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Brand intelligence, similar to business intelligence, is the collective information a company gathers related to customer sentiment and emotion about the brand. After collecting data from various sources, companies use brand and product intelligence tools to analyze the data and derive actionable insights to predict customer behavior and drive performance through improved customer satisfaction, customer experience, and customer loyalty.
In this article, we’ll review brand intelligence in greater detail and share tools and tips for putting brand intelligence to work for your business and brand identity.
Brand intelligence is the collection and analysis of data related to customer sentiment and customer emotion about the brand. The term can be used to describe the actionable information gleaned through analysis or to describe the brand intelligence process, which involves:
Brand intelligence comes from any platform where consumers are communicating their thoughts, feelings, and brand experiences related to your business, such as:
Brand intelligence offers several valuable benefits to companies that utilize it effectively, including:
These are just a few of the biggest benefits you can gain by implementing business intelligence.
Brand intelligence solutions and tools come in several forms. Here’s a look at some of the types of tools that can be utilized for business intelligence processes.
Brand intelligence offers deep insights into customers’ needs, wants, and behaviors, empowering companies to predict behavior and take action to drive positive business results. It’s a powerful tool to drive business performance and improve a brand's reputation in the modern omnichannel world.
Product intelligence is a type of brand intelligence focused on how customers think and feel about a specific product, which impacts their overall perception of the brand. For example, a SaaS company may utilize product intelligence to identify the most-used features or the features that result in the most customer service inquiries. A smartphone manufacturer uses product intelligence to identify the most common ways customers use their devices and what characteristics customers value most, such as a large screen size or a high-quality mobile camera. This form of artificial intelligence is also used to test new features before rolling them out to all users and to identify features of a competitor’s product that users love most.
Competitive brand intelligence is a form of brand intelligence that gathers and analyzes data related to not your brand, but your competitors’ brands. These insights are incredibly valuable for informing decision-making on marketing campaigns, customer service offerings, product features, new product innovations, and other factors that can give your brand a competitive advantage.
CallMiner is the global leader in conversation analytics to drive business performance improvement. Powered by artificial intelligence and machine learning, CallMiner delivers the industry’s most comprehensive platform to analyze omnichannel customer interactions at scale, allowing organizations to interpret sentiment and identify patterns to reveal deep understanding from every conversation. By connecting the dots between insights and action, CallMiner enables companies to identify areas of opportunity to drive business improvement, growth and transformational change more effectively than ever before. CallMiner is trusted by the world’s leading organizations across retail, financial services, healthcare and insurance, travel and hospitality, and more.