Market Research and Competitive Analysis
Market opportunity discovery, analysis and planning
Based on the EdifyGroup’s proprietary web mining and competitive web
presence analysis, the EdifyGroup has a unique methodology for
generating and categorizing the value and opportunity of Internet
search terms. Mining key words and phrases in use on the web in
online forums, search engines, pay per click ads, and competitor web
sites, the EdifyGroup develops a “market quadrant” view of key words
for clients, which identifies the magnitude and value of key words.
The EdifyGroup MarketQuadrant™ report breaks down key words into
mainstream key words, emerging key words, niche key words and
generic key words. The MarketQuadrant™ report also shows where
competitors have search engine marketing strength, and identifies
the competitors for key words, so clients can best position their
offering to conquer competition. When combined with a client’s
objectives, the EdifyGroup’s analysis balances the cost of key word
relevance to the type and magnitude of opportunity each key word or
phrase represents to a company. The EdifyGroup’s insight allows it
to identify and exploit the best standalone pay per click (eg.
Google AdWords, Overture) campaign lead generation opportunities, or
to combine these with other lead generation opportunities to provide
the highest number of quality leads for the least amount of money.
In combination, the EdifyGroup uses its proprietary web mining
tools, FocusedSite™ offering, provocative online forum dialogue and
pay per click campaigns to first identify the most successful
messages, search phrases, and online forums to develop highly
refined and topical lead generation campaigns. Through iterative
trials the EdifyGroup optimizes each facet of the campaign to
optimize it to maximize lead generation performance for its clients.
Web mining and analysis for trends, and data to gain insight and
advantage.
There is a wealth of information available on the Internet, and
everyday even more information is generated, and made available on
the web. While the Internet is an excellent place to get specific
answers, more importantly to marketers, it contains significant
competitive, market and market trend information. Web mining and
analysis can be used to capture address and venue information to
feed marketing campaigns, form market views identifying competitive
strengths, weaknesses, opportunities and threats, and construct and
test market messages. The EdifyGroup has developed proprietary web
mining tools and practices to help its clients gain unique insights
that help them better identify and capture market opportunities.
Utilizing automation to first locate information of interest, the
EdifyGroup creates custom programs to make information capture and
characterization cost effective and fast where the amount and type
of data warrants the effort, and uses manual data collection where
automation investments are impractical.
The EdifyGroup combines both automated and manual data capture and
analysis together to generate reports for clients as part of it
standard offering, or on a customer basis to serve unique customer
needs. This combination of manual and automated data collection
results in insightful cost effective comprehensive reports for our
clients. The EdifyGroup invests in this area on a speculative basis
to find leads and opportunities for itself, giving the EdifyGroup
experience and market specific data in markets where we have no
customers. This continued investment expands and hones our tool sets
and methodologies.
