Wednesday, September 14, 2016

The Ultimate ROI: Synergies of CI Software & Primary CI to Create High Impact Insights and Visuals to Drive Executive Decisions

Marc Limacher, Founder & Managing Director, INOVIS, Inc.
Alexander Stumpfegger, Managing Director, CID

The best analysis in the world falls flat when you cannot get your point across. The key to this is to make your recommendations as concise, as visually attractive and as clear as possible. Executives have little time for long drawn out reports or heavy reading and they will not take the time to read even the most valuable analysis as a result. Every analysis deliverable should be visually attractive, as short as possible, offer a multidimensional analysis in brief, a set of concise findings and bold recommendations.

This session covered the key elements and anatomy of a decision tool and a number of creative ways to make your point. While your analysis must be grounded in your extensive skills in intelligence analytics, the report out must be grounded in your ability to offer the findings in creative form. This is often the biggest challenge for even the experienced competitive intelligence professional. The presenters walked through the anatomy of a good analysis and what gets the attention of the highest levels of management, showing tools that were successfully used.


  • A breakdown of a good analysis and the required components of a visually effective executive deliverable
  • Several examples of successfully implemented tools that have been used with executives and what resultant findings are generated using those tools
  • An understanding of the difference between report outputs and strategic multidimensional analysis
The session began with an overview of managing the complex and dynamic aspects of the competitive landscape. It was noted that we are surrounded by micro environments that are surrounded by macro environments that are all surrounded by mega trends.

Managing Complexity

  • CI Software
  • Defines elements and the relationships   
  • Ability to access information from multiple sources   
  • Aggregate and assimilate existing informationIdentify emerging opportunities and threats
  • Primary CI Research
  • Not available in open syndicated or subscriptions sources
  • Provides a higher level of visibility
  • CI Consultant
  • Helps interpret & analyze information provided via software solutions
  • Recommends next steps/scenarios
  • Value and Impact:
  • Aligning to address the continuum of Intelligence sources & Outputs
  • Open Source/subscription/syndicated
  • Proprietary/human service/proprietary human services

What is the implication? What does it mean? CI provocateur! Challenge hypothesis!

Types of hard and soft tools include:


  • Secondary Data
  • Market Research
  • Competitive Intelligence   

Market Efficiency

  • The simplified efficient market model
  • All information reduced to public information, insider information
  • Primary research leads to a “compelling story”
Anticipatory CI Research Paradigm
  • Develop indicators and signals so you know what to look for
  • Action Planning: predictability versus action-ability
  • Do you have enough time to react or protect?
Content sources:
  • External Sources           
  • Web sites                       
  • News feeds                   
  • Social media                       
  • Blogs
  • Databases   
•    Internal Sources
  • File Shares

It is an ongoing process to identify sources.  20% of sources a customer monitors change every quarter.

Analyze or filter by:

  • Companies
  • Products
  • Product types
  • Technical terms
  • Times
  • Competitor

These filters change over time and therefore there needs to be continual analysis and updating of content in the system. Don’t let the system “run alone” but include human interaction and check points.

Big data software solutions and integration into enterprise platforms is available for where it is needed. If you are creating this system you need to consider customer feedback. Start small!

And you don’t have to start from scratch…”Freebase” Use the knowledge out there and combine with your own taxonomies. This way you can grow your knowledge graph more quickly.

Text Mining & Semantic Analysis
•    Automated tagging of content works today.
•    Then you don’t have to rely on manual tags
•    Natural language steps a systems.
•    A system can learn how products and competitors are mentioned

Primary CI Research & VI Software
•    Create a virtuous circle where  each feeds and improves the other

Early Warning CI: The Process
Six Simple Steps to Scenario Planning

  1. Input events
  2. Define the base case
  3. Define the alternative cases
  4. Evaluate the scenarios
  5. Vote on the risks & opportunities
  6. Plan short- to long term
Anticipatory, early warning intelligence - greatest value
  • It’s no longer just first to know, but important to be the first to anticipate and define the SO WHAT & NOW WHAT components
  • Increase your visibility and credibility in the C-suite with new or regularly updated scenarios
  • Create short and actionable alerts with implications and recommendations
  • Schedule regular executive management sessions to present new intelligence, scenario changes, etc.
  • Always add “life insurance” to survive the vetting process: add confidence ratings and define underlying assumptions
  • Net effect for the CI Teams: increased funding, top management backing, high visibility, demonstrated ROI
The challenge is to get there - to get in the door. Content and relevance are king!

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