Integrate enterprise (and external) data sources to create the reference repository from which this function, and others, will draw information. Build a competitive intelligence function that will provide deeper insights into our competitors, their strategies and alert and provide interpretation of shifts in their tactics. Measure and track the voice of the customer, brand equity, and related measures of how the company is perceived in the market place. Define pricing tests that would lead to the optimization of aggregate margin across a single product line, and multiple products.