BUSINESS data to provide meaningful information and

intelligence

Business intelligence

analysis about employees, customers, suppliers, and partners

for more effective decision making.

 WHAT IS BI BI and Competitive intelligence Applications Approaches TOOLS

Data Gathering

Process of BI

products domain constituents Customers competitors

Analyzing

Information

short term and long term planning needs

BI defined
Greene (1966)

processed information
about the present future environment
in which the business is operating.

Gilad and Gilad (1988)

track current and potential competitors, analyze markets, develop profitable new products, determine likely candidates for acquisition or merger, monitor technological developments, keep abreast of a broad range of political, economic, social and legislative trends
with significant impact on a company's future.

uses of Business intelligence

planning, mergers acquisitions, restructuring, marketing, pricing, advertising, R&D activities.

competitive intelligence & business espionage

public sources to find and develop information on competition, competitors, and the market environment (Vella & McGonagle, 1987 legally and ethically identified and accessed

business espionage
information by illegal means like "hacking

Curious 2 no ?

Competitor profiling
Background

location of offices, plants, ownership, online presences history - key personalities, dates, events, and trends corporate governance, organizational structure

Competitor profiling
Financials
P-E ratios, dividend policy, profitability various financial ratios, liquidity, cash flow Profit growth profile; method of growth (organic or acquisitive)

Competitor profiling
Products
products offered, Product line , and product portfolio balance new products developed, new product success rate, R&D strengths brands, strength of brand portfolio, brand loyalty and brand awareness patents and licenses quality control conformance

 Marketing

Competitor profiling

segments served, market shares, customer base, growth rate, and customer loyalty promotional mix, promotional budgets, advertising themes, ad agency used, sales force success rate, online promotional strategy distribution channels used (direct & indirect), exclusivity agreements, alliances, and geographical coverage pricing, discounts, and allowances

Competitor profiling
Facilities plant capacity, capacity utilization rate, age of plant, plant efficiency, capital investment location, shipping logistics, and product mix by plant

Competitor profiling
Personnel

number of employees, key employees, and skill sets strength of management, and management style compensation, benefits, and employee morale & retention rates

Competitor profiling
Corporate strategies

objectives, mission statement growth plans, acquisitions

Marketing strategies

Where to find data

BI NEEDS Data gathered
organization's own sales force, customers, industry periodicals, competitor's promotional materials, own marketing research staff, analysis of competitor's products, competitor's annual reports, trade shows and distributors

ERM

BUSINESS INTELLIGENCE

MARKET INTELLIGENCE

ONGOING

INFORMATION NEED OUTSOURCED ACTION ORIENTED CONSUMERS

IN-HOUSE NOT IMMEDIATE COMPETITORS & ENVIRONMENT

Techniques of BI
querying government resources online databases, selective surveys of consumers distributors about competitor's products, on-site observations of competitor's plant reverse engineering of competitor's products

DATA COLLECTION
Phantom Interview
The competitor, posing as a potential employer, inquires from the organization's employees about their duties and responsibilities.

False Flag Job Seeker

guise of a potential job seeker, tries to learn about the organization in the course of the employment process.

Seduction
encourage disclosure of important facts. distributors and suppliers pricing structure, customer service, etc.

BUSINESS PLAN

INFORMATION ANALYSE
EXTRACT DATA

employees Pricing Products Finance SCM

R & D activit

 Raw data
evaluated and analysed for accuracy and reliability Check for omissions and anomalies based upon its past performance

performance metrics

STRATEGIC ASSETS
ACTION ALIGNMENT

TOOLS

Six Sigma

Process
and tools

SAP R/3 IDD

TOOLS
Six Sigma SAP R/3
product lifecycle management (PLM) Information discovery and delivery (IDD) supply chain management (SCM)

Six Sigma Applications in BI

Organizations like
Define

General Electric are combining

these two technologies in the form of Six Sigma intelligence More Effective Preparation Faster Implementations Increased Long-Term Success

Measure

Analyze

Improve

Control

SAP R/3
Realtime 3 tier client-server architecture
database layer application layer

and presentation layer

Information discovery and delivery (IDD)

simplify the way that business decisions makers use information,
access, format, analyze, navigate, share information across the organization. IDD comprises (enterprise) reporting, query and analysis, dashboards and scorecards, and the BI platform (including search capabilities).

Gap analysis
Performance Assessment

Action required

Current situation

GOAL

Growth share matrix - BCG MATRIX

High market share fast growth

Rapid growth Cash requirement

low market share slow growth

Generate cash maintain growth

The Society of Competitive Intelligence Professionals (SCIP)

global nonprofit membership organization Lean :
Leadership, Education, Advocacy & Networking

 ADOPT BEST PRACTICES OF BUSINESS INTELLIGENCE

EVOLVE BI PROCESS BENCHMARKING

process and a product

Work as a

team
And

Enjoy
the

success