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Marketing Research and Competitive Intelligence


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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 thrive in the face of these changes.

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Marketing Research and Competitive Intelligence

  1. 1. Marketing Research andCompetitiveIntelligence<br />
  2. 2. Shared Challenges<br />
  3. 3. MR and CI Can Help One Another<br />Expand our perspectives<br />Mutual knowledge sources and stakeholders<br />Balance quantitative with qualitative<br />
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  8. 8. Society<br />Technology<br />Economy<br />Environment<br />Politics<br />
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  10. 10. 200 million tweets per day<br />according to Twitter<br />
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  12. 12. 3 Things Make the Semantic Web Possible<br />Data standards that enable representation of complex relationships<br />Frameworks to explicitly represent knowledge of subject domains<br />Linguistic tools that enable machines to translate human language into data structures that can be processed (“understood”)<br />
  13. 13. Big Data Tools will Give us Ways to Use “Data Exhaust”<br />Big Data is data of volumes and complexity beyond standard analytical tools, software and hardware<br />Huge volumes of data coming from search, mobile and social media<br />Most firms do not make adequate use of “data exhaust” from existing processes and transactions<br />
  14. 14. MR and CI Working Together<br />Build analytical practices that balance quantitative with qualitative<br />Broaden our perspectives<br />CI needs to understand customers<br />MR needs to consider broader trends<br />Seek near-term opportunities for cooperation<br />CI working with MR to refine and analyze NPS<br />Look for software and vendors that will help use use social media and big data analytics to extract predictive insights<br />
  15. 15. Thank you!<br />August Jackson<br /><br />@8of12<br />Mosi Systems<br /><br />@mosisys<br />Break down your data silos to unleash your competitive advantage!<br />