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Competitive Intelligence in The Age of Google

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Offers a view of CI search techniques using a variety of professional and web search tools. Presented at London Online in December 2006

Publié dans : Business, Formation

Competitive Intelligence in The Age of Google

  1. 1. Competitive Intelligence In the Age of Google Victor Camlek Director, Market Intelligence Thomson Scientific
  2. 2. Today’s Agenda: <ul><li>What is Competitive Intelligence? </li></ul><ul><li>Required Skills and Training </li></ul><ul><li>The CI Process </li></ul><ul><li>The Role of The Information Professional </li></ul><ul><li>Searches Within the CI Remit </li></ul><ul><li>Searches Beyond Today’s Search Engine Capabilities </li></ul>
  3. 3. What Is Competitive Intelligence? Definition <ul><li>Process of monitoring the competitive environment </li></ul><ul><li>Enables informed strategic decision making </li></ul><ul><li>Supports tactical sales needs </li></ul><ul><li>“ Effective CI is a continuous process involving the legal and ethical collection of information, analysis that doesn’t avoid unwelcome conclusions, and controlled dissemination of actionable intelligence to decision makers” [SCIP] </li></ul>Who Does It? <ul><li>CI Professionals </li></ul><ul><li>Product Managers </li></ul><ul><li>Financial Analysts </li></ul><ul><li>Librarians </li></ul><ul><li>Knowledge bearers </li></ul><ul><li>Technology Experts </li></ul><ul><li>Management Teams </li></ul><ul><li>Business Analysts </li></ul><ul><li>Etc, </li></ul>CI is not “just” a department. It is actually a culture that permits a group of officially tasked individuals to work proactively with a community of knowledge bearers and leaders in an environment where no one person knows all the answers but everyone contributes to finding the solution and achieving a consensus for action!
  4. 4. Today’s Agenda: <ul><li>What is Competitive Intelligence </li></ul><ul><li>Required Skills and Training </li></ul><ul><li>The CI Process </li></ul><ul><li>The Role of The Information Professional </li></ul><ul><li>Searches Within The CI Remit </li></ul><ul><li>Final Thoughts </li></ul>
  5. 5. Required Skills And Personal Attributes Tangible Skills <ul><li>Competitive Intelligence techniques </li></ul><ul><li>Business acumen [including, financial, economic, and market expertise] </li></ul><ul><li>Expert knowledge of a particular market, product or industry </li></ul><ul><li>Quantitative and/or qualitative skills </li></ul><ul><li>Competitive analysis techniques [various frameworks] </li></ul><ul><li>Expert research skills or ability to direct others to find what is needed </li></ul>Personal Attributes <ul><li>Intense curiosity and drive to thoroughly complete a project </li></ul><ul><li>Perseverance, diligence and outstanding patience </li></ul><ul><li>Interpersonal networking capabilities </li></ul><ul><li>Impeccable ethical grounding </li></ul><ul><li>The ability to take a calculated risk with an awareness of the consequences </li></ul><ul><li>Willingness to communicate [via documents, presentations and meetings] </li></ul><ul><li>Willingness to listen and constantly learn new things </li></ul><ul><li>Strong memory </li></ul><ul><li>Some degree of helpful cynicism </li></ul><ul><li>Above all: outstanding judgment and common sense </li></ul>
  6. 6. Contents <ul><li>What is Competitive Intelligence </li></ul><ul><li>Required Skills and Training </li></ul><ul><li>The CI Process </li></ul><ul><li>The Role of the Information Professional </li></ul><ul><li>Searches Within The CI Remit </li></ul><ul><li>Final Thoughts </li></ul>
  7. 7. The CI Process A Normally Accepted View of The CI Work Flow <ul><li>Work Flow Components: </li></ul><ul><li>Understand requirements </li></ul><ul><li>Planning and direction </li></ul><ul><li>Collection </li></ul><ul><li>Processing </li></ul><ul><li>Analysis </li></ul><ul><li>Reporting </li></ul><ul><li>Dissemination </li></ul><ul><li>Follow-up </li></ul>
  8. 8. Contents <ul><li>What is Competitive Intelligence </li></ul><ul><li>Required Skills and Training </li></ul><ul><li>The CI Process </li></ul><ul><li>The Role of The Information Professional </li></ul><ul><li>Searches Within the CI Remit </li></ul><ul><li>Final Thoughts </li></ul>
  9. 9. The Information Professional Within The CI Work Flow The Analyst Zone The Information Zone Projects & Assignments Information Research Strategies Sources & Research Review, Summarize Synthesize Continue or Handoff Report Development Packaging Presentation Sequence <ul><li>Preliminary </li></ul><ul><li>Peer Review </li></ul><ul><li>Business Leaders </li></ul><ul><li>Executive Team </li></ul>Needs Data Synthesis Analysis Findings & Recommendations Market Actions The Task Can Reach Here The Task Can Continue As Far As Permitted By Either the Organization or Information Pro Persona The Domain of The Analyst And Expert Group <ul><li>The Results Zone </li></ul><ul><li>High Risk </li></ul><ul><li>High Impact </li></ul><ul><li>Implementation </li></ul>The Market Standard Info Pro Role Role Performed By Some Info Pros Potential Career Path Evolving from Info Pro Skills and Experience
  10. 10. Some Concepts Information Zone <ul><li>Expert skills and knowledge ensure success </li></ul><ul><li>Success Is measurable by defined standard deliverables </li></ul><ul><li>High quality information that feeds analysis is located </li></ul><ul><li>Summaries and suggested findings offer value added service levels </li></ul>Analyst Zone <ul><li>High level findings and recommendations (may be challenged by other experts) </li></ul><ul><li>Intimate knowledge of markets, products, people, & business environment mandatory </li></ul><ul><li>Chief Executive level deliverables may be required </li></ul>Results Zone <ul><li>Information and analysis lead to recommendations and results </li></ul><ul><li>High visibility along with high risk </li></ul><ul><li>Recommendations delivered here likely to result in market implementation </li></ul><ul><li>CI Department leaders often required to frequent this zone </li></ul>There is nothing wrong with staying in the information zone. However, the visibility associated with a recognized CI professional permits many opportunities to play a role that is quite dynamic, exciting and risky!
  11. 11. Some Guiding Principles The CI Task <ul><li>Requires thorough due diligence </li></ul><ul><li>May directly influence decisions, investments as market actions </li></ul><ul><li>Successful careers depend on quality of service </li></ul><ul><li>The successful expert will navigate an array of sources based on an end-point strategy </li></ul>The Sources <ul><li>Today’s information technology permits a variety of approaches </li></ul><ul><li>The “Google™” or Web search provides many potential positive outcomes </li></ul><ul><li>Some tasks require a more targeted search </li></ul><ul><li>Advanced Search Options and Techniques: </li></ul><ul><ul><li>A defined set of coverage including range of years and subjects </li></ul></ul><ul><ul><li>A taxonomy to improve chances to achieve desired results </li></ul></ul><ul><ul><li>Searchable codes </li></ul></ul><ul><ul><li>Defined navigation techniques </li></ul></ul><ul><ul><li>Abstracts or full text </li></ul></ul><ul><ul><li>Ways to “de-duplicate” result sets </li></ul></ul><ul><ul><li>Ways to retain search strings </li></ul></ul><ul><ul><li>More control on the part of the searcher </li></ul></ul>
  12. 12. Typical CI Deliverables Customers Markets <ul><li>Vertical market assessments </li></ul><ul><ul><li>Five Forces; 4 C’s; Magic quadrants; BCG Matrix; 4 Corners; etc. </li></ul></ul><ul><ul><li>Market sizing; segmentation </li></ul></ul><ul><li>Reports: Trade show intelligence; Meetings summaries, Standards committees, etc. </li></ul>Companies <ul><li>Competitor tear sheets </li></ul><ul><li>Competitor corporate profiles </li></ul><ul><li>Deep dive assessments </li></ul><ul><li>Executive profiles and biographical information </li></ul><ul><li>Analytical outputs: Financial analysis; Pain point analysis; Technology scans, etc </li></ul><ul><li>Customer tear sheets </li></ul><ul><li>Customer corporate profiles </li></ul><ul><li>Customer deep dive assessments </li></ul><ul><ul><li>Primary market research </li></ul></ul><ul><ul><li>Secondary scans </li></ul></ul><ul><li>Various outputs (Financial, Pain point, Technology needs, etc) </li></ul>A Good CI Mix Includes A Varity of Quantitative and Qualitative Deliverables
  13. 13. Search Engines Vs. Professional Databases <ul><li>You may find literally anything </li></ul><ul><li>Multiple formats may be found </li></ul><ul><ul><li>Images </li></ul></ul><ul><ul><li>Video </li></ul></ul><ul><ul><li>E-mails </li></ul></ul><ul><ul><li>PowerPoint's </li></ul></ul><ul><ul><li>Spreadsheets </li></ul></ul><ul><ul><li>PDF’s (books, brochures) </li></ul></ul><ul><li>Published and non published items are available </li></ul><ul><li>Expert searches yield useful and usable items </li></ul><ul><li>Mimics primary intelligence </li></ul><ul><li>Order and specificity </li></ul><ul><ul><li>Taxonomies </li></ul></ul><ul><ul><li>Codes </li></ul></ul><ul><ul><li>Thesauri </li></ul></ul><ul><ul><li>Published Lists of Sources </li></ul></ul><ul><li>Stronger advanced search capabilities </li></ul><ul><ul><li>Formats </li></ul></ul><ul><ul><li>Selectivity </li></ul></ul><ul><ul><li>Limitations (de-duplication) </li></ul></ul><ul><li>Generally Invisible from the crawlers and spiders </li></ul><ul><li>Better suited for official reports, and business or legal documents </li></ul>Positive Aspects Of Search Engines Positive Aspects of Expert Databases Bottom Line: Use All That You Can Use To Provide Value!
  14. 14. The Theory of The Three F’s Facts <ul><li>Accurate information that remains applicable </li></ul><ul><li>Endorsed metrics, statistics, status data and demographics </li></ul><ul><li>Accurate quotations </li></ul><ul><li>Information that can be analyzed for subsequent input to decisions </li></ul>Fables <ul><li>Rumors (until verified) </li></ul><ul><li>Word from the field that needs to be verified </li></ul><ul><li>Trial balloons and self fulfilling manipulations </li></ul>Folly <ul><li>Not accurate </li></ul><ul><li>Not true </li></ul><ul><li>Not about to become true </li></ul><ul><li>Yet it could be wide spread, </li></ul><ul><li>A Major Competency of CI Pro’s is the ability to validate information based on: </li></ul><ul><li>Knowledge of Sources </li></ul><ul><li>Fact Checking Due Diligence </li></ul><ul><li>A Network of Knowledge Bearers </li></ul><ul><li>Healthy Skepticism </li></ul><ul><li>“ Garbage in; Garbage Out ” </li></ul>
  15. 15. CI Professional Search Requirements (1) Targeted Search <ul><li>Techniques that enable the ability to pinpoint relevant information </li></ul><ul><ul><li>Strong knowledge of various sources and when it appropriate to use them </li></ul></ul><ul><ul><li>Ability to maximize use of high caliber abstracts </li></ul></ul><ul><ul><li>Ability to use appropriate key words within various technical or business searches </li></ul></ul>Source Documents <ul><li>Defined list of searchable documents/types </li></ul><ul><li>Defined range of coverage </li></ul><ul><li>Save search capabilities/format options, etc. </li></ul><ul><li>Minimal duplication of hits </li></ul>Time Management <ul><li>Ability to effectively know when “You’re Done” with a Particular Source </li></ul><ul><li>Ability to manage multiple projects </li></ul><ul><li>A well-defined search roadmap </li></ul>
  16. 16. CI Professional Search Requirements (2) Specialized Searches <ul><li>Analytics that are not generally available </li></ul><ul><li>Detailed information indexed and abstracted by human experts </li></ul><ul><li>Ability to deploy multiple search strategies </li></ul><ul><li>Ability to gather data that used to develop professional quality or legal documents </li></ul>Value-Added Information <ul><li>Access to a network of recognized experts </li></ul><ul><li>Information from market research and consulting services </li></ul><ul><li>Quotations from recognized sources </li></ul><ul><li>Official biographies </li></ul><ul><li>Official metrics of any kind </li></ul>Standard Sources Are Required <ul><li>Legal documents or required filings </li></ul><ul><li>Business reports </li></ul><ul><li>Public or high impact speeches and presentations </li></ul><ul><li>When there is no margin for error </li></ul>
  17. 17. Contents <ul><li>What is Competitive Intelligence </li></ul><ul><li>Required Skills and Training </li></ul><ul><li>The CI Process </li></ul><ul><li>The Role of The Information Professional </li></ul><ul><li>Searches Within the CI Remit </li></ul><ul><li>Final Thoughts </li></ul>
  18. 18. Sample CI Search: Company Information Competitors Financial Comparisons
  19. 19. CI Search Example: General Financial Information Value: Good one-stop entrée to various points of further data
  20. 20. CI Search Example: Detailed Financial Information Standard Sources Multiple Options <ul><li>Various Modes of Information: </li></ul><ul><li>Filings </li></ul><ul><li>Spreadsheet Financials </li></ul><ul><li>Investor Reports </li></ul><ul><li>Meeting Notes </li></ul>Challenge: Locate specific Report on Pipeline Products of an Emerging Pharma Company Time Savers:
  21. 21. CI Search Example: Targeted Pipeline Report <ul><li>Request: </li></ul><ul><ul><li>Find detailed information about the Pipeline </li></ul></ul><ul><ul><li>Products coming from Sonus Pharmaceuticals </li></ul></ul><ul><li>Result </li></ul><ul><ul><li>Spot-on document with precise information </li></ul></ul><ul><ul><li>Recognized source of information </li></ul></ul>Info Source : Thomson Research
  22. 22. CI Search Example: Competitive Pharma Benchmarks Info Source: Thomson Pharma
  23. 23. CI Search Example: Specific Business Success Topic Concept Terms: All government; All market information; Industry forecasts; Marketing campaign; New laws Geographic Names: China (CHI); European Union (EUCX); Pacific Rim (PARX); Southern & Eastern Asia (SSAX); United Kingdom (UNK); Western Europe (WEEX) <ul><li>Key Words and </li></ul><ul><li>Concept Terms Help </li></ul><ul><li>Focus Search </li></ul><ul><li>Full Text Achievable </li></ul><ul><li>Full citation </li></ul>Request: Articles about Success In China Time Savers: Info Source : Dialog
  24. 24. CI Search: Various Types of Biographical Data Blog Search (Google™) Search Benefiting from Both Gale Research Structure and Google Capabilities Image (Google™) Google™ News Gale: Magazine Articles or Academic Journal Articles
  25. 25. Searchable Primary Data: Meeting Summary (Google™) Somehow many library committee meetings find their way to the search engines
  26. 26. Contents <ul><li>What is Competitive Intelligence </li></ul><ul><li>Required Skills and Training </li></ul><ul><li>The CI Process </li></ul><ul><li>The Role of The Information Professional </li></ul><ul><li>Searches Within the CI Remit </li></ul><ul><li>Final Thoughts </li></ul>
  27. 27. In Summary: Derive The Best Value From All Tools CI in The Google™ Era <ul><li>Traditional CI competencies continue to be required in today’s environment </li></ul><ul><li>It’s All About Information that is accurate, timely and quotable </li></ul><ul><li>Quality of Information Is crucial to the success of a CI practitioner </li></ul><ul><li>Time management Is a critical element of success </li></ul><ul><li>There are More Information choices available than ever before: Know how to maximize your strategy </li></ul>Traditional Fee-Based Search Tools <ul><li>Remain critical components of search repertoire </li></ul><ul><li>Help target precise information and standard source documents </li></ul><ul><li>CI professional searches require thorough due diligence </li></ul><ul><li>The differentiator from what anyone with A browser can consistently achieve </li></ul>The Web <ul><li>A valuable component of the search repertoire </li></ul><ul><li>Strong Knowledge of Web sources and techniques is critical </li></ul><ul><li>Validation techniques are mission critical </li></ul><ul><li>The good news: You never know what you may find </li></ul><ul><li>The Bad News: You never know what you may find </li></ul>
  28. 28. The CI Professional <ul><li>Performs a critical role that may support success in the marketplace </li></ul><ul><li>Includes various types of skill sets </li></ul><ul><li>Is all about networking and information </li></ul><ul><li>Is exciting, fast-paced, disciplined and multi-faceted </li></ul>A CI career offers incredible opportunities to gain vast amounts of knowledge within a wide range of career paths. This helps to develop a highly valuable asset within any company who will be widely appreciated among all levels of management including the C-level suite If this sound good to you: To pursue this profession!
  29. 29. Thank you for taking the time to listen to my presentation! Victor Camlek [email_address]