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How Intelligence Teams Can
                                                    Look Beyond Competitors to
                                                    Optimize Company Success


                                         A Complimentary Webinar from Aurora WDC
                                      12:00 Noon Eastern /// Wednesday 6 February 2013


                                                         ~ featuring ~




                                          Melanie Wing                   Derek Johnson

                                                                                         Powered by
The Intelligence Collaborative
http://IntelCollab.com #IntelCollab
Questions, Commentary & Content
                                      α   Use the Questions pane on your
                                          GoToWebinar control panel and all
                                          questions will be answered in the
                                          second half of the hour.

                                      α   You are welcome to tweet any
                                          comments on Twitter where we are
                                          monitoring the hashtag #IntelCollab or
                                          eavesdrop via
                                          http://tweetchat.com/room/IntelCollab

                                      α   Slides will be available after the
                                          webinar for embedding and sharing via
                                          http://slideshare.net/IntelCollab

                                      α   To view the recording and download
                                          the PPT file, please register for a trial
                                          membership at http://IntelCollab.com.

                                                                  Powered by
The Intelligence Collaborative
http://IntelCollab.com #IntelCollab
How Intelligence Teams Can Look
      Beyond Competitors to Optimize
            Company Success

                                   Melanie Wing
                  VP, Strategic Marketing and Customer Insights
                                   Equifax, Inc.
                                 February 6, 2013

                                                                  Powered by
The Intelligence Collaborative
http://IntelCollab.com #IntelCollab
Powered by
The Intelligence Collaborative
http://IntelCollab.com #IntelCollab
The Odds


                  Odds of being an astronaut: 13,200,000 to 1

                  Odds of winning an Academy Award: 11,500 to 1

                  Odds of injury from using a chain saw: 4,464 to 1

                  Odds of catching a ball at a major league ballgame: 563 to 1

                  Odds of being audited by the IRS: 175 to 1

                  Odds of a business failing in the first 5 years: 10 to 1



                                                                       Powered by
The Intelligence Collaborative
http://IntelCollab.com #IntelCollab
What Decreases the Odds of Winning?

                Economy

                Government

                Other Companies

                Customers



                                      THINGS YOU CAN’T CONTROL
                                                                 Powered by
The Intelligence Collaborative
http://IntelCollab.com #IntelCollab
What Increases the Odds of Winning?

                Strategy

                Finances

                People

                Technology

                Distribution

                                      THINGS YOU CAN CONTROL
                                                               Powered by
The Intelligence Collaborative
http://IntelCollab.com #IntelCollab
Customers                                  Technology




                                      Industry Trends




         Adjacencies                                                    Economics




                                                                     Powered by
The Intelligence Collaborative
http://IntelCollab.com #IntelCollab
Example In Action
                                         Technology Trend

                                         Consumer Trend

                                         Economic Trend

                                         Industry Trend

                                         Adjacencies




             What are implications for Banks? For Credit Bureau?

                                                            Powered by
The Intelligence Collaborative
http://IntelCollab.com #IntelCollab
Winning With Interpretation




                                      Powered by
The Intelligence Collaborative
http://IntelCollab.com #IntelCollab
Application in Planning



                                                  Implemen
                                                    -tation
                                                               Business
                                                                Model

                                       Testing

                                                                          Market
                                                                           Intel


                                        Big
                                      Questions
                                                                 Comp.
                                                                  Intel
                                                    Strategy
                                                     Screen




                                                                                   Powered by
The Intelligence Collaborative
http://IntelCollab.com #IntelCollab
Melanie Wing is Vice President of Strategic
                                       Marketing at Equifax…

                                       Connect with Melanie via:

                                       Email:   Melanie.Wing@Equifax.com



                  Melanie Wing
             Vice President, Equifax



       The Intelligence Collaborative is the online learning and networking
       community powered by Aurora WDC, our clients, partners and other friends
       and dedicated to exploring how to apply intelligence methods to solve real-
       world business problems.

       Apply for a free 30-day trial membership at http://IntelCollab.com or learn
       more about Aurora at http://AuroraWDC.com – see you next time!
                                                                            Powered by
The Intelligence Collaborative
http://IntelCollab.com #IntelCollab

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How Intelligence Teams Can Look Beyond Competitors to Optimize Company Success

  • 1. How Intelligence Teams Can Look Beyond Competitors to Optimize Company Success A Complimentary Webinar from Aurora WDC 12:00 Noon Eastern /// Wednesday 6 February 2013 ~ featuring ~ Melanie Wing Derek Johnson Powered by The Intelligence Collaborative http://IntelCollab.com #IntelCollab
  • 2. Questions, Commentary & Content α Use the Questions pane on your GoToWebinar control panel and all questions will be answered in the second half of the hour. α You are welcome to tweet any comments on Twitter where we are monitoring the hashtag #IntelCollab or eavesdrop via http://tweetchat.com/room/IntelCollab α Slides will be available after the webinar for embedding and sharing via http://slideshare.net/IntelCollab α To view the recording and download the PPT file, please register for a trial membership at http://IntelCollab.com. Powered by The Intelligence Collaborative http://IntelCollab.com #IntelCollab
  • 3. How Intelligence Teams Can Look Beyond Competitors to Optimize Company Success Melanie Wing VP, Strategic Marketing and Customer Insights Equifax, Inc. February 6, 2013 Powered by The Intelligence Collaborative http://IntelCollab.com #IntelCollab
  • 4. Powered by The Intelligence Collaborative http://IntelCollab.com #IntelCollab
  • 5. The Odds Odds of being an astronaut: 13,200,000 to 1 Odds of winning an Academy Award: 11,500 to 1 Odds of injury from using a chain saw: 4,464 to 1 Odds of catching a ball at a major league ballgame: 563 to 1 Odds of being audited by the IRS: 175 to 1 Odds of a business failing in the first 5 years: 10 to 1 Powered by The Intelligence Collaborative http://IntelCollab.com #IntelCollab
  • 6. What Decreases the Odds of Winning? Economy Government Other Companies Customers THINGS YOU CAN’T CONTROL Powered by The Intelligence Collaborative http://IntelCollab.com #IntelCollab
  • 7. What Increases the Odds of Winning? Strategy Finances People Technology Distribution THINGS YOU CAN CONTROL Powered by The Intelligence Collaborative http://IntelCollab.com #IntelCollab
  • 8. Customers Technology Industry Trends Adjacencies Economics Powered by The Intelligence Collaborative http://IntelCollab.com #IntelCollab
  • 9. Example In Action Technology Trend Consumer Trend Economic Trend Industry Trend Adjacencies What are implications for Banks? For Credit Bureau? Powered by The Intelligence Collaborative http://IntelCollab.com #IntelCollab
  • 10. Winning With Interpretation Powered by The Intelligence Collaborative http://IntelCollab.com #IntelCollab
  • 11. Application in Planning Implemen -tation Business Model Testing Market Intel Big Questions Comp. Intel Strategy Screen Powered by The Intelligence Collaborative http://IntelCollab.com #IntelCollab
  • 12. Melanie Wing is Vice President of Strategic Marketing at Equifax… Connect with Melanie via: Email: Melanie.Wing@Equifax.com Melanie Wing Vice President, Equifax The Intelligence Collaborative is the online learning and networking community powered by Aurora WDC, our clients, partners and other friends and dedicated to exploring how to apply intelligence methods to solve real- world business problems. Apply for a free 30-day trial membership at http://IntelCollab.com or learn more about Aurora at http://AuroraWDC.com – see you next time! Powered by The Intelligence Collaborative http://IntelCollab.com #IntelCollab