Competitive Positioning

What is your philosophy when it comes to competitors?
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Is it continuous or at specific campaigns?
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I work in a company that measures the impact of all projects, but admittedly this is a difficult area to track. Would love to any suggestions/thoughts.
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Also, how to actually show its success, as this is something that may take awhile before seeing a growth trend and can you directly actually attribute a particular success metric on messaging?
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