Identifying growth potential through data and marketing intelligence

Identifying growth potential through data and marketing intelligence

14 March 2022

Data is at the core of what we do and working with experts in the field is such fun.
One of these experts is Patricia Gillner, she is Consultant Growth in my team and recently published her first book as part of the “BestMasters” series of the Springer publishing house. They honor master’s theses that were awarded the highest grade and were created at renowned DACH universities.

In her case study work she analyzed the German cooking box market and developed various strategies for Marley Spoon which could help to position them successfully in the German meal kit industry long term.

As part of an integrated market and competition analysis and using various analysis methods, the initial situation in the target market and the competitors are discussed in her book to gain in-depth knowledge of the industry. Based on the proposed strategies, she developed exemplary competitive intelligence (CI) use cases. It is great inspiration how she designed and implemented suitable CI products along the intelligence cycle.

As companies find themselves under constantly increasing competitive pressures in times of digitization and globalization, Patricia developed insightful exemplary dashboards that help monitor Marley Spoons competition. These dashboards are great inspiration for other companies as well. Measuring one’s online marketing activities is becoming increasingly important to understand market positions in one of the most important marketplaces: the Internet.

With her work she demonstrates her deep understanding of the techniques and methodologies which she uses as well in her day-to-day job supporting our customers with their business challenges.

The Web continues its journey as an increasingly important marketplace for goods and services. This is shown in exponential growth of e-commerce sales in Germany for years. Therefore, it would make sense for companies to continuously monitor the online marketing measures of the competition with the help of intelligence products, such as the developed dashboards, and to derive promising potential for their own company from them.

If you are now curious about the great insights in Patricia’s book, it is available here:

Identifying growth potential through data and marketing intelligence
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