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Hase und Igel
Hase und Igel

Competitive Analysis

You Don't Become a Winner by Chance

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Analyzing Your Opponent is Part of Every Professional Sport.

Knowing the strengths and weaknesses of your opponent increases your chances of winning. It is the same with competitor analysis in the market. Study your competitors’ strategies, learn from their mistakes and successes, avoid hopeless battles and discover gaps in their defenses. Big Data & AI make competitive analysis easier than ever.

Competitive Analysis with NEUTRUM:
What is it?

Our competitive analysis includes both quantitative (numbers, data, facts) and qualitative (perception, position, arguments) aspects. The quantitative aspects include your competitors’ business figures, their advertising budgets (and how well they work), how many jobs they advertise (and how quickly they fill them), and their resonance in the market – how many people come to their websites, how many search for them, how many talk about them. The qualitative aspects include how competitors are rated by customers and employees, how strongly target groups associate them with issues such as innovation or sustainability, and what comes to light about investment plans or potential difficulties. Not sure if you know all your competitors? Our solutions also support you in scouting!

NEUTRUM Applications for Competitive Analysis

Traffic und Werbung im Wettbewerb
NEUTRUM

AI Targeter

In the Right Place at the Right Time

On which channel and when do I optimally address my customers? And where is the competition? Discover it with the AI TARGETER:

  • Best Sales & Marketing Intelligence Tool (Stevie Awards 2022).

  • Contextual & Semantic Targeting without Cookies

  • The right content on the right channel at the right time

  • Including competitor & advertiser analysis

B2B Client Finder
NEUTRUM

B2B Client Finder

What makes a customer the best customer? And where can I find more of them? The B2B CLIENT FINDER is your dating coach for companies:

  • Find optimal leads with digital twin

  • Determines the drivers for customer value and closing rate

  • Automatically finds the B2B target customers that match them

  • Delivers an evaluated lead list without buying from address marketers

Themennavigator
NEUTRUM

Topic Navigator

How does my target group see the topic? Which camps exist in the market? The TOPIC NAVIGATOR shows you the way to the best positioning:

  • Best Content Analytics Tool (Stevie Awards 2022 and 2023)

  • Your map of what the market is really interested in – and in which context

  • Reveals what activates and emotionalizes

  • Shows how brands and people are positioned

What does Competitive Analysis do for me?

  • Identify your most important competitors and their strength on the market
  • Assess precisely how they are perceived on key issues in the market – also in comparison to your company
  • Identify with which bugdets, from which countries and through which channels they attract interested parties
  • Discover strategies, strengths and weaknesses from sales to recruiting
Your competitors are also your partners: You don’t have to repeat mistakes they have already made. Bidding against their greatest strengths is rarely useful. And their weaknesses are your greatest assets. Win more cleverly by correctly assessing your competitors.

Success Stories

büromöbel

The Game Mastered

The well-known company is very strong in office chairs and executive chairs. However, the greatest market growth – with particularly attractive margins – is in the gaming chair submarket. With the options available to the company, it’s not too difficult, in principle, to develop a good offering for gamers.
Read this Story
. Attack the Competition precisely

Attack the Competition Precisely

To achieve rapid success, a manufacturer of document management systems wants to understand how its competitors operate before entering a new product segment: what strategies they pursue, which channels they are present in, and what budgets they operate with. Hase & Igel helps them attack with the right tools.
Read this Story
Screenshot Data-Driven Comeback

Data-Driven Comeback

A TV furniture manufacturer has fallen into crisis. The restructuring consultancy uses tools from Hase & Igel to identify promising niches in the market based on market and competitor data. With a radical focus on high-potential products and a partial reorientation of customer target groups, the company’s future is secured.
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bmö

Added Value for Members

The event business is an important pillar for member acquisition for associations – and a good source of income. This is also the case for the Federal Association for Materials Management, Purchasing and Logistics in Austria (BMÖ). With Hase & Igel, it proactively determines topic interest and the optimal marketing mix for its events.
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foerdertechnik-conveyer-belt-5

Market Development with AI

With Hase & Igel’s analysis tools, the industrial company identifies and develops new markets for its product range. Within twelve months, it finds the right countries, industries and use cases, understands the needs and scouts attractive target customers. In this way, we succeeded in growing profitably despite declines in our core segments.
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Screenshot

Electrifying Development

In China, it is one of the big players in the booming electric car market. Now the manufacturer is planning to enter Western markets – with a focus on corporate fleets. For this, the company wants to understand the trends on the customer side: what are the decisive motives of fleet managers to opt for electric cars, which topics, channels and search terms are becoming more important in this context. 
Read this Story

Competitive Analysis

à la NEUTRUM – that's how we do it …

  • Instead of interviewing experts or cramming financial statements, we use many different sources to collect AI-supported data on demand for competitors, their public perception, and their advertising behavior and budget… as well as available company data, of course.
  • The “data pots” we tap into in this process include, for example, searches, media articles (including social), websites, placed advertising and job ads, company databases, user flows on the web, e-commerce portals, etc.
  • Because our AI also specializes in analyzing qualitative data, we can automatically investigate aspects of content – for example, what arguments a competitor is relying on in its communications, or whether there is information about where it will invest next.
  • Because our AI also specializes in analyzing qualitative data, we can automatically investigate aspects of content – for example, what arguments a competitor is relying on in its communications, or whether there is information about where it will invest next. Because we map almost all actions in many digital channels, we can draw from a very broad database. So even analyses for niche products or regional markets are no problem.
  • Because we use behavioral data that has already been accumulated, our solutions produce results in the very short term – and we can also look far into the past.

And how do I get my Competitive Analysis now?

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1 Appointment

Get a non-binding appointment right now, where we can discuss your concerns together. This way we will find the optimal selection (and if necessary combination) of our tools for you and can create an offer.

2 Setup

If you give us the go-ahead, we will set up your solution and either provide you with the software that you can use to perform the analyses yourself, or deliver the collected and analyzed data to you in the software.
kitargeter x
kitargeter media x

3 Conclude & Analyze

Our solutions support you in drawing conclusions and decisions from the analyses. But we are also available to you personally as experienced sparring partners – everything is possible, nothing is mandatory.

Frequently
Asked
Questions

  • My competitors won’t give away their data voluntarily – how will you get hold of it?

    Oh yes, they do – usually without even realizing it. Companies that move in the market leave data behind like footprints with every step they take. Customers have heard about them and Google them. Customers, employees, journalists write about them in media, to which prospective customers in turn respond. Advertising and job ads they place are public anyway and budgets are calculable. Offers in e-commerce are public and where there are sales ranks, inventories or similar , sales are also at least roughly traceable. And of course, companies have to submit balance sheets. And so on and so forth. The data is always there – it’s just a matter of finding all these different tracks and bringing them together to see the patterns in them and to see the forest instead of just the trees.

  • What if I don’t know who my competitors are?

    Don’t worry, our solutions will find that out for you if you want. There are several ways to do this: which companies are found on Google for the same product/service areas? Which ones are mentioned in (trade) media or by customers (e.g. in reviews)? Who is placing ads on the same sites for the same audience? Etc. – Just contact us and we will show you the possibilities!

  • Is the competitive analysis with you a consulting project or can I do it myself with your tools?

    You can definitely do it yourself with our tools – that’s what they are for 🙂
    The right tool selection, the right combination and the optimal setup depend on what you want to find out and in what depth and breadth. We will work it out together in a free initial consultation.
    Then you can decide for yourself whether we only provide you with the tools and you start the analyses yourself (Software as a Service), or whether we collect the data for you with the tools and hand them over to you with the results (Data as a Service).
    Of course you can also get inspired by the case studies on this page and directly order the tools you are most interested in – we don’t impose our consulting on you 🙂

  • How much does a competitive analysis cost?

    Oh dear, there it is – the question of all questions. And you already guessed the answer: It depends. It’s a stupid answer, we know. But that’s the way it is. Basically, it can be anything from a low four-digit to a medium  five-digit number. The drivers for costs are:

    • How many competitors do you want to investigate? And how differentiated (e.g. by product category, etc.)?

    • How many countries or regions should be analyzed separately?

    • How deep do you want to zoom in? Do you only need the numbers, data, facts – or do you also want to analyze in more detail what, for example, the 51 most successful advertising arguments of the competitors are or what their customers criticize most about them?

    • Do you operate the tools yourself, or should we do it for you and upload the results directly?

    These are the questions we will clarify with you in a free initial consultation. Arrange it now!

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Competitive Analysis
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