competitive group.
TrendIQ's Strategic Radar is a
method of examining a set of specific factors of interest across all companies -
determining the relationship of these factors to each company in
the analysis, and how those relationships are changing over time.
Factors can be any item of interest - like product
features, sales tactics, personnel policies, etc. Click
the
Strategic Radar
link to see more information and graphics.
Market Share is typically measured
by the revenue (or product count) consumed by a homogeneous group of
customers for a particular product. Companies have trouble
understanding the market share for their own products - let
alone competitors. Another problem with market share is
that by the time the data is gathered (or a report purchased)
the data is too old to be very valuable for real-time decision making.
TrendIQ solves these problems by pulling Inferred Share
from Internet Text. Inferred Share uses the principal that
the Internet mirrors world happenings. In a separate
study, TrendIQ has shown a 94% correlation of this approach to
actual share. Click the
Market Share
link to see more information and graphics.
Buzz is often mentioned as a way
of sizing the attention a company is getting. Normally,
people are referring to a qualitative feeling about a company or
thing. TrendIQ quantifies that buzz by measuring amount of
content on the Internet about a company or subject and showing
how that content is changing over time. This
approach is valuable to pinpoint strategic moves of competitors
and a variety of other business applications. Click the
Buzz Trends
link to see more information and graphics.
Sentiment Scoring
(or Measurement) is TrendIQ's methodology for showing how people
feel about a subject and how those feelings are changing over
time. Sentiment Scores are expressed as a ratio of
Positive Content divided by Negative Content. These
measurements are taken by software-reading the relevant text on
the Internet and making judgments as to whether the individual
content elements are positive or negative. Click the
Sentiment
Scoring link to see more information and graphic
examples.
Companies have
relationships. Sometimes they are related by virtue of
showing up in the same space to sell a like service to a
customer where they compete. Sometimes they partner to
better serve a customer. Sometimes they do both.
TrendIQ measures the strength of the relationships between
companies by observing how often they are discussed together on
the Internet. Even more valuable however, is access to how
these relationships are changing - trends - which TrendIQ also
provides. Click the
Relationship ID
link to see more information and graphic examples.
Companies use
size measurements to understand the strength of competitors so
that various strategic and tactical decisions can be more
appropriately made.
Size measurements that are common include: revenues, employees,
assets, market capitalization, etc. However, with the
Internet emerging as the #1 source for buyers seeking
information - Companies need to understand the size of their
presence on the Internet and that of their competitors.
Click the
Presence Sizing
link to see more information and example graphics.
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Competitive Analysis
