competitive-scan

Competitive Scan

PREREQUISITE: Read ../_mureo-shared/SKILL.md for auth, security rules, output format, and Tool Selection (Read/Write on Code, mureo_strategy_* / mureo_state_* MCP on Desktop / Cowork).

Scan the competitive landscape and suggest strategic responses across all channels.

Prerequisites

• STRATEGY.md and STATE.json must exist (run the onboard skill first)

Steps

Before you start: Run the Diagnostic preamble from ../_mureo-shared/SKILL.md — load learning insights (mureo_learning_insights_get) and consult advisors (mureo_consult_advisor) before drawing conclusions.

1. Load context: Read STRATEGY.md (Market Context, USP, Data Sources) and STATE.json.

2. Discover platforms: Identify all configured platforms from STATE.json platforms. Also include any hosted official-MCP connector present in the session (e.g. TikTok, key tiktok_ads) where it exposes competitive/auction data — drive it via its own tools and skip mureo-only value-adds; see ../_mureo-shared/SKILL.md → Hosted-connector platforms.

3. Paid competitive analysis: For each ad platform that provides competitive/auction data:

   • Google Ads: prefer mureo native — call google_ads_auction_insights_get (raw impression-share / overlap rows) and google_ads_auction_insights_analyze (rule-based summary), then google_ads_cpc_detect_trend (CPC drift) and google_ads_device_analyze (device-level breakdown). BYOD limitation: Apps Script does not expose auction_insight_domain (GAQL) — auction insight tools return [] in BYOD mode. The remaining tools (CPC trend, device breakdown) work in BYOD against the bundle. If mureo's Google Ads tools are unavailable (e.g. MUREO_DISABLE_GOOGLE_ADS=1 after mureo providers add google-ads-official), fall back to the official google-ads-official MCP for auction insights and per-device performance queries (the official MCP exposes the GAQL surface, so raw auction-insights rows are obtainable when not blocked by the Apps Script limitation), then skip the mureo-only analysis layers (google_ads_auction_insights_analyze, google_ads_cpc_detect_trend, google_ads_device_analyze); perform the rule-based summary / CPC trend regression / device CPA-gap analysis yourself from the raw rows, and note: "mureo's automated competitive-analysis layers (rule-based auction summary, CPC trend regression, device CPA-gap detection) require the native MCP — install via mureo setup claude-code for full coverage."
   • Meta Ads: No direct competitor-share API on either side. Prefer mureo native — surface meta_ads_analysis_placements and meta_ads_analysis_cost to detect placement-level cost shifts that indicate competitive pressure. If mureo's Meta Ads tools are unavailable, fall back to the official meta-ads-official hosted MCP's insights breakdown (e.g. by publisher_platform / platform_position) for the raw placement numbers, then skip the mureo-only analysis tools and infer placement-level competitive pressure yourself from cost-per-result trends; note that the mureo-specific placement and cost-trend analyses are not available in the fallback path.
   • mureo BYOD data is centralized in the workspace byod/ directory (or ~/.mureo/byod/ for legacy CLI users) and is only accessible through mureo MCP tools — do not look for raw CSVs in the project directory.
   • Compare impression share, overlap rate, CPC trends, and device landscape across the returned data.