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How to create reports that internal
customers actually read

Adam Nors
Market Intelligence & Online Reputation Project Man...
Contents:
•Creating an efficient 2-way
dialogue between CI
practitioners and internal
clients
•Collecting the right data a...
• Who
• What
• When
• Where
1 2 3 4Dialogue
Data
Collection
Analysis
Information
Management 5Deliverable
Search
Gathering
information that
has already been
published
Monitor
Making sure I receive an
alert when something
new app...
Broad:
•Many sources
• Search engines, news
Narrow:
•Few and specific
sources
“I need to know about any new trends
that ma...
Map it out!
1 2 3 4Dialogue
Data
Collection
Analysis
Information
Management 5Deliverable
Visuals are a must!
Especially with a broad collection approach.
1 2 3 4Dialogue
Data
Collection
Analysis
Information
Mana...
Save and organize your
information in one place
•Folders
•Tags
Collaborate with your team
Two (or three or four) heads
are...
Content
What pieces of information do they want? Entire
articles or only analysis?
Structure
There are as many ways to str...
Dashboards
1 2 3 4Dialogue
Data
Collection
Analysis
Information
Management 5Deliverable
Optimize images and formats for
mobile as well as desktops
1 2 3 4Dialogue
Data
Collection
Analysis
Information
Management...
Newsletters and Reports
1 2 3 4Dialogue
Data
Collection
Analysis
Information
Management 5Deliverable
Audience
Needs
Action
Collect
Search Monitor
Select/ Analyze
Project
Publish
The watch cycle
• Statistics
• Comments and likes
• Surveys
• Face-to-face meetings
Gather Feedback!
Best Case Practice
Company in the business travel industry
The CI team needed to
provide their executive
team with up-to-d...
The Watch Cycle
in action
•Know your audience:
what info do they need?
•Map main topics of
interest; M&A, new
technologies...
Collect: Mapping out sources
• Identified sources with trends, competitor websites
and specialized forums with upcoming
te...
Analyze
•Graphs show easy-to-understand notifications
when something changes in regards to their
competitors
•Advanced fil...
Information management
•Saving the information online to easily:
• share it with others within the
organization
• handle e...
Deliverable
Challenges:
•Executive team needed info without any fluff
•Newsletters would drown in the inbox
•Dashboards wo...
Thank you!
Adam Nors
adam.nors@digimind.com
@DigimindCI
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How to create reports that internal customers actually read

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Contents:
•Creating an efficient 2-way dialogue between CI practitioners and internal clients
•Collecting the right data and leveraging social data to inform
decision makers
•Which visuals are most impactful
•Best practice examples of excellent deliverables

Published in: Data & Analytics
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How to create reports that internal customers actually read

  1. 1. How to create reports that internal customers actually read
 Adam Nors Market Intelligence & Online Reputation Project Manager @DigimindCI
  2. 2. Contents: •Creating an efficient 2-way dialogue between CI practitioners and internal clients •Collecting the right data and leveraging social data to inform decision makers •Which visuals are most impactful •Best practice examples of excellent deliverables
  3. 3. • Who • What • When • Where 1 2 3 4Dialogue Data Collection Analysis Information Management 5Deliverable
  4. 4. Search Gathering information that has already been published Monitor Making sure I receive an alert when something new appears about my topic 1 2 3 4Dialogue Data Collection Analysis Information Management 5Deliverable
  5. 5. Broad: •Many sources • Search engines, news Narrow: •Few and specific sources “I need to know about any new trends that may affect my business” “I know what I’m looking for and where to find it” 1 2 3 4Dialogue Data Collection Analysis Information Management 5Deliverable
  6. 6. Map it out! 1 2 3 4Dialogue Data Collection Analysis Information Management 5Deliverable
  7. 7. Visuals are a must! Especially with a broad collection approach. 1 2 3 4Dialogue Data Collection Analysis Information Management 5Deliverable
  8. 8. Save and organize your information in one place •Folders •Tags Collaborate with your team Two (or three or four) heads are better than one •Access saved information •Edit and add analysis & comments 1 2 3 4Dialogue Data Collection Analysis Information Management 5Deliverable
  9. 9. Content What pieces of information do they want? Entire articles or only analysis? Structure There are as many ways to structure a deliverable as there are people. By countries? Products? Quantity How much time does your audience spend looking at your report? ✓ ✓ ✓ 1 2 3 4Dialogue Data Collection Analysis Information Management 5Deliverable
  10. 10. Dashboards 1 2 3 4Dialogue Data Collection Analysis Information Management 5Deliverable
  11. 11. Optimize images and formats for mobile as well as desktops 1 2 3 4Dialogue Data Collection Analysis Information Management 5Deliverable
  12. 12. Newsletters and Reports 1 2 3 4Dialogue Data Collection Analysis Information Management 5Deliverable
  13. 13. Audience Needs Action Collect Search Monitor Select/ Analyze Project Publish The watch cycle
  14. 14. • Statistics • Comments and likes • Surveys • Face-to-face meetings Gather Feedback!
  15. 15. Best Case Practice Company in the business travel industry The CI team needed to provide their executive team with up-to-date information about their competitive climate and market
  16. 16. The Watch Cycle in action •Know your audience: what info do they need? •Map main topics of interest; M&A, new technologies, competitors’ strategy
  17. 17. Collect: Mapping out sources • Identified sources with trends, competitor websites and specialized forums with upcoming technologies. • Filtered noise using keywords related to strategy and keywords related to business travel to increase relevancy
  18. 18. Analyze •Graphs show easy-to-understand notifications when something changes in regards to their competitors •Advanced filtering → only relevant, personalized insights
  19. 19. Information management •Saving the information online to easily: • share it with others within the organization • handle employee turnover •Saving the entire article + extract to follow copyright laws
  20. 20. Deliverable Challenges: •Executive team needed info without any fluff •Newsletters would drown in the inbox •Dashboards would take too much time to log into and read Solution: •Created an RSS feed generated from the folders of their intelligence platform going to an external phone app –Information available offline –Always up-to-date information with custom analysis –Easy information transfer
  21. 21. Thank you! Adam Nors adam.nors@digimind.com @DigimindCI

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