Marketing Research Solutions (MRS) A Blueprint for Success June 25, 2001 Andrew F. Toyota - PowerPoint PPT Presentation

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Marketing Research Solutions (MRS) A Blueprint for Success June 25, 2001 Andrew F. Toyota
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Marketing Research Solutions (MRS) A Blueprint for Success June 25, 2001 Andrew F. Toyota

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  1. Marketing Research Solutions (MRS) A Blueprint for Success June 25, 2001 Andrew F. Toyota Chief Executive Officer iSeer, Inc. www.iseer.com

  2. Presentation Goal Provide tips and techniques for implementing marketing research solutions (MRS) for the “smart organization.” 1 5 3 2 4

  3. Agenda • Introduction • Objectives • Benefits • Challenges • Available Features • Discovery Methodology • Project Evaluation • Q&A

  4. 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

  5. Objectives • Customize a methodology • Recognize pitfalls • Evaluate complexity • Determine necessary resources

  6. Benefits • Find the most relevant information • Find it faster • Spend less • Share it with others Sound Simple?

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

  8. Benefits - Revisited • Find the most relevant information • Find it faster • Spend less • Share it with others

  9. “I’ll take one to go.”

  10. Feature Summary

  11. Portal • Features

  12. Available FeaturesPortals - Searching www.northernlight.com

  13. Available Features Portals – Topic-Based Browse www.northernlight.com

  14. Available Features Portals - Personalization www.yahoo.com

  15. Available Features Portals - Saved Searches

  16. Available Features Portals - Instant Messaging www.yahoo.com

  17. Available Features Portals - Threaded Discussions www.dpreview.com

  18. Available Features Portals - Chatrooms www.money.com

  19. Available Features Portals - E-mail Alerts www.northernlight.com

  20. Available Features Portals - Event Calendars KTW- grab the one from HP – crop tight- Show event icons at top

  21. Available Features Portals - Newsletters www.money.com

  22. Available Features Portals - Send to a Friend www.amazon.com

  23. Document • Management • Features

  24. Available Features Document Management - Categorize and Save Documents

  25. Available Features Document Management - Check-In/Out www.merant.com

  26. Available Features Document Management - Seat Management

  27. Available Features Document Management - Administrative Tools iSeer™ Research Community

  28. Knowledge Management Features

  29. Available Features Knowledge Management - Communities www.msn.com

  30. Available Features Knowledge Management - Find Experts iSeer™ Research Community

  31. Available Features Knowledge Management - E-mail mining Tacit

  32. Available Features Knowledge Management - Rating and Reviews amazon.com

  33. Available Features Knowledge Management -- Surveys and Voting www.websurveyor.com www.freetools.com

  34. Reporting • Features

  35. Available Features Reporting - Activity Reports iSeer Research Community

  36. Available Features Reporting - Decision Support Reports

  37. ChallengesCustomer Example “I have it all figured out – just build the thing.”

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

  39. Discovery Checklist

  40. Discovery Checklist Section 1 - Culture Culture COMPLEXITY LO MED HI Disparate Taxonomy Do users rely on the same nomenclature? Consistent Culture Everyone is equal >3 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 >4 views Whatever it takes How long will a user wait for a response? <5 seconds Will users’ interactions be tracked? No Profile management

  41. 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

  42. 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

  43. 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

  44. 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

  45. 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

  46. 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?

  47. Discovery Evaluation > 15 Highly Complex 10+ FTE $1+ million 12+ months Moderate 5-7 FTE $300k-$500k 5–8 months Feature Set Simple 2-3 FTE $25k-$50k 2-4 months < 6 Project Complexity Low Medium High *This evaluation is for demonstration purposes only.

  48. Preparation

  49. Lack of Preparation

  50. Clear Ascent