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Competitive Intelligence: Do Free Resources do the Biz? [Archive]


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Free floor show presentation given at Online Information 2008, Olympia London, 3rd December 2008

Please note: this presentation is over 2 years old and is an archive copy. It may still be of interest to you should you wish to see how we were using and searching electronic media in the past but please remember that some of the information it contains is now out of date.

Published in: Business, Economy & Finance
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Competitive Intelligence: Do Free Resources do the Biz? [Archive]

  1. 1. Competitive Intelligence: Can Free Sources do the Biz? Karen Blakeman Wednesday 3 rd December 2008 Online Information 2008 11:15 - 11:45 - Gallery Rooms 6 June 2009 Karen Blakeman
  2. 2. 6 June 2009 Karen Blakeman Karen Blakeman RBA Information Services Tel: 0118 947 2256 Int. Tel: +44 118 947 2256 [email_address] blog: on Facebook – Karen Blakeman Twitter: karenblakeman This work is licensed under a Creative Commons Attribution 3.0 License
  3. 3. What is competitive intelligence? <ul><li>Competitive intelligence (CI) is the process of monitoring the competitive environment and analyzing the findings in the context of internal issues, for the purpose of decision support. </li></ul><ul><li>SCIP – Society of Competitive Intelligence professionals </li></ul><ul><li>Competitors, suppliers, customers, potential acquisitions, potential partners and alliances </li></ul><ul><li>Past and current state of the market and industry </li></ul><ul><li>Forecasts </li></ul><ul><li>Legal, regulatory, political, economic and cultural environment </li></ul>6 June 2009 Karen Blakeman
  4. 4. Company information <ul><li>The ‘big boys’ - stock exchange companies are relatively easy </li></ul><ul><li>Share price information </li></ul><ul><ul><li>Yahoo Finance (‘major’ stock markets only) </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li>Google Finance </li></ul></ul><ul><ul><li> </li></ul></ul><ul><li>Go direct to the stock market site </li></ul><ul><ul><li>RBA Stock Markets and Share Price Information </li></ul></ul><ul><ul><li> </li></ul></ul>6 June 2009 Karen Blakeman
  5. 5. Yahoo – share price comparisons <ul><li>For example, share price trends– compare a company with its main competitors, its sector and the main index </li></ul>6 June 2009 Karen Blakeman
  6. 6. Google Finance 6 June 2009 Karen Blakeman
  7. 7. Share price information <ul><li>Companies that have </li></ul><ul><ul><li>ceased trading </li></ul></ul><ul><ul><li>merged </li></ul></ul><ul><ul><li>been taken off the stock exchange </li></ul></ul><ul><li>More detailed analyses, comparisons, customised reports </li></ul><ul><li>Priced services! </li></ul>6 June 2009 Karen Blakeman
  8. 8. Company financials - free resources <ul><li>Stock exchange listed companies </li></ul><ul><ul><li>company’s own web site </li></ul></ul><ul><ul><li>SEC Edgar (soon to be replaced by IDEA) , SEDAR (Canada) </li></ul></ul><ul><li>Smaller companies </li></ul><ul><ul><li>official company registries, for example </li></ul></ul><ul><ul><li>Official Company Registers </li></ul></ul><ul><ul><li> </li></ul></ul><ul><li>Sole traders </li></ul><ul><ul><li>no financials </li></ul></ul><ul><ul><li>use directories especially export and membership directories </li></ul></ul><ul><ul><li>might not find any information at all apart from name and address </li></ul></ul>6 June 2009 Karen Blakeman
  9. 9. Historical annual reports - SCoRe <ul><li> </li></ul><ul><li>SCoRe ( S earch Co mpany Re ports) </li></ul><ul><li>Catalogue of printed company reports, both current and historic, held in UK libraries </li></ul><ul><li>Libraries that hold copies of the reports are listed together with the earliest and latest years of a collection’s holdings </li></ul><ul><li>A good place to pick up clues on past corporate relationships </li></ul>6 June 2009 Karen Blakeman
  10. 10. Company financials – free vs priced <ul><li>Free </li></ul><ul><ul><li>good for just a few known companies and current information </li></ul></ul><ul><ul><li>often limited to larger, quoted companies </li></ul></ul><ul><li>Priced </li></ul><ul><ul><li>for identifying a group of companies using several criteria </li></ul></ul><ul><ul><ul><li>by sector, country, turnover, number of employees etc. </li></ul></ul></ul><ul><ul><li>for extra download formats, analysis options </li></ul></ul><ul><ul><li>for cross country searching </li></ul></ul><ul><ul><li>access to information on dissolved companies </li></ul></ul><ul><ul><li>access to older information </li></ul></ul><ul><ul><li>beware services offering you ‘hard to find’ information at extortionate prices </li></ul></ul>6 June 2009 Karen Blakeman
  11. 11. Looking at a company’s web site history <ul><li>Wayback Machine </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li>takes periodic snapshots of web sites around the world </li></ul></ul><ul><ul><li>shows how they were presenting and marketing themselves and their products in the past </li></ul></ul><ul><ul><li>not guaranteed to work </li></ul></ul><ul><ul><li>domain name may have been owned by someone else in the past </li></ul></ul>6 June 2009 Karen Blakeman
  12. 12. 6 June 2009 Karen Blakeman
  13. 13. Directories <ul><li>Use directories to track down information on smaller companies </li></ul><ul><li>Industry/market research </li></ul><ul><ul><li>need to use several sources to get as comprehensive a picture as possible </li></ul></ul><ul><li>Search on industry/sector name and directory OR directories </li></ul><ul><li>Google </li></ul><ul><ul><li>oil OR petroleum directory OR directories </li></ul></ul><ul><li>,, </li></ul><ul><ul><li>(oil OR petroleum) AND (directory OR directories) </li></ul></ul>6 June 2009 Karen Blakeman
  14. 14. Industry and market information <ul><li>Free </li></ul><ul><ul><li>general statistics </li></ul></ul><ul><ul><li>demographics, government statistics, industry overviews, “anonymous” data </li></ul></ul><ul><li>Priced </li></ul><ul><ul><li>industry specific market shares </li></ul></ul><ul><ul><li>named companies </li></ul></ul><ul><ul><li>brand names </li></ul></ul><ul><ul><li>detailed rankings </li></ul></ul>6 June 2009 Karen Blakeman
  15. 15. Statistics key starting points <ul><li>Statistics Sources </li></ul><ul><ul><li> </li></ul></ul><ul><li>Official Statistics on the Web </li></ul><ul><ul><li>http://w .nz </li></ul></ul><ul><li>Nationmaster </li></ul><ul><ul><li> </li></ul></ul><ul><li>UK Official Statistics </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li>often get better results by running a Google advanced site search </li></ul></ul>6 June 2009 Karen Blakeman
  16. 16. Free industry and market research <ul><li>Individual publishers </li></ul><ul><ul><li>tables of contents, executive summaries, free sample chapters </li></ul></ul><ul><li>Government reports </li></ul><ul><li>Management consultants </li></ul><ul><li>Company annual reports </li></ul><ul><li>Academic sector </li></ul><ul><li>Trade and industry press </li></ul><ul><li>Take care when combining data from different sources </li></ul><ul><ul><li>coverage, sample size, method of collection, and analysis will be different for each source </li></ul></ul>6 June 2009 Karen Blakeman
  17. 17. 6 June 2009 Karen Blakeman
  18. 18. Market and industry research <ul><li>Free </li></ul><ul><ul><li>government bodies e.g. , </li></ul></ul><ul><ul><li>regulatory bodies e.g. in the UK - Competition Commission </li></ul></ul><ul><ul><li>trade, industry, manufacturing associations, trade and industry press </li></ul></ul><ul><li> </li></ul><ul><ul><li>searches free resources but you have to pay to refine and display results </li></ul></ul><ul><li> </li></ul><ul><ul><li>browse and display free resources, includes references to priced research </li></ul></ul><ul><li> </li></ul><ul><ul><li>mixed quality, often US biased and not all the data is sourced or referenced </li></ul></ul>6 June 2009 Karen Blakeman
  19. 19. 6 June 2009 Karen Blakeman
  20. 20. 6 June 2009 Karen Blakeman
  21. 21. 6 June 2009 Karen Blakeman
  22. 22. Search engines <ul><li>Try and imagine what you would like to appear in your ideal document </li></ul><ul><li>Use terms such as “market share”, “household expenditure”, “per capita” </li></ul><ul><li>Google numeric range search </li></ul><ul><ul><li>TV advertising spend forecasts 2008..2015 </li></ul></ul><ul><li>Repeat the most important term(s) in your search one or more times </li></ul><ul><li>Change the order of your search terms </li></ul><ul><li>Limit your search to a type of organisation e.g. </li></ul><ul><li>Limit your search to specific document formats e.g. xls, doc, pdf </li></ul><ul><li>Use Google, Yahoo, Live …and give MSE360 a go </li></ul>6 June 2009 Karen Blakeman
  23. 23. Intellectual capital <ul><li>Key people, ‘know how’, expertise </li></ul><ul><li>R&D pipeline </li></ul><ul><ul><li>products/services now in the market </li></ul></ul><ul><ul><li>products/services in active development </li></ul></ul><ul><ul><li>products/services in initial research stage </li></ul></ul><ul><li>Availability of information varies depending on industry </li></ul><ul><ul><li>e.g. information on highly regulated pharmaceutical industry is available through priced services </li></ul></ul><ul><ul><li>monitor trade and industry journals, newsletters, magazines </li></ul></ul><ul><li>Patents - beware free services as these are not comprehensive </li></ul><ul><ul><li>if ‘mission critical’, hire the services of an experienced patent searcher </li></ul></ul><ul><li>Trademarks, brand names, slogans and advertising </li></ul>6 June 2009 Karen Blakeman
  24. 24. Advertising <ul><li>Run a search on Google video and YouTube to track down television and cinema adverts </li></ul><ul><li>Visit4Info </li></ul><ul><ul><li> / </li></ul></ul><ul><ul><li>European press, TV, cinema - last 3 months of adverts free </li></ul></ul><ul><li>Adforum </li></ul><ul><ul><li> </li></ul></ul><ul><li>Creative Club </li></ul><ul><ul><li> </li></ul></ul><ul><li>Adslogans </li></ul><ul><ul><li> </li></ul></ul><ul><li>Adverteyes </li></ul><ul><ul><li> / </li></ul></ul><ul><ul><li>who said what, where and when – now priced </li></ul></ul><ul><li> - Advertising Archive </li></ul><ul><ul><li> </li></ul></ul>6 June 2009 Karen Blakeman
  25. 25. Video, audio, images and other ‘stuff’ <ul><li>Check out video and audio search tools for interviews, television and radio news items </li></ul><ul><li>Corporate communication via YouTube channel </li></ul><ul><li> for television and cable news services </li></ul><ul><li>Flickr photos may reveal additional information on events, sponsorships and links to other companies and people </li></ul><ul><li>Facebook? </li></ul><ul><li>Twitterstream? </li></ul>6 June 2009 Karen Blakeman
  26. 26. News <ul><li>Free </li></ul><ul><ul><li>check coverage, archives, search options </li></ul></ul><ul><ul><li>for individual newspapers </li></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><li>search engine news options e.g. Yahoo, Google, Live, Ask </li></ul></ul><ul><ul><ul><li>have only the last 30 days of free news </li></ul></ul></ul><ul><ul><ul><li>advanced search options limited and unreliable </li></ul></ul></ul><ul><ul><ul><li>no source list, and sources frequently change </li></ul></ul></ul><ul><ul><ul><li>key industry publications may not be included </li></ul></ul></ul>6 June 2009 Karen Blakeman
  27. 27. News <ul><li>Individual publications and newspapers, BBC, radio (audio), television (video) etc </li></ul><ul><li>Silobreaker </li></ul><ul><ul><li> </li></ul></ul><ul><li>Chipwrapper </li></ul><ul><ul><li> </li></ul></ul>6 June 2009 Karen Blakeman
  28. 28. <ul><li>covers free resources </li></ul><ul><li>news, blogs, video, images </li></ul><ul><li>geographical location of stories </li></ul><ul><li>people </li></ul><ul><li>networks </li></ul><ul><li>use as a starting point for more in depth research </li></ul>6 June 2009 Karen Blakeman
  29. 29. <ul><li>Google Custom Search engine </li></ul><ul><li>Searches everything available on 15 free UK News Sites </li></ul><ul><li>No date sort option but typing in the month and year sometimes works </li></ul>6 June 2009 Karen Blakeman
  30. 30. News <ul><li>Individual publications and newspapers, BBC, radio (audio), television (video) etc </li></ul><ul><li>Silobreaker </li></ul><ul><ul><li> </li></ul></ul><ul><li>Chipwrapper </li></ul><ul><ul><li> </li></ul></ul><ul><li>Archive news </li></ul><ul><ul><li>some web based news sources and individual publications go back several years and are free </li></ul></ul><ul><ul><li>subscription and pay as you go options such as Factiva and LexisNexis </li></ul></ul><ul><ul><ul><li>far better for highly focussed, targeted research </li></ul></ul></ul>6 June 2009 Karen Blakeman
  31. 31. Blogs as sources of information <ul><li>Blogs by industry gurus and experts are a good way of keeping up to date with what is happening in a sector </li></ul><ul><li>Look for the Blogroll on a relevant blog </li></ul><ul><li>Google Blogsearch </li></ul><ul><li> – Blogs and feeds </li></ul><ul><li>Live Feeds search - </li></ul><ul><li>Blog and feed search engines, directories </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul>6 June 2009 Karen Blakeman
  32. 32. Blogpulse 6 June 2009 Karen Blakeman Click on the graph to see “Trends”
  33. 33. Blogpulse Trends 6 June 2009 Karen Blakeman Shows how often your search terms occur in postings – can compare up to three searches
  34. 34. Cluuz <ul><li> </li></ul><ul><li>Uses the Yahoo database </li></ul><ul><li>“ cluster graphs, image extraction, and tag clouds” </li></ul><ul><li>Quickly updated and dynamic maps </li></ul><ul><li>Results vary from one day to the next, one hour to the next </li></ul>6 June 2009 Karen Blakeman
  35. 35. Cluuz 6 June 2009 Karen Blakeman
  36. 36. So can free resources do the biz? <ul><li>Up to a point </li></ul><ul><li>Priced services can save you time, may offer more focused searching and more analytical options </li></ul><ul><li>Free can help with </li></ul><ul><ul><li>highly specialised, niche markets </li></ul></ul><ul><ul><li>“ difficult to find” information on certain types of companies </li></ul></ul><ul><ul><li>rumour, gossip </li></ul></ul><ul><li>You need to use both </li></ul>6 June 2009 Karen Blakeman
  37. 37. 6 June 2009 Karen Blakeman Karen Blakeman RBA Information Services Tel: 0118 947 2256 Int. Tel: +44 118 947 2256 [email_address] blog: on Facebook – Karen Blakeman Twitter: karenblakeman This work is licensed under a Creative Commons Attribution 3.0 License UKeiG Stand 734