Ellie Merman introduces a six-step process for building an AI-fueled competitive intelligence strategy. She highlights the common struggle companies face in gaining external visibility compared to their internal data. The strategy involves identifying direct, indirect, and aspirational competitors, mapping their digital footprint across various platforms, and leveraging AI to track and analyze competitive changes in real-time. The analysis includes evaluating the meaningfulness, importance, and impact of competitive shifts. Finally, the strategy emphasizes continuous updates, deep dives into competitor products, and measuring results using a combination of metrics to assess the holistic impact of competitive intelligence on the business.
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