Benchmark Scout

What do we need before we launch it?

Essential

• Question and use of the benchmark.
• Sample and inclusion criteria.
• Dimensions and Definitions.
• Permitted sources and expected coverage.
• Frequency and periods.
• Format of evidence and conservation.
• Someone who solves ambiguities.

Highly recommended

• Benchmark above or examples.
• Taxonomy of formats and topics.
• Quality and “uncomparable” criteria.
• Context of the organization to interpret the differences.

How we implant it

1. We define the question and the minimum useful sample.
2. We build methodology and classification manual.
3. Let's make a first joint collection.
4. We review ambiguities and double counting.
5. We validate tables, evidences and limits.
6. We form the team to review exceptions.
7. We automate the recurring update by maintaining change control.

Human supervision and boundaries

The agent can

• Collect public or authorized data.
• Sort by a taxonomy.
• Detect differences and recurrences.
• Prepare tables and evidence.
• Mark missing or noncomparable data.

Agent can't

• Skip access restrictions.
• Infer private business data.
• Change the sample to favor a conclusion.
• Automatically score complex strategic decisions.
• Present partial observation as an exhaustive audit.

Stop and scale when

The source blocks access, the object has changed, the classification is ambiguous, the data may contain personal information, evidence is missing or the methodology does not cover a new case.

Sources and possible connections

Websites, advertising libraries, social profiles, apps, platforms, public documents and authorized repositories. It can feed Market Scout, Brand Guard, Social Listener, Lead Scout or a commercial strategy.

How do we measure if it adds value?

• Preparation time for each wave.
• Percentage of observations with evidence.
• Consistency between classifiers and periods.
• “Unavailable” data treated correctly.
• Really useful changes detected.
• Decisions or tests that the benchmark helps formulate.
• Reduction of duplicate work in subsequent searches.

For whom does it make sense?

It can fit if

• The benchmark is repeated monthly or quarterly.
• There are a lot of players with the same dimensions.
• The current comparatives lose methodology.
• Evidence is needed to justify the reading.
• The organization wants to learn without copying.

It’s not the first step yet.

• There is no question or justifiable sample.
• The necessary information is not legally observable.
• A simple ranking is sought to validate an opinion.
• The comparison will not trigger any decisions or learning.

Knowledge Foundation and adoption

The basis includes sample, criteria, taxonomy, sources, periods, evidence, exclusions and previous benchmarks. The organization also needs to document what it considers relevant and what it should not copy even if it works for another actor.

The onboarding focuses on ambiguous cases, limits of inference, methodological discipline and strategic reading of differences.

Frequently Asked Questions

Can you analyze competitors automatically?

It can automate much collection and classification, but available sources and interpretation set clear limits.

How do you choose competitors?

The sample is defined with the team: direct competitors, referents, alternatives or aspirational cases may have different functions.

Can you guess who does it best?

Only if there are measurable dimensions and a defensible scale. It is often more useful to show differences and evidence than a single note.

Can you compare data from Ads Library?

Yes, within the information that the library makes visible. It is necessary to distinguish grouped ads, unique creativity and transparency limits.

What if a source is no longer available?

The change is recorded, the data is marked as unavailable and an alternative source is valued without dissimulating the methodological break.

How much does it cost and how long does it take?

It depends on the sample, dimensions, sources and frequency. The first wave defines the methodology and usually requires more revision than updates.

Closure and conversion

What comparison do you build again each time the market moves?

Tell us what you want to compare, why and how often. We will prepare a stable methodology, reviewable evidence and a process that can be maintained.

Direct contact hello@karmina.ai