There is some confusion as to what exactly is marketing intelligence. Is it the same as market intelligence? Market intelligence comprises of analysis of all High Impact Players (HIP) in one’s market, their existing strategies and capabilities and their future likely moves. Should a company restrict itself to collecting intelligence only on the marketing capabilities and likely marketing moves of its competitors? Or is marketing intelligence any bit of information that when put in context has implications for the marketing strategy of one’s organization?

Whatever the answer, it is clear that in some organization, marketing intelligence is used as a synonym for "very tactical competitors’ data". Tactical battles between companies are prevalent in industries with rampant competitive convergence – where there is no distinct strategic positioning, and companies compete basically on the same activities. The wireless industry is one perfect example. Whatever distinction existed for Nextel it was wiped out when Sprint took over. Now Sprint, ATT and Verizon compete by imitating each other. The end result is more consolidation, and even less distinction. Very tactical intelligence, while important for immediate marketing decisions, should never replace a more strategic view of the market.