Measuring competitive intelligence effectiveness: Insights from the advertising industry



This article investigates the need and ability of competitive intelligence (CI) departments to become accountable for the work they produce. Synthesis of current literature on CI and advertising effectiveness measures resulted in the creation of a Competitive Intelligence Measurement Model (CIMM), which provides concrete generic measures for determining CI effectiveness. Additionally, the model aids in the calculation of the return on competitive intelligence investment (ROCII). CIMM classifies CI output into two categories: short-term tactical CI output and long-term strategic CI output. The model describes measures needed to determine effectiveness of CI output and explains how to calculate ROCII. © 2001 John Wiley & Sons, Inc.