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Presented by:
Robert Jan Alting von Geusau
Market Intelligence at
AkzoNobel
Implementation of a
Central Intelligence website
Topics for today
2OneIntelligence - MIPS
Introduction to Market Intelligence at AkzoNobel
The assignment
Implementing an intelligence website – OneIntelligence
Working with views
Lessons learned
A closer look into the tool
Revenue €14.6 billion
49,560 employees
44% of revenue from high growth markets
Major producer of Paints, Coatings and Specialty Chemicals
Leadership positions in many markets
AkzoNobel today
3OneIntelligence - MIPS
4
High growth markets are 44% of revenue and
their importance will increase
Our goal: Greater than 50% of revenues from high growth markets
38%
Mature Europe
25%
Asia Pacific
3%
Other regions
11%
Latin America
15%
North America
8%
Emerging Europe
OneIntelligence - MIPS
Market Segments
5OneIntelligence - MIPS
~43% of revenues
New Build Projects
Maintenance, Renovation and
Repair
Building Products and Components
~16% of revenues
Automotive OEM, Parts and
Assembly
Automotive Repair
Marine and Air Transport
~16% of revenues
Consumer Durables
Consumer Packaged Goods
~25% of revenues
Natural Resource and Energy
Industries
Process Industries
6OneIntelligence - MIPS
• Functional Chemicals
• Industrial Chemicals
• Pulp and Paper Chemicals
• Surface Chemistry
• Chemicals Pakistan
• Decorative Paints Europe
• Decorative Paints Americas
• Decorative Paints Asia
Supervisory Board
Executive Committee
Corporate depts.
• Marine and Protective Coatings
• Automotive & Aerospace Coatings
• Industrial Coatings
• Wood Finishes & Adhesives
• Powder Coatings
Business Area Board
Decorative Paints
Business Area Board
Specialty Chemicals
Business Area Board
Performance Coatings
Board of Management
Corporate Strategy &
Market Intelligence
Objectives of the project
7OneIntelligence - MIPS
To determine how best to deliver the information that the company leadership
need about AkzoNobel’s peers and the industries that we compete in, in a
timely and cost effective manner.
Ensure that more broadly across AkzoNobel, people have access to news
alerts & information services that they need and want at an appropriate cost
and service level.
The need for more efficient information
services because…
8OneIntelligence - MIPS
Information services are purchased both on a local level and centrally
Overlap in information services purchased
Insight needed in total spend on information services
Optimization of procurement.
The need for more efficient news alerts
because…
9OneIntelligence - MIPS
Most of the news alerts are prepared manually
The same news appears in multiple alerts
People receive the same news from different sources
Improving market intelligence
The process
10OneIntelligence - MIPS
Form the project team
Company visits – discover best practices
Presentation by suppliers of Market Intelligence systems
Candidate suppliers and the selection process
Choice of the supplier
11OneIntelligence - MIPS
Advanced functionalities
Flexible & scalable
Very good system security
Clear proposal – the system meets our demands
Good communications, a trustworthy partner
Implementation of OneIntelligence
12OneIntelligence - MIPS
Project “Start up” meeting
Develop the master taxonomy – Interview the audiences
Technical implementation
Select the content providers
Training & testing
Rollout
Implementations in Business Units and
Functional Depts.
13OneIntelligence - MIPS
Why not use one view?
AkzoNobel serves a large number of markets in four end user market
segments: Building & Infrastructure, Transportation, Consumer Goods and
Industrial.
Multiple views are necessary to channel the information in a focused way.
The implementation process:
Starts out with a presentation to BU management.
Preferably a BU OneIntelligence project manager is appointed.
A mapping process analog to the initial one is executed for each
implementation, as well as training sessions.
Key Deliverables of OneIntelligence
14OneIntelligence - MIPS
Relevant news and analysis including scheduled alerts
User friendly portal
SSO access
No more duplication of news
A scalable system allowing for easy rollout
Dedicated Views and Access Groups for different parts of the company
Savings through automation and centralized information purchasing
15OneIntelligence - MIPS
Taxonomy:
Feeds:
ICIS News
Esmerk
Internet
sites
The Sourcing View
16OneIntelligence - MIPS
Lessons learned
17OneIntelligence - MIPS
From a management perspective
Top management support is an important catalyst supporting the
successful implementations in different parts of the company.
Ensure adequate support and guidance for the local project managers (part
time) in different parts of the company where the system is implemented.
From an operational perspective
Ensure that relevant content is being published. The quality of the content
determines the value that people will get from the system.
Manage expectations. Users sometimes expect “instantaneous
automation”. OneIntelligence makes things more efficient but doesn’t
automate everything.
Lessons learned
18OneIntelligence - MIPS
From a technical perspective
Certainly with internal hosting, having an IT representative as an active
team member is crucial.
Make a risk analysis before executing a major upgrade.
Run the software on a parallel server when executing a major upgrade.
From a people perspective
Some people don’t want to change the way they work.
Sometimes it’s better not to push an implementation.
Information sharing culture is different in different parts of the company. I’ve
found it’s better to respect this.
A tour through OneIntelligence
19OneIntelligence - MIPS

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Market intelligence at AKZOnobel

  • 1. Presented by: Robert Jan Alting von Geusau Market Intelligence at AkzoNobel Implementation of a Central Intelligence website
  • 2. Topics for today 2OneIntelligence - MIPS Introduction to Market Intelligence at AkzoNobel The assignment Implementing an intelligence website – OneIntelligence Working with views Lessons learned A closer look into the tool
  • 3. Revenue €14.6 billion 49,560 employees 44% of revenue from high growth markets Major producer of Paints, Coatings and Specialty Chemicals Leadership positions in many markets AkzoNobel today 3OneIntelligence - MIPS
  • 4. 4 High growth markets are 44% of revenue and their importance will increase Our goal: Greater than 50% of revenues from high growth markets 38% Mature Europe 25% Asia Pacific 3% Other regions 11% Latin America 15% North America 8% Emerging Europe OneIntelligence - MIPS
  • 5. Market Segments 5OneIntelligence - MIPS ~43% of revenues New Build Projects Maintenance, Renovation and Repair Building Products and Components ~16% of revenues Automotive OEM, Parts and Assembly Automotive Repair Marine and Air Transport ~16% of revenues Consumer Durables Consumer Packaged Goods ~25% of revenues Natural Resource and Energy Industries Process Industries
  • 6. 6OneIntelligence - MIPS • Functional Chemicals • Industrial Chemicals • Pulp and Paper Chemicals • Surface Chemistry • Chemicals Pakistan • Decorative Paints Europe • Decorative Paints Americas • Decorative Paints Asia Supervisory Board Executive Committee Corporate depts. • Marine and Protective Coatings • Automotive & Aerospace Coatings • Industrial Coatings • Wood Finishes & Adhesives • Powder Coatings Business Area Board Decorative Paints Business Area Board Specialty Chemicals Business Area Board Performance Coatings Board of Management Corporate Strategy & Market Intelligence
  • 7. Objectives of the project 7OneIntelligence - MIPS To determine how best to deliver the information that the company leadership need about AkzoNobel’s peers and the industries that we compete in, in a timely and cost effective manner. Ensure that more broadly across AkzoNobel, people have access to news alerts & information services that they need and want at an appropriate cost and service level.
  • 8. The need for more efficient information services because… 8OneIntelligence - MIPS Information services are purchased both on a local level and centrally Overlap in information services purchased Insight needed in total spend on information services Optimization of procurement.
  • 9. The need for more efficient news alerts because… 9OneIntelligence - MIPS Most of the news alerts are prepared manually The same news appears in multiple alerts People receive the same news from different sources
  • 10. Improving market intelligence The process 10OneIntelligence - MIPS Form the project team Company visits – discover best practices Presentation by suppliers of Market Intelligence systems Candidate suppliers and the selection process
  • 11. Choice of the supplier 11OneIntelligence - MIPS Advanced functionalities Flexible & scalable Very good system security Clear proposal – the system meets our demands Good communications, a trustworthy partner
  • 12. Implementation of OneIntelligence 12OneIntelligence - MIPS Project “Start up” meeting Develop the master taxonomy – Interview the audiences Technical implementation Select the content providers Training & testing Rollout
  • 13. Implementations in Business Units and Functional Depts. 13OneIntelligence - MIPS Why not use one view? AkzoNobel serves a large number of markets in four end user market segments: Building & Infrastructure, Transportation, Consumer Goods and Industrial. Multiple views are necessary to channel the information in a focused way. The implementation process: Starts out with a presentation to BU management. Preferably a BU OneIntelligence project manager is appointed. A mapping process analog to the initial one is executed for each implementation, as well as training sessions.
  • 14. Key Deliverables of OneIntelligence 14OneIntelligence - MIPS Relevant news and analysis including scheduled alerts User friendly portal SSO access No more duplication of news A scalable system allowing for easy rollout Dedicated Views and Access Groups for different parts of the company Savings through automation and centralized information purchasing
  • 17. Lessons learned 17OneIntelligence - MIPS From a management perspective Top management support is an important catalyst supporting the successful implementations in different parts of the company. Ensure adequate support and guidance for the local project managers (part time) in different parts of the company where the system is implemented. From an operational perspective Ensure that relevant content is being published. The quality of the content determines the value that people will get from the system. Manage expectations. Users sometimes expect “instantaneous automation”. OneIntelligence makes things more efficient but doesn’t automate everything.
  • 18. Lessons learned 18OneIntelligence - MIPS From a technical perspective Certainly with internal hosting, having an IT representative as an active team member is crucial. Make a risk analysis before executing a major upgrade. Run the software on a parallel server when executing a major upgrade. From a people perspective Some people don’t want to change the way they work. Sometimes it’s better not to push an implementation. Information sharing culture is different in different parts of the company. I’ve found it’s better to respect this.
  • 19. A tour through OneIntelligence 19OneIntelligence - MIPS