Marketing Research Solutions (MRS) A Blueprint for Success June 25, 2001 Andrew F. Toyota

Marketing Research Solutions (MRS)A Blueprint for Success

June 25, 2001

Andrew F. ToyotaChief Executive Officer

iSeer, Inc. www.iseer.com

Marketing Research Solutions (MRS)A Blueprint for Success

June 25, 2001

Andrew F. ToyotaChief Executive Officer

iSeer, Inc. www.iseer.com

Presentation Goal

Provide tips and techniques for implementing marketing research solutions (MRS) for the “smart organization.”

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Agenda

Introduction

Objectives

Benefits

Challenges

Available Features

Discovery Methodology

Project Evaluation

Q&A

Introduction

Vision– Founded in 1996, iSeer offers services and

solutions that enable Fortune 500 companies to implement on-line marketing research solutions (MRS)

Clientele– Leaders in chip manufacturing, printer

technology and imaging, telecommunications and electronics engineering

Locations– Main office in Seattle, Washington with

satellite branches serving Oregon and California

Objectives

Customize a methodology

Recognize pitfalls

Evaluate complexity

Determine necessary resources

Benefits

Find the most relevant information

Find it faster

Spend less

Share it with others

Simple?Simple?SoundSound

Challenges

Relying on several research teams

Coordinating different geographies

Contracting with multiple vendors

Benefits - Revisited

Find the most relevant information

Find it faster

Spend less

Share it with others

“I’ll take one to go.”

“I’ll take one to go.”

Feature Summary

PortalFeatures

PortalFeatures

Available FeaturesPortals - Searching

www.northernlight.com

Available Features Portals – Topic-Based Browse

www.northernlight.com

Available Features Portals - Personalization

www.yahoo.com

Available Features Portals - Saved Searches

Available Features Portals - Instant Messaging

www.yahoo.com

Available Features Portals - Threaded Discussions

www.dpreview.com

Available Features Portals - Chatrooms

www.money.com

Available Features Portals - E-mail Alerts

www.northernlight.com

Available Features Portals - Event Calendars

KTW- grab the one from HP – crop tight-Show event icons at top

Available Features Portals - Newsletters

www.money.com

Available Features Portals - Send to a Friend

www.amazon.com

DocumentManagement

Features

DocumentManagement

Features

Available Features Document Management - Categorize and Save

Documents

Available Features Document Management - Check-In/Out

www.merant.com

Available Features Document Management - Seat Management

Available Features Document Management - Administrative Tools

iSeer™ Research Community

KnowledgeManagement

Features

KnowledgeManagement

Features

Available Features Knowledge Management - Communities

www.msn.com

Available Features Knowledge Management - Find Experts

iSeer™ Research Community

Available Features Knowledge Management - E-mail mining

Tacit

Available Features Knowledge Management - Rating and Reviews

amazon.com

Available Features Knowledge Management -- Surveys and Voting

www.websurveyor.com

www.freetools.com

ReportingFeatures ReportingFeatures

Available Features Reporting - Activity Reports

iSeer Research Community

Available Features Reporting - Decision Support Reports

“I have it all figured out – “I have it all figured out –

ChallengesCustomer Example

just build the thing.”

Challenges Customer Example

All relevant discussions occurred in person, not on-line

Company would not grant access to the Internet

No incentive to collaborate

Discovery Checklist

Discovery Checklist Section 1 - Culture

Do users rely on the same nomenclature?

Consistent Culture

DisparateTaxonomy

Will users have different roles and access levels?

Everyone is equal

>3 permiss. levels

Will users want to share information?

Independent islands

Highly collaborative

How personalized should the content be?

None needed >4 views

How long will a user wait for a response?

Whatever it takes

<5 seconds

Will users’ interactions be tracked?

No Profile management

Culture COMPLEXITY

LO MED HI

Discovery Checklist Section 2 Content

How many resources will be catalogued and searched?

Does content need to be controlled?

How is content formatted?

Where is content stored?

Are content vendor relationships in place?

Content

Single Multiple

Open License monitoring

XML enabled

Older technology

Single repository

Multiple sites

Contracts signed

Nothing in place

COMPLEXITY

LO MED HI

Discovery Checklist Section 3 – Technical Architecture

What type of hardware will be targeted?

What type of software will be integrated?

Will the site interface with multiple systems?

Is there a platform standard?

What type of security is required?

Technical Architecture

Simple, established environment

Includes firewall and proxy servers

Off-the-shelf Customized

Self-contained

3rd party integration

Single browser

Multiple systems

Open access

Highly confidential

COMPLEXITY

LO MED HI

Discovery Checklist Section 4 - Communication

How much of the requirements are documented?

How many people are involved in decision-making?

Geographically, where is the customer vs. team?

Communication

Documented Just an idea

Single decision- maker

Committee of 6+

Same city Travel required

COMPLEXITY

LO MED HI

Discovery Checklist Section 5 - Experience

Have all parties implemented this before?

Is the team experienced with the software tools?

Is the team familiar with the business environment?

Experience

Yes and open to new ideas

First time

Extensive experience

First time

Built similar solution

Never seen it

COMPLEXITY

LO MED HI

Discovery Checklist Section 6 - Deployment

How firm is the portal launch date?

How visible will this site be?

How complex is the landing environment?

Are there external sites transferring data?

DeploymentNo commitment given

Already behind

Internal use only

Includes customers

3 servers servers + firewall + proxies

None More than 8

COMPLEXITY

LO MED HI

Discovery Checklist Section 7 - Maintenance

Who will support the portal?

What happens if the site goes down?

How frequently will the content be updated?

Maintenance

SLA in place No idea

No problem Mission critical

Once a quarter

On demand

COMPLEXITY

LO MED HI

How will the content and taxonomy be updated?

Manually On-line

Discovery Evaluation

> 15> 15

< 6< 6

Low Medium High

Fea

ture

Set

Highly Complex 10+ FTE

$1+ million12+ months

Moderate 5-7 FTE

$300k-$500k5–8 months

Simple2-3 FTE

$25k-$50k2-4 months

Project Complexity

*This evaluation is for demonstration purposes only.

Preparation

Lack of Preparation

Clear Ascent

Summary

Select features that support the business environment

Identify the red flags that impact a successful launch

Know what constitutes the right team of users, developers and vendors

Andrew F. Toyota

Chief Executive Officer

iSeer, Inc.

(206) 225-5400

www.iseer.com