Looking for a market and competitive intelligence tool to improve competitor tracking, help your business become your industry’s leader and monitor market disruptors?
You’ve come to the right place.
We’ve put together a side-by-side review of three leading market and competitive intelligence tools: Crayon, Knowledge360, and Kompyte Analysis Software.
Both Crayon and Knowledge360 rank well overall, with similar ratings and user reviews on the software review site Capterra. At the time this was written, Kompyte had yet to receive any user reviews on the site.
There are a few key areas of differentiation, which we discuss further below.
Based on publicly available data from the software companies’ websites as well as reviews on Capterra and G2, we saw overlap between the features offered by these three tools.
While each tool offered "universal features" like alerts/notifications, social media monitoring, and monitoring websites for changes, both Crayon and Kompyte are very much focused on what I would call the "marketing side" of competitive intelligence.
For example, one Kompyte reviewer finds value in "...the insights to curate content, improve our SEO and get ideas for blog posts."
If you're interested in tracking the keywords your competitors are using or the copy they use online and in ad campaigns, Crayon or Kompyte could be the tool for you.
The intel captured by Crayon and Kompyte can help a marketing team improve their SEO/SEM ranking and paid ad performance. However, if you already have a subscription to a tool such as SEMrush or Ahrefs, you probably already have what they offer and more.
The greatest differences that I found between these market intelligence and competitor tracking tools is with their knowledge management and bundled data features.
Knowledge360 is the only one of the three to offer a knowledge management feature within the tool for both data gathered by the tool and user uploaded content.Failing to consolidate all sources of competitor tracking, market intelligence and market analysis is often the death of CI.
As Kompyte's website notes, it relies on integrations with third party software like Google Drive and Microsoft OneDrive to build out a knowledge base that leverages "pre-existing competitive intel". This type of knowledge management solution is clunky at best and prone to the user access and file structure challenges M/CI practitioners working within Microsoft SharePoint and other products have experienced for years.
Crayon's website claims its software offers a "Centralized Platform for Internal & External Intel" allowing users to "Combine automated intelligence with your team’s research and knowledge on a central platform for collaboration and analysis," however product descriptions on the review sites Capterra and G2 fail to list Knowledge Management as a feature of the tool.
Knowledge360 includes Knowledge Management with other key features in its G2 product description. All information added to the Knowledge360 platform, regardless of the source (internal or external), is automatically processed with semantic analysis tagging.
Currently the software allows users to filter based on the following:
Knowledge360 Semantic Tagging and Category Filters
|Number of Comments||Tagged Companies (NLP)|
|Number of Likes||Tagged People (NLP)|
|Categories (Machine language-enabled)||Tagged Location (NLP)|
|Classification (Machine language-enabled)||Custom Tags (User Configured)|
|Language||Document Type (User Configured)|
|Sector (Machine language-enabled)||File Extension|
The second key differentiator between these three software tools is their ability to collect, organize and share third party data sources.
Knowledge360 is the only one of the three to offer critical third party proprietary (FACTSET, Crunchbase, News, etc.) and publicly available (SEC, NIH, FDA, USPTO, etc.) data sets, and all are included with a Knowledge360 subscription. This feature provides users with cost-efficient access to premium data and reduces the administrative burden of managing multiple vendors.
All of the tools have the ability to add data via RSS feed and share data.
When it comes to how user friendly these competitive intelligence software tools are, they stacked up pretty evenly. Users of both Crayon and Knowledge360 credited the tool with making the process of collecting intelligence easier.
Customer Support is another differentiator to consider when looking at Knowledge360 and Crayon. Support options available were not provided by Crayon on its Capterra listing, whereas Knowledge 360 offers support during business hours, with a robust knowledge base in the tool as well as "Ask Cipher" email support.
Overall Value is the final area of differentiation between Crayon, Kompyte, and Knowledge360.
Capterra reviewers of Knowledge360 praised the product, stating that “The value of this software is well beyond the price you’ll pay” and citing “transparent pricing”.
Users of Crayon were less enthusiastic stating “Expensive for the full platform! Very cost prohibitive when considering upgrading our plan.”
Kompyte received high marks for it's social media monitoring and ability to track competitors’ Twitter, LinkedIn, YouTube, Blog, Facebook and other social media profiles and activity. Users also praised the tool for it's reporting.
Still not sure what competitive intelligence software tool is right for your company? Check out the newly updated 30-page Buyers Guide for Market and Competitive Intelligence Software Tools before purchasing your next tool. This guide covers what you need to know and is written without all the industry jargon you don’t need. You'll understand it from the first page to the last.
John has more than 25 years of experience as an accomplished marketing and sales professional and is responsible for setting the strategic direction of the marketing function at Cipher. Prior to joining Cipher, John co-founded a national marketing agency providing companies with digital marketing and sales support, driving lead generation and increased sales for B2B and B2C clients.