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FIMAT Conference July 2014 - Integrating CI with BI as a Tool for Increasing Revenues in Global Enterprises - Orly Levy


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Mr. Orly Shay presented the mentioned topic and demonstrated it through a case study.

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FIMAT Conference July 2014 - Integrating CI with BI as a Tool for Increasing Revenues in Global Enterprises - Orly Levy

  1. 1. Orly Levy – Competitive Intelligence & Business Development Expert Integrating CI with BI as a tool for increasing revenues in Global Enterprises
  2. 2. “The ability to focus attention on important things is a defining characteristic of intelligence”
  3. 3. Integrating CI & BI – tool for increasing Revenues Theoretical Approach – The differences & similarities of BI & CI
  4. 4. Defining Business Intelligence vs. Competitive Intelligence Business Intelligence: Business intelligence (BI) collects and analyzes information about a company to support its managers in identifying the need for action in the market. Business intelligence is intelligence about one’s own company and uses information from inside the company. Competitive Intelligence: competitive intelligence is the action of gathering, analyzing, and distributing information about products, customers, competitors and any aspect of the environment needed to support executives and managers in making strategic decisions for an organization. Information comes from external sources – outside the company.
  5. 5. The Intelligence Process: Information Knowledge Intelligence Deci - sion Results Data Collect internal information – B.I Collect External information – C.I Prepare Analyze Select & Communicate Apply Act & Monitor
  6. 6. Both CI & BI environment has to fulfill the following criteria's: 1. Relevance of information source (or data quality) 2. Timeliness 3. Connection 4. Message Strength
  7. 7. 01 Integrating BI & CI for producing Business Impact BI data is usually manageable, it is CI that is more complex. Start by simplifying, ordering and unifying the different formats of CI in a way that will allow you to conduct more sophisticated analysis later on. How the CI obtained needs are structured In order to make it suitable for further analysis with BI. Standardization 03 CI-BI cohesiveness 02 Pick the most relevant qualitative intelligence from CI and convert that into quantitative data as much as possible Make sure that the right data is easily extracted and transformed accurately, in terms of relevance, quality, accuracy, reliability, completeness and recency. Conduct a qualitative- quantitative conversion 04 Optimize the Extract, Transform and Load process These principles will help any company plan their steps towards integrating their BI and CI data. The results can lead to increase in revenue. While the process is tedious, a well planned execution can reap great benefits!
  8. 8. Integrating CI & BI – tool for increasing Revenues Practical Approach A Case Study from a Global Enterprise
  9. 9. Case Study: • A leading container shipping company with more than 100 year of experience in shipping – operating in more than 135 countries worldwide wanted to maintain her competitive edge & drive to become the undisputed leader in shipping. • For over 2 years – the company worked in order to develop a procedure which implement both BI & CI tools for creating market segmentation - A structured approach in finding attractive business opportunities. STRATEGIC "Where to grow?" TACTICAL "What to offer?" OPERATIONAL "Who to call?"
  10. 10. The Process: 1. A segmentation grid was developed by combining both internal (BI) and external (CI) sources – (see next slide) 2. Each country assess the competitiveness of a market through the segmentation grid. 3. Each country set targets and decides on focus areas based on local and global priorities. 4. Sales approach the selected customers & markets
  11. 11. The Segmentation Grid
  12. 12. Integrating CI & BI data in order to build the Segmentation Grid Pure CI/BI Data
  13. 13. Identifying opportunities for Competitive Advantage
  14. 14. Issue clarification and action planning: Integrated with company CRM strategy
  15. 15. Structured Approach Integrating CI+BI Leading Differentiation Keys to Success
  16. 16. Questions?
  17. 17. Contact Details Phone 052-3759868 Email THANK YOU!