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How to create reports that internal customers actually read
Adam Nors Market Intelligence & Online Reputation Project Manager @DigimindCI
Contents:
•Creating an efficient 2-way dialogue between CI practitioners and internal clients •Collecting the right data and leveraging social data to inform decision makers •Which visuals are most impactful •Best practice examples of excellent deliverables
•Who •What •When •Where
1 2 3 4Dialogue Data Collection Analysis Information
Management 5 Deliverable
Search Gathering information that has already been published
Monitor Making sure I receive an alert when something new appears about my topic
1 2 3 4Dialogue Data Collection Analysis Information
Management 5 Deliverable
Broad:
•Many sources • Search engines, news
Narrow:
•Few and specific sources
“I need to know about any new trends that may affect my business”
“I know what I’m looking for and where to find it”
1 2 3 4Dialogue Data Collection Analysis Information
Management 5 Deliverable
Map it out!
1 2 3 4Dialogue Data Collection Analysis Information
Management 5 Deliverable
Visuals are a must! Especially with a broad collection approach.
1 2 3 4Dialogue Data Collection Analysis Information
Management 5 Deliverable
Save and organize your information in one place •Folders •Tags
Collaborate with your team Two (or three or four) heads are better than one •Access saved information •Edit and add analysis & comments
1 2 3 4Dialogue Data Collection Analysis Information
Management 5 Deliverable
Content What pieces of information do they want? Entire articles or only analysis?
Structure There are as many ways to structure a deliverable as there are people. By countries? Products?
Quantity How much time does your audience spend looking at your report?
✓
✓
✓
1 2 3 4Dialogue Data Collection Analysis Information
Management 5 Deliverable
Dashboards
1 2 3 4Dialogue Data Collection Analysis Information
Management 5 Deliverable
Optimize images and formats for mobile as well as desktops
1 2 3 4Dialogue Data Collection Analysis Information
Management 5 Deliverable
Newsletters and Reports
1 2 3 4Dialogue Data Collection Analysis Information
Management 5 Deliverable
AudienceNeeds
Action
Collect
Search Monitor
Select/ Analyze
Project
Publish
The watch cycle
• Statistics • Comments and likes • Surveys • Face-to-face meetings
Gather Feedback!
Best Case Practice Company in the business travel industry
The CI team needed to provide their executive team with up-to-date information about their competitive climate and market
The Watch Cycle in action
•Know your audience: what info do they need? •Map main topics of interest; M&A, new technologies, competitors’ strategy
Collect: Mapping out sources
• Identified sources with trends, competitor websites and specialized forums with upcoming technologies.
• Filtered noise using keywords related to strategy and keywords related to business travel to increase relevancy
Analyze •Graphs show easy-to-understand notifications when something changes in regards to their competitors •Advanced filtering → only relevant, personalized insights
Information management
•Saving the information online to easily: • share it with others within the
organization • handle employee turnover
•Saving the entire article + extract to follow copyright laws
Deliverable Challenges: •Executive team needed info without any fluff •Newsletters would drown in the inbox •Dashboards would take too much time to log into and read
Solution: •Created an RSS feed generated from the folders of their intelligence platform going to an external phone app
–Information available offline –Always up-to-date information with custom analysis –Easy information transfer
