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Operational guide

From signup to the commercial decision.

A 6-chapter track + 5 advanced workflows + use cases by profile + a tactical glossary. Everything you need to go from a brand-new account to an informed call in the pricing meeting.

25 min total track· 6 chapters· 5 workflows

Track index

  1. 01

    Creating your account

    Signup is straightforward, but there are 3 details that prevent noise later on.

    3 minBeginner
  2. 02

    Mapping direct competitors

    Who you add defines the quality of your intelligence. 80% of the signal comes from 20% of competitors.

    5 minBeginner
  3. 03

    Connecting public sources

    Each source captures a different kind of signal. Using Instagram alone loses 30% of the competitive picture.

    4 minBeginner
  4. 04

    Reading the campaign dashboard

    Every element of the dashboard answers an operational question. Knowing what to click is half the value.

    6 minIntermediate
  5. 05

    Professional reports

    4 PDF types, each for an audience. Knowing which to pick saves 40 min of meeting.

    4 minIntermediate
  6. 06

    Weekly operational cadence

    A routine that fits in 1h a week and turns monitoring into repeatable decisions.

    3 minBeginner
01
3 minBeginner

Creating your account

Signup is straightforward, but there are 3 details that prevent noise later on.

1.1 Open the form

Go to /cadastro. You have two ways to start:

  • Continue with Google — recommended. One click and you're in, no password to memorize.
  • Sign up with email + password — handy when you want to skip Google OAuth or use a corporate email without Workspace.

1.2 Fill in the right fields

For email signup, pay attention to 3 fields that affect reports later:

  • Name: yours, not the store's (that goes somewhere else).
  • Company name: your store's legal or trade name — it appears in the PDF header.
  • Password: 8+ characters with uppercase, lowercase, and a number. Use a manager (1Password, Bitwarden, iCloud Keychain).

1.3 Confirm your email

Within 5 minutes a link arrives, valid for 48h. Click it and the account is verified. Signing up via Google skips this step — Google already confirms the email for us.

Next chapter

2. Mapping direct competitors

02
5 minBeginner

Mapping direct competitors

Who you add defines the quality of your intelligence. 80% of the signal comes from 20% of competitors.

2.1 Identify your top 3-5

Start with 3 to 5 competitors, not 30. Three practical methods to find them:

  1. Ask the sales team: “When a customer says they'll shop around, who do they name?” Write down the first 5 names.
  2. Google Shopping: search your best-selling SKU — the first 5 sponsored results are, by definition, direct competitors.
  3. Instagram + category: search your category hashtag (e.g. #modafitness, #suplementos) and watch which brands show up in sponsored ads across the first 30 stories.

2.2 Add each competitor

In the dashboard, go to Competitors → Add. Enter:

  • Brand name (how you refer to them internally).
  • Official website: paste only the root domain (https://marca.com.br) — no page paths.
  • Internal notes (optional): “Goes hard on BF”, “Always 25%+ in fashion”, etc. Not shared with anyone.

2.3 Common signup mistakes

Next chapter

3. Connecting public sources

03
4 minBeginner

Connecting public sources

Each source captures a different kind of signal. Using Instagram alone loses 30% of the competitive picture.

3.1 The 4 sources and what each captures

SourceWhat it capturesTypical coverage
InstagramCoupons (24h story), reels, feed, bio link~52% of BR coupons
FacebookOfficial page, structured ads, events~18% of BR coupons
YouTubeVideos with a coupon in the description, launches~7% of BR coupons
Official siteHome banner, hotsite, structural coupons~14% of BR coupons

3.2 How to find the right URL for each source

Instagram
https://instagram.com/marca

Use the exact @ of the verified profile (blue check when available).

Facebook
https://facebook.com/marca

It can be /MarcaOficialBR; avoid fan pages without the badge.

YouTube
https://youtube.com/@marca

Use the handle (@) — old /channel/UC... URLs work, but the @ is more stable.

Site
https://marca.com.br

Root domain. Include https:// to avoid conflicts with http.

3.3 Source validation

After you add it, the source starts with status PENDING. Within 15 minutes the first sync happens:

  • ✓ SYNCED — healthy source, capture active.
  • ⚠ FAILED — invalid URL or non-public content. Check the link and edit it.
  • ↻ OUT_OF_SYNC — the competitor's crawl is temporarily blocked. It usually normalizes within hours.

3.4 Limits by plan

15

Starter — total sources (5 IG + 5 FB + 5 site/YT)

50

Professional — total sources (no per-platform cap)

∞

Enterprise — unlimited sources + dedicated SLA

Next chapter

4. Reading the campaign dashboard

04
6 minIntermediate

Reading the campaign dashboard

Every element of the dashboard answers an operational question. Knowing what to click is half the value.

4.1 Visual hierarchy

The main dashboard lives at /campanhas and has 3 layers:

  1. Stat cards at the top: total campaigns detected, active now, ended, average confidence. A snapshot of the past week.
  2. Filters: Active (default) / Ended / All. The Ended filter includes campaigns marked inactive and those with no signal for over 14 days (auto-archive).
  3. Campaign grid: each card is a campaign grouped by competitor + type (free shipping, coupon, BOGO, launch).

4.2 Anatomy of the card

Sample card (annotated):

  • Thumbnail — the first image detected for the campaign
  • Status badge — Active (green) / Ended (gray)
  • Type — category classified by AI: Coupon, Free Shipping, BOGO, Launch, Seasonal
  • “N detections” badge — when > 1, it means multiple detections were grouped
  • Confidence — colored bar (green ≥85%, yellow 60-85%, gray <60%)
  • Chips — discount %, coupon, platforms where it appeared

4.3 Confidence: what to do at each level

LevelAI %Action
High≥ 85%Treat as fact. Triggers an alert on top competitors.
Medium60-85%Validate manually before bringing it to the meeting.
Low< 60%Weak signal; use it only to round out a trend.

4.4 Campaign detail page

Click a card and open the detail — where the 4 blocks that matter live:

  • Commercial attributes: discount, coupon, start/end date when the crawler managed to extract them.
  • Other detections of this campaign: siblings from the same group (competitor + type). Lets you navigate sideways.
  • Evidence: every post/story/banner where the campaign appeared. Includes the original screenshot, OCR of the text, and “what the AI saw” (computer vision).
  • Technical metadata (footer): AI model used, processing time, individual confidence of each detection.

4.5 Request a manual re-analysis

On any competitor there's a Request re-analysis button. Use it when:

  • You know they just published (a flash story) and want to force a capture now instead of waiting for the next cycle.
  • You suspect a source has stale data (lastCrawledAt > 24h).
  • You want to validate a change before the day's meeting.

Next chapter

5. Professional reports

05
4 minIntermediate

Professional reports

4 PDF types, each for an audience. Knowing which to pick saves 40 min of meeting.

5.1 The 4 report types

Weekly summary
Weekly

Overview of the past 7 days. Global stats + timeline + top 5 detected campaigns.

Audience:
Sales + marketing team
When:
Monday mornings, 15 min before the meeting
Competitor analysis
Deep-dive

1 competitor, 30-90 days. Coupon curve, frequency by channel, seasonal pattern, dominant mechanics.

Audience:
Pricing + leadership
When:
When there's a big decision about a specific competitor
Timeline
Timeline

Chronology filtered by period + filters (type, competitor, platform). Detects temporal patterns.

Audience:
BF post-mortems, retrospectives
When:
End of a seasonal campaign or quarter
Custom
Custom

You choose the period, competitors, campaign types, and granularity.

Audience:
Non-standard cases
When:
A specific study (e.g. pre-launch mapping)

5.2 How to generate

  1. Go to Reports → Generate report.
  2. Choose the type (radio).
  3. Set parameters (period, competitors — depends on the type).
  4. Click Generate PDF. Within 2 minutes the file is ready.
  5. Direct download or share a view link (the link expires in 7 days).

5.3 Limits and quality

10/mo

Starter — reports generated

50/mo

Professional — no limit per type

PDF/A

Standard format (legal-archive compatible)

≤ 2 min

Average generation time

Next chapter

6. Weekly operational cadence

06
3 minBeginner

Weekly operational cadence

A routine that fits in 1h a week and turns monitoring into repeatable decisions.

6.1 Suggested weekly routine (1h-1h30 total)

Weekly schedule for Starter/Professional

  1. Monday 9am

    Review the timeline of top competitors (15 min)

    Open /campanhas filtered to the last 7 days. Spot 1-2 signals that need action.

  2. Monday 9:30am

    Sales meeting with the summary (20 min)

    Present the Weekly Summary PDF to the sales team. 1 clear recommendation at the end.

  3. Wednesday 2pm

    Mid-week check (10 min)

    New stories and reels from top competitors. Manual re-analysis if in doubt.

  4. Friday 11am

    Weekly compilation + PDF (25 min)

    Generate a Weekly Summary covering the whole week. Save it to the company Drive.

6.2 Cadence by priority level

  • Top competitors (3-5): automatic email alert + a 5-min daily review.
  • Monitored (10-15): weekly review on a consolidated timeline (15-20 min).
  • Market benchmark (20+): monthly report to calibrate the baseline (1h per month).

6.3 Email alerts

In Settings → Notifications, enable alerts:

  • New campaign on a top competitor — near real time.
  • Coupon above the historical P90 — a sign of aggressiveness.
  • Weekly digest — Monday 8am with a summary of what changed.
Advanced workflows

Playbooks for real-world scenarios.

Five operational playbooks you can follow step by step when the scenario shows up.

  1. W1

    SEASONAL · BF

    Black Friday schedule — T-8 to T+1

    25 min

  2. W2

    FIELD CASE

    Spot a competitor's stock clearance in 9 days

    15 min

  3. W3

    PRICING

    Weekly dynamic pricing — 20 SKUs

    20 min

  4. W4

    MEASUREMENT

    Monthly Share of Voice — how much you show up vs competitors

    18 min

  5. W5

    DEFENSE

    Margin defense against a competitor's aggressive campaign

    12 min

W1
SEASONAL · BF· 25 min

Black Friday schedule — T-8 to T+1

Scenario: You want to make it through Black Friday without burning unnecessary margin and without reacting late to competitors' aggressive coupons.

  1. T-8 weeks — setup + baseline

    Add 10-20 competitors split into top (3-5), monitored (10), benchmark (5+). Pull from the last 12 months: average coupon depth, frequency, dominant mechanic.

    Output: a Deep-dive PDF of each top competitor, saved as a baseline.

  2. T-4 weeks — daily monitoring begins

    The first “BF warm-up” teasers drop here. Typical depth 10-20%. Watch who's doing list acquisition (a 10% coupon for an email signup) — that's the earliest signal.

  3. T-2 weeks — sub-2h cadence

    Competitors start changing prices 2-3x a day. Those who detect within ≤ 2h capture 3.2× more sales than those who detect at 8h+ (McKinsey, 2023). Enable real-time alerts on top competitors.

  4. Thursday eve 6pm — final calibration

    A short 30-min meeting. Which SKUs have already crossed the operational floor? Which competitor offers haven't been answered yet? The adjustment window closes at midnight.

  5. BF + Cyber Monday — real time

    Real-time tracking via dashboard. Cyber Monday has average depth 4-6 pp higher than Friday — don't spend all your firepower on day 1.

  6. T+1 week — post-mortem

    Generate a Timeline covering the 5 weeks. Compare against the T-8 baseline. Document:

    • Where you reacted too early (burned avoidable margin).
    • Where you reacted late (lost a sale).
    • What new mechanics appeared to fold into 2026.
W2
FIELD CASE· 15 min

Spot a competitor's stock clearance in 9 days

Scenario: You suspect a direct competitor might have a stock problem (a drop in your own sales with no clear reason, a shift in their communication mix).

  1. Day 1-2 — passive observation

    Check whether “last units,” “collection clearance,” “end of stock” show up in stories or bio. On its own it's a weak signal — note it.

  2. Day 3-4 — check the depth

    Did a coupon ≥ 1.5× their historical average appear? Use the campaign detail to compare against the last-90-days baseline. Here it's a medium-intensity signal.

  3. Day 5 — shipping change

    A competitor that used to offer conditional free shipping (over R$ 199) switches to universal free shipping? It signals a drive to grab volume fast — it's expensive, only those who need to move stock do it.

  4. Day 7 — off-calendar BOGO

    “Buy 2, Pay 1” or “Spend R$ X, get R$ Y in credit” mid-quarter (not BF, not a seasonal date). A high-intensity mechanic — only those who need to clear shelves fast use it.

  5. Day 9 — structural confirmation

    Did an “Outlet,” “General Clearance” section appear in the site's menu? A menu change is a structural move, not a one-off. Clearance confirmed.

  6. Decision: what to do

    A competitor in clearance = vulnerable for the next 4-6 weeks. They won't be able to deepen promotions on a new collection because they've already spent their discount budget now. The right response:

    • Move up your launch 1-2 weeks to capture the audience that would head to their outlet.
    • Hold full price on the anchor line — those who want what's new will pay.
    • A 10% coupon for the email base only (margin protection on repeat buyers).
W3
PRICING· 20 min

Weekly dynamic pricing — 20 SKUs

Scenario: You have 20-50 strategic SKUs that go head-to-head on price with 3-5 competitors, and you want to run a structured review once a week.

  1. Initial setup (first time, 60 min)

    Select 20-30 SKUs from the top 70% of revenue. For each one, document:

    • Unit cost (including sales taxes).
    • Floor: minimum price = cost × (1 + floor margin, e.g. 18%).
    • Ceiling: maximum price = average of the 3 direct competitors +10%.

  2. Every Monday 9am — data collection

    Open /campanhas filtered to the top competitors of the last week. Note: active coupons, universal or conditional free shipping, extended installments. Use each competitor's Deep-dive.

  3. Every Monday 9:30am — review the 20 SKUs

    For each SKU, decide (1 minute each):

    • Hold the price.
    • Drop to the floor (a competitor cut first, central SKU).
    • Raise gradually (a competitor went out of stock, a margin opportunity).
    • Apply a differentiated offer (conditional free shipping instead of a direct coupon).

  4. Every Monday 10am — apply

    Document the change in a spreadsheet. Apply it on the storefront. Set an alert in Batedor to be notified if the competitor reacts in the next 48h.

  5. Biweekly — margin audit

    Check that the real net margin (sold vs cost + fees + embedded shipping) is above the floor. Adjust the floor if the category shifted structurally (taxes, suppliers).

W4
MEASUREMENT· 18 min

Monthly Share of Voice — how much you show up vs competitors

Scenario: Leadership wants to know whether the brand grew in market mind share relative to direct competitors over the last 30 days.

  1. Month 1 — establish a baseline

    For each top competitor, count (from the dashboard) the number of campaigns detected in the month. Also add up your own published campaigns (you can use an external spreadsheet if Batedor doesn't monitor you yet).

  2. Calculating Share of Voice

    SoV % = your campaigns ÷ cluster total × 100

    Cluster = you + 3-5 direct competitors. A practical example:

    • Your brand: 12 campaigns
    • Competitor A: 18
    • Competitor B: 9
    • Competitor C: 14
    • Competitor D: 7
    • Cluster total: 60 → your SoV = 12/60 = 20%

  3. Qualitative analysis

    Volume alone doesn't tell the whole story. Cross it with the mechanic mix: if your brand only runs coupons and competitor A runs coupon + launch + influencer partnership, their SoV weighs more. Use the campaign-types tab to see.

  4. Monthly — track the evolution

    Keep a simple spreadsheet with SoV month over month. An upward trend ↑ for 3 consecutive months = your brand is gaining share. A downward trend ↓ = review the campaign budget.

W5
DEFENSE· 12 min

Margin defense against a competitor's aggressive campaign

Scenario: A top competitor just dropped a 50% off coupon valid for 24h. You need to decide in the next 4 hours: match, ignore, or differentiate.

  1. Hour 0 — the alert arrives

    A Batedor notification (email or WhatsApp) about a new coupon. Open the campaign detail. Check 3 dimensions:

    • Depth vs history: is 50% ≥ 1.5× their average? If so, it's an aggressive campaign (not routine).
    • Audience: a general public coupon or a targeted one (list, first purchase, retargeting)?
    • Window: a 24h flash or a week?

  2. Hour 1 — strategic analysis

    Answer 4 questions:

    1. Does the attacked SKU matter in your mix? (top 20% of revenue?)
    2. Does the target audience overlap with yours?
    3. Does the main channel match where you fight?
    4. Can your margin absorb a 30-50% response? (Use the margin calculator.)

    If ≥ 3 yes → react. If ≤ 2 yes → hold.

  3. Hour 2 — choose the instrument

    Don't copy. Differentiate. Response options:

    • Conditional free shipping above your average ticket (shifts perception without giving up direct margin).
    • A coupon targeted at repeat buyers (10-15%, preserves the base, signals loyalty).
    • A combo with an anchor product (buy A, get a lower-margin B free).
    • Extended 12× installments (in a high-ticket category, converts better than a straight -30%).

  4. Hour 3 — apply

    Set it up on the storefront and fire off cross-channel communication (Instagram + email + ads simultaneously). You can use the same 24h window to close the competitive gap.

  5. Hour 4 — monitoring

    Set an alert in Batedor to detect whether the competitor responds to your move. If the fight escalates (their coupon + your match), the winner is whoever has more margin headroom — key check: you can't have a floor below theirs on more than 3 contested SKUs.

Use cases by profile

Where Batedor shines.

Specific recommendations by your type of operation. Each profile has a different mix of sources, cadence, and reports.

SMALL DTC

DTC brand up to 500 orders/mo

Add 5 direct competitors from the same niche. A Weekly Summary every Monday for a 15-min sales meeting. Focus on rivals' coupons + free shipping — those two account for 70% of the customer's decision in this ticket range.

MARKETPLACE

Marketplace seller (ML, Shopee, Amazon)

Monitor the top sellers in your category + the official brands. When you detect a competitor's new SKU launch, get ahead of the price adjustment before the buy box auction turns. Combine it with Share of Shelf in the category.

AGENCY

Marketing agency / consultancy

Each client becomes a separate workspace (multi-tenant). Use the Weekly Summary and Deep-dive PDFs as a recurring deliverable. Bill it as part of the contract — one client pays for the Batedor subscription.

B2B

B2B distributor with an indirect channel

Monitor direct competitors + active resellers. Detect campaigns on LinkedIn/institutional sites. Use the Timeline to calibrate channel communication — see where your resellers are being attacked.

LARGE STORE

E-commerce 5k+ orders/mo

Full stack: 15-20 monitored competitors, a dedicated CI team, webhook integration with Slack/Teams. Use Professional + Enterprise depending on the volume of SKUs/categories.

NICHE

Regional niche (physical store + online)

Monitor both national and regional competitors. Use the Platforms tab to see channel differences (the national competitor attacks via Instagram, the regional one via Facebook). Calibrate your mix accordingly.

Tactical glossary

Terms you need to master.

Competitive intelligence, performance, and pricing vocabulary organized into 4 categories. Share it with the team to calibrate meetings.

Performance

8 terms

ROAS

Return on Ad Spend

Revenue generated ÷ spent on media. ROAS 3× means R$ 3 of revenue for every R$ 1 of ads. It does NOT account for product costs — for real profit use ROI.

ROI

Return on Investment

(Revenue − Investment − Costs) ÷ Investment × 100. ROI looks at real profit, ROAS only at revenue vs media.

CAC

Customer Acquisition Cost

Total spent on marketing + sales ÷ new unique customers. Unlike CPA, it counts customers (not orders). On a recurring product, it defines how much is worth investing.

CPA

Cost Per Acquisition

Spent on media ÷ conversions. CPA counts each order; CAC counts each unique customer.

LTV

Lifetime Value

Projected revenue from a customer over the entire relationship. A healthy LTV/CAC: ≥ 3×.

CTR

Click-Through Rate

Clicks ÷ impressions × 100. A high CTR on ads = the creative is grabbing attention. On its own it doesn't tell you whether it converts.

TOFU / MOFU / BOFU

Top / Middle / Bottom of Funnel

Funnel stages. TOFU = discovery (broad content); MOFU = consideration (comparisons); BOFU = decision (direct offer). Each stage calls for its own format and metric.

Retargeting

Re-engaging past visitors

Ads aimed at people who already interacted with your site or app. CPA is typically 40-70% lower than prospecting.

Pricing

6 terms

Markup vs Margin

Two calculations, two references

Markup is on the cost (how much I added); margin is on the price (how much is left). 100% markup = 50% margin. Mixing them up burns profit.

Floor / Ceiling

Pricing floor and ceiling

Floor = minimum price that covers cost + floor margin. Ceiling = maximum price the market tolerates without a drop in conversion. Without floor + ceiling, dynamic pricing is a guess.

BOGO

Buy One Get One

“Buy one, get one” (or buy 2 get 1, etc.). A typical signal of stock clearance or a new-category push. An explicit 50% off.

Stackable coupon

Combining discounts

Multiple benefits combined (10% coupon + free shipping + installments). It appears in 67% of BR coupons in 2025 (vs 38% in 2024). It preserves perceived margin without a single high depth.

Take Rate

Marketplace commission

Mercado Livre 11-19%, Amazon 8-15%, Shopee 3-7%. It comes straight out of the seller's margin.

Gateway take/cut rate

Payment processing fee

PIX: 0-1%. Card in full: 2-4%. Installments: 3-6% + advance cost. Forgetting this fee drags down real margin.

Market

4 terms

Share of Voice (SoV)

Share of presence

What % of the total volume of mentions/campaigns in the market your brand represents. Useful to compare awareness vs direct competitors.

Share of Shelf

Share of shelf

On a marketplace or in search: what % of the SERP/category results you occupy. A strong metric on Mercado Livre, Amazon, Google Shopping.

GMV

Gross Merchandise Value

Total gross sales volume in a given period, before discounts, returns, and taxes. A macro indicator of operation size.

Ads Library

Public ad library

Meta, Google, TikTok, and LinkedIn are required to display all active ads publicly. Use it to map what a competitor is running.

Operations

3 terms

OCR

Optical Character Recognition

Extracting text from images. Batedor runs OCR on banners and reel screenshots to detect coupons written inside the image.

Crawl

Automatic content collection

The process of visiting a public URL and downloading HTML/images for analysis. It runs automatically in Batedor; it can be triggered manually via “Request re-analysis.”

Confidence

Probability the classification is correct

A 0-1 score the AI assigns to each detected campaign. ≥0.85 = high; 0.60-0.85 = medium; <0.60 = low. Used to decide whether to trigger an alert or require manual validation.

Want to go deeper? See the blog

Ready to put it to work?

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