Competitive Intelligence In the Age of Google Victor Camlek Director, Market Intelligence Thomson Scientific

Today’s Agenda: What is Competitive Intelligence? Required Skills and Training The CI Process The Role of The Information Professional Searches Within the CI Remit Searches Beyond Today’s Search Engine Capabilities

What is Competitive Intelligence?

Required Skills and Training

The CI Process

The Role of The Information Professional

Searches Within the CI Remit

Searches Beyond Today’s Search Engine Capabilities

What Is Competitive Intelligence? Definition Process of monitoring the competitive environment Enables informed strategic decision making Supports tactical sales needs “ Effective CI is a continuous process involving the legal and ethical collection of information, analysis that doesn’t avoid unwelcome conclusions, and controlled dissemination of actionable intelligence to decision makers” [SCIP] Who Does It? CI Professionals Product Managers Financial Analysts Librarians Knowledge bearers Technology Experts Management Teams Business Analysts Etc, CI is not “just” a department. It is actually a culture that permits a group of officially tasked individuals to work proactively with a community of knowledge bearers and leaders in an environment where no one person knows all the answers but everyone contributes to finding the solution and achieving a consensus for action!

Process of monitoring the competitive environment

Enables informed strategic decision making

Supports tactical sales needs

“ Effective CI is a continuous process involving the legal and ethical collection of information, analysis that doesn’t avoid unwelcome conclusions, and controlled dissemination of actionable intelligence to decision makers” [SCIP]

CI Professionals

Product Managers

Financial Analysts

Librarians

Knowledge bearers

Technology Experts

Management Teams

Business Analysts

Etc,

Today’s Agenda: What is Competitive Intelligence Required Skills and Training The CI Process The Role of The Information Professional Searches Within The CI Remit Final Thoughts

What is Competitive Intelligence

Required Skills and Training

The CI Process

The Role of The Information Professional

Searches Within The CI Remit

Final Thoughts

Required Skills And Personal Attributes Tangible Skills Competitive Intelligence techniques Business acumen [including, financial, economic, and market expertise] Expert knowledge of a particular market, product or industry Quantitative and/or qualitative skills Competitive analysis techniques [various frameworks] Expert research skills or ability to direct others to find what is needed Personal Attributes Intense curiosity and drive to thoroughly complete a project Perseverance, diligence and outstanding patience Interpersonal networking capabilities Impeccable ethical grounding The ability to take a calculated risk with an awareness of the consequences Willingness to communicate [via documents, presentations and meetings] Willingness to listen and constantly learn new things Strong memory Some degree of helpful cynicism Above all: outstanding judgment and common sense

Competitive Intelligence techniques

Business acumen [including, financial, economic, and market expertise]

Expert knowledge of a particular market, product or industry

Quantitative and/or qualitative skills

Competitive analysis techniques [various frameworks]

Expert research skills or ability to direct others to find what is needed

Intense curiosity and drive to thoroughly complete a project

Perseverance, diligence and outstanding patience

Interpersonal networking capabilities

Impeccable ethical grounding

The ability to take a calculated risk with an awareness of the consequences

Willingness to communicate [via documents, presentations and meetings]

Willingness to listen and constantly learn new things

Strong memory

Some degree of helpful cynicism

Above all: outstanding judgment and common sense

Contents What is Competitive Intelligence Required Skills and Training The CI Process The Role of the Information Professional Searches Within The CI Remit Final Thoughts

What is Competitive Intelligence

Required Skills and Training

The CI Process

The Role of the Information Professional

Searches Within The CI Remit

Final Thoughts

The CI Process A Normally Accepted View of The CI Work Flow Work Flow Components: Understand requirements Planning and direction Collection Processing Analysis Reporting Dissemination Follow-up

Work Flow Components:

Understand requirements

Planning and direction

Collection

Processing

Analysis

Reporting

Dissemination

Follow-up

Contents What is Competitive Intelligence Required Skills and Training The CI Process The Role of The Information Professional Searches Within the CI Remit Final Thoughts

What is Competitive Intelligence

Required Skills and Training

The CI Process

The Role of The Information Professional

Searches Within the CI Remit

Final Thoughts

The Information Professional Within The CI Work Flow The Analyst Zone The Information Zone Projects & Assignments Information Research Strategies Sources & Research Review, Summarize Synthesize Continue or Handoff Report Development Packaging Presentation Sequence Preliminary Peer Review Business Leaders Executive Team Needs Data Synthesis Analysis Findings & Recommendations Market Actions The Task Can Reach Here The Task Can Continue As Far As Permitted By Either the Organization or Information Pro Persona The Domain of The Analyst And Expert Group The Results Zone High Risk High Impact Implementation The Market Standard Info Pro Role Role Performed By Some Info Pros Potential Career Path Evolving from Info Pro Skills and Experience

Preliminary

Peer Review

Business Leaders

Executive Team

The Results Zone

High Risk

High Impact

Implementation

Some Concepts Information Zone Expert skills and knowledge ensure success Success Is measurable by defined standard deliverables High quality information that feeds analysis is located Summaries and suggested findings offer value added service levels Analyst Zone High level findings and recommendations (may be challenged by other experts) Intimate knowledge of markets, products, people, & business environment mandatory Chief Executive level deliverables may be required Results Zone Information and analysis lead to recommendations and results High visibility along with high risk Recommendations delivered here likely to result in market implementation CI Department leaders often required to frequent this zone There is nothing wrong with staying in the information zone. However, the visibility associated with a recognized CI professional permits many opportunities to play a role that is quite dynamic, exciting and risky!

Expert skills and knowledge ensure success

Success Is measurable by defined standard deliverables

High quality information that feeds analysis is located

Summaries and suggested findings offer value added service levels

High level findings and recommendations (may be challenged by other experts)

Intimate knowledge of markets, products, people, & business environment mandatory

Chief Executive level deliverables may be required

Information and analysis lead to recommendations and results

High visibility along with high risk

Recommendations delivered here likely to result in market implementation

CI Department leaders often required to frequent this zone

Some Guiding Principles The CI Task Requires thorough due diligence May directly influence decisions, investments as market actions Successful careers depend on quality of service The successful expert will navigate an array of sources based on an end-point strategy The Sources Today’s information technology permits a variety of approaches The “Google™” or Web search provides many potential positive outcomes Some tasks require a more targeted search Advanced Search Options and Techniques: A defined set of coverage including range of years and subjects A taxonomy to improve chances to achieve desired results Searchable codes Defined navigation techniques Abstracts or full text Ways to “de-duplicate” result sets Ways to retain search strings More control on the part of the searcher

Requires thorough due diligence

May directly influence decisions, investments as market actions

Successful careers depend on quality of service

The successful expert will navigate an array of sources based on an end-point strategy

Today’s information technology permits a variety of approaches

The “Google™” or Web search provides many potential positive outcomes

Some tasks require a more targeted search

Advanced Search Options and Techniques:

A defined set of coverage including range of years and subjects

A taxonomy to improve chances to achieve desired results

Searchable codes

Defined navigation techniques

Abstracts or full text

Ways to “de-duplicate” result sets

Ways to retain search strings

More control on the part of the searcher

Typical CI Deliverables Customers Markets Vertical market assessments Five Forces; 4 C’s; Magic quadrants; BCG Matrix; 4 Corners; etc. Market sizing; segmentation Reports: Trade show intelligence; Meetings summaries, Standards committees, etc. Companies Competitor tear sheets Competitor corporate profiles Deep dive assessments Executive profiles and biographical information Analytical outputs: Financial analysis; Pain point analysis; Technology scans, etc Customer tear sheets Customer corporate profiles Customer deep dive assessments Primary market research Secondary scans Various outputs (Financial, Pain point, Technology needs, etc) A Good CI Mix Includes A Varity of Quantitative and Qualitative Deliverables

Vertical market assessments

Five Forces; 4 C’s; Magic quadrants; BCG Matrix; 4 Corners; etc.

Market sizing; segmentation

Reports: Trade show intelligence; Meetings summaries, Standards committees, etc.

Competitor tear sheets

Competitor corporate profiles

Deep dive assessments

Executive profiles and biographical information

Analytical outputs: Financial analysis; Pain point analysis; Technology scans, etc

Customer tear sheets

Customer corporate profiles

Customer deep dive assessments

Primary market research

Secondary scans

Various outputs (Financial, Pain point, Technology needs, etc)

Search Engines Vs. Professional Databases You may find literally anything Multiple formats may be found Images Video E-mails PowerPoint's Spreadsheets PDF’s (books, brochures) Published and non published items are available Expert searches yield useful and usable items Mimics primary intelligence Order and specificity Taxonomies Codes Thesauri Published Lists of Sources Stronger advanced search capabilities Formats Selectivity Limitations (de-duplication) Generally Invisible from the crawlers and spiders Better suited for official reports, and business or legal documents Positive Aspects Of Search Engines Positive Aspects of Expert Databases Bottom Line: Use All That You Can Use To Provide Value!

You may find literally anything

Multiple formats may be found

Images

Video

E-mails

PowerPoint's

Spreadsheets

PDF’s (books, brochures)

Published and non published items are available

Expert searches yield useful and usable items

Mimics primary intelligence

Order and specificity

Taxonomies

Codes

Thesauri

Published Lists of Sources

Stronger advanced search capabilities

Formats

Selectivity

Limitations (de-duplication)

Generally Invisible from the crawlers and spiders

Better suited for official reports, and business or legal documents

The Theory of The Three F’s Facts Accurate information that remains applicable Endorsed metrics, statistics, status data and demographics Accurate quotations Information that can be analyzed for subsequent input to decisions Fables Rumors (until verified) Word from the field that needs to be verified Trial balloons and self fulfilling manipulations Folly Not accurate Not true Not about to become true Yet it could be wide spread, A Major Competency of CI Pro’s is the ability to validate information based on: Knowledge of Sources Fact Checking Due Diligence A Network of Knowledge Bearers Healthy Skepticism “ Garbage in; Garbage Out ”

Accurate information that remains applicable

Endorsed metrics, statistics, status data and demographics

Accurate quotations

Information that can be analyzed for subsequent input to decisions

Rumors (until verified)

Word from the field that needs to be verified

Trial balloons and self fulfilling manipulations

Not accurate

Not true

Not about to become true

Yet it could be wide spread,

A Major Competency of CI Pro’s is the ability to validate information based on:

Knowledge of Sources

Fact Checking Due Diligence

A Network of Knowledge Bearers

Healthy Skepticism

“ Garbage in; Garbage Out ”

CI Professional Search Requirements (1) Targeted Search Techniques that enable the ability to pinpoint relevant information Strong knowledge of various sources and when it appropriate to use them Ability to maximize use of high caliber abstracts Ability to use appropriate key words within various technical or business searches Source Documents Defined list of searchable documents/types Defined range of coverage Save search capabilities/format options, etc. Minimal duplication of hits Time Management Ability to effectively know when “You’re Done” with a Particular Source Ability to manage multiple projects A well-defined search roadmap

Techniques that enable the ability to pinpoint relevant information

Strong knowledge of various sources and when it appropriate to use them

Ability to maximize use of high caliber abstracts

Ability to use appropriate key words within various technical or business searches

Defined list of searchable documents/types

Defined range of coverage

Save search capabilities/format options, etc.

Minimal duplication of hits

Ability to effectively know when “You’re Done” with a Particular Source

Ability to manage multiple projects

A well-defined search roadmap

CI Professional Search Requirements (2) Specialized Searches Analytics that are not generally available Detailed information indexed and abstracted by human experts Ability to deploy multiple search strategies Ability to gather data that used to develop professional quality or legal documents Value-Added Information Access to a network of recognized experts Information from market research and consulting services Quotations from recognized sources Official biographies Official metrics of any kind Standard Sources Are Required Legal documents or required filings Business reports Public or high impact speeches and presentations When there is no margin for error

Analytics that are not generally available

Detailed information indexed and abstracted by human experts

Ability to deploy multiple search strategies

Ability to gather data that used to develop professional quality or legal documents

Access to a network of recognized experts

Information from market research and consulting services

Quotations from recognized sources

Official biographies

Official metrics of any kind

Legal documents or required filings

Business reports

Public or high impact speeches and presentations

When there is no margin for error

Contents What is Competitive Intelligence Required Skills and Training The CI Process The Role of The Information Professional Searches Within the CI Remit Final Thoughts

What is Competitive Intelligence

Required Skills and Training

The CI Process

The Role of The Information Professional

Searches Within the CI Remit

Final Thoughts

Sample CI Search: Company Information Competitors Financial Comparisons

CI Search Example: General Financial Information Value: Good one-stop entrée to various points of further data

CI Search Example: Detailed Financial Information Standard Sources Multiple Options Various Modes of Information: Filings Spreadsheet Financials Investor Reports Meeting Notes Challenge: Locate specific Report on Pipeline Products of an Emerging Pharma Company Time Savers:

Various Modes of Information:

Filings

Spreadsheet Financials

Investor Reports

Meeting Notes

CI Search Example: Targeted Pipeline Report Request: Find detailed information about the Pipeline Products coming from Sonus Pharmaceuticals Result Spot-on document with precise information Recognized source of information Info Source : Thomson Research

Request:

Find detailed information about the Pipeline

Products coming from Sonus Pharmaceuticals

Result

Spot-on document with precise information

Recognized source of information

CI Search Example: Competitive Pharma Benchmarks Info Source: Thomson Pharma

CI Search Example: Specific Business Success Topic Concept Terms: All government; All market information; Industry forecasts; Marketing campaign; New laws Geographic Names: China (CHI); European Union (EUCX); Pacific Rim (PARX); Southern & Eastern Asia (SSAX); United Kingdom (UNK); Western Europe (WEEX) Key Words and Concept Terms Help Focus Search Full Text Achievable Full citation Request: Articles about Success In China Time Savers: Info Source : Dialog

Key Words and

Concept Terms Help

Focus Search

Full Text Achievable

Full citation

CI Search: Various Types of Biographical Data Blog Search (Google™) Search Benefiting from Both Gale Research Structure and Google Capabilities Image (Google™) Google™ News Gale: Magazine Articles or Academic Journal Articles

Searchable Primary Data: Meeting Summary (Google™) Somehow many library committee meetings find their way to the search engines

Contents What is Competitive Intelligence Required Skills and Training The CI Process The Role of The Information Professional Searches Within the CI Remit Final Thoughts

What is Competitive Intelligence

Required Skills and Training

The CI Process

The Role of The Information Professional

Searches Within the CI Remit

Final Thoughts

In Summary: Derive The Best Value From All Tools CI in The Google™ Era Traditional CI competencies continue to be required in today’s environment It’s All About Information that is accurate, timely and quotable Quality of Information Is crucial to the success of a CI practitioner Time management Is a critical element of success There are More Information choices available than ever before: Know how to maximize your strategy Traditional Fee-Based Search Tools Remain critical components of search repertoire Help target precise information and standard source documents CI professional searches require thorough due diligence The differentiator from what anyone with A browser can consistently achieve The Web A valuable component of the search repertoire Strong Knowledge of Web sources and techniques is critical Validation techniques are mission critical The good news: You never know what you may find The Bad News: You never know what you may find

Traditional CI competencies continue to be required in today’s environment

It’s All About Information that is accurate, timely and quotable

Quality of Information Is crucial to the success of a CI practitioner

Time management Is a critical element of success

There are More Information choices available than ever before: Know how to maximize your strategy

Remain critical components of search repertoire

Help target precise information and standard source documents

CI professional searches require thorough due diligence

The differentiator from what anyone with A browser can consistently achieve

A valuable component of the search repertoire

Strong Knowledge of Web sources and techniques is critical

Validation techniques are mission critical

The good news: You never know what you may find

The Bad News: You never know what you may find

The CI Professional Performs a critical role that may support success in the marketplace Includes various types of skill sets Is all about networking and information Is exciting, fast-paced, disciplined and multi-faceted A CI career offers incredible opportunities to gain vast amounts of knowledge within a wide range of career paths. This helps to develop a highly valuable asset within any company who will be widely appreciated among all levels of management including the C-level suite If this sound good to you: To pursue this profession!

Performs a critical role that may support success in the marketplace

Includes various types of skill sets

Is all about networking and information

Is exciting, fast-paced, disciplined and multi-faceted

Thank you for taking the time to listen to my presentation! Victor Camlek [email_address]