Marketing Research Solutions: A Blueprint for Success

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Marketing Research Solutions (MRS) A Blueprint
for Success June 25, 2001 Andrew F.
Toyota Chief Executive Officer iSeer, Inc.
www.iseer.com
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Presentation Goal
Provide tips and techniques for implementing
marketing research solutions (MRS) for the smart
organization.
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Agenda

• Introduction
• Objectives
• Benefits
• Challenges
• Available Features
• Discovery Methodology
• Project Evaluation
• QA

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Introduction

• Vision
• Founded in 1996, iSeer offers services and
  solutions that enable Fortune 500 companies to
  implement on-line marketing research solutions
  (MRS)
• Clientele
• Leaders in chip manufacturing, printer technology
  and imaging, telecommunications and electronics
  engineering
• Locations
• Main office in Seattle, Washington with satellite
  branches serving Oregon and California

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Objectives

• Customize a methodology
• Recognize pitfalls
• Evaluate complexity
• Determine necessary resources

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Benefits

• Find the most relevant information
• Find it faster
• Spend less
• Share it with others

Sound
Simple?
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Challenges

• Relying on several research teams
• Coordinating different geographies
• Contracting with multiple vendors

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Benefits - Revisited

• Find the most relevant information
• Find it faster
• Spend less
• Share it with others

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• Ill take one to go.

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Feature Summary
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• Portal
• Features

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Available FeaturesPortals - Searching
www.northernlight.com
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Available Features Portals Topic-Based Browse
www.northernlight.com
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Available Features Portals - Personalization
www.yahoo.com
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Available Features Portals - Saved Searches
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Available Features Portals - Instant Messaging
www.yahoo.com
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Available Features Portals - Threaded
Discussions
www.dpreview.com
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Available Features Portals - Chatrooms
www.money.com
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Available Features Portals - E-mail Alerts
www.northernlight.com
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Available Features Portals - Event Calendars
KTW- grab the one from HP crop tight- Show
event icons at top
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Available Features Portals - Newsletters
www.money.com
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Available Features Portals - Send to a Friend
www.amazon.com
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• Document
• Management
• Features

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Available Features Document Management -
Categorize and Save Documents
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Available Features Document Management -
Check-In/Out
www.merant.com
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Available Features Document Management - Seat
Management
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Available Features Document Management -
Administrative Tools
iSeer Research Community
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Knowledge Management Features
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Available Features Knowledge Management -
Communities
www.msn.com
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Available Features Knowledge Management - Find
Experts
iSeer Research Community
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Available Features Knowledge Management -
E-mail mining
Tacit
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Available Features Knowledge Management -
Rating and Reviews
amazon.com
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Available Features Knowledge Management --
Surveys and Voting
www.websurveyor.com
www.freetools.com
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• Reporting
• Features

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Available Features Reporting - Activity Reports
iSeer Research Community
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Available Features Reporting - Decision Support
Reports
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ChallengesCustomer Example
I have it all figured out
just build the thing.
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Challenges Customer Example

• All relevant discussions occurred in person, not
  on-line
• Company would not grant access to the Internet
• No incentive to collaborate

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Discovery Checklist
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Discovery Checklist Section 1 - Culture
Culture
COMPLEXITY
LO MED HI
Do users rely on the same nomenclature?
Disparate Taxonomy
Consistent Culture
Everyone is equal
gt3 permiss. levels
Will users have different roles and access levels?
Will users want to share information?
Independent islands
Highly collaborative
How personalized should the content be?
None needed
gt4 views
Whatever it takes
How long will a user wait for a response?
lt5 seconds
Will users interactions be tracked?
No
Profile management
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Discovery Checklist Section 2 Content
Content
COMPLEXITY
LO MED HI
How many resources will be catalogued and
searched?
Multiple
Single
Does content need to be controlled?
License monitoring
Open
How is content formatted?
XML enabled
Older technology
Multiple sites
Single repository
Where is content stored?
Are content vendor relationships in place?
Nothing in place
Contracts signed
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Discovery Checklist Section 3 Technical
Architecture
COMPLEXITY
Technical Architecture
LO MED HI
Includes firewall and proxy servers
Simple, established environment
What type of hardware will be targeted?
What type of software will be integrated?
Off-the-shelf
Customized
Will the site interface with multiple systems?
Self-contained
3rd party integration
Is there a platform standard?
Single browser
Multiple systems
What type of security is required?
Highly confidential
Open access
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Discovery Checklist Section 4 - Communication
Communication
COMPLEXITY
LO MED HI
How much of the requirements are documented?
Just an idea
Documented
How many people are involved in decision-making?
Single decision- maker
Committee of 6
Travel required
Geographically, where is the customer vs. team?
Same city
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Discovery Checklist Section 5 - Experience
Experience
COMPLEXITY
LO MED HI
Have all parties implemented this before?
First time
Yes and open to new ideas
Is the team experienced with the software tools?
First time
Extensive experience
Is the team familiar with the business
environment?
Never seen it
Built similar solution
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Discovery Checklist Section 6 - Deployment
Deployment
COMPLEXITY
LO MED HI
No commitment given
How firm is the portal launch date?
Already behind
How visible will this site be?
Includes customers
Internal use only
servers firewall proxies
How complex is the landing environment?
3 servers
Are there external sites transferring data?
More than 8
None
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Discovery Checklist Section 7 - Maintenance
Maintenance
COMPLEXITY
LO MED HI
Who will support the portal?
SLA in place
No idea
What happens if the site goes down?
Mission critical
No problem
How will the content and taxonomy be updated?
On-line
Manually
Once a quarter
On demand
How frequently will the content be updated?
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Discovery Evaluation
gt 15

• Highly Complex
• 10 FTE
• 1 million
• 12 months

• Moderate
• 5-7 FTE
• 300k-500k
• 58 months

Feature Set
Simple 2-3 FTE 25k-50k 2-4 months
lt 6
Project Complexity
Low
Medium
High
This evaluation is for demonstration purposes
only.
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Preparation
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Lack of Preparation
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Clear Ascent
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Summary

• Select features that support the business
  environment
• Identify the red flags that impact a successful
  launch
• Know what constitutes the right team of users,
  developers and vendors

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Andrew F. Toyota Chief Executive
Officer iSeer, Inc. [phone] www.iseer.co
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