Section 3 · Instant Company & Marketing Intelligence
3.4Competitor gap analysis
Designed for Phase 2- No.
- 3.4
- DMA's reference
- Decision Book p.13
- Phase
- Phase 2
- Autonomy
- L4 · Autonomous
- DMA's decision
- Yes
What DMA asked for · Decision Book p.13
Show where competitors look stronger, giving a concrete reason to talk.
Why it matters to DMA: A strong proof point that pairs with the "three things I'd fix" review.
In our words, from DMA's Product Decision Book v3, page 13.
How we do it
- DMA's book schedules this for Phase 2, with SEO and ad-intelligence data sources.
- The design compares the prospect's site with two or three local competitors on the same checks the review already runs (titles, location pages, reviews, structured data) plus ranking data from the source.
- Competitors are named only in DMA's internal brief; in the chat the AI never names or criticises another business, as its rules already require.
Already in place
- The website review already reads a prospect's site safely (public addresses only) and stores every finding with its evidence; new sources plug into the same review.
- The chat's rules already stop it naming or criticising competitors in front of a prospect.
What the later phase adds
- SEO and ad data sources.
- A competitor comparison in the review, for the internal brief.
- A one-line "where you're behind" point the chat may use without naming anyone.
The flow
It plays on its own while it's on screen; hover or use the controls to pause or step through.
Sites to compare
The prospect and two or three local competitors.
- Person
- Stored data
- Rule in code
- AI
- Screen
Where the data goes
The same six stages on every page. Nothing reaches Nutshell except through the write gate.
- 1Sites and SEO data
Source
The prospect's and competitors' sites (Phase 2).
- 2Sync
Copies Nutshell changes into the bridge database
Not involved.
- 3Bridge database
A copy of the CRM data, plus what the AI works out
Stored with the review.
- 4AI
Claude models, only through DMA's own gateway
Summarises the gaps.
- 5Write gate
The only way back into Nutshell: checked, approved when needed, sent once
Onto the lead with the review.
- 6Nutshell
The system of record
The brief for the salesperson.
The tables behind it
Drawn from the POC's database catalogue: structure only, no data.
PK primary keyFK reference the database enforces (solid line)ID reference kept by id (dashed line)
| Table | What it holds | Columns |
|---|---|---|
| ai.site_reviews | The review, which would gain a competitor comparison. | 18 |
How the tables connect (2)
| Column | Points to | Kept by |
|---|---|---|
| ai.site_reviews.conversation_id | conv.conversations | The application (by id) |
| ai.site_reviews.prompt_id | agent.prompts | The application (by id) |
Worked example
Synthetic demo data: every name, business and number is made up.
Designed output (synthetic).
Where the prospect is behind
| Check | Prospect | Best local competitor |
|---|---|---|
| Location pages with maps | 0 of 3 | 3 of 3 |
| Google reviews | 48 | 310 |
In the running POC
There is no screen for this one yet: it is designed for Phase 2, as DMA's book decides. The parts listed under “Already in place” run in the POC today.
Status
Designed for Phase 2. DMA's book schedules this for Phase 2. The design is ready and builds on parts that already run in the POC.