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White Paper on Measuring the ROI of Market Intelligence Launched

Chicago, IL, June 21, 2014 --( Companies face the constant challenge of making the most effective and efficient use of their resources, and enhancing the returns on their activities. A new white paper by Global Intelligence Alliance (GIA), Demonstrating the Impact of Market Intelligence, demonstrates a number of ways companies can evaluate the efficiency, effectiveness and returns on their internal market intelligence activities. The white paper can be downloaded at

Calculating the monetary return-on-investment (ROI) for market intelligence is difficult because it is one out of many functions that have an impact on the company’s performance, but GIA suggests that its value and impact can be ascertained from three perspectives:

1. Usage of market intelligence in decision-making

Whether a company is ready to adopt market intelligence as a decision-making tool is often not the question under discussion when considering market intelligence investments. However, it will be as important for the eventual value and impact of MI, as the quality of the market intelligence activity itself.

2. Calculating the financial worth of market intelligence

Calculating the exact financial worth of market intelligence investments at a program or company level is difficult. However, financial value can be calculated for specific projects and initiatives where market intelligence plays a major role. Also, recent research shows that on average, companies with world class market intelligence have performed significantly better in the stock market than the average stock listed companies, indicating that high quality market intelligence is linked to better overall company performance.

3. The ‘soft’ contributions of market intelligence to company performance

Companies with well-organized market intelligence are able to make decisions faster than those without systematic market intelligence. Decision-makers who have good experiences from market intelligence will also help to further spread the culture of backing up decisions with shared insights. Executives and professionals save time from low value-adding data searches, and can rather concentrate on making educated decisions and generating new ideas based on insights.

In addition to listing 14 frequently used indicators of ROI of market intelligence, the Demonstrating the Impact of Market Intelligence white paper has three cases as practical illustrations for readers:

Case 1. The value of competitor monitoring to product launch decision

Case 2. The value of multi-country research project for a divestment decision

Case 3. The impact of value chain analysis for market entry

“Market intelligence professionals have been struggling to answer questions related to the expected value and impact of their investments in market intelligence for as long as the profession has existed. The challenge is that market intelligence cannot be meaningfully isolated to accommodate for traditional ROI calculations,” said Markko Vaarnas, CEO of Global Intelligence Alliance (GIA). “Figures from the Global Market Intelligence Survey 2013 by GIA indicated that on average, companies with world class market intelligence yielded 16.2% share price return in 2012, while major stock market indices yielded an average of 7% return in the same time period. While these figures do not indicate the performance and ROI on market intelligence for an individual company, it suggests that there is overall a positive relationship between extraordinary market intelligence quality and extraordinary stock market performance.”

The Demonstrating the Impact of Market Intelligence White Paper can be downloaded here

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Global Intelligence Alliance Group
Jennifer Tow

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