Market Intelligence Wiki
In-depth entries on the concepts, components, and evaluation criteria behind market intelligence, consumer insights, social listening, and competitive analysis in e-commerce.
31 entries · Updated
Featured entries
Market Intelligence Overview
Defines market intelligence as a discipline — the four-pillar framework, how it differs from market research, and how teams in different functions use it.
ReadConsumer Insights
What consumer insights are, how they differ from raw consumer data, and the methods used to extract them from e-commerce reviews and social posts.
ReadHow to Evaluate Market Intelligence Providers
A vendor-neutral checklist for procurement teams: the five criteria that separate signal from noise when evaluating market intelligence platforms.
ReadC
Category Penetration and Repurchase
Penetration is how many buyers a brand has; repurchase is how often they come back. Growth almost always comes from the first, and confusing the two sends investment to the wrong place.
Competitive Intelligence
What competitive intelligence covers in e-commerce, the data streams it draws on, and the questions it answers for brand and product teams.
Consumer Insights
What consumer insights are, how they differ from raw consumer data, and the methods used to extract them from e-commerce reviews and social posts.
D
Data Accuracy Benchmarking
Data accuracy benchmarking tests a dataset against something independently known to be true. Without a reference point, "accuracy" is a vendor claim rather than a measurement.
Data Coverage and Completeness
Coverage is which platforms, categories, geographies and periods a dataset contains at all. Completeness is how much of each it actually captures. Gaps in both are systematic, not random.
Data Provenance and Due Diligence
Data provenance is the documented chain from raw observation to published figure. Procurement due diligence tests that chain: sourcing basis, methodology history, restatement policy and auditability.
Data Refresh Frequency
Data refresh frequency is how often a dataset is rebuilt from source. It is one of four clocks — collection, processing, publication and effective freshness. Match it to the decision cycle.
Douyin E-Commerce
Douyin e-commerce is selling inside China's short-video platform, where demand is created by content rather than met by search. It behaves and is measured differently from marketplace commerce.
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Market Intelligence Data Sources
Market intelligence data sources are the raw inputs behind a dataset: marketplace observation, retailer feeds, consumer panels, surveys, social corpora and trade records. Each has its own blind spot.
Market Intelligence Overview
Defines market intelligence as a discipline — the four-pillar framework, how it differs from market research, and how teams in different functions use it.
Market Intelligence Platform Comparison Criteria
The dimensions on which market intelligence platforms genuinely differ — sources, coverage, refresh cadence, provenance, granularity, history and fit — and how to weight and score each side by side.
Market Intelligence Pricing Models
Market intelligence is priced by scope, seats, modules or usage, and the model matters more than the headline figure because it decides what expansion costs you later.
Market Intelligence RFP Checklist
A market intelligence RFP should ask what a vendor can demonstrate, not what they can assert. The questions that discriminate are about coverage boundaries, estimation method and use rights.
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Panel vs Census Data
A panel measures a recruited sample and weights it to a population; a census measures everything within a boundary. They fail in opposite directions — sampling error against coverage gaps.
Price Band Analysis
Price band analysis splits a category into price ranges and measures each separately. It reveals where value concentrates and where a brand can compete — which a category average conceals entirely.
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Sample Data Verification
Defines sample data verification as the procurement-stage discipline of evaluating market intelligence datasets before purchase — what to ask for, what to test, and what disqualifies a vendor.
Sentiment Analysis
The methodological core of consumer insights — how polarity classifications are produced from text, where they fail, and what makes a sentiment dataset trustworthy.
Share of Search
Share of search is a brand's share of category search volume over a period. It is an early demand indicator that often moves before sales, and it is cheap to measure consistently across competitors.
Share of Voice
Defines share of voice as a brand-perception metric — how it is computed across different scopes, why scope choice changes the answer, and the relationship between share of voice and share of market.
Singles' Day (Double 11)
Singles' Day, or Double 11, is China's largest annual shopping festival, held on 11 November. It has become a multi-week pre-sale cycle, which makes naive year-on-year comparison unreliable.
Social Listening
What social listening is, what it captures that reviews and surveys miss, and how it is applied to brand research, campaign measurement, and trend detection.
SPU vs SKU
An SKU is one sellable variant — a specific size, shade or colour. An SPU is the product it belongs to, grouping its variants. Counting at the wrong level is a common source of wrong conclusions.
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Tmall vs JD vs Douyin
Tmall, JD and Douyin are China's three main e-commerce channels. They differ in consumer intent, category strength and data behaviour, so a brand's position on one predicts little about another.
Trend Forecasting
The fourth pillar of e-commerce market intelligence — what kinds of trends emerge, the signals that surface them, and how forecasting differs from after-the-fact reporting.
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