What is Marketing Intelligence? (And How Much Do You Have?)

If you do a search for “marketing intelligence,” unsurprisingly, you’ll find quite a variety of definitions.

Unsurprisingly again, when you talk to marketing people about how they practice marketing intelligence (if they do at all), the answers are all over the place.

I’m not suggesting every company needs to be in the same place when it comes to marketing intelligence. However, I am suggesting your company should take a hard look at the degree to which you gather and apply marketing data, and then, crank it up a notch.

To my first point, the definition of marketing intelligence goes something like this:

Marketing intelligence is the data—and the process of using it—to guide marketing decisions.

Marketing intelligence is the data—and the process of using it—to guide marketing decisions. Click To Tweet

And to my second point, when you have better intelligence—and then apply it—you’ll become a more effective marketer. It all sounds so simple. Of course, it’s not.

I dug deep into different types of marketing analytics when working with Alexa to create the guide, How the Pros Turn Marketing Analytics into Effective Marketing Strategies. The eBook, published here, features insightful interviews with five experts.

Fascinated by the topic, I continued on my trek aiming to assess the various degrees to which marketers are gathering, analyzing, and applying the data they produce to raise their game. I gathered a lot of interesting data and insights and present them here with the infographic, 3 Degrees of Marketing Intelligence.

Take a look and consider where your company stands.

marketing intelligence infographic

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