Competition monitoring is a component of marketing intelligence, allowing clients to keep track of competitor's activity in public information sources. In addition to complete texts of relevant articles, we offer digests of competitor's major news, new product releases, branch openings and financial reports.

The reporting can be done with different frequency: daily, weekly or monthly. Report templates are developed individually for each client and can be modified at any time later.

Competition monitoring also helps identify competing companie's future activities, including seminars, exhibitions and marketing campaigns. As part of a monitoring report we can offer elements of analysis not only covering main subjects of the coverage but also its tone.

Monitoring of competitors’ PR efforts is a complex process involving numerous parameters, including the following main characteristics:

• Coverage rating – the amount of coverage given to the company/brand clearly shows the level of its PR activity; characterizes both current activity and trends in the competitor’s marketing policy;
• Performance evaluation – measures the amount of coverage initiated by the competitor (by a press release or a PR campaign); another important parameter is the quantity of references to the competitor’s representatives.
• Tone of coverage (positive/neutral/negative) – the emotional tone of coverage given to the competitor is very important.
• Media type – the type, specialty and quality of publications covering the competitor can directly or indirectly characterize the quality of his PR efforts and importance he attaches to it.
• Media Outreach – measures the number of people who read a magazine/newspaper, watched/listened to a TV/radio show or visited a website covering a company/brand.
• PRValue, ADValue, Advertising Value Equivalent, AVE – any coverage of the company has a certain advertising equivalent; the space or time used by the media to cover the company transforms into the value of advertising in a same-size space/time lot; positive and neutral coverage has a positive and neutral PR Value and negative coverage has a negative PR Value.
• Share of Voice (SOV) – share of the company’s coverage; coverage rating measured in percentage.
• Subject of coverage – the context, in which the company/brand is covered.