The Information Age Has Come Of Age

Competitive Intelligence

In today’s competitive environment, what you know is as important as when you know it. A myriad of factors affect a decision to stay in or change the game. Where can this valuable, yet elusive marketing intelligence be found?

NSI extends their online expertise to offer insightful consulting on how brands use the Internet as part of the sales cycle. Our IQi program – an online brand assessment – will point out where clearing up usability and clarity issues on your site can increase session times and turn shoppers into buyers.

NSI provides a myriad of research services such as our Mystery Shop service. Activated through telephone, Internet and in-person shoppers, each program provides our clients direct access to the customer experience.

NSI’s MarketSpy provides highly sought-after advertising intelligence data that can be used to evaluate strategic or under-performing markets, or measure consistency of brand and local advertising messages, or review competitive brand and product segments, or... you get the picture. The advertising share of voice (SOV) and competitive ad share reporting gleaned from NSI’s MarketSpy can take your marketing research strategy to the next level.

For more information, contact us.

Case Study

With NSI’s MarketSpy Service, Macy’s Gains Critical Knowledge of Competitive Selling Environment

Macy’s marketing initiatives, both long-term and tactical, are guided by “what you know” as opposed to “who you know.” And NSI provides the “what” through its proprietary MarketSpy Competitive Intelligence service.

The customized program for the mega-retailer includes a password-protected Web site where corporate decision-makers access competitive ad tracking in Macy’s top markets for key competitors. The site’s functionality includes viewing the actual ad creative, plus a searchable database that details key ad features such as newspaper section, event/promotion, ad size, department and promotional driver.

On-demand reporting includes share of voice comparisons, computed either by ad space or expenditure, for retailer, market, department or event. In addition, NSI provides printed monthly reports of all advertising for selected markets and retailers.

Whether deciding what type of savings pass to include in the next credit card statement or which home items to feature in the Fall Midwest circular, the Macy’s stakeholders can utilize the resources of NSI’s Competitive Advertising Intelligence program for actionable data and reports to make informed, strategic decisions.