tag:blogger.com,1999:blog-90344542606059074492024-02-20T08:45:39.534-08:00The Marketing OracleMarketing insights from the trenches.Ronifer269http://www.blogger.com/profile/10387571703530121753noreply@blogger.comBlogger37125tag:blogger.com,1999:blog-9034454260605907449.post-10907421804750122222011-05-10T13:49:00.000-07:002011-05-10T13:50:22.084-07:00Understanding the Competitive Intelligence ProcessIn regards to competitive intelligence, most Lacuna clients are satisfied with the results and insights we provide and rarely question the details of how we go about 'making the sausage' or getting to the actionable intelligence. Regardless, we still go to great lengths in explaining how we get to the end result. This helps them in optimizing their business decision making while also helping to sell our services.<br />
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The following is an excellent graph shared during a recent competitive intelligence presentation hosted by the American Marketing Association (AMA). The presenters, Scott Leeb and Brady Darvin, provided a great overview of what CI is and how it can be used. The graph comes from their slides. It provides a great framework that can be used by organizations as they seek to collect and analyze competitive information.<br />
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<div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEipSufbGHoiv3nQQJFiQTr7sT6zpkeNqjoNN3zQo8P8gT5XMlUwX50bX9nyw_Uwmb06GMISBBIPGUuskNc-bC_Wi0DCizjye1RdjcL5DEQd-GRc1fGsjMCsUloVWErln3IVThWtrqQT5Sk/s1600/CompetitiveIntelProcess.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="235" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEipSufbGHoiv3nQQJFiQTr7sT6zpkeNqjoNN3zQo8P8gT5XMlUwX50bX9nyw_Uwmb06GMISBBIPGUuskNc-bC_Wi0DCizjye1RdjcL5DEQd-GRc1fGsjMCsUloVWErln3IVThWtrqQT5Sk/s400/CompetitiveIntelProcess.jpg" width="400" /></a></div>Ronifer269http://www.blogger.com/profile/10387571703530121753noreply@blogger.com0tag:blogger.com,1999:blog-9034454260605907449.post-67365579478253125062011-04-05T14:01:00.000-07:002011-04-05T14:01:03.658-07:00Looking for a BI solution? Spend time here<div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgdsdwzb6z1WAVCREIHYhyphenhyphenblvjIBKopoPGXlBYQOik3THOHteFV8-GLh4NRzMe0LJ_vMUFHuunGoDJcskbPIqKFM1UBNXryJgmJbeFfsPztXuAXW97Nhki3qpWikk82zWzBFeMHm5YDnS8/s1600/gartner.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="400" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgdsdwzb6z1WAVCREIHYhyphenhyphenblvjIBKopoPGXlBYQOik3THOHteFV8-GLh4NRzMe0LJ_vMUFHuunGoDJcskbPIqKFM1UBNXryJgmJbeFfsPztXuAXW97Nhki3qpWikk82zWzBFeMHm5YDnS8/s400/gartner.jpg" width="390" /></a></div><br />
As usual, Gartner does a great job outlining the Business Intelligence (BI) space in its latest 'Magic Quadrant'. A link to the report is <a href="http://www.gartner.com/technology/media-products/reprints/microsoft/vol2/article15/article15.html?goback=.gmp_40057.amf_40057_7262354.gde_40057_member_41910568">here</a>. It's exciting to see that smaller companies can now capitalize on something that used to be reserved for the Fortune 500.Ronifer269http://www.blogger.com/profile/10387571703530121753noreply@blogger.com0tag:blogger.com,1999:blog-9034454260605907449.post-83112724834082092502011-01-11T10:02:00.000-08:002011-01-11T10:02:42.514-08:00Global Entrepreneurial LeadersA great blog and article from one of the best Entrepreneurial minds in Phoenix.<br /><br /><a href="http://knowledgenetwork.thunderbird.edu/walker/2010/11/30/global-entrepreneurial-leaders/">Global Entrepreneurial Leaders</a>Ronifer269http://www.blogger.com/profile/10387571703530121753noreply@blogger.com0tag:blogger.com,1999:blog-9034454260605907449.post-89111272649691720242010-11-09T14:27:00.000-08:002010-11-09T14:44:56.194-08:00Drawing boundaries on what information can be sharedA lot of what happens in Washington gets hidden behind red tape, incredibly long bills, and inane babble. As a result the general public has largely tuned out its activity...to its own detriment. But these laws affect us, even those in marketing, and it is in our best interest to pay attention.<br /><br />The Best Practices Act (H.R. 5777) is one of those examples. At its core, the bill seeks to place parameters around what information can and cannot be shared for things like market research. Bobby Rush, Chairman of the Energy and Commerce Committee put it this way, <span style="font-style: italic;">"The BEST PRACTICES Act speaks to a host of issues affecting consumer privacy, including consumers' expectations as to how their personal information should be handled, shared, and disclosed to third parties...and how to calibrate penalties and other possible legal causes of action without chilling industry incentives to innovate and grow their businesses."<br /><br /></span><span>Even though the bill has yet to be passed it is creating a bit of a stir within the market research community. Our friends at Quirks.com have posted a great <a style="font-weight: bold;" href="https://www.quirks.com/articles/2010/20101125-1.aspx">article</a> that represents their perspective. <br /><br />We all understand how valuable data is in terms of understanding consumer behavior. We also understand the importance of maintaining privacy of certain information. A middle ground can be achieved that accomplishes both aims. It will be very interesting to see how this thing plays out. But be patient, it will probably take awhile.<br /><br /></span>Ronifer269http://www.blogger.com/profile/10387571703530121753noreply@blogger.com0tag:blogger.com,1999:blog-9034454260605907449.post-41494149484694200092010-10-21T09:02:00.000-07:002010-10-21T09:26:04.399-07:00The outsourcing of America...and making it workHere's a great<span style="font-weight: bold;"> </span><a style="font-weight: bold;" href="http://www.usatoday.com/money/economy/employment/2010-10-13-1Acontractworkers13_CV_N.htm">link</a> from the USA Today to an article that discusses how individuals and corporations are coping with current economic realities through outsourced and contract work. And if USA Today is reporting on the matter it must be prevalent and it must already be a firmly established trend.<br /><br />Lacuna was created a few years ago to capitalize on this trend. Companies, facing quarterly expectations and profit pressure, are turning to contractors and partners as a means to ensure quality but minimize cost. Marketing is one realm of business that is at the forefront of change. Initially it was graphic design work or advertising that was given to outside parties and now it has expanded to include everything from demand generation functions to overall marketing strategy. We have a client whose sole remaining marketing employee is essentially a project manager who oversees the myriad contractor relationships and ensures consistency with the brand.<br /><br />This is no longer a trend to observe but a firmly entrenched reality. If you are a service provider it behooves you to understand the reasons why a company outsources its work and what areas are most likely to be outsourced. Figure out what it is you do well and differentiate yourself. Land 5-6 regular clients and, like a mutual fund, diversify your income streams and embrace the freedom that comes with the new business model.Ronifer269http://www.blogger.com/profile/10387571703530121753noreply@blogger.com0tag:blogger.com,1999:blog-9034454260605907449.post-26724166010086897372010-08-05T13:49:00.000-07:002010-08-05T14:08:00.058-07:00How "intelligent" is your intelligence?<a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgzn58gE-30cBApycBDnopcpzsGOclUE0z1GRqu3RZbtAl8RCRShWVfWWne98e60J2CQU2ifGN4DZypLVY0vNNDw0ufx-qO1r7Sqzau7nKyq_RCBCt9DBL95NDqSdDwkgYqY1GAkXrhRtA/s1600/rone.jpg"><img style="display: block; margin: 0px auto 10px; text-align: center; cursor: pointer; width: 194px; height: 192px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgzn58gE-30cBApycBDnopcpzsGOclUE0z1GRqu3RZbtAl8RCRShWVfWWne98e60J2CQU2ifGN4DZypLVY0vNNDw0ufx-qO1r7Sqzau7nKyq_RCBCt9DBL95NDqSdDwkgYqY1GAkXrhRtA/s320/rone.jpg" alt="" id="BLOGGER_PHOTO_ID_5502032635258685394" border="0" /></a><br />I would venture to guess that your organization values pertinent information surrounding its industry. I would also assume that you have someone in your organization who was given the responsibility to gather and collect competitive information, likely through industry sites and tools like "Google Alerts."<br /><br />So we've established that you are interested in competitive intel and that you likely have someone gathering it. What's next?<br /><br />Well, what is the quality of your information? Is it fact or hearsay? The quality of your intel can drastically impact the effectiveness of your strategy....just ask Hans Blix or Collin Powell. In a perfect world every bit of information is fact and easily verifiable. In the real world you are likely required to use a little bit of your gut in determining whether or not the information is good enough to act upon.<br /><br />The folks in the intelligence community have been wrestling with this issue for years. To that end they developed the <a href="http://en.wikipedia.org/wiki/Admiralty_code">Admiralty Rating Scheme</a>. It is a code that essentially allows intelligence analysts to rate information on its reliability and credibility.<br /><br />While there isn't any kind of uniform rating system in the private sector, most astute companies apply some kind of grade to the gathered intelligence. And these companies follow a similar outline. How reliable is the source of information? (Industry expert or arm chair blog hack?) And, how credible is the information. (Can it be validated elsewhere or does it make sense given everything else that you know?)<br /><br />The application of a simple rating system can drastically improve your ability to turn information into intelligence that is worthy to run a strategy off of. We all know that decision making can be difficult for many companies. So when it is time for one, make sure that you are basing it on good intel.Ronifer269http://www.blogger.com/profile/10387571703530121753noreply@blogger.com0tag:blogger.com,1999:blog-9034454260605907449.post-12033582683489403222010-07-13T14:02:00.000-07:002010-07-13T14:20:44.488-07:00How companies use marketing analyticsWe've spent the better part of the last several years trumpeting the benefits of analytics for marketing. Yes, there are benefits....very tangible benefits that make your CFO happy and your bottom line bigger.<br /><br />The wonderful folks at the Adberdeen Group recently published a <a href="http://viewer.media.bitpipe.com/1033409397_523/1268757993_85/IBMDataDrivenMarketingAberdeen.pdf">white paper</a> highlighting the best practices of leading companies in regards to marketing. It is very insightful and serves as a great sales pitch for firms, like Lacuna, that specialize in marketing analytics.<br /><br />One graph stood out. It is featured below. It highlights the top priorities for leading companies in relation to marketing analysis. It can serve as a road map for those companies that are looking to get their analytical operations off the ground.<br /><br />Take a look at the list below. Spend some time on it. Would the insights that these tools can create be of value to your organization? I bet they would. Now, get to work and make your efforts more effective!<br /><br /><br /><br /><a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEieXh7nLv-eKE5D6bjLuWJ9j96NRn6RY8pkH2n7dmSOklVCux8o_ic-mQaYI-5JOoByC6zyerZmzcB7tL1ocDimbTC0mx0kJBRiv4_zc_hxTk5tNWXwRyWzi7JYZ17X3FLKcqCj6kB-Kv4/s1600/aberdeen.jpg"><img style="display: block; margin: 0px auto 10px; text-align: center; cursor: pointer; width: 486px; height: 214px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEieXh7nLv-eKE5D6bjLuWJ9j96NRn6RY8pkH2n7dmSOklVCux8o_ic-mQaYI-5JOoByC6zyerZmzcB7tL1ocDimbTC0mx0kJBRiv4_zc_hxTk5tNWXwRyWzi7JYZ17X3FLKcqCj6kB-Kv4/s320/aberdeen.jpg" alt="" id="BLOGGER_PHOTO_ID_5493500749685304434" border="0" /></a>Ronifer269http://www.blogger.com/profile/10387571703530121753noreply@blogger.com0tag:blogger.com,1999:blog-9034454260605907449.post-84035854785082006172010-06-22T13:53:00.000-07:002010-06-22T14:25:08.534-07:00Early warning for your competitive intelligence<a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiyGAkOBEPX2Ffdo8O-cCL8Zg0BMakZoPcqvPXs3Dnlmw6vF024UAuTFnKK8vEXLtAYas5BFlv-4XUnSccmXs9qugxFItTkih1X2FpdJyKfGG7C39BHkGITPatPWGLr6z5JvBRiU4LNf4U/s1600/cigraph.jpg"><img style="display: block; margin: 0px auto 10px; text-align: center; cursor: pointer; width: 378px; height: 212px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiyGAkOBEPX2Ffdo8O-cCL8Zg0BMakZoPcqvPXs3Dnlmw6vF024UAuTFnKK8vEXLtAYas5BFlv-4XUnSccmXs9qugxFItTkih1X2FpdJyKfGG7C39BHkGITPatPWGLr6z5JvBRiU4LNf4U/s320/cigraph.jpg" alt="" id="BLOGGER_PHOTO_ID_5485704837818557730" border="0" /></a>I just attended a presentation sponsored by <a href="http://www.frost.com/prod/servlet/frost-home.pag">Frost & Sullivan</a> that discussed the importance of creating an "Early Warning" system for companies so that they can effectively manage and prepare for possible events. While most of the presentation was pretty academic and vague there was one topic and slide that left a mark.<br /><br />Here we go...<br /><br />The graph, shown above, illustrates a valid concept. It was part of a piece shared by Ken Sawka of the firm Outward Insights. Essentially the concept states that the closer one gets to a "decision threshold", the less flexible his or her options are.<br /><br />What does that mean?<br /><br />He gave the following example to illuminate the point. Let's say you are a weatherman. If you receive intelligence that indicates that there will be rain in three days you can adequate prepare for the coming weather. However, if you receive that news as you are leaving for the office, you probably couldn't even of had time to grab an umbrella. Your options are limited. Point made?<br /><br /><br />What does that mean, specifically, for your business?<br /><br />It is best to be able to take a longer term perspective of the threats and opportunities that surround you. By doing this and setting up potential contingency plans you can be adequately prepared should those anticipated events come to pass. It's this type of planning that could of helped....I don't know....British Petroleum. <br /><br />Threats or opportunities can come in the form of many things. Deregulation, competition, technological changes, supply chain, or larger economic events are all examples of things that can drastically change your competitive environment. And the closer you get to these anticipated events the less able you are to deal with them.<br /><br />So be a good boy scout, be prepared, and stay on top of your market.Ronifer269http://www.blogger.com/profile/10387571703530121753noreply@blogger.com0tag:blogger.com,1999:blog-9034454260605907449.post-79049212740853816572010-06-10T12:28:00.000-07:002010-06-10T12:59:12.889-07:00Smart SegmentationBy now we know that we can't treat all of our customers the same. We understand the value of segmenting our market into relatively homogeneous groups based on things like <span style="font-style: italic;">Geography, Demographics, Psycho graphics, Purchase History, or Behavioral Responses.</span><br /><br />We also have a wide array of tools, online and otherwise, that make the task of understanding your market much easier. The top companies are not only utilizing these tools and techniques, they are also creating an analysis-driven culture.<br /><br />What are leading companies doing that the others can follow? In the fall of 2008 the Aberdeen Group published a great <a href="http://www.aberdeen.com/Aberdeen-Library/5146/RA-customer-analytics-segmentation.aspx">white-paper</a> that outlined the characteristics of customer analytics efforts of top organizations.<br /><br />The following framework is a good starting point for organizations that are beginning to lay out their road map.<br /><br /><a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEijEE-ENbLVbXBdZtLvWI0k2ldn9jjwM8lgOH9T8Yg5uSZ6z-5RXe7S2HpHsJcVz4sJknNDLGghzC-MloZ6euvl4uuyJy5NjXXbO-eoeP2v2GwJQygmb20pBeR2fxbwgAN5FEv95821uxY/s1600/segmentation.jpg"><br /></a><a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEienG3KFjNzplrpstZF0Ax2ZD7_U76kwOkDYBUaYy_9Xtk9tgMs6m3K7iomPMt8fLTk__JYyIFlhcO5RbmsG-rFDWvhQH4PZEcESwT4d3jsslYgJ21gWrT2m6q-37GfDYaiqb5FQ7v438w/s1600/segmentation.jpg"><img style="float: left; margin: 0pt 10px 10px 0pt; cursor: pointer; width: 464px; height: 182px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEienG3KFjNzplrpstZF0Ax2ZD7_U76kwOkDYBUaYy_9Xtk9tgMs6m3K7iomPMt8fLTk__JYyIFlhcO5RbmsG-rFDWvhQH4PZEcESwT4d3jsslYgJ21gWrT2m6q-37GfDYaiqb5FQ7v438w/s320/segmentation.jpg" alt="" id="BLOGGER_PHOTO_ID_5481236549124534242" border="0" /></a><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br />At the end of the day, the linchpin of success for any analytic based solution is the quality of input data. To that end the top companies have a centralized database of customer information so that they can ensure a single view of the customer. That old and over-used adage, "garbage in- garbage out" rings very true.<br /><br />With a quality infrastructure in place your organization can do fun and beneficial things like <a href="http://en.wikipedia.org/wiki/RFM">RFM</a> and <a href="http://en.wikipedia.org/wiki/Direct_marketing">Propensity Analysis</a>. That's where the real value and profit is.Ronifer269http://www.blogger.com/profile/10387571703530121753noreply@blogger.com0tag:blogger.com,1999:blog-9034454260605907449.post-42403523617851328402010-06-02T09:17:00.000-07:002010-06-02T09:38:17.679-07:00Turning data into goldThe internet has been both a blessing and a curse for those of us who are in the business of turning data and information into actionable intelligence. On the plus side, we have more and more information than we could have ever wanted. Not surprisingly, this is also the downside. Plus we will also need to spend more time validating discovered information because most of it is second rate.<br /><br />Here is the standard hierarchy associated with knowledge management within firms. <span style="font-style: italic;">(From least to most important)</span><br /><br /><ol><li><span style="font-weight: bold;">Data:</span> Facts and Observations. <span style="font-style: italic;">Ex. 1st Qtr Sales for company X are up 5% over last year.</span></li><li><span style="font-weight: bold;">Information:</span> Collection and some synthesis of the data.<span style="font-style: italic;"> Ex. The sales growth was attributed to the launch of product Y.</span></li><li><span style="font-style: italic;"><span style="font-style: italic; font-weight: bold;">Knowledge: </span></span>The mix of information, experience, and context obtained in a value adding process. <span style="font-style: italic;"><span style="font-style: italic;"> Ex. The launch of product Y by Company X represents an aggressive strategy towards attacking a new market and taking on a new set of competitors.</span><br /></span></li></ol><br />An experienced practitioner of competitive intelligence will know how to effectively mine information and data so that a solid hypothesis can be created and tested. These hypotheses will ultimately guide and direct strategic decision making.<br /><br />More importantly, companies need to create an environment where every employee is capable of contributing to the overall knowledge management mechanism. This involves creating an appropriate culture, providing in the necessary infrastructure, and enabling efforts through the right IT support. <br /><br />A previous blog entry mentioned the Chatter tool by Salesforce.com as an excellent platform for information gathering and sharing. We've also talked about the importance of promoting information gathering and sharing through every aspect of business activity. Finally, has the organization made the gathering and synthesis of information as easy as possible for employees through a proper infrastructure.<br /><br />This graph, taken from McKinsey, outlines a proper framework for designing the appropriate knowledge management or competitive intelligence program.<br /><br /><a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgGCi3HjgOLd1IqmdI1HY7bHMdyuJoTxJnJn-_Kq2BQpqrGuQNtHLyzeCigqS31z1B1yEtpRKkKhr2gwULSN9FL-UdCCcI92xQxZrXt44zKpawjtxnaBVN75lTo5zX43DGLw02u6QmJ7L0/s1600/graph.jpg"><img style="display: block; margin: 0px auto 10px; text-align: center; cursor: pointer; width: 320px; height: 197px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgGCi3HjgOLd1IqmdI1HY7bHMdyuJoTxJnJn-_Kq2BQpqrGuQNtHLyzeCigqS31z1B1yEtpRKkKhr2gwULSN9FL-UdCCcI92xQxZrXt44zKpawjtxnaBVN75lTo5zX43DGLw02u6QmJ7L0/s320/graph.jpg" alt="" id="BLOGGER_PHOTO_ID_5478211294004298882" border="0" /></a>Ronifer269http://www.blogger.com/profile/10387571703530121753noreply@blogger.com0tag:blogger.com,1999:blog-9034454260605907449.post-35091400412722239352010-05-14T14:48:00.000-07:002010-05-14T14:57:33.617-07:00Predictive Analytics for Marketing<a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgRVzKzW54BfPWOb2xzHYQ7SxznjxqXC4Ie0GIc64QNtehYNTXTOD-8-JXh9E6hkiHGrsdusvQvOKG8c8WUTaug28BG2eNFrymMGFeDd49KANqiZILMnShqVFTd55Q4qn-qn4QaZfxCNUs/s1600/100427_nine_most_common_patterson_lg.jpg"><img style="float: left; margin: 0pt 10px 10px 0pt; cursor: pointer; width: 320px; height: 204px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgRVzKzW54BfPWOb2xzHYQ7SxznjxqXC4Ie0GIc64QNtehYNTXTOD-8-JXh9E6hkiHGrsdusvQvOKG8c8WUTaug28BG2eNFrymMGFeDd49KANqiZILMnShqVFTd55Q4qn-qn4QaZfxCNUs/s320/100427_nine_most_common_patterson_lg.jpg" alt="" id="BLOGGER_PHOTO_ID_5471246357337631362" border="0" /></a><br /><a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhUkuj3C2EmJl2JVlr_oC2yww2JM-DkOsngxN6qAUMvx57A5nog3iMj40b_g1hFsmNyO2AEYdKI98m20B4iFiA-DdM3xXhKgj7fvLxGRcwDatziTOkmHUuIO6bPxq6pAApMB6JwBJ3tlKo/s1600/100427_nine_most_common_patterson_lg.jpg"><span style="font-weight: bold;"></span></a>In the past couple of years the light has gone off and companies have started to finally value what predictive analytics and data visualization can do for their marketing efforts. Now these tools have expanded beyond the realm of <span style="font-style: italic;">direct marketing</span> and they have begun to permeate to other fertile grounds where there is sufficient data to be mined.<br /><br />Laura Patterson and MarketingProfs.com have done a great job of summarizing the most commonly used predictive analytics tools when it comes to marketing. Check out the <a style="font-weight: bold;" href="http://www.marketingprofs.com/articles/2010/3567/the-nine-most-common-data-mining-techniques-used-in-predictive-analytics">link.</a>Ronifer269http://www.blogger.com/profile/10387571703530121753noreply@blogger.com0tag:blogger.com,1999:blog-9034454260605907449.post-56040090271600068282010-05-06T17:54:00.001-07:002010-05-08T11:03:25.338-07:00Salesforce.com, Chatter, and Competitive IntelligenceWe are exceptionally excited to use the new Salesforce.com offering, Chatter, once it launches. Why? Because it has the potential to be an incredible platform for gathering and disseminating competitive intelligence. If it is half as cool as the presentation, it will run circles around Share Point and the other current offerings.<br /><br />Take a look...<br /><br /><object width="640" height="385"><param name="movie" value="http://www.youtube.com/v/puydh-ey_2k&hl=en_US&fs=1&"><param name="allowFullScreen" value="true"><param name="allowscriptaccess" value="always"><embed src="http://www.youtube.com/v/puydh-ey_2k&hl=en_US&fs=1&" type="application/x-shockwave-flash" allowscriptaccess="always" allowfullscreen="true" width="640" height="385"></embed></object>Ronifer269http://www.blogger.com/profile/10387571703530121753noreply@blogger.com0tag:blogger.com,1999:blog-9034454260605907449.post-40013975568597504702010-05-05T10:35:00.001-07:002010-05-05T12:18:14.406-07:00Beating the Odds as a New VentureWe are spending more and more time working with companies on the far left end of the growth curve. These are nascent enterprises that are fueled by a great idea and a desire to shake up the market place. They are enterprises that are willing to take risks in their journey of growth.<br /><br />Fellow BYU alum Clark Gilbert writes a great piece for the Harvard Business Review <a style="font-weight: bold;" href="http://hbr.org/2010/05/beating-the-odds-when-you-launch-a-new-venture/ar/1">here</a>.<br /> It explains that while there are many risks naturally inherent in starting a new venture, most of the successful ones are able to identify certain risks and manage them. By discovering and managing their myriad risks they are able to see a better overall result.<br /><br />One of the big risks that can be minimized? A proper understanding of one's <span style="font-style: italic;">competitive environment</span>. Hint, Hint....just sayin'.Ronifer269http://www.blogger.com/profile/10387571703530121753noreply@blogger.com0tag:blogger.com,1999:blog-9034454260605907449.post-73945665230732487882010-04-26T14:21:00.000-07:002010-04-26T14:22:21.408-07:00Tough Times and the Competition: Making a Case for Competitive Intelligence<a href="http://knowledgenetwork.thunderbird.edu/research/2010/03/09/ci/">Tough Times and the Competition: Making a Case for Competitive Intelligence</a><br /><br />Read this great article from my mentor and Thunderbird professor extraordinaire, Paul Kinsinger. Some very relevant insights regarding how competitive intelligence needs to be used during tough times like the present.Ronifer269http://www.blogger.com/profile/10387571703530121753noreply@blogger.com0tag:blogger.com,1999:blog-9034454260605907449.post-10706502123570086672010-04-19T09:05:00.000-07:002010-04-19T11:32:40.945-07:00How to elicit competitive intelligenceHere is an interesting presentation from fellow T-Bird alum, Stephen Hernan. It is a general discussion on various tactics that can be employed when trying to elicit intelligence from the people managing the organizations that you might be following. <br /><br />Discussion regarding the ethics of some of these recommendations aside, he does a good job of explaining how human interactions can be manipulated for the sake of gaining intelligence. As anyone who has spent time gathering competitive intelligence will tell you, getting actual actionable intelligence from a living, breathing human being is quite a more difficult and unpredictable challenge than just relying solely on secondary sources.<br /><br /><div style="width: 425px; text-align: left;"><object style="margin: 0px;" width="425" height="355"><param name="movie" value="http://static.slidesharecdn.com/swf/ssplayer2.swf?doc=cielicitationtactics-slideshare-100419085102-phpapp02&stripped_title=ci-elicitation-tactics-the-art-and-science-of-obtaining-game-changing-business-secrets"><param name="allowFullScreen" value="true"><param name="allowScriptAccess" value="always"><embed src="http://static.slidesharecdn.com/swf/ssplayer2.swf?doc=cielicitationtactics-slideshare-100419085102-phpapp02&stripped_title=ci-elicitation-tactics-the-art-and-science-of-obtaining-game-changing-business-secrets" type="application/x-shockwave-flash" allowscriptaccess="always" allowfullscreen="true" width="425" height="355"></embed></object></div>Ronifer269http://www.blogger.com/profile/10387571703530121753noreply@blogger.com0tag:blogger.com,1999:blog-9034454260605907449.post-12217496520884940702010-04-15T11:09:00.000-07:002010-04-15T11:37:19.121-07:00Lifting the veil and really understanding your consumer<a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEibiCKRhATpxjH0-nivUoOEHDF_PjEETTzPv6lcB0AmbSgaiUex6M6OC_NQvpwp0XMj8vPsbKV1Eci4BJRxiPG0CwTARff31TKOsjGayAZFq_YL_DyrsGZsck5fpRvl84XsjQu4_G2VL-Q/s1600/images.jpg"><img style="display: block; margin: 0px auto 10px; text-align: center; cursor: pointer; width: 157px; height: 110px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEibiCKRhATpxjH0-nivUoOEHDF_PjEETTzPv6lcB0AmbSgaiUex6M6OC_NQvpwp0XMj8vPsbKV1Eci4BJRxiPG0CwTARff31TKOsjGayAZFq_YL_DyrsGZsck5fpRvl84XsjQu4_G2VL-Q/s320/images.jpg" alt="" id="BLOGGER_PHOTO_ID_5460430002333100834" border="0" /></a><br />Being "customer-centric" is one of the most overly used and lightly treated buzz words generated by executives today. It's the type of thing the CEO mentions in an annual report to make the company seem relevant and progressive. But beyond the blank commitment to the phrase, what does it mean to be truly "consumer centric"?<br /><br />A recent article from the Harvard Business Review (view <a href="http://blogs.hbr.org/hbsfaculty/2010/04/inside-best-buys-customer-cent.html">here</a>) helps separate the posers from the players by outlining what some leading companies are doing in order to be truly customer oriented. And the positive results of their actions help lend credence to the notion that listening to the customer is good for business.<br /><br />It specifically highlights how "Best Buy for Business" was able to distinguish itself from its competition and thrive in a difficult retail environment because it of its core commitment to responding to consumer needs. As someone who has helped lead marketing efforts for "Best Buy for Business" I can attest to how in tune they are with their various and different customers. Their genuine commitment is tangible and acknowledged by most who shop there.<br /><br />One other thing regarding the use of consumer research to the benefit of marketing and product development programs. Companies need to leverage both internally led and external information sources for their efforts. Most larger companies that I work with have some sort of consumer research mechanism that queries their customer base. But you would be surprised at how few of them monitor the wider universe for what consumers are saying about their brands outside of the control of a focus group.<br /><br />Social media and internet search capabilities now provide companies with an incredible ability to hear the unfiltered and unsolicited opinions of their valued consumers. This is the truest and most accurate way to measure the pulse of the brand. More and more companies are acknowledging this and developing programs to monitor these groups.<br /><br />The bottom line is technology is enabling us with more and more means to connect with our customers. And companies that connect with customers are the ones that last and that case studies are written about.Ronifer269http://www.blogger.com/profile/10387571703530121753noreply@blogger.com0tag:blogger.com,1999:blog-9034454260605907449.post-34495028715677691952010-04-01T13:10:00.000-07:002010-04-01T13:14:27.878-07:00Good CI resourceWe are always out looking for relevant resources that can enhance our understanding of important concepts. JTHawes Consulting has a great blog that delves into matters of competitive intelligence. It's worth a look.<br /><br /><A HREF="http://blog.jthawes.com/">JTHawes Blog</A>Ronifer269http://www.blogger.com/profile/10387571703530121753noreply@blogger.com0tag:blogger.com,1999:blog-9034454260605907449.post-80493404791153286772010-03-15T11:55:00.000-07:002010-03-15T11:59:05.796-07:00Tough Times and the CompetitionHere is a portion of an interview given by Paul <strong style="font-weight: normal;">Kinsinger</strong> that is featured in the most recent edition of McKinsey Quarterly. He is a long-time pioneer in the field of Competitive Intelligence and a personal favorite professor from my days at Thunderbird.<br /><br /><br />Here is the <a style="font-weight: bold;" href="http://knowledgenetwork.thunderbird.edu/research/2010/03/09/ci/">link</a>Ronifer269http://www.blogger.com/profile/10387571703530121753noreply@blogger.com0tag:blogger.com,1999:blog-9034454260605907449.post-36872444593594828252010-03-11T13:29:00.000-08:002010-03-11T13:52:42.326-08:00Analytics at WorkWe often refer our clients and potential clients to the great Davenport/Harris work, <a href="http://www.amazon.com/Competing-Analytics-New-Science-Winning/dp/1422103323">"Competing on Analytics"</a>. It does an incredible job of explaining the value generated by creating a culture of analysis that can be understood by the average executive.<br /><br />Davenport has recently created a follow-up and we can't wait to see how it can add value to our engagements. If it is half as informative as the original we will be more than satisfied.<br /><br />Check out this recent interview<span style="font-style: italic;">(link below)</span> with Mr. Davenport and then head over to Amazon.com to make your purchase. The fate of your company might rest on your ability to leverage your data for strategic gain.<br /><br /><a href="http://www.information-management.com/blogs/Davenport_analytics-10017343-1.html?ET=informationmgmt:e1411:2181954a:&st=email">Interview: Moving On With Analytics</a>Ronifer269http://www.blogger.com/profile/10387571703530121753noreply@blogger.com0tag:blogger.com,1999:blog-9034454260605907449.post-9257886690011340352010-01-11T13:42:00.000-08:002010-01-11T14:04:33.278-08:00President Obama, Terrorism, and Corporate IntelligenceWe were all disturbed when we heard of the alleged terrorist plot that took place on Northwest Flight 253 on Christmas day. While the plot ultimately failed it unnerved a sensitive public that is forever scarred by September 11th. Almost immediately the media, policy makers, politicians, and members of the intelligence community quickly jumped into the fray to mete out blame and determine fault. This was especially disturbing considering that the intelligence community reportedly had credible intelligence on this man and possible threats to the U.S.<br /><br />President Obama said it well when he stated <span style="font-style: italic;">"The system has failed in a potentially disastrous way,...The bottom line is this: The U.S. government had sufficient information to have uncovered this plot and potentially disrupt the Christmas Day attack,...But our intelligence community failed to connect those dots." </span>Very chilling words.<br /><br />Now international terrorism is far more serious, important, and wide reaching then corporate intelligence but there is still a lesson for the business community to learn. It is one thing to collect competitive information and it is a whole other thing to actively analyze and respond to this new found knowledge. We simply can't be satisfied that we are gathering information from the internet or trade shows. We need to adequately digest all of the information that we gather and act on what the intelligence says. Your inaction can lead to some serious negative consequences.<br /><br />All companies should perform an internal audit to determine whether or not their current CI infrastructure is capable of connecting and acting on the disparate and distant dots that form actionable intelligence. Because we all know that it is one thing to passively monitor your competitive landscape and it is a completely other thing to harness this information in the development of sound corporate strategy.Ronifer269http://www.blogger.com/profile/10387571703530121753noreply@blogger.com0tag:blogger.com,1999:blog-9034454260605907449.post-77576244074120153072009-12-18T11:39:00.000-08:002009-12-21T20:12:35.810-08:00Helping people understand why they need you<meta equiv="Content-Type" content="text/html; charset=utf-8"><meta name="ProgId" content="Word.Document"><meta name="Generator" content="Microsoft Word 12"><meta name="Originator" content="Microsoft Word 12"><link rel="File-List" href="file:///C:%5CDOCUME%7E1%5CUser%5CLOCALS%7E1%5CTemp%5Cmsohtmlclip1%5C01%5Cclip_filelist.xml"><link rel="themeData" href="file:///C:%5CDOCUME%7E1%5CUser%5CLOCALS%7E1%5CTemp%5Cmsohtmlclip1%5C01%5Cclip_themedata.thmx"><link rel="colorSchemeMapping" 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5.4pt 0in 5.4pt; mso-para-margin-top:0in; mso-para-margin-right:0in; mso-para-margin-bottom:10.0pt; mso-para-margin-left:0in; line-height:115%; mso-pagination:widow-orphan; font-size:11.0pt; font-family:"Calibri","sans-serif"; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin;} </style> <![endif]--> <p class="MsoNormal" style="margin-bottom: 0.0001pt; line-height: normal;"><span style=";font-family:";font-size:100%;" >I recently met with a CPA to help his firm evaluate its marketing messaging. Up to this point his firm has been successful at generating revenue through reputation and word of mouth referrals. But now he is looking to grow his business and to get more aggressive with his marketing.
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<br />His firm goes beyond the traditional accounting model by offering full service IT integration and systems implementation. His model might be similar to Accenture except that his target market consists of far less sophisticated companies in the $1 to $50 million range. Those who have used his firm can attest to the value he offers. But in spite of his success with his current customers he still faced several challenges as he endeavored to grow the business.
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<br /><b><i>Among them:</i></b><o:p></o:p></span></p> <ul type="disc"><li class="MsoNormal" style="line-height: normal;"><span style=";font-family:";font-size:100%;" >How to communicate his "added" value to an audience that was used to looking at IT and Accounting separately.<o:p></o:p></span></li><li class="MsoNormal" style="line-height: normal;"><span style=";font-family:";font-size:100%;" >How do you begin to develop a marketing strategy when there is no one in your competitive space to benchmark against? <o:p></o:p></span></li><li class="MsoNormal" style="line-height: normal;"><span style=";font-family:";font-size:100%;" >How can you convince this market that your services are a necessary catalyst to growth and not a cumbersome cost?<o:p></o:p></span></li></ul> <p class="MsoNormal"><span style="line-height: 115%;font-family:";font-size:100%;" >
<br /></span></p><p class="MsoNormal"><span style="line-height: 115%;font-family:";font-size:100%;" >Through the course of the exercise we tried to look at past examples where new services or products faced a market with seemingly unchanging and archaic views of what was available. Apple Computers, Netscape, and Nike were all examples of companies that revolutionized things by redefining the rules and perceptions of a given space. They didn't get bogged down in apples to apples comparisons with the competition, they focused getting to the heart of how their offerings could redefine the lives of those who used them. For example, in the early 1980's a write up on the computing power of a Tandy computer wouldn't have meant anything to the average American. But once you are able to convince them of why the PC was able to enhance our lives we witnessed a something that was game changing.
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<br />We took the same approach. We didn't want these unique services to be "cubby holed" in with the existing offerings by other CPA's or IT firms. This firm did all of those things but it also did so much more. We wanted to focus on the "Why" and not the "What". That led to the creation of some messaging that really resonated and communicated value to the intended market. Once we determined why this offering was a solution for what was plaguing the market the rest fell into place.
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<br />If you are trying to reshape a rather commoditized market or if you are trying to create demand for something new your messaging has to be spot on. You need to clearly define the added or new value to your audience. If you don't they will see no reason to change what they are doing irregardless of how much your offering may help.</span></p> Ronifer269http://www.blogger.com/profile/10387571703530121753noreply@blogger.com0tag:blogger.com,1999:blog-9034454260605907449.post-18712100971479293292009-10-15T15:03:00.000-07:002009-10-15T16:57:37.124-07:00All of my customers aren't all alike?<a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh70FdKRdOpHLmoMRFczg3FAEYMfWxZdKVY02Cr30PORs2HT_MnfRQ3PNiNnaPWz2svvRm8-dia8JvSD2WMpx_iYTR9x84-wozcrsQ3LWOewpjvBzCSizTawwUu_URgRBAOvMob9mbiH60/s1600-h/images.jpg"><img style="margin: 0px auto 10px; display: block; text-align: center; cursor: pointer; width: 317px; height: 160px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh70FdKRdOpHLmoMRFczg3FAEYMfWxZdKVY02Cr30PORs2HT_MnfRQ3PNiNnaPWz2svvRm8-dia8JvSD2WMpx_iYTR9x84-wozcrsQ3LWOewpjvBzCSizTawwUu_URgRBAOvMob9mbiH60/s320/images.jpg" alt="" id="BLOGGER_PHOTO_ID_5392951128620204386" border="0" /></a>Here's a business story that a number of you might be familiar with. Hopefully it will motivate wholesale change with the manner in which you approach your customers.<br /><br /><span style="font-weight: bold;">Picture this.</span> <br /><br />A growing consumer products company has several successful products that are all the rage with homemakers who love to craft. These products potentially have other uses or customers but the housewives really love them and, as a result, become the fuel for this company's growth. All marketing efforts were devoted to this group, all consumers were considered similar, and all messaging was uniform. And the company continued to grow....in spite of this. Eventually demand leveled out and the company ceased to grow. <br /><br /><span style="font-weight: bold;">Is there a lesson here?</span><br /><br />Rule #1 in marketing is <span style="font-style: italic;">"know thy customer"</span>. And if you have a halfway decent product or service that word customer likely has an "S" at the end of it. So let's make that <span style="font-style: italic;">"know thy customers." </span>You likely have multiple customers and those multiple customers likely have unique tastes, buying habits, and preferences. <br /><br />You know where this is leading....<span style="font-weight: bold;">Market Segmentation</span>. Since everyone has different reasons for using your products it is essential that you find an economical way to connect to those unique groups. In marketing parlance this is segmenting the market and there are several ways to do this ranging from simply interviewing several of your key customers to applying robust statistical analysis like CHAID to a large survey population. It is only common sense that, if your customers are different, that you adjust accordingly. <br /><br />Some of the positive results of market segmentation include:<br /><ul style="font-style: italic;"><li>More accurate sales forecasting which means improved resource planning.</li><li>Increased revenue by focusing marketing efforts on the high demand customers.</li><li>You better understand your markets and they will appreciate your willingness to get to know them.</li><li>Cost savings when instead of marketing to the entire customer base you match messaging with the groups that will be the most likely to receive them.</li></ul>Identifying and addressing the differences in your audience is Marketing 101. At the very least you need to have people within your organization who are familiar with the nuances of your marketplace. Ideally you have someone in your organization or you bring in a third party to help you identify these things. We recommend that perform several and regular activities to engage your customer base. This could be as simple as informal conversations at the point of purchase. And it can lead to performing an extensive survey of this same group to statistically distinguish between the groups. The internet has become a masterful place to engage with the customer and to determine their unique desires.<br /><br />Go forth. Continue to sell your products. But do so smartly. Don't treat a Sally like a Fred. They may both buy your products but they are very different. It is your job to know those differences and provide incentives to ensure their loyal and profitable patronage.Ronifer269http://www.blogger.com/profile/10387571703530121753noreply@blogger.com0tag:blogger.com,1999:blog-9034454260605907449.post-82646584579174481692009-08-22T11:50:00.000-07:002009-08-24T20:45:01.803-07:00A virtuous bank?<a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgSrqV0zyWJF0SefADTqc_17-3Laxb4ZzkX3z4STiM8hrChFkZs1iYyNoAx4-Z8RMJoKpZEa6Xhue3jYwCqIvRM90srh71ahhsM2sWP6QumsOGWBQP-7cmE2oOOATAmAo9XpMdiRnsxbao/s1600-h/cajanavarra.jpg"><img style="margin: 0pt 0pt 10px 10px; float: right; cursor: pointer; width: 171px; height: 118px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgSrqV0zyWJF0SefADTqc_17-3Laxb4ZzkX3z4STiM8hrChFkZs1iYyNoAx4-Z8RMJoKpZEa6Xhue3jYwCqIvRM90srh71ahhsM2sWP6QumsOGWBQP-7cmE2oOOATAmAo9XpMdiRnsxbao/s320/cajanavarra.jpg" alt="" id="BLOGGER_PHOTO_ID_5373707697594741170" border="0" /></a>The travails of the current recession have had the thinking public looking for the source. While the list of culprits is long and varied the popular voice almost uniformly heaps the lions share of the blame on Wall Street and the financial sector. Whether or not this disdain is fully justified is a question for another day but the current actions- think AIG and Goldman Sachs bonuses- within this sector have only strengthened the anger.<br /><br />But new forward thinking businesses are emerging out of the malaise created by the greed of the previous generation. Whether or not this latest iteration of businesses can succeed will probably depend on their ability to reign in the universal drive for excessive lucre. Among the companies leading this new charge is none other then organization from the oft hated Financial Sector, Spanish bank <a href="http://www.cajanavarra.es/es/">Caja Navarra</a>. It is this bank and its unique business model, referred to as "Civic Banking", that I want to showcase.<br /><br />Since 2000 this bank has been quietly and effectively turning a healthy and guilt free profit in Spain. Their motto, "Future financial institutions will be civic...or they won't survive" not only explains their <i>Raison d'être</i> it also serves notice to the other financial institutions that they are harvesting a new wind of change.<br /><br />Picture this. I have a bank account and I receive a monthly statement that details my charges and what I've made in interest. Pretty standard stuff. Caja Navarra does this but they also will let you know exactly how much money they made off of you and they give you the ability to designate 30% of those profits to charity. So we now have increased visibility and incredible corporate responsibility.<br /><br />The bank is now poised to enter the US Market. They have met with institutions such as Columbia, Wharton, and Thunderbird evangelizing their message of corporate responsibility. The way the public currently perceives the suits on Wall Street this type of move couldn't come soon enough. We need more organizations and corporations that think beyond themselves and, hopefully, this will inspire more of them to follow suit.Ronifer269http://www.blogger.com/profile/10387571703530121753noreply@blogger.com0tag:blogger.com,1999:blog-9034454260605907449.post-58948614868333845722009-08-20T09:10:00.000-07:002009-08-20T09:11:56.439-07:00Thriving in the new economic reality<p>Let me borrow from Mr. Huxley by calling the current job market a “brave new world”. The current economic conditions, technology, and geography are conspiring to create a whole new paradigm for the next generation work force. The younger generation is catching on; the seasoned vets need to take note that the game is changing.</p><p>First, let’s define what is taking place….</p><p>Companies are restructuring in an effort to cut costs and streamline operations. The typical byproduct of such activities is layoffs and unemployment. Because Arizona is so reliant on industries that have been specifically pummelled by the recession- think construction/real estate- we find ourselves in especially dire straits. According to the <a href="http://www.bls.gov/" target="_blank"><strong>US Department of Labor</strong></a> the unemployment rate in Arizona has doubled over the past year to 8.9%. </p><p>Second, let’s illustrate how proactive people are responding to this trend….</p><p>We have a very educated and resourceful job base, despite the numbers. There might be fewer formal jobs but that doesn’t mean that are no opportunities. Things are evolving and we, taking a page from Darwin, are adapting to the new changes. Companies still have work to be done, just not enough to justify full time employment. Smart people are engaging these companies and contracting those specific services. For those of us who are not up to speed on this trend go and do yourself a favor and read a great book like <a href="http://www.amazon.com/Free-Agent-Nation-Working-Yourself/dp/0446678791" target="_blank"><strong>Free Agent Nation</strong></a>.</p><p>So companies still have work but just not enough to justify bringing you on. What do you do? Smart people are becoming “free agents” and selling their expertise to multiple companies. In a strange mutual fund sort of way this approach builds additional stability by diversifying your streams of income. It also provides for increased flexibility. </p><p>As more and more “free agents” enter the market it creates a need for cheap or free workspace like <a href="http://gangplankhq.com/what-is-gangplank/" target="_blank"><strong>Gangplank</strong></a>. It is one of several locations valley wide that is popping up to provide entrepreneurs and other free lance workers with the traditional amentities of the office. That and the company is far better. One of the great side effects of such an arrangement is that it provides job seekers and entrepreneurs with the chance to interact and create synergy. </p><p>People are also taking advantage of opportunities to find affordable ways to further their education. For profit universities like <a href="http://www.phoenix.edu/" target="_blank"><strong>The University of Phoenix </strong></a>and <a href="http://www.gcu.edu/" target="_blank"><strong>Grand Canyon University </strong></a>are all seeing growth as education tends to act in the reverse of the economy. Places like <a href="http://trainingtoyou.com/" target="_blank"><strong>Training to You </strong></a>are able to use government stimulus money to provide professional training in areas like computer programming and project management. </p><p>In short, times are tough. But smart people are heading the words of Churchill and vowing not to give up. Smart people are taking a page from Darwin and changing with the times. Eventually things will turn around but it will be the people who are adapting now who will be in the best position to profit.</p>Ronifer269http://www.blogger.com/profile/10387571703530121753noreply@blogger.com0tag:blogger.com,1999:blog-9034454260605907449.post-30337145516173498322009-06-24T13:24:00.000-07:002009-06-24T13:29:02.589-07:00Lacuna announces referral agreement with PivotLink<meta equiv="Content-Type" content="text/html; charset=utf-8"><meta name="ProgId" content="Word.Document"><meta name="Generator" content="Microsoft Word 10"><meta name="Originator" content="Microsoft Word 10"><link rel="File-List" href="file:///C:%5CDOCUME%7E1%5CUser%5CLOCALS%7E1%5CTemp%5Cmsohtml1%5C01%5Cclip_filelist.xml"><o:smarttagtype namespaceuri="urn:schemas-microsoft-com:office:smarttags" name="City"></o:smarttagtype><o:smarttagtype namespaceuri="urn:schemas-microsoft-com:office:smarttags" name="State"></o:smarttagtype><o:smarttagtype namespaceuri="urn:schemas-microsoft-com:office:smarttags" name="place"></o:smarttagtype><o:smarttagtype namespaceuri="urn:schemas-microsoft-com:office:smarttags" name="PersonName"></o:smarttagtype><!--[if gte mso 9]><xml> <w:worddocument> <w:view>Normal</w:View> <w:zoom>0</w:Zoom> <w:compatibility> <w:breakwrappedtables/> <w:snaptogridincell/> <w:wraptextwithpunct/> <w:useasianbreakrules/> </w:Compatibility> <w:browserlevel>MicrosoftInternetExplorer4</w:BrowserLevel> </w:WordDocument> </xml><![endif]--><!--[if !mso]><object classid="clsid:38481807-CA0E-42D2-BF39-B33AF135CC4D" id="ieooui"></object> <style> st1\:*{behavior:url(#ieooui) } </style> <![endif]--><style> <!-- /* Style Definitions */ p.MsoNormal, li.MsoNormal, div.MsoNormal {mso-style-parent:""; margin:0in; margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:12.0pt; font-family:"Times New Roman"; mso-fareast-font-family:"Times New Roman";} a:link, span.MsoHyperlink {color:blue; text-decoration:underline; text-underline:single;} a:visited, span.MsoHyperlinkFollowed {color:purple; text-decoration:underline; text-underline:single;} p {mso-margin-top-alt:auto; margin-right:0in; mso-margin-bottom-alt:auto; margin-left:0in; mso-pagination:widow-orphan; font-size:12.0pt; font-family:"Times New Roman"; mso-fareast-font-family:"Times New Roman";} @page Section1 {size:8.5in 11.0in; margin:.9in 1.1in .9in 1.1in; mso-header-margin:.5in; mso-footer-margin:.5in; mso-paper-source:0;} div.Section1 {page:Section1;} --> </style><!--[if gte mso 10]> <style> /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-parent:""; mso-padding-alt:0in 5.4pt 0in 5.4pt; mso-para-margin:0in; mso-para-margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:10.0pt; font-family:"Times New Roman";} </style> <![endif]--> <p class="MsoNormal"><span style=";font-family:Arial;font-size:10;" >FOR IMMEDIATE RELEASE
<br />
<br />Contact:
<br /></span><st1:personname><span style=";font-family:Arial;font-size:10;" >Peter Watkins</span></st1:personname><span style=";font-family:Arial;font-size:10;" >
<br />Lacuna Strategic Marketing
<br />Phoenix, Arizona 85006
<br />Phone: 602-478-8187
<br /><a href="http://www.lacunastrategy.com/">http://www.lacunastrategy.com</a>
<br /><a href="mailto:info@lacunastrategy.com">info@lacunastrategy.com</a>
<br />
<br /><b>Lacuna Strategic Marketing signs referral agreement with PivotLink to provide world class web-based business intelligence solutions to companies in Phoenix</b>
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<br />Phoenix, AZ -- June 22, 2009 – Lacuna Strategic Marketing has entered into a referral agreement with leading Business Intelligence(BI) company <a href="http://www.pivotlink.com">Pivot Link Corporation</a>.<span style=""> </span>The move allows Lacuna to offer a complementary application that enhances its service offering as well as provides PivotLink with additional access to the </span><st1:city><st1:place><span style=";font-family:Arial;font-size:10;" >Phoenix</span></st1:place></st1:city><span style=";font-family:Arial;font-size:10;" > market.<o:p></o:p></span></p> <p class="MsoNormal"><span style=";font-family:Arial;font-size:10;" ><o:p> </o:p></span></p> <p class="MsoNormal"><span style=";font-family:Arial;font-size:10;" >The move is a natural extension of one of Lacuna’s core service offerings- marketing intelligence and analysis.<span style=""> </span>The web based PivotLink solution provides a world class business intelligence platform that will deploy at a fraction of the cost and in significantly less time then traditional business applications.<span style=""> </span>This platform provides the necessary foundation for the analysis and reporting that Lacuna Strategic Marketing provides.<span style=""> </span><span style=""> </span><o:p></o:p></span></p> <p class="MsoNormal"><span style=";font-family:Arial;font-size:10;" ><o:p> </o:p></span></p> <p class="MsoNormal"><span style=";font-family:Arial;font-size:10;" >According to Lacuna founder </span><st1:personname><span style=";font-family:Arial;font-size:10;" >Ryan Jensen</span></st1:personname><span style=";font-family:Arial;font-size:10;" > the move will “allow our services to be fully realized by providing our clients and prospective clients with a world class solution that will enable them with the necessary visibility and insights into their overall performance.”<span style=""> </span>With a deal in place Lacuna Strategic Marketing will aggressively tout the benefits of PivotLink to prospective clients who are searching for simple and affordable business intelligence solutions.<o:p></o:p></span></p> <p><strong><span style=";font-family:Arial;font-size:10;" >About Lacuna Strategic Marketing<o:p></o:p></span></strong></p> <p><strong><span style="font-weight: normal;font-family:Arial;font-size:10;" >Lacuna Strategic Marketing provides world class competitive intelligence, marketing analysis, and strategic guidance to mid-sized companies who realize the importance in bringing in a trusted partner who can provide insights beyond their current capabilities.<span style=""> </span>The company has provided guidance for such notable companies as LG, Infusionsoft, Disney, Nike, and British Petroleum as well as smaller enterprises looking for world class expertise at an affordable price.</span></strong><strong><span style=";font-family:Arial;font-size:10;" ><o:p></o:p></span></strong></p> <p><strong><span style=";font-family:Arial;font-size:10;" >About PivotLink Corp.</span></strong><span style=";font-family:Arial;font-size:10;" ><o:p></o:p></span></p> <p><span style=";font-family:Arial;font-size:10;" >As the leader in on-demand business intelligence solutions, PivotLink serves over 6,000 business users in industries such as consumer packaged goods, e-commerce, healthcare, insurance, retail and technology, including customers such as: Car Toys; Guardian Home Care Holdings, Inc.; KoolSmiles; Novell; Rossignol; Shaklee and Zones. PivotLink's unique, self-directed reporting and analytics are based on the Software as a Service (SaaS) delivery model, providing users with complete analytical freedom with minimal IT involvement. Headquartered in </span><st1:place><st1:city><span style=";font-family:Arial;font-size:10;" >San Francisco</span></st1:city><span style=";font-family:Arial;font-size:10;" >, </span><st1:state><span style=";font-family:Arial;font-size:10;" >California</span></st1:state></st1:place><span style=";font-family:Arial;font-size:10;" >, PivotLink is a privately held company funded by Trident Capital, Emergence Capital Partners and StarVest Partners.<o:p></o:p></span></p> <p class="MsoNormal"><span style=";font-family:Arial;font-size:10;" ><o:p> </o:p></span></p> <p class="MsoNormal" style="text-align: center;" align="center"><span style=";font-family:Arial;font-size:10;" ># # #<o:p></o:p></span></p> <p class="MsoNormal" style="text-align: center;" align="center"><span style=";font-family:Arial;font-size:10;" ><o:p> </o:p></span></p> <p class="MsoNormal"><span style=";font-family:Arial;font-size:10;" >
<br />For information: <a href="http://www.lacunastrategy.com/">http://www.lacunastrategy.com</a> or
<br />Contact: <a href="mailto:info@lacunastrategy.com">info@lacunastrategy.com</a>
<br />Phone: 602-478-8187<o:p></o:p></span></p> Ronifer269http://www.blogger.com/profile/10387571703530121753noreply@blogger.com0