Context and issues

Carrying out a market study allows companies to know themselves better (market, competitors, customers...) and thus, to reduce their risks. This work of collecting and analyzing information aims to identify the characteristics of a market and to understand its functioning.

In addition to having a clearer vision of your environment, the market study will allow you to make the best strategic choices while allowing you to gain in efficiency thanks to your good knowledge of the market.

In fact, a market study is often a set of pages with figures and graphs, not always readable and understandable. Decision-makers can therefore opt for BI software to make reading this strategic document more efficient and easier.

By the way, what is Business Intelligence?

Business Intelligence can be defined as the set of tools and methods that aim to transmit relevant information to company managers. Its goal is to help them understand their environment and to support them in their strategic decision-making.

BI makes it possible to analyze data more easily and to render it in a more accessible and intuitive form: reports, dashboards, maps, etc. It is a dynamic tool that makes it possible to illustrate data using graphs or clickable tables. This opens up new analysis parameters for decision-makers.

Case Study: The Professional Vehicle Market

One of our clients from the automotive sector contacted us to measure its penetration rate by market. Thanks to the BI tool set up, each market segment (SUV, Crossover...) can be analyzed very precisely. The penetration rate is modified for each selected criteria.

By refocusing on certain geographical areas, company sizes or sectors of activity, we can see that there is over- or under-penetration of a particular target. Thanks to this, the targets are more precise, the messages are more personalized and the marketing campaigns are more effective. This is a first step in the ultra-personalization of marketing without having to implement an artificial intelligence solution.

Cleaning up data, a BI imperative

Without going into details, the most challenging part is to clean up the data so that the tool is efficient. In this context, we play a role of accompaniment with our customers in the whole data chain:

Data collection
Targeting and enrichment of the study base: cleaning of files, reconciliation and data extraction.
Creation of graphic content: data analytics, i.e. creation of graphics, descriptive statistics, data visualization.