> For the complete documentation index, see [llms.txt](https://wiki.anatomyofmarketing.org/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://wiki.anatomyofmarketing.org/the-aom-model/layer-two-fundamentals/data-and-insights.md).

# Data & Insights

<figure><img src="/files/a3MtOneNK2BXGcFIRtpx" alt=""><figcaption></figcaption></figure>

### What is it?

Observe, interpret, and apply insights to inform better decisions.

### Why it matters

Like the senses, this Part informs decisions through observation and feedback. It allows the organisation to learn from what is happening in the market. When this part is strong, decisions improve over time based on real signals. When this part is weak, decisions are made without context, and the organisation continues to act without seeing, hearing, or learning from what is actually happening.

### AoM Structure

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[Data & Insights](/the-aom-model/layer-two-fundamentals/data-and-insights.md)
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[Market Intelligence](/the-aom-model/layer-two-fundamentals/data-and-insights/market-intelligence.md)
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[Environmental Scanning](/the-aom-model/layer-two-fundamentals/data-and-insights/market-intelligence/environmental-scanning.md)
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[Demand & Category Trends](/the-aom-model/layer-two-fundamentals/data-and-insights/market-intelligence/demand-and-category-trends.md)
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[Competitor Intelligence](/the-aom-model/layer-two-fundamentals/data-and-insights/market-intelligence/competitor-intelligence.md)
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[Performance Intelligence](/the-aom-model/layer-two-fundamentals/data-and-insights/performance-intelligence.md)
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[Commercial Performance](/the-aom-model/layer-two-fundamentals/data-and-insights/performance-intelligence/commercial-performance.md)
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[Marketing Effectiveness](/the-aom-model/layer-two-fundamentals/data-and-insights/performance-intelligence/marketing-effectiveness.md)
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[Brand Health](/the-aom-model/layer-two-fundamentals/data-and-insights/performance-intelligence/brand-health.md)
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[Experience Audit](/the-aom-model/layer-two-fundamentals/data-and-insights/performance-intelligence/experience-audit.md)
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[Customer Intelligence](/the-aom-model/layer-two-fundamentals/data-and-insights/customer-intelligence.md)
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[Customer Research](/the-aom-model/layer-two-fundamentals/data-and-insights/customer-intelligence/customer-research.md)
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[Behavioural Analysis](/the-aom-model/layer-two-fundamentals/data-and-insights/customer-intelligence/behavioural-analysis.md)
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[Pricing Research](/the-aom-model/layer-two-fundamentals/data-and-insights/customer-intelligence/pricing-research.md)
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