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Welcome to our Competitive Intelligence Software Comparison series! We are regularly asked by prospects and clients to help them compare different competitive intelligence software tools. So we decided to dedicate a series of articles to this very subject.

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Let us help you find the tool that best fits your needs.As evaluators work through their decision-making process, we often see that the decision becomes less about comparing tools against each other, and more about really working to understand what they need from the tool itself.

We have found that we end up becoming more of “CI Software Therapists” than salespeople during this process. Hence, this series!

You might be asking yourself: “Is it really possible to get an unbiased comparison of competitive intelligence tools from a company that makes one of those tools?”

Let me be perfectly honest with you, we have no interest in spinning our wheels trying to convince someone to use our specific competitive intelligence software tool for whom it would not be the right fit. That would be a waste of our time and a waste of yours.

So, ultimately what we end up doing during this process for prospects is working to understand what their requirements are from the tool they need, and helping them determine which tool might fit the bill (be it ours or someone else’s).

In this endeavor, we seek to be as honest as possible, as lying or portraying our tool to have features that it does not actually have only results in customer churn down the line (something none of us wants to see).

Comparing Apples to Oranges

When choosing a competitive intelligence software tool, keep in mind that you will almost never be comparing apples to apples. You should instead look at it as comparing apples to oranges.

Different tools are meant to do different things, and each has its place depending upon your organization’s needs or goals. I don’t seek to pit these software tools against each other, but instead, help you recognize which tool has what you need for your specific use case.

In fruit, apples aren’t inherently better or worse than oranges. Sometimes you are just looking for the vitamin C boost of an orange or the crunch of an apple. They serve different purposes. So do CI tools.

Comparison Factors

If you’ve read our high-level comparison article in this series, you already know about the four major comparison factors that we tend to get questions about from prospects and customers.

In our experience, there are often four very important factors that present themselves when making the decision on a competitive intelligence software product.

Don’t get me wrong, there are far more than just four factors to consider when making your choice, but for the purposes of this comparison, I will focus on the four factors that usually rise to the top in terms of importance.

Summarized briefly here, they are:

  • User Experience: Organizations are typically looking for a tool that is intuitive and easy to use.
  • Data Collection, Tagging, and Organization: Usually having software that uses automated tagging via Natural Language Processing vs. traditional manual taxonomies is very important.
  • Search Features and Functionality: Most are looking for search functions aided by AI and machine learning algorithms to help them discover new information that they may not have thought to explicitly search for, and how the AI might learn information about their needs over time.
  • Collaboration Features and Functionality: Perhaps one of the most important factors organizations consider is how well the competitive intelligence software in question supports collaboration across the organization and provides Knowledge Management capabilities.
In order to help, we will frame the comparison of the two tools below using these four primary categories.

Market Logic vs. Knowledge360: Ideal Users

Before jumping into a feature by feature comparisons, it is important to understand who each of these tools is built for.

Looking at how each software company has chosen to categorize their own tools and how they describe themselves is a great starting point. All information captured below is up to date as of this writing.

On G2, Knowledge360 is categorized in both the Market Intelligence and Competitive Intelligence Tools categories.

On G2, Market Logic is categorized only in the Market Intelligence Tools category.

Taking a look briefly at the fundamental differences between market intelligence and competitive intelligence, we can understand some of the key differences between the two types of software.

The gathering and analysis of market intelligence data are focused on looking at a larger market and understanding trends and consumer behavior within that market. This type of research and activity is primarily consumer-focused.

In contrast, the gathering and analysis of competitive intelligence data are focused on understanding the activity of key competitors and what they are doing in their business. This type of research and activity is primarily business-focused.

The Bottom Line: Market Logic is laser-focused on helping organizations gather and analyze market data while Knowledge360 looks to support both the collection of market data and specific competitor data to fuel competitive strategy.

Market Logic vs. Knowledge360: User Experience

Most organizations care deeply about the individual user experience as it often affects adoption rates and the ultimate impact of the tool internally.

Organizations are typically looking for a tool that is intuitive and easy to use. They are also looking for specific features that help users work more efficiently and effectively in their role and facilitate decision making.

There isn’t much information readily available that is specifically about user experience for Market Logic from which to make a strong comparison.

As of this writing, Knowledge 360 is rated an 8.3/10 on G2 and a 4/5 on Capterra for ease of use.

g2-rating-ease-of-use

Source: G2

capterra-rating-ease-of-use

Source: Capterra

In addition, the quality of support for Knowledge360 is rated an 8.9/10 on G2.


g2-rating-quality-of-support

Again, as of this writing, Market Logic does not have enough information available on either platform to gain a significant understanding of their performance in this category. They do however have strong case studies featured on their website and do work with many large brands, thus it could be inferred that they likely have a product that is both easy to use and backed by adequate  support.

Knowledge360 User Experience Quotes:

“Easy to set-up with built-in widgets and templates.” - Competitive Intelligence & Marketing Operations in Medical Devices with 1001-5000 employees on Capterra

“Once the system is set up, much of the work is automated.” - Information Technology and Services user with 201-500 employees on Capterra

“K360 is supported by an excellent customer service team.” - User in Market Research on G2

“Easy to navigate and customize.” - User in Computer Software on G2

“GUI interface / easy design makes it easy to build.” - Administrator in Electrical/Electronic Manufacturing on G2

Market Logic User Experience Quotes: 

From the few reviews present on G2, there are a couple of notes about user experience:

“The interface was easy to use for someone without previous training with the product.” - Enterprise user on G2

“This platform is very straightforward and simple to learn how to use.” - Small Business user on G2

The Bottom Line: We can’t give a great comparison here, but based on review comments, we can surmise that both tools are most likely comparable in this regard. 

If this particular aspect is one of the most important in your comparison, we urge you to get live demonstrations of both tools and ask for specific information about user experience and support.

Market Logic vs. Knowledge360: Data Collection, Tagging, and Organization

Organizations also typically want to know, in deep detail, how the software can collect, organize, tag, and manage data. 

Each organization has its own idea of what is important and how they’d like to use these features, but for the most part access to relevant data sources and having software that uses automated tagging via Natural Language Processing vs. traditional manual taxonomies are both very important.

Automated Tagging

Per Market Logic’s website, they have automated tagging features powered by AI.

Knowledge360 employs similar technologies including:

In addition, reviews for Knowledge360 often specifically call out the benefits garnered from AI usage:

“The ease with which I can find, tag, and store relevant information is irreplaceable.” - Administrator in Insurance at an Enterprise organization on G2

Data Sources

We unfortunately don’t have enough information to offer a great comparison on this factor. Market Logic’s website doesn’t provide much detailed information about the sources of data used to generate the information searchable in the tool.

For Knowledge360®, Cipher has partnered with premium data providers to allow users to discover, organize, and analyze competitive information from multiple sources in one place and reduce the overall spend on data and tools by up to half.  

Knowledge360® comes out-of-the-box with 80% - 85% of the data professionals need

to do their job effectively. It is also easy to add additional industry-specific data feeds through a simple RSS feed manager process.

Knowledge360® comes pre-populated with premium, timely, and accurate data covering over four million public and private organizations already integrated.  Knowledge360® offers pre-loaded data aggregated from sources including:

  • FACTSET
  • Crunchbase
  • SEC Filings (EDGAR Database)
  • Job Boards (Indeed)
  • Company Reviews (Glassdoor)
  • Live stock ticker feeds
  • Food and Drug Administration Adverse Event Reporting System (FAERS)
  • National Institutes of Health (clinicaltrails.gov)
  • US Patent and Trademark Office
  • Aggregated News from over 600,000 global sources
  • Customized RSS feeds and Google Alerts

The Bottom Line: Both tools have automated tagging and AI features, however, Knowledge360 offers critical 3rd party data sources out of the box while it is unclear what data sources make up the foundation of Market Logic. We’d recommend getting a demo of both tools and asking specifically about data sources if this is a key factor in your decision.

Market Logic vs. Knowledge360: Search Features and Functionality

Another important feature most organizations want to understand in-depth is how searches are conducted within the tool.

They are often looking for search functions aided by AI and machine learning algorithms to help them discover new information that they may not have thought to explicitly search for, and how the AI might learn information about their needs over time.

Market Logic

This is another aspect on which we will readily admit that we can’t provide great comparison information. Market Logic’s website doesn’t speak specifically about their search function but does note that it relies on AI technology.

What we can note is that none of the reviews that are present on G2 specifically mentions anything negative about the search capabilities in the tool.

Knowledge360®

Knowledge360® is a powerful search tool in itself. Innovative semantic search technologies, combined with our unique entity-based architecture, allows users to find exactly what they are looking for quickly as well as to discover hidden relationships within their data.  

Knowledge360®‘s advanced search features engage a semantic search function using Cipher’s own proprietary algorithms to identify and search against metadata on both internal and external data and information.  The advanced features also enable the user to perform advanced Boolean searches as well as drill down on trends through layers of filters pre-loaded into the system, further expediting their information sorting and refinement process.

Knowledge360® supports the collection and indexing of both internal and external structured and unstructured data from sources including, but not limited to, the web, subscription databases, external reports, and internal information sources, including the latest customer and competitor reports and analysis, allowing for advanced searching, filtering and quick retrieval of information whilst providing a central archive for commercial material.

The Bottom Line: We can’t give a great comparison here, but based on powerful technology behind Market Logic, and the lack of negative feedback about search capabilities, we can surmise that both tools are most likely comparable in this regard. 

If this particular aspect is one of the most important in your comparison, we urge you to get live demonstrations of both tools and ask for specific information about search capabilities to determine which will meet your needs.

Market Logic vs. Knowledge360: Collaboration Features and Functionality

Perhaps one of the most important factors organizations consider is how well the competitive intelligence software in question supports collaboration across the organization.

This includes how the tool can help physically disparate and large teams communicate and share information, the ability to layer analysis on top of data, and methods for visualizing and sharing that analysis with key stakeholders.

This factor also often includes looking at the Knowledge Management capabilities of a competitive intelligence software, as most tools focus solely on the CI function and do not include any knowledge management functionality.

Market Logic

Market Logic's website does not go into great detail about the collaboration functions of their tool but does show some clear indicators that collaborative features like storytelling tools and expert communication channels are built into the tool itself. What is unclear is the ability of Market Logic to integrate with the tools most organizations use every day, like Slack or Salesforce out of the box.

Knowledge360®

The knowledge management and collaboration capabilities within Knowledge360® allow users to better interact between regions and functions, providing increased information-sharing capabilities, maximizing the overall value for the business. 

Collaboration capabilities are pre-built into the system and include functionalities such as commenting on reports and data and emailing information (such as meeting notes, documents, news, etc.) directly to and from the system. 

Dashboard - News, Exhibitors & Field Intelligence

(click to enlarge)

Customer reviews often call out specific collaboration capabilities as one of the primary benefits of the software.

It is very easy to structure topic dashboards and company views so anyone on your team can view. It makes it really collaborative!” - Executive Sponsor in Management Consulting at a Mid-Market organization on G2

“We have adopted as an internal Web publishing platform to allow departments to communicate and share their information with the entire company.” - Director International Marketing Research & Intelligence at an Enterprise organization on G2

Additionally, Knowledge360® allows the user to create custom user roles to control the specific level of access for each user or group of users. Those holding an Administrator Role are able to build, edit, and assign user roles, ensuring the protection of sensitive data by creating access restrictions at the user level.

Out of the box, Knowledge360 can connect with many of the tools you already use, including the following:

  • Slack
  • Yammer
  • Quip
  • SharePoint
  • Google Drive
  • Dropbox
  • Salesforce
  • Tableau

The Bottom Line: Collaboration tools and Knowledge Management features are built right into Knowledge360, and there are quite a few more integrations to external tools available. It would appear that the collaboration of a team within Market Logic has been built-in, integrations to external tools remain unclear.

Choosing the Right Tool for You

As we’ve said before, choosing the right tool for you is based on selecting the tool built for your specific needs. In this case, you should be determining if market intelligence data or competitive intelligence data is what you need.

If you are only interested in understanding consumer behavior and information about the state of the market, either tool will be a fit. If you are interested instead in layering in very specific competitive intelligence information and analysis into the insights garnered from your tool, Knowledge360 is likely the better fit.

Knowledge360 bottom line: Knowledge360 is a tool best suited for organizations with a dedicated competitive intelligence team in industries where strong regulations or high levels of competition are present, and collaboration across departments and disparate teams is very important.

Market Logic bottom line: Market Logic is an incredibly powerful research tool, built for organizations that have a large research budget and team.

To help you take the next step in selecting a competitive intelligence software tool, we have a couple of resources you may find helpful. First you can peruse our Buyer's Guide to learn more about the different components of competitive intelligence software.

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Or, if you are knee deep in vendor comparisons, you can use our Competitive Intelligence Software Vendor Evaluation Tool to help you compare different vendors against one another.

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