AI-SDV 2021 - Klaus Kater - The secret of successful CI: precise targeting + immediate discovery

© 2021 Deep SEARCH 9 GmbH
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https://deepsearchnine.com 1 © 2021 Deep SEARCH 9 GmbH
https://deepsearchnine.com
Deep SEARCH 9
The secret of Competitive Intelligence:
Precise targeting + immediate discovery
AI-SDV 2021, October 04, Nice, France
Klaus Kater
Deep SEARCH 9 GmbH
Managing Partner

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https://deepsearchnine.com © 2021 Deep SEARCH 9 GmbH
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Agenda
The secret of Competitive Intelligence:
Competitive Intelligence in R&D
Why we are talking about competitive intelligence
What are the sources that we should track?
An approach to staying ahead of the competition

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Competitive intelligence (CI) … is the action of
defining, gathering, analyzing, and distributing
intelligence about products, customers, competitors,
and any aspect of the environment needed to support
mangeers and executives in strategic decision making.
CI means understanding and learning what is happening
outside the business. It means learning as much as possible,
as soon as possible, about the external environment including
one's industry in general and relevant competitors

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For R&D the situation is more complicated
Collecting
content
Processing
Analysis
Strategic
decisions
Intelligence
sharing
There is a huge amount of publicly
available information. Not only from
direct competitors, but also because
regulations require publication.
It is important to target all the right
sources…

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Collecting
content
Processing
Analysis
Strategic
decisions
Intelligence
sharing
A deep domain understanding is
required in order to recognize and
filter relevant information
sources…

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Collecting
content
Processing
Analysis
Strategic
decisions
Intelligence
sharing
Each stake holder has different information needs.
Publishing all intelligence in a portal is not sufficient.
Intelligent filtering needs to make sure relevant
information is distributed to the stake holders who
need it.
sources…

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Collecting
content
Processing
Analysis
Strategic
decisions
Intelligence
sharing
The gathered intelligence may
trigger strategic decisions that
require targeting of new sources.
The process is highly dynamic!
Each stake holder has different information needs.
Publishing all intelligence in a portal is not sufficient.
Intelligent filtering needs to make sure relevant
information is distributed to the stake holders who
need it.
sources…

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Think of all the colleagues in your company who work on
managing internal information – sales forecasts, resource
planning, clinical trials, pharmacovigilance, …
Why we are talking about this now…
Now, think of the resources working with external information
In the last years we have seen a strong decline of time and
effort that is spent on gathering and analyzing external
intelligence. However, it is external events that have the
biggest impact on your company's strategy
This is why you need a systematic approach that is on
constant watch for your business and market

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We use the “Sea of Information” as metaphor
to explain what it needs to get this going…
The sources we should track

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Let’s use the “Sea of Information” as metaphor
We are talking about catching fish in the wild and
do not want it frozen or canned. We want to know
what we get. We want to enjoy its original flavour...

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Different fish represent different types of information
The one golden nugget everybody is after, e.g. the start-up
that can be acquired before it is detected by the competition
It is a good idea to follow the direct competitors – big fish or
not. News could be PR messages or found in drug recalls…
Understanding where investors move and who gets the
grants for research is important for strategic decisions
In which research areas are key opinion leaders moving, does
flocking determine research trends?

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0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Compound classification
Adverse drug effects
Research talent
Venture capital
Key opinion leaders
Drug recalls
Conference abstracts archive
Conference planning
Regulatory
Clinical trials
Grants
Technology transfer offices
News
Start-ups
Customers implementing the module

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0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Research talent
Venture capital
Key opinion leaders
Drug recalls
Conference planning
Regulatory
Clinical trials
Grants
News
Start-ups
For Competitive Intelligence DS9
focuses on the top 5 modules which
are all relevant for CI in R&D:
• CI News
• Search engine for start-ups
• TTO tracking
• Grants tracking
• Clinical Trial Registries tracking

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There’s fish that swims, but there’s also
shellfish and even resources that can
be mined in the sub marine ground

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We need to decide, what we want to
catch: corporate news, drug recalls,
clinical trials, licensing opportunities, …

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To catch them, you need a different
“type of net” for each fish…

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We need to decide, what crawler type
to use (HTML/Browser crawling), or if
we need an API.
If content is behind a paywall or
needs a parser to speed up bulk
processing…

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we need an API.
processing…
You need to understand their moving
patterns, how fast they move…

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we need an API.
processing…
How frequently is information
published and for how long
(conference abstracts tend to
disappear quickly)?
Do we need to find any change
immediately (alerting) or is it enough
to distribute a summary (reporting)
once a week?

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we need an API.
processing…
disappear quickly)?
once a week?
Each species requires special recipes,
some are quite difficult to process…

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disappear quickly)?
once a week?
Do we need to get structured content
(extraction rules) or do we index plain
content for search only?
Is data normalization or enrichment
(geocoding) required?
we need an API.
processing…

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disappear quickly)?
once a week?
Do we need to get structured content
(extraction rules) or do we index plain
content for search only?
Is data normalization or enrichment
(geocoding) required?
we need an API.
processing…
There I no “one size fits all” and
the matter is highly dynamic.
It requires ongoing monitoring and
quick reaction to changing needs

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https://deepsearchnine.com 23
SEARCHCORPUS®
• Clinical Trials
• Competitors
• Conferences
• Drug recalls
• Grants
• Start-ups
• …
Surface Web
Deep Web
Licensed
Content
Scheduled
crawling
• Access targeted information sources
• Retrieve new content immediately
• Extract important data
• Recognize relevant entities
• Distribute using semantic filtering
Competitive Intelligence

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https://deepsearchnine.com 24
SEARCHCORPUS®
• Clinical Trials
• Competitors
• Conferences
• Drug recalls
• Grants
• Start-ups
• …
Automatic
publication
and alerting
Individual Insight Apps
• Provide relevant information only
• Make it available when it is published
• Build Insight Apps for individual users
• React quickly to new information needs
• Short turn-around times (hours)
Decision makers
Internal Users
Surface Web
Deep Web
Licensed
Content
Scheduled
crawling
• Access targeted information sources
• Retrieve new content immediately
• Extract important data
• Recognize relevant entities
• Distribute using semantic filtering
Competitive Intelligence

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0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Research talent
Venture capital
Key opinion leaders
Drug recalls
Conference planning
Regulatory
Clinical trials
Grants
News
Start-ups
DS9 has come up with a standardized
solution which makes the first five CI
modules - for which most of our
customers have an interest - available
for a broader audience
• CI News
• TTO tracking
• Grants tracking

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0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Research talent
Venture capital
Key opinion leaders
Drug recalls
Conference planning
Regulatory
Clinical trials
Grants
News
Start-ups
DS9 has come up with a standardized
solution which makes the first five CI
modules - for which most of our
customers have an interest - available
for a broader audience
• CI News
• TTO tracking
• Grants tracking

AI-SDV 2021 - Klaus Kater - The secret of successful CI: precise targeting + immediate discovery

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