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 October 2026
Featured entries
Market Intelligence Overview
Market intelligence defined: the four-pillar framework, how it differs from market research, and how brand, sales and strategy teams use it.
ReadConsumer Insights
How consumer insights differ from raw consumer data, and the methods that draw them out of e-commerce reviews and social posts at scale.
ReadHow to Evaluate Market Intelligence Providers
Five criteria for choosing a China or APAC e-commerce intelligence provider: platform coverage, SKU depth, panel vs census, history and cadence.
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Entries starting with C
Category Penetration and Repurchase
Penetration counts how many buyers a brand reaches and repurchase how often they return, and growth mostly comes from the first of the two.
Competitive Intelligence
What competitive intelligence covers in e-commerce, the sales, pricing and consumer data it draws on, and the questions brand teams use it to answer.
Consumer Insights
How consumer insights differ from raw consumer data, and the methods that draw them out of e-commerce reviews and social posts at scale.
Entries starting with D
Data Accuracy Benchmarking
Benchmarking tests a dataset against figures you already know to be true, and without that reference point accuracy is a claim, not a measurement.
Data Coverage and Completeness
Coverage is what a dataset contains at all and completeness is how much of it is captured, and the gaps in both are systematic rather than random.
Data Provenance and Due Diligence
Provenance is the chain from raw observation to published figure, and due diligence tests it through sourcing, method history and restatement policy.
Data Refresh Frequency
How to evaluate a vendor's data refresh frequency: the four clocks behind "fresh" data, and how to match the cadence to the decision it serves.
Douyin E-Commerce
Douyin e-commerce sells inside China's short-video app, where content creates demand instead of search meeting it, so it is measured differently.
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Market Intelligence Data Sources
The raw inputs behind market intelligence, from marketplace observation and consumer panels to surveys and social data, and the blind spot of each.
Market Intelligence Overview
Market intelligence defined: the four-pillar framework, how it differs from market research, and how brand, sales and strategy teams use it.
Market Intelligence Platform Comparison Criteria
The criteria marketing and brand teams can use to compare competitive intelligence platforms side by side, and how to weight each before any demo.
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 sets what growth costs.
Market Intelligence RFP Checklist
The RFP questions that separate market intelligence vendors, on coverage, estimation method and use rights, asking what they can show, not assert.
Entries starting with P
Panel vs Census Data
A panel weights a recruited sample of buyers up to a population and a census counts everything inside a boundary, so the two measurements fail differently.
Price Band Analysis
Price band analysis splits a category into price ranges and reads each separately, showing where value concentrates in a way an average conceals.
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Sample Data Verification
What to ask for, what to test and what should rule a vendor out when you verify sample data before buying a market intelligence dataset.
Sentiment Analysis
How sentiment classifications are produced from review and social text, where they go wrong, and what makes a sentiment dataset worth trusting.
Share of Search
Share of search is a brand's share of category search volume, an early demand signal that often moves before sales and is cheap to measure.
Share of Voice
Share of voice is a brand's share of category conversation, and both the scope you choose and its link to share of market change what it tells you.
Singles' Day (Double 11)
Singles' Day, or Double 11, is China's largest shopping festival, now a weeks-long pre-sale cycle that makes naive year-on-year comparison unreliable.
Social Listening
What social listening captures that reviews and surveys miss, and how it is used in brand research, campaign measurement and early 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.
Entries starting with T
Tmall vs JD vs Douyin
Tmall, JD and Douyin differ in shopper intent, category strength and how their data behaves, so a brand's position on one predicts little elsewhere.
Trend Forecasting
How e-commerce trend forecasting works: the kinds of trends that emerge, the signals that surface them early, and how it differs from reporting.
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