Web Data
Collection, normalization and delivery of public-web data your systems can build on — with quality controls and full lineage.
ExploreSolution
Market Intelligence
See the market as it is, not as last quarter's report said it was
Continuous intelligence, not quarterly snapshots
Markets move between board meetings. Heroku's market intelligence practice maintains a continuous view of your category — competitor assortments, pricing posture, positioning changes, demand signals — synthesized into briefings and dashboards that analysts trust and executives actually read.
We start from your decisions, not from available data. What calls will you make this quarter — assortment, pricing, expansion, messaging? We work backwards to the public-web signals that inform them, then build the monitoring, models and narrative layers that keep those signals current.
What's included
The moving parts
Competitor monitoring
Track competitor catalogs, launches, pricing posture and public positioning as they change — with history, so you see trajectory rather than isolated snapshots.
Trend analysis
Category-level demand and supply signals distilled into trend lines you can act on, with seasonality separated from genuine shifts.
Market mapping
Structured views of who plays where: segments, price tiers, coverage gaps and white space identified from public assortment data.
Analyst synthesis
Data alone isn't intelligence. Our analysts turn monitored signals into briefings with context, caveats and recommended actions.
Practice notes
How the discipline is applied
Decision-first design
Every tracked metric maps to a decision someone on your team owns.
Signal hygiene
Noise reduction is deliberate: one-off promotions, stock glitches and site errors are flagged before they become false alarms.
Sample outputs
Weekly category briefs, launch alerts, price-move digests and quarterly deep dives.
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 market intelligence
How is this different from a market research report?
Reports describe the past; our programs monitor the present. You get continuously refreshed indicators plus analyst synthesis, so you can react in days rather than waiting for the next study.
What do we need to provide?
A clear list of competitors and decisions, and access to whoever owns those decisions. We handle source design, collection and analysis from there.
Can this feed our BI tools?
Yes. Intelligence outputs are available as structured data (API, warehouse tables) alongside the human-readable briefings.
Related
Pairs well with
Competitive Intelligence
Professional competitor monitoring built on publicly available business information, with the rigor your strategy reviews expect.
ExplorePrice Monitoring
Monitor competitor and market pricing continuously — trends, availability, promotions and alerts your pricing team can act on.
ExploreSee market 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.
Sofia Marchetti
The weekly brief format sounds right for our leadership rhythm. Can the analyst layer be white-labeled so it comes from our internal team?
2 comments
“Decision-first design” should be carved above the door of every BI team. We spent two years building dashboards before asking who decides what.