Application of Key Intelligence Topics in Telekom Slovenije Ksenja Hauptman

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Application of Key Intelligence Topics in
Telekom Slovenije Ksenja Hauptman
Business Information Forum Sofia, November 2007
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Marketing Intelligence

• some historical facts
• MI was established to serve three broad goals
• 1. understanding the customer
• 2. understanding the competition
• 3. understanding domestic and world trends

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MARKETING RESEARCH
COMPETITIVE INTELLIGENCE
OFFICE
SEGMENTATION
INTERNAL RESEARCH
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MANAGEMENT
feedback ? active communication ? implementation ?
action plan ? analysis interpretation ? systema
tic collection of primary secondary
data ? identification definition of information
needs
CI TEAM
EMPLOYEES
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establishing
maintaining
CI processes
information
FEEDBACK
Sources primary secondary
INFORMATION FLOW
REPORTING
noitamrofni
KNOWLEDGE
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KIT formulation process
1. MI office creation of KITs KIQs

• previous needs analysis (history data)
• desk research
• brainstorming KIQ ideas KIQ ideas evaluation
• critical evaluation of KIQs creating a map of
  KITs (segmenting KIQs)

2. Interviews

• semi-lead
• grading the importance of each KIQ

3. KIT Analysis
4. KIT Implementation
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Interviews

• Conducted on management board directors
• Asking questions
• relevance for the company
• importance for the interviewer
• adopt yours interviewing technique
• Conducted by a senior decision maker, could be in
  cooperation with junior specialist
• Very time consuming BUT WORTH IT!!!

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Why is it worth it?

• communication flow
• promotion of MI office
• rising awareness of information needs
• thinking process insight

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Interview questions

• What are the key drivers and trends in the TC
  industry today?
• What are the key uncertainties?
• Who are the key players? How do you think this
  will change in the future?
• Which users do we want to attract, retain and how
  to do it?
• What are the major decisions TS is facing in the
  near future?
• What topics and areas are important to monitor
  from a TS perspective?
• What major decisions are you facing in the near
  future?
• What information do you need in order to make
  those decisions?

• Perspective
• wide (current needs)
• narrow (long-term needs)

Adapted by Comintell, Gabriel Anderbjörk
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How much of their needs

• do we have to foresee?
• are they aware of when conducting an interview?
• are they aware of, when not in a specific
  situation of information need

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Analysing gaps in perception

• management board
• directors

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Information priorities

• The importance/relevance/attractiveness of the
  topic was evaluated by interviewees on the scale
• 1 very relevant/interesting
• 0 interesting/relevant, but not necessary
• -1 not interesting and not relevant for my
  field of work
• Topic ranking regarding the result (the sum of
  points)
• Classification in 6 priority clusters

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Key intelligence topics
KIT 1 The future of fibre optic services/
solutions/ products KIT 2 Local
competitorsKIT 3 Future trendsKIT 4
Guerrilla attacks of small businessesKIT 5
Satisfaction/loyalty/churn KIT 6 Consumer
behaviour KIT 7 Fluctuation of our key
employees Key intelligence questionsmodus
5min 3
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KIT / KIQ value
1. FOCUS2. FOCUS3. FOCUS4. creating
taxonomy for CI SW5. rising awareness of
information needs6. management action in the
case of any gaps
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Taxonomy for portal we are implementing

• Analysis
• KIT
• TC providers
• Regulative bodies specialised ITC organisation
• Company profiling
• Regions Countries
• Services
• Technology, RD

• 4 topic levels
• mostly 2 or 3 levels
• 4 levels only in one case

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Critical moments

• clear vision
• gain management support
• clearly identify intelligence needs and wants
• integrate marketing intelligence in decision
  making and strategic planning
• establish active communication with all parts of
  the company - communicate!
• KISS

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Years ago it used to be

• Time issue
• When can you deliver this information?
• Content
• Bring information
• Information accessibility
• Some primary and secondary sources

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Now

• Time issue
• I need this information by yesterday!
• Content
• Bring intelligence
• Bring implementation plan
• Bring solutions
• Is this information congruent with other data in
  the company?
• Information accessibility
• Overflow of secondary sources (could be
  contradictory)

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Information was once power. But, today, the
power lies in interpreting what information
really means.Source Smith, David Van Lloyd,
Fletcher JH. The art science of interpreting
market research evidence. John Wiley Sons, USA,
2004
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• Thank you for your attention!
• ksenja.hauptman_at_telekom.si