Case Study: Competitive Insights on Personalized Marketing Companies
Updated: Dec 8, 2019
Problem A head of sales (CRO), at a post-series C growth stage Personalized Marketing company, would like to develop a deeper understanding of the competitors. Some of his key questions were:
How should I look at competition - direct competitors (offering same capabilities) and not so direct (offering somewhat similar capabilities)?
What capabilities do they offer?
How do they position in the market?
The CRO hears about the StatsLateral product through his professional network and he signs up as a beta user. He refers to a Gartner report published in 2015 on Digital Personalization Engines, which has not been refreshed for over 2 years. After signing up on StatsLateral, the user is able to:
View a list of competitors from the Gartner's report and other public sources of information, and selects the most relevant companies for competitive insights
Reviews a detailed list of capabilities offered in the market and runs a comprehensive StatsLateral analysis on 27 companies and over 25 capabilities
Simply clicks a button to generate competitive insights for the selected companies and capabilities
Results Within a few minutes, the head of sales is able to generate insights on 27 direct and in-direct competitors with over two dozen capabilities:
Three competitors seem to have deeper capabilities for "Personalized Recommendations", which is the core capability of his company
More than 50% of the competitors are offering "Artificial Intelligence" and "Machine Learning" based capabilities, hence diluting AI-based positioning in the market. Only two competitors offer "Deep Learning"
The least addressed capabilities across the competitors are: Personalization platform, Individual Personalization, E-commerce Personalization and Retargeting Personalization
Some of the competitors offer channel-specific specialization:
Four in "Email Marketing"
Six in "Social Media"
Two in "Mobile Marketing"
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