Web Data
Collection, normalization and delivery of public-web data your systems can build on — with quality controls and full lineage.
ExploreSolution
Competitive Intelligence
Know what your competitors are doing — from what they publicly show
Disciplined monitoring of public signals
Competitive intelligence done well is unglamorous and systematic: watch the public surface your competitors choose to present — websites, catalogs, pricing pages, job postings, press releases, public filings — and record how it changes over time. Patterns emerge from disciplined observation, not guesswork.
Heroku builds that observation system for you. We define the competitor set, the signal catalog and the change-detection rules, then maintain the historical record that turns isolated observations into evidence. Everything we collect is publicly available business information, handled with professional care.
What's included
The moving parts
Competitor set design
Direct, adjacent and aspirational competitors mapped together, with signal priorities agreed before collection starts.
Change detection
Automated diffing of public pages — pricing, assortment, messaging, packaging — with human review before anything is surfaced.
Historical record
A queryable timeline of each competitor's public posture, so you can answer "when did they move?" with a date, not a hunch.
Deliverables
Move digests, battlecards refreshes and win/loss context — formatted for the meetings where they'll actually be used.
Practice notes
How the discipline is applied
Public sources only
No pretexting, no private data, no credential-walled content. Professional CI from public information.
Human-reviewed
Automated detection drafts; analysts confirm. You see vetted changes with context.
Audit-friendly
Source and timestamp on every observation, suitable for compliance review.
Live monitoring view — category price index
Observed signal
48htypical pilot setup
3gate outcomes: pass / degrade / quarantine
1canonical schema contract
Program defaults from current enterprise engagements.
FAQ
Common questions about competitive intelligence
Is competitor monitoring legal?
Monitoring publicly available business information — the public face companies choose to present — is a established professional practice. We follow strict internal rules: public pages only, respectful collection rates, no personal data and no misrepresentation.
How fast do we see changes?
Detection runs as frequently as each source's cadence allows — from same-day for critical pricing pages to weekly for slower-moving content. Urgent moves trigger alerts.
Can you monitor privately-held competitors?
Yes — based on their public commercial footprint: websites, storefronts, public communications and job postings. We don't use non-public information.
Related
Pairs well with
Market Intelligence
Continuous market monitoring that turns competitor moves, category trends and public signals into decision-ready intelligence.
ExplorePrice Monitoring
Monitor competitor and market pricing continuously — trends, availability, promotions and alerts your pricing team can act on.
ExploreSee competitive intelligence applied to your market
A 45-minute discovery call and a written feasibility note will tell you more than any brochure. Sample scopes included.
Owen Murphy
The historical record feature is what sold our strategy team. Dated evidence beats recollection in every QBR we’ve had since.
3 comments
Appreciate the explicit ‘public information only’ stance. As someone in legal, that paragraph is what made the rest of the page readable.
We wrote that paragraph with exactly your role in mind, Yusuke. The acceptable-use policy has the detailed boundaries if you want the full text.