Wiki
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.
Start here: Market Intelligence Overview Consumer Insights Overview How to Evaluate Market Intelligence Providers
35 entries · Updated October 2026
Categories
- Foundations What market, competitive and consumer intelligence are, and where the data behind them comes from. 4 entries
- Metrics and methods The measures analysts read from e-commerce and social data, and the methods that produce them. 11 entries
- China channels and calendar The platforms that carry Chinese e-commerce and the shopping festivals that shape its year. 8 entries
- Data quality How complete, fresh, traceable and accurate market data is, and how to check each. 6 entries
- Choosing a provider How to compare, specify, test, price and buy market intelligence. 6 entries
Filters titles and definitions. or press Enter.
Foundations 4
What market, competitive and consumer intelligence are, and where the data behind them comes from.
- Competitive Intelligence Overview 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 Overview How consumer insights differ from raw consumer data, and the methods that draw them out of e-commerce reviews and social posts at scale.
- 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.
Metrics and methods 11
The measures analysts read from e-commerce and social data, and the methods that produce them.
- 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.
- GMV GMV is the value of goods sold through a channel before returns, cancellations and subsidies, a measure of throughput rather than revenue or profit.
- KOL and KOC Effectiveness A KOL is a professional creator and a KOC, a key opinion consumer, is an ordinary buyer who posts, and the two need different effectiveness measures.
- 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.
- Review Mining Review mining analyses product review text at scale to find what buyers value and what fails, which is the why behind a sales figure.
- 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.
- 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, such as a size, shade or colour. An SPU is the product grouping those variants. Counting at the wrong level skews conclusions.
- 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.
China channels and calendar 8
The platforms that carry Chinese e-commerce and the shopping festivals that shape its year.
- 618 Shopping Festival 618 is China's mid-year online shopping festival, named after 18 June, JD.com's anniversary, and now run by the main marketplaces for about five weeks.
- China's E-Commerce Calendar China's online shopping year by month, from the New Year goods season and 3.8 to 618, Qixi, Singles' Day and Double 12, with when each runs and its origin.
- Double 12 (12.12) Double 12 is China's online shopping festival on 12 December, begun by Taobao in 2011 for small merchants and now a year-end promotion after Singles' Day.
- Douyin E-Commerce Douyin e-commerce sells inside ByteDance's short-video app, where content creates demand instead of search meeting it, so its sales data is read differently.
- Singles' Day (Double 11) Singles' Day, or Double 11, is China's main autumn shopping festival, now a weeks-long pre-sale cycle that makes naive year-on-year comparison unreliable.
- Tmall Global Tmall Global is Alibaba's cross-border import marketplace, where brands based outside China sell to Chinese shoppers under the cross-border retail rules.
- Tmall, JD and Douyin: How the Channels Differ Tmall, JD and Douyin differ in why the shopper is there and in how their data behaves, so a brand's position on one channel predicts little about the others.
- Xiaohongshu Marketing Xiaohongshu is where Chinese consumers research products through peer content before buying elsewhere, so most of its value sits upstream of the sale.
Data quality 6
How complete, fresh, traceable and accurate market data is, and how to check each.
- 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 Data refresh frequency is how often a dataset is rebuilt from its sources, and it rests on four clocks, of which only effective freshness bears on a decision.
- E-Commerce Transaction Data E-commerce transaction data records what was bought online, which makes it precise about what it observes and silent about everything it does not.
- 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.
Choosing a provider 6
How to compare, specify, test, price and buy market intelligence.
- Build vs Buy Market Intelligence Building market intelligence in-house swaps a licence fee for engineering and upkeep, and the upkeep is the cost buyers most often underestimate.
- How 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.
- 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.
- 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.
No entries match “”
Try a broader term, or browse the categories and the full A–Z list.
All entries A–Z
Entries starting with 6
Entries starting with B
Entries starting with C
Entries starting with D
Entries starting with E
Entries starting with G
Entries starting with H
Entries starting with K
Entries starting with M
Entries starting with P
Entries starting with R
Entries starting with S
Entries starting with T
Entries starting with X
Need Market Intelligence for Your Category?
Get a sample of our market intelligence data — covering your category, your platforms, your markets.