We’ve talked about why you should monitor your competitor’s marketing, and how to set up a monitoring dashboard to do so. But really, all that data you’re collecting on competitors is worthless if you don’t know what to do with it. Smart data needs to lead to smart decisions. And that means doing more than just hoarding competitor mentions in your dashboard. You need to sit down, dig in, and get analytical. Monitoring your competitors isn’t enough – you need to sit down and analyze the data.