Custom Competitor Monitoring Tool
Description
In 2008 Henkel, the largest German multinational chemical and consumer goods company, required a custom software solution to track the marketing activities of approximately a hundred of their competitors' websites. They wanted to receive daily updates on their competitors’ website updates on products, promotions, pricing and other modifications. As expected, manual tracking was too time-consuming and prone to errors, so our team set out to build a tool to automate the competitor activity monitoring process.
Challenge
Due to the large number of competitor websites and vast amounts of information, our challenge was to write code that could understand and compare the unstructured information across all these sites and understand its meaning. The goal was to structure this information efficiently, compile it into reports, and provide daily updates on pricing, positioning, product strategy, or any key updates.
Another challenge we faced during this project was configuring the system to classify page changes and filter out non-significant ones.
Solution
We successfully developed a system that helped monitor Henkel’s competitors’ websites on a daily basis, tracking any modifications, updates, positioning, or removal of pages. This significantly reduced the information load their marketing team had to analyze manually, improving their efficiency.
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