MI Trends 2015 – The Future of Market Intelligence

www.globalintelligence.com

Global Market Intelligence Trends

2015Webinar presentation

June 23, 2010

The White Paper will be available for free downloading at www.globalintelligence.com after the webinar session.


Presentation Outline

1. A day in the life of the VP Intelligence Foresight in 2015 (Fictitious case) supported by MI Trends 2015 survey conducted in May 2010Tools ScopeDeliverables ProcessOrganization Culture

2. Alternative MI Scenarios for 2015 Not included here

3. Checkpoints Not included here

- page 2

This contains excerpts from GIA’s Webinar on “Global Market Intelligence Trends 2015”. For the free white paper, please visit www.globalintelligence.com or email [email protected].


Profile

Name: Anne

Title: VP Intelligence Foresight

Mission: Develop a world-class intelligence capability embedded in all major business processes.

Back- Responsible for Intelligence since 2010.

ground Prevous experience: investor relations, VP Marketing

Skillset: Curious, analytical, process oriented, open minded, people focused.

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A day in the life of the VP Intelligence Foresight

June 23, 2015

06.00 Automated Daily News & Blogs Tracker

07.30 Global MI Review Videoconference

08.15 CEO Briefing

10.00 MI Scenario Analysis Workshop Introduction

12.00 ”MI Lunch” with VP Marketing

13.15 Social Media Tracking Project

15.00 Review of MI Branding Proposal

16.00 MI Introduction at Excecutive Development Program

17.00 Poject discussion: Emerging markets analysis

19.00 Presentation at GIA’s MI Best Practices Seminar

- page 4



June 23, 2015

06.00 Automated Daily News & Blogs

Tracker ◦ Wake up call – Personalized business news

, market signals and blogs delivered through GIA Plaza (version 13.0) received optionally through her Nokia Smartphone or any other mobile application, desktop computer and her e-mail inbox.

◦ The news and market signals will during the day be further analysed and incorporated in the Early Warning & Opportunity Analysis which is a key ingredient in the Corporate Risk Management program.

◦ Checkpoint: No surprises

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MI Tools 2015

Survey Data


MI TOOLS 2015 MI Tools = The technology tools and techniques used in the intelligence process

- page 7

-2,0 -1,0 0,0 1,0 2,0

Television or radio

Podcasts (audio)

Webcasts (video)

Newspapers in paper format

Websites of newspapers

Email newsletters f rom newspaper websites

Google News or other f ree news aggregators

Fee-based news aggregators like Factiva or …

RSS feeds on my desktop

Twitter

iPhone applications

In my car (radio, television, integrated news reader on …

Other mobile device

Other

How do you expect your own preferences to develop over the next 5 years regarding receiving

business information?

Increase significantly (+2)Increase moderately (+1)Remain the same (0)Decrease moderately (-1)Decrease significantly (-2)

CONCLUSION RSS feeds to deskrop, free news aggregation and video webcasts are the prefferred modes for receiving information.


MI TOOLS 2015 MI Tools = The technology tools and techniques used in the intelligence process

• What do you see as the emerging trends towards 2015 in the area of MI Tools?

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TOOLS INTEGRATION - SOCIAL MEDIA APPS – DASHBOARDS – SMARTPHONES

•Need for social media analysis tool – applications for network analysis, personal profiling, topic tracking, etc•Smartphones and other devices better integrated in theinformation collection and communication process•Collaborative tools - More Wikis and online platforms that will be constantly updated by MI network andgeneral business people.•Tools like Prediction Markets for crowd/group analysis•Artificial intelligence and desk based text mining tools will be more used•Integration of tools like CRM, MI portals, SAS like corporate systems, textmining tools, etc•Increasing use of Podcasts and Webcasts for MI sharing•GIS based systems for providing geo-demographical and competitor data



June 23, 201506.00 Automated Daily News & Blogs Signals Brief

07.30 Global MI Review Videoconference ◦ Videoconference with the MI Managers in Asia,

Latin America, North America and Europe.

◦ During the last 5 years the BRIC MI team has developed considerable due to the increased focus on emerging markets.

◦ Review of the integrated analysis of customers, end-users and competitors that was produced by three virtual analysis teams within the organisation.

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MI Scope 2015

Survey Data


MI SCOPE 2015 MI Scope = The topics and timeframe of the intelligence program

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-2,0 -1,0 0,0 1,0 2,0

North America

Latin America

Northern Europe

Western Europe

Eastern Europe & CIS

Africa

Middle East

Greater China

Asia Pacif ic

Geographical perspective

Which areas in the business environment will be under the heaviest change and therefore have the

most significant impact on MI efforts?


CONCLUSION

China , Asia Pacific and Latin America will be the most interesting regions from a geographical perspective.


MI SCOPE 2015 MI Scope = The topics and timeframe of the intelligence program

- page 12

-2,0 -1,0 0,0 1,0 2,0

Suppliers

Competitors

Distributors

Customers

End users

Value chain perspective

Which areas in the business environment will be under the heaviest change and therefore have the

most significant impact on MI efforts?


CONCLUSION

Customers, end users and competitors will be the forces driving marketplace change up to 2015.


June 23, 201506.00 Automated Daily News & Blogs Signals Tracker

07.30 Global MI Videoconference

08.15 CEO Briefing ◦ Weekly CEO Briefing focusing on existing special projects and the red

flagged indicators from the risk analysis.

◦ Increased focus has been put to face-2-face presentations of MI deliverables for most projects.

◦ Increased emphasis on communication and interaction skills for all people in the MI teams.


- page 13


MI Deliverables 2015

Survey Data


MI DELIVERABLES 2015 MI Deliverables = The concrete output of the intelligence process: Signals, reports, analyses, presentations etc.

- page 15

-2,0 -1,0 0,0 1,0 2,0

Numbers, f igures and hard facts about competitors’ or customers’ performance

Comparison and benchmarking between our and competitor products and services

Ideas, thoughts and opinions f rom experts about how the marketplace is changing

Discussions, comments, dialogue between people within our network

Broad trends and themes about consumer and household behavior

Macroeconomic indicators and forecasts to help understand business cycles

Industry-level indicators, price data, market size and market share data

Other

How do you see the end user value of the following intelligence deliverables developing towards 2015?


CONCLUSION

Dialogue and discussions between people is the MI deliverable that will have the largest increase.



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-2,0 -1,0 0,0 1,0 2,0

Analytical depth

Variety of deliverables

Future orientation

Online / just-in-time / Frequently updated content instead of one-time reports

Face to face delivery and discussion of MI output

How will the MI deliverables develop with regards to the following aspects?


CONCLUSION

More sophistication of analytical output to be extepcted.

Increased future orientation, analytical depth as well as just-in-time reporting will increase the demands of the MI capability.



• What do you see as the emerging trends towards 2015 in the area of MI Deliverables?

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SOPHISTICATED – FUTURISTIC – VISUALISATION – PERSONALISED DELIVERY

•Face to face communication through conversations, presentations, workshops, war games, etc•More varied output: from market facts to strategic insights•The MI Needs analysis process needs to be better managed in order to provide good deliverables•Facilitated workshops•More futuristic: scenarios and forecasts•Early warning & early opportunity capability•More dashboards & score cards•More focused on econometrics and ROI•More comprehensive and holistic deliverables: insights-recommendations-action•Use of strategy maps and alternative scenario simulation



June 23, 201506.00 Automated Daily News & Blogs Signals Tracker


08.15 CEO Briefing

10.00 Scenario Analysis Workshop ◦ 20% of the MI team fully occupied in the role of consultants mainly working

with workshop preparation and facilitation.

◦ Scenario analysis is conducted for most business processes (strategy, sales, innovation, etc) and for all strategic projects.

◦ The efforts in developing intelligence co-creation as a key part of the intelligence process has been greatly developed during the last 5 years.

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A day in the life of the VP Intelligence & Foresight June 23, 2015

06.00 Automated Daily News & Blogs Signals Brief


08.15 CEO Briefing


12.00 ”MI Lunch” with VP Marketing & Sales ◦ Integration of social media analysis related to customers, end consumers and

competitors.

◦ Crowd forecasting project utilizing the input from the sales force related to future market development

◦ ”MI Lunches” institutionalised as a concept

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MI Process 2015

Survey Data


MI PROCESS 2015 MI Process = The process of gathering, analyzing, storing, disseminating and utilizing information

- page 21

Increase significantly (+2)Increase moderately (+1)Remain the same (0)Decrease moderately (-1)Decrease significantly (-2)-2,0 -1,0 0,0 1,0 2,0

Analysis is conducted by a central MI organization

Analysis is conducted by decision-makers themselves

Analysis is conducted in cooperation by the MI professionals and decision-makers

Analysis work is largely outsourced

How do you anticipate the analytical output of the MI process to develop?

CONCLUSIONS

Co-creation of intelligence will increase, i.e. MI- Professionals and decision makers will jointly conduct analysis.

Examples of Intelligence co-creation:•War Games•Crowd Forecasting•Scenario workshops


MI PROCESS 2015 Open Question

• What do you see as the emerging trends towards 2015 in the area of MI Process and its integration to business processes?

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INTELLIGENCE CO-CREATION – SOCIAL MEDIA – RISK MANAGEMENT – BUSINESS PROCESS INTEGRATION•Holistic approach – more integration with business processes•MI must emerge as a Risk Management process affecting the Euro/Dollar outcome of the business•CRM integration•Ensuring a MI process that captures social media•Making sure that the MI process is a risk management process that has a direct monetary value•Better consolidation of data and extracting the value of the information•Process that better integrates internal data with the external intelligence•Standardization of MI process throughout the organization•Process that enables sharing of internal unstructured knowledge as well a structured MI process•MI must ensure cross border collaboration in order to capture global trends and events.


MI Organisation 2015

Survey Data


MI ORGANIZATION 2015 MI Organization = The internal personnel and external network of partners that together make the intelligence process happen

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-2,0 -1,0 0,0 1,0 2,0

Centralization of MI activities

Decentralization of MI activities

Outsourcing of MI activities

Insourcing of MI activities

What will best describe the development of the organizational structure of MI in your company

over the next 5 years?


CONCLUSION

The trend iseems to be that MI activities will be increasingly centralized up to 2015...but...


MI ORGANIZATION 2015MI Organization = The internal personnel and external network of partners that together make the intelligence process happen

• What do you see as the emerging trends towards 2015 in the area of MI Organization?

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KNOWLEDGE NETWORKS – DIVERSIFIED MI TEAM – EMBEDDED MI/VIRTUAL MI•Building a virtual MI capacity where MI is integrated in the DNA of the company.•Ensure that the organization has the capability to provide a holistic perspective•More use of internal and external knowledge networks, expert analysis teams etc.•Outsourcing of MI in small and medium sized companies. The large companies will do more in-house.•More investments in MI•Co-operation across business unit and geographical boundaries•More centralization •More de-centralization•MI team focus on value adding activities – outsourcing of basic MI operations•Working with shared concepts and methods•Diversified MI team – researchers, consultants, futurists, facilitators.•All employees are both intelligence providers and intelligence users.


A day in the life of the VP Intelligence Foresight June 23, 201506.00 Automated Daily News & Blogs Signals Brief


08.15 CEO Briefing


12.00 ”MI Lunch” with VP Marketing


15.00 Review of MI Branding Proposal

16.00 MI Introduction at Excecutive Development Program ◦ MI training for different groups in the organisation in order to make MI part of the

corporate DNA.

◦ Release of the new film focusing on marketplace change, trends, uncertainties and possible future industry scenarios.

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MI Culture 2015

Survey Data


MI CULTURE 2015 MI Culture = MI is widely acknowledged and appreciated in the organization, and it ’s solidly embedded to most business processes

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-2,0 -1,0 0,0 1,0 2,0

Executive commitment

MI Training for new employees

MI Training for all employees

Marketing of the MI activities within the company

Making MI deliverables recognizably dif ferentiated by logo, name, report structure, etc.

Making people accountable for MI ef forts in their personal assessments

Providing incentives such as prizes or social recognition

Demonstrating the value of the MI output to its users on an everyday basis

Please rate the most useful tools in developing a corporate (MI) culture


CONCLUSION

Top influencing factors in 2015:

1.Executive committment2.Demonstrating the value of MI 3.Marketing of MI within the companies


MI CULTURE 2015 MI Culture = MI is widely acknowledged and appreciated in the organization, and it ’s solidly embedded to most business processes

• What do you see as the most influential and/or emerging factors in building and nurturing an MI culture towards 2015?

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MI PART OF CORP. DNA – MI ROI – PUBLIC REGOGNITION – MANAGEMENT SUPPORT•Management support on all corporate levels.•Everyday public communication / marketing is the best way to make MI “seen” within the company •External shock & new management are the “best “drivers for MI•MI for everyday use throughout the company , not just for the annual planning process.•MI contribution as a part of the personal assessment/scorecard policy.•Public recognition of people that provides input to the MI process.

•Ensure that MI is included in internal management and employee training sessions•All employees are both intelligence providers and intelligence users•MI growing as a topic of importance of its own (just as marketing and strategy have done).



June 9, 201506.00 Automated Daily News & Blogs Brief


08.15 CEO Briefing


12.00 MI Lunch with VP Marketing


15.00 Review of MI Branding Proposa

16.00 MI Introduction at Excecutive Development Program

17.00 Poject discussion: Emerging Markets

19.00 Presentation at GIA’s MI Best Practices Benchmarking Seminar

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•

Level 1Firefighters

1

2

3

4

5

Informal MI

Basic MI

Intermediate MI

Advanced MI

World Class MI

MI responsible named

MI program emerges

MI recognition with refined deliverables

MI becomes part of making company future

Level 2Beginners

Level 3Coordinator

Level 4Directors

Level 5Futurists

MI Best Practice Benchmarking SeminarMI Roadmap Developments 2010 - 2015

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End 2010 2012Early 2010 2015


These slides are excerpts from the GIA webinar: “Global Market Intelligence Trends 2015”.

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It has been published under the GIA White Paper series at www.globalintelligence.com.

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