How can intelligence teams break out of a nearsighted focus on competitors alone and help their companies achieve peak performance? Winning is about building competitive advantage. But knowing your competitors isn’t enough… Just like winning a bicycle race, you need to know about the terrain, the weather, the road conditions, the equipment, as well as, the competition. This presentation will dig into the five primary aspects of knowledge - in addition to competitors - that are required to build competitive advantage for your firm and help you to consider ways to apply them in your decision-making. Specifically, the session will explore how: - Customers, technology, economics, adjacencies and industry trends shape the future of your market landscape - Lessons learned from a veteran intelligence executive can be put to work even by new and experienced intelligence professionals alike - Where to turn for help, internally and externally, so the intelligence leader can focus on providing trusted advice for decision-makers

1. How Intelligence Teams Can
Look Beyond Competitors to
Optimize Company Success
A Complimentary Webinar from Aurora WDC
12:00 Noon Eastern /// Wednesday 6 February 2013
~ featuring ~
Melanie Wing Derek Johnson
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2. Questions, Commentary & Content
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3. How Intelligence Teams Can Look
Beyond Competitors to Optimize
Company Success
Melanie Wing
VP, Strategic Marketing and Customer Insights
Equifax, Inc.
February 6, 2013
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5. The Odds
Odds of being an astronaut: 13,200,000 to 1
Odds of winning an Academy Award: 11,500 to 1
Odds of injury from using a chain saw: 4,464 to 1
Odds of catching a ball at a major league ballgame: 563 to 1
Odds of being audited by the IRS: 175 to 1
Odds of a business failing in the first 5 years: 10 to 1
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6. What Decreases the Odds of Winning?
Economy
Government
Other Companies
Customers
THINGS YOU CAN’T CONTROL
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7. What Increases the Odds of Winning?
Strategy
Finances
People
Technology
Distribution
THINGS YOU CAN CONTROL
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8. Customers Technology
Industry Trends
Adjacencies Economics
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9. Example In Action
Technology Trend
Consumer Trend
Economic Trend
Industry Trend
Adjacencies
What are implications for Banks? For Credit Bureau?
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10. Winning With Interpretation
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11. Application in Planning
Implemen
-tation
Business
Model
Testing
Market
Intel
Big
Questions
Comp.
Intel
Strategy
Screen
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12. Melanie Wing is Vice President of Strategic
Marketing at Equifax…
Connect with Melanie via:
Email: Melanie.Wing@Equifax.com
Melanie Wing
Vice President, Equifax
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more about Aurora at http://AuroraWDC.com – see you next time!
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