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Marketing Research and Competitive Intelligence

by August Jackson

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Social networks, big data and the semantic web are changing the practices of competitive intelligence and marketing research. These two professional practices can learn from one another to adapt and ...

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Marketing Research and Competitive Intelligence Presentation Transcript

Marketing Research andCompetitiveIntelligence

Shared Challenges

MR and CI Can Help One Another
Expand our perspectives
Mutual knowledge sources and stakeholders
Balance quantitative with qualitative

Society
Technology
Economy
Environment
Politics

200 million tweets per day
according to Twitter

3 Things Make the Semantic Web Possible
Data standards that enable representation of complex relationships
Frameworks to explicitly represent knowledge of subject domains
Linguistic tools that enable machines to translate human language into data structures that can be processed (“understood”)

Big Data Tools will Give us Ways to Use “Data Exhaust”
Big Data is data of volumes and complexity beyond standard analytical tools, software and hardware
Huge volumes of data coming from search, mobile and social media
Most firms do not make adequate use of “data exhaust” from existing processes and transactions

MR and CI Working Together
Build analytical practices that balance quantitative with qualitative
Broaden our perspectives
CI needs to understand customers
MR needs to consider broader trends
Seek near-term opportunities for cooperation
CI working with MR to refine and analyze NPS
Look for software and vendors that will help use use social media and big data analytics to extract predictive insights

Thank you!
August Jackson
http://augustjackson.net
@8of12
Mosi Systems
http://www.mosisys.com
@mosisys
Break down your data silos to unleash your competitive advantage!