Martech Interview with Matt Colebourne on Market Intelligence Market Intelligence supports businesses to gain momentum in the market. Matt Colebourne, CEO of Searchmetrics shines a light on market research and its importance for businesses in an Martech Interview on Market Intelligence. Keep in mind that the expression of demand represented by search comes from a massive user base (millions of daily searches). It’s up to date and it is largely truthful – if you don’t search for what you want, then you won’t find what you need, so people tend to be honest with search engines. How can brands leverage search data as a source of market intelligence. Search data is very different from a lot of digital marketing because it’s a clear, active expression of intent, need or desire. In that sense, it is arguably the best source of market intelligence. However, to use search data as a source of market intelligence, it has to be transformed so that it is usable. We also, as I hope I’ve already made clear, focus very heavily on using search data as a source of market intelligence. This is not always the case with traditional market research such as surveys, where you can’t always guarantee that people are answering honestly and openly. About Matt Colebourne - Internationally minded, with experience of working in Europe and Asia as well as the US, Matt has extensive experience within the digital marketing sector. He was European VP International for DoubleClick (part of the team responsible for growing the business prior to its sale to Google). About SearchMetrics - Searchmetrics is a global provider of search data, software and consulting solutions. Its innovative approach ensures household names like AXA, Lowes and McKinsey & Company thrive in the hyper-competitive search landscape. For more such updates, check Out recent Martech Cube Interviews. https://www.martechcube.com/martech-interview-with-matt-colebourne-ceo-of-searchmetrics/