A leading global consumer goods company operating across 180 markets

British American Tobacco (BAT) is a leading global consumer goods company with a diverse portfolio of tobacco and nicotine products. Operating across more than 180 markets, BAT is driving transformation through digital initiatives — and increasingly competing in the fast-moving vaping and next-generation products space.

In a market that moves this fast, intelligence delays are competitive disadvantages. Knowing what competitors are launching, pricing, and promoting — hours after it happens, not days — is the difference between leading and reacting.

Competitor data scattered across 6+ sources — collected manually, always out of date

BAT's market intelligence team needed to monitor competitor activity across the rapidly evolving vaping market — but product data was scattered across multiple platforms, retailer listings, and distributor feeds. The manual process of collecting, cleaning, and analysing it was slow, error-prone, and impossible to scale.

By the time a competitor price change or new product launch had been spotted, logged, and processed, days had already passed. The intelligence was stale before it could be acted on — and as the market accelerated, the gap between what competitors were doing and what BAT knew about it kept widening.

Automated daily competitor scanning — 200+ products tracked, 400+ alerts generated annually

Mammoth gave BAT's market intelligence team a fully automated competitor monitoring pipeline:

• Deploy automated pipelines to scan competitor product data across multiple sources daily
• Standardise and consolidate disparate datasets into a unified, analysis-ready format
• Generate interactive dashboards for real-time competitor analysis — prices, launches, promotions
• Alert teams automatically when significant competitor changes are detected
• Empower analysts to independently manage and update intelligence workflows

200+ products scanned daily. 400+ alerts/year. Intelligence that moves at market speed.

• Automated daily scanning of over 200 competitor products — from manual to zero-touch
• 400+ active alerts generated annually — price changes, new launches, promotions
• 58% reduction in reporting delays — intelligence delivered hours after changes happen
• 62% reduction in analysis time — analysts focused on insight, not data collection
• Teams across 180 markets empowered with self-serve competitor intelligence dashboards