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Marketing Research Solutions (MRS) A Blueprint for Success June 25, 2001 Andrew F. Toyota Chief Executive Officer iSeer, Inc. www.iseer.com. Presentation Goal. Provide tips and techniques for implementing marketing research solutions (MRS) for the “smart organization.”. 1. 5. 3. 2. - PowerPoint PPT Presentation
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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.”
1
2
3
4
5
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