Competitor Campaign Tracker

What it does

Competitor Campaign Tracker systematically extracts the active campaigns, message architecture, share of voice, and funnel posture of your competitor set (1-8 brands) and places your brand into that field. It fuses six industry-standard frameworks into one flow:

• SOV → ESOV (Binet & Field / IPA) — approximates each rival's share of voice from campaign intensity plus organic visibility; your SOV minus market share = ESOV. IPA data: a ~10-point positive ESOV predicts roughly 0.5-0.7% annual market-share growth (more when creative quality is high).
• POP/POD (Keller CBBE) — sorts every claim into category-mandatory (POP) vs differentiating (POD). A claim no rival owns as a POD, meaningful to the audience, and credible for you = white-space.
• Message House — decomposes each rival's message into umbrella → pillars → proof points; flags cross-channel inconsistency as a weakness signal.
• STEPPS (Jonah Berger, Contagious) — scores the spread design of a message across 6 levers (0-12); a low-STEPPS rival is a cheap SOV opportunity.
• Hierarchy of Effects (Lavidge-Steiner / AIDA) — tags each campaign to Awareness/Consideration/Conversion/Retention, revealing where rivals pile up and where the arbitrage layer sits.
• RICE (Intercom) — ranks white-space angles by (Reach × Impact × Confidence) / Effort, so the recommendation list is scored, not gut-feel.

Output: a 0-100 Impact/Consistency Score + a competitor × axis comparison matrix + a RICE-ranked "occupy this angle / tighten this message" decision list.

When to use it

• Before writing a new campaign brief, to map the competitive posture first.
• To answer "where are rival messages piling up, which angle is still open?"
• To stress-test whether your positioning is exposed (weak POD, negative ESOV).
• As a quarterly competitive-pulse / SOV monitoring routine.

Method / frameworks

The frameworks are complementary, each answering a distinct question: SOV/ESOV how much voice you have, POP/POD where you differentiate, Message House how consistent, STEPPS how spreadable, Funnel which stage, RICE what to do first. The white-space decision rule is strict: an angle counts as a gap only if (a) no rival owns it as a POD AND (b) it is meaningful to the audience AND (c) it is provable for you — otherwise it is merely an "unused claim." Every finding is tied to a source; when data is sparse the score is left null and the gap is written explicitly into gaps — no fabricated certainty.