implementation of office in telekom slovenije how does an effective, ready to be implemented mi...
TRANSCRIPT
Implementation of Office in Telekom Slovenije
How does an effective, ready to be
implemented MI program look like?
It is about…
• the historical importance of MR function for
establishing the CI and later MI function
• ways to “make visible” the MI function and the
MI team
• practical examples
• key success factors and critical moments
Marketing Intelligence
• some historical facts • MI was established to serve three broad goals:
1. understanding the customer
2. understanding the competition
3. understanding the domestic and world trends
CI Socio-demographics
Usage patters
MR
MI
Segmentation
Costumer satisfactionReputationContinuous research
“Ad hoc” external and internal research
Info. gathering and analyzingCompetitive profilingMarket position of TS and competition
Strategies and specific actionBenchmarking
Behavioral patterns
What is most important?
1. market research ?
2. competitive intelligence ?
3. segmentation ?
How did CI influence MR business?
Central focus of MR used to be:• metric characteristics (reliability, validity,..)• statistical testing• high professionalism for all cost
Central focus of MR today is:• critical approach to the data• placement in a holistic market information system• congruent with other available data within the
company• implementation
Our guiding star: “Data into Knowledge, Information into Intelligence and Intelligence into Action”
proactivereactive
MR and CI are part of Marketing Intelligence
MR and CI
analysis and evaluation; information intelligence
gathering information
goalswhat we are aiming for
forejudgementwhat we were seen as
Critical moments
• clear vision• gain management support• integrate MI in decision making and
strategic planning• establish active communication with all
parts of the company• implement
Key success implementation factors• identify intelligence needs and wants
• connect research indicators with KPI-s
• KISS
• customize reporting and rise relevance to end users
• assure transparency
• be trustworthy, relevant and deliver on time
• be actionable
• communicate, communicate, communicate
Processes
in Telekom Slovenije
MI.info
First actively implemented on-going process on a daily bases:
*daily tactical alarm system*identification of market changes
1. brief summaries2. detailed information
Portal
Lunched in June 2006.
• competition analysis and profiles
• market research reports• trends
• important links, documents
• feedback forms
• about us
Portal
MI.news: informs about up to date – daily events and trends on foreign TC markets
Competition: provides info about domestic and foreign TC markets – incumbents, other players and regulators
Marketing research: provides reports about company reputation, customer satisfaction and other MR reports
My.info: entry point for MI to receive the data
Useful links: connections to web pages of TC corporations, news about TC, forums and web-encyclopaedias
Internal Network • Formal part • Informal part
Employees are one of the best source of information!
Promote/advocate the MI function:• There is no unimportant information!• Knowledge is power! • Every piece of information creates a part of knowledge
puzzle.• The whole is more then the total sum of parts! 1 + 1 + 1 + 1 > 4
Internal Network What’s in it for me?
As incentive we offer:• feedback• information• recognition
• Establishing a formal material reward system for receiving valuable data.
How does an effective, ready to be implemented
MI program look like?
Depends upon the company’s:
• intelligence needs, wishes• strategy• business objectives • company organizational structure and
culture• management style
Answering questions…
1. What are company's information needs and wants?2. Who are we delivering intelligence for?3. What is our focus? 4. What is our time line?5. How will we present and disseminate our findings?6. How will we implement intelligence finding?7. “How to become an important part of business
strategy?"
But always do…• develop and apply analytical processes and critical
approach to data – see beyond your organisation• imply your activities in the context of the entire market • gather info from different sources – be well informed and
foresee the activities of the other market players• promote MI within the company and increase the use
and the awareness of your actions - be visible, create your our own "MI" brand and processes
…MI always is a work in progress, process that never ends, a situation in development…
MI – the holistic approach• the amount of info and different sources is rapidly rising - every 3
years the quantity of data and info in the world doubles• the data are not complete and quite often contradictory
the level of uncertainty
need for holistic understanding of the marketneed to understand what the data truly mean
holistic information system
