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─Abstract─ Extant research on marketing strategy suggests that most companies underuse web intelligence as publicly available data on the Internet are considered hard to access and analyse. This paper demonstrates how biomass home heating businesses can utilise the Internet for data collection and business insights. The market structure of the biomass heating industry was identified using the Google Correlate algorithm. The production rule 'that newer the product the higher is consumer searchdoi:10.34109/ijefs.201911101 fatcat:2g55fvwwgbblxjw63zi6y7inom