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Analysis of the Market Intelligence Ecosystem - BENCHMARK BY EBG - BARCELONA 2018

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Analysis of the Market Intelligence Ecosystem - BENCHMARK BY EBG - BARCELONA 2018

  1. 1. # Market Intelligence
  2. 2. digitbench18WIFI digitbench18 # Jean-Baptiste Bouzige CEO and Founder SPEAKER
  3. 3. digitbench18WIFI digitbench18 # SPEAKERS Jérôme AMOUYAL Head of Analytics and Insights AXA Leonardo MASTROMAURO CRM and Digital Marketing Team Manager TRANSDEV
  4. 4. digitbench18WIFI digitbench18 # Ekimetrics is a global consultancy, a pioneer and leader in Data Science
  5. 5. digitbench18WIFI digitbench18 # WHAT IS …
  6. 6. digitbench18WIFI digitbench18 # Market intelligence corresponds to the Research Market in the broad sense. Market Intelligence professionals aim to compile all the relevant information for a company's markets. This involves collecting and analyzing specific information in order to make accurate and reliable decisions. The scope is broad in that it involves determining market opportunities, market penetration strategy, market development parameters, competitors' strategies (innovation, price, promotion, etc.) as well as end consumers' understanding. Market Intelligence
  7. 7. digitbench18WIFI digitbench18 # Market Intelligence in three questions III. I want to understand my clients I. I want to understand my market II. I want to understand my competitors
  8. 8. digitbench18WIFI digitbench18 # MARKET TRENDS
  9. 9. digitbench18WIFI digitbench18 # Market Intelligence Perception Theory Time-ConsumingSilos
  10. 10. digitbench18WIFI digitbench18 # Market Intelligence Disruption Automation Data VizMachine Learning
  11. 11. digitbench18WIFI digitbench18 # Market Intelligence Market Intelligence in the 21st Century Insight Industry
  12. 12. digitbench18WIFI digitbench18 # BENCHMARK
  13. 13. digitbench18WIFI digitbench18 # Grow your understanding through specific vendors: From questions to solutions, a segmented approach Market Insight Competitor Insight Customer Insight
  14. 14. digitbench18WIFI digitbench18 # BEST PRACTICES
  15. 15. digitbench18WIFI digitbench18 # 1. Clarify its decision-making mechanisms, beliefs not challenged, lack of quantification, dysfunctions... 2. "Start with the WHY" - What are the 3 main strategic issues to address? Possibly declined in 10 to 15 Golden Questions maximum 10 Steps to leverage a Market Intelligence Ecosystem
  16. 16. digitbench18WIFI digitbench18 # 3. Identify the best sources of insights for each Golden question - Get as close as possible to the most raw information, by developing partnerships with data owners for example 4. Making choices - Finding the best compromise between quality and cost by focusing on consistency, comparability and frequency at depth 5. Building the foundation by consolidating the data collected - Strategic data must be easily accessible in the form of a database and beyond powerpoint reports 10 Steps to leverage a Market Intelligence Ecosystem
  17. 17. digitbench18WIFI digitbench18 # 6. Creating convergence - Building bridges between different data sources to ensure comparability and consolidation 7. Data Storytelling - Navigating between different sources of insights for a holistic storytelling 10 Steps to leverage a Market Intelligence Ecosystem
  18. 18. digitbench18WIFI digitbench18 # 8. From predictive to prescriptive - Learning from the past to script, simulate, optimize future action plans 9. Process and organization for decision making - Create data moments and data owners within each decision committee 10.Technology as a facilitator - Think technology when holistic vision is built to make data easily accessible (datalake) and actionable (data viz) 10 Steps to leverage a Market Intelligence Ecosystem
  19. 19. digitbench18WIFI digitbench18 # BUSINESS CASE
  20. 20. digitbench18WIFI digitbench18 # Start with the why: Golden question What is the business impact of the bad buzz around Animal testing? Identify key steps to navigate through Market Insight Competitor Insight Customer Insight Use Case: From Rumors to Sales impact in Cosmetics
  21. 21. digitbench18WIFI digitbench18 # A measure blurred by a lot of parameters Activists New distribution channels And a lot more… Innovation Marketing plan Competition
  22. 22. digitbench18WIFI digitbench18 # Create a new datasource to track what is happening Generic Animal Testing Trend Source: Ekimetrics, Google Organic Search From April 2013 to March 2017
  23. 23. digitbench18WIFI digitbench18 # Understand market and competition vulnerability Source: Ekimetrics, Google Organic Search From April 2013 to March 2017 TOP 10 Brands associated with animal Testing
  24. 24. digitbench18WIFI digitbench18 # Storytell the phenomenon Source: Ekimetrics, Google Organic Search From April 2013 to March 2017
  25. 25. digitbench18WIFI digitbench18 # From descriptive to explicative
  26. 26. digitbench18WIFI digitbench18 # Create bridges for better insights and actions Weakly Impacted Averagely Impacted Highly Impacted
  27. 27. digitbench18WIFI digitbench18 # PANEL DISCUSSION
  28. 28. digitbench18WIFI digitbench18 # PRESENTATION OF THE SPEAKERS MARKET INTELLIGENCE TODAY BEST & WORST PRACTICES INNOVATIONS YOUR ADVICE Jérôme AMOUYAL Head of Analytics and Insights AXA Group Leonardo MASTROMAURO CRM and Digital Marketing Team Manager TRANSDEV
  29. 29. digitbench18WIFI digitbench18 # CONTACTS JEAN-BAPTISTE BOUZIGE CEO jb@ekimetrics.com 06.70.57.85.74
  30. 30. # THANK YOU FOR YOUR ATTENTION

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