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Knowledge Management for Competitive Intelligence

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UBERBRANDS Partner, Luis Madureira lecture "Knowledge Management for Competitive Intelliegence" in the Knowledge Management Days Seminars at NOVA IMS

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Knowledge Management for Competitive Intelligence

  1. 1. KNOWLEDGE MANAGEMENT FOR COMPETITIVE INTELLIGENCE for NOVA IMS Luís Madureira ÜBERBRANDS Partner SCIP PortugalChapterChairman
  2. 2. DECISION-MAKING ENVIRONMENT Highly Challenging
  3. 3. Instituto Superior de Estatística e Gestão de Informação Universidade Nova de Lisboa V.U.C.A.Volatile, Uncertain, Complex, Ambiguous 8
  4. 4. INFORMATION MANAGEMENT Specific challenges for
  5. 5. Instituto Superior de Estatística e Gestão de Informação Universidade Nova de Lisboa INTERNET OF THINGS è DATA DELUGE 16
  6. 6. Instituto Superior de Estatística e Gestão de Informação Universidade Nova de Lisboa GUARANTEEINGTHE VERACITY OF DATA…! 17
  7. 7. Instituto Superior de Estatística e Gestão de Informação Universidade Nova de Lisboa …WITH AN INCREASINGLYSOCIAL DIMENSION. 18
  8. 8. THE C-SUITE ? What Does it Means to
  9. 9. Instituto Superior de Estatística e Gestão de Informação Universidade Nova de Lisboa 20
  10. 10. | 21
  11. 11. Instituto Superior de Estatística e Gestão de Informação Universidade Nova de Lisboa 22
  12. 12. Need for Focus & Winning Strategies | 23
  13. 13. CI & KM? Why do we need
  14. 14. Instituto Superior de Estatística e Gestão de Informação Universidade Nova de Lisboa WHY DO WE NEED CI & KM? Competitive Intelligence can support the C-Suite steer the Business and the Brands successfully, through the VUCA world. In order to have the right intelligence at the right time delivered to the right person, you need Knowledge Management! 25
  15. 15. Instituto Superior de Estatística e Gestão de Informação Universidade Nova de Lisboa “He, who is victorious because he knows how to change and fit the environments needs, deserves to be called a genius.” SUN TZU 26
  16. 16. CI & KM? What are
  17. 17. Instituto Superior de Estatística e Gestão de Informação Universidade Nova de Lisboa “Knowledge starts with the definition of terms” 28
  18. 18. Instituto Superior de Estatística e Gestão de Informação Universidade Nova de Lisboa INTELLIGENCE & KNOWLEDGE 29
  19. 19. Instituto Superior de Estatística e Gestão de Informação Universidade Nova de Lisboa COMPETITIVE INTELLIGENCE (CI) © Luis Madureira 30
  20. 20. Instituto Superior de Estatística e Gestão de Informação Universidade Nova de Lisboa Knowledge management is about getting: ✵ the right knowledge ✵ to the right person ✵ at the right time. KNOWLEDGE MANAGEMENT 32
  21. 21. CI & KM? How do we do
  22. 22. Instituto Superior de Estatística e Gestão de Informação Universidade Nova de Lisboa CI CYCLE Where does KM fits in? 1. Needs Analysis • Direct communication between Top Management and Intelligence function • Focus on “What we need toknow” ensuresusage of Intelligence 2. Observing &Monitoring • Different sourcesneed to be monitored in order to find the appropriatematerial • Continuous surveillance offormal and informal sources 3. Collection • Secondary Sources: Newsletters,Trade Magazines, Journals,etc • Primary Sources:Consulting,Conferences, Seminars, Contacts 4. Structuring& Elimination • Clean collected data eliminating ‘noise’ • Structure by Intelligence area/ needs 6. Dissemination • Ensure that the rightpeople receivethe right intelligence at the righttime. • Significant part ofthe intelligence cycle 5. Analysis • Analyze info • Develop Insights • Confirm Insightsinto Knowledge 7. Storing • Essential to guarantee thatintelligence iseasily available for further reference • Not everybodyneedsto know about the intelligence behind strategicissues 8. Utilization& Feedback • Action • Process Fine Tuning & Relevance 36 © GIA
  23. 23. Instituto Superior de Estatística e Gestão de Informação Universidade Nova de Lisboa LEARNING CYCLE: Knowledge as Data WHAT? SO WHAT? NOW WHAT? THEN WHAT? DO IT! 37
  24. 24. ! REAL TIME ! What is the ultimate challenge?
  25. 25. Instituto Superior de Estatística e Gestão de Informação Universidade Nova de Lisboa THE JET FIGHTER PILOT SOLUTION: OODA LOOP 39
  26. 26. SOLUTION ? What is the Information Management
  27. 27. 41 SMINT – SOCIAL MARKET INTELLIGENCE Beyond Listening 2.0 – Future Ready CI Understand, Compete and Win in Real-Time. | 4 1
  28. 28. Instituto Superior de Estatística e Gestão de Informação Universidade Nova de Lisboa Overview V.U.C.A. Social Consumer Connected Mobile Omni-Channel Real-Time IoT CEO CMO Strategy Commerce Experience Marketing Big Data SMINT 42
  29. 29. Instituto Superior de Estatística e Gestão de Informação Universidade Nova de Lisboa BIG DATA SECONDARY Crawler Digital Traditional INTERNAL Database CRM etc PRIMARY Interpreters Lab INTELLIGENCE ANALYTICS INSIGHTS STRATEGY EXECUTION MONITOR REAL-TIME SMINT – Social Market INTelligence REAL TIME CI © Luis Madureira 43
  30. 30. SOLUTION ? What is the Knowledge Management
  31. 31. Instituto Superior de Estatística e Gestão de Informação Universidade Nova de Lisboa LIVE DEMO
  32. 32. V.U.C.A.Volatile Uncertain Complex Ambiguous | 9 24 SMINT – SOCIAL MARKET INTELLIGENCE Beyond Listening 2.0 – Future Ready CI | 2 4 Understand, Compete and Win in Real-Time. 61
  33. 33. Instituto Superior de Estatística e Gestão de Informação Universidade Nova de Lisboa E Luis.Madureira@UBERBRANDS.consulting | T +351 915 101 334 Linkedin/in/luismadureira | @Luis_Madureira | Facebook.com/luis.madureira Www.uberbrands.consulting Credits: Some slides were made with the Haiku Deck App for Ipad | Some pictures I do not know the source so can not give the deserved credits. Disclaimer: Some slides result from tools used or that can be used by the UBERBRANDS to develop competitive intelligence. 62
  34. 34. Instituto Superior de Estatística e Gestão de Informação Universidade Nova de Lisboa CONFIDENCIALIDADE A presente documentação não pode ser reproduzida. Qualquer outro destino está sujeita à expressa autorização de Luís Madureira a quem todos os direitos estão reservados. This document should not be reproduced in any way. Any other usage is to be done upon approval of Luís Madureira to whom all rights are reserved to. 63

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