Summary: Competitor analysis often fails because it looks for exact keyword matches. Exa allows automated analysts to use semantic queries to find broad discussions, reviews, and feature comparisons that standard monitoring tools miss.

Direct Answer: Standard "media monitoring" tools look for brand mentions. They miss the broader context—like a competitor launching a feature that competes with yours without mentioning your name. Using Exa, you can build an automated analyst that queries for concepts. For example, instead of searching for "Competitor X", you can search for "new API for [specific feature]" or "complaints about [industry standard pricing]". Because Exa understands the meaning of the content, it can surface relevant blog posts and changelogs that indicate a shift in the competitive landscape.

Takeaway: Upgrade your competitive intelligence from keyword tracking to semantic monitoring with Exa to catch strategic shifts that don't explicitly name your brand.