IntentSonar

IntentSonar is the solution developed by ByTek to performe competitive analysis

IntentSonar is the solution developed by ByTek to performe competitive analysis through search engines.

IntentSonar uses data provided by search engines to determine, through the use of artificial intelligence algorithms, the perception and positioning of a brand compared to its competitors. This information is fundamental for designing companies’ digital strategies and for successfully managing digital advertising activities.

IntentSonar can be integrated with TrendSonar to obtain an overall view from a digital perspective, which is essential for identifying strategic opportunities and defining company directions.

Data sources and solution

IntentSonar analyses online search data from various sources. The main sources are Google Keyword Planner, Google Suggest, Google Trends and Google Search Console. In addition to these sources, and depending on the customer’s needs, search information from Amazon and YouTube can be added, as well as web site internal search information from Google Analytics and search logs.

Smart intent analysis is developed in stages:

  1. In agreement with the client, an initial set of keywords suitable for describing the product or company under analysis is identified. This initial set, through the tool, is expanded in order to identify a keyword set large enough (on average 300,000 keywords) to represent all the possible declinations of the searches made online, in a given period of time, on the subject under analysis. In this phase, in addition to the search queries, the relative monthly volumes are extracted (for a period of time never shorter than 12 months). This activity is repeated for all countries of interest.
  2. The database thus obtained is enriched by assigning each keyword a category and a search intent. This results in search clusters made up of keywords that are homogeneous in terms of intent. This classification operation is carried out using NLP (Natural Language Processing) algorithms, which make it possible to analyse large quantities of data in a very short time, while maintaining high accuracy (average classification accuracy of 0.98).

Type of analysis

The enrichment of the source data allows the development of different analysis trajectories.

At the individual market (country) level IntentSonar provides:

  1. Static analysis of user interests with respect to specific search clusters. This analysis is used to identify the main search clusters in terms of complex volumes;
  2. Dynamic analysis of user interests with respect to specific search clusters. This analysis identifies clusters with high growth trends and the seasonality of searches for each cluster.

IntentSonar also provides cross-country insights that are able to detect similarities in searches in terms of search types, seasonality and trends. This type of analysis allows the aggregation of different countries or regions into similar groups and thus enables the efficiency of communication and advertising actions.

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