Posts Tagged 'marketing intelligence'

Book review: Competitive Intelligence Advantage by Seena Sharp

Seena Sharp truly is a thought leader on Competitive Intelligence (CI) and definitely one of the best authors of this moment on the profession. She proves this with her book, Competitive Intelligence Advantage, in which she continuously stresses the importance of actionable knowledge regarding a company’s competitive landscape. She emphasizes the scope of CI and clearly explains the difference between CI and for instance market research, marketing intelligence and other related professions. By doing this she contributes to branding CI with great authority. In fact, one might even say Sharp is too keen on underlining the true nature of the profession by constantly emphasizing what Competitive Intelligence is – and is not. It is almost as if she is convinced the reader is in total disagreement. Be that as it may, the bottom line is that in the end she makes sure you agree with her.

The Art of information analysis, or the biggest misconceptions of interviewing

If you are in any way participant in intelligence projects from an end user or consultant perspective (BI, CI, MI or whatever I) you will most likely also participate in the process of information analysis. Previously, we have defined this as the process of gathering both information needs and functional (and non-functional) requirements. I’ve seen many many posts about interview techniques and presentation techniques and the more I read about it, the more I come to the conclusion that those are merely tools, and not even the most important ones. No, information analysis is Art. And it was not his brush that made Rembrandt one of the biggest painters of his time.

What’s in a name

ICT jargon is funny. Names come and go, mostly before they ever reach the state of maturity. Some topics and/or names are hot this year and totally taboo the next. Then of course there are silly names that do not properly describe what they actually are, but for some reason are generally used. The various subtopics of intelligence are no exception. You have Business Intelligence, Competitive Intelligence, Marketing Intelligence, Competitor Intelligence, Enterprise Intelligence, et cetera. In a way they describe what they actually are, but a lot of people do not use them properly anymore. And with properly I suppose I mean that they lost the original meaning somewhere along the path. Business Intelligence for example is now commonly seen as a reporting solution for management information, accompanied by a datawarehouse. But is that really what it is about?