A thesis project in crowdsourcing about how competitive intelligence practices can be applied to 2.0 landscape.

1. ENJOY YOUR LEARNING
PRESENTS
THESIS PROJECT
IN CROWDSOURCING

2. Interfaculties Courses
Literature & Philosophy
Economics
Political and Social Sciences
Course of
BUSINESS ECONOMICS
A.A. 2012-2013
Prof. Andrea Cioffi
Thesis project by
Laura Zanotta

3. COMPETITIVE
INTELLIGENCE
2.0
FROM ECONOMIC PERFORMANCES
TO WEB 2.0 PERFORMANCES

4. Thesis in crowdsourcing
• The social collaboration applied to research
Competitive Intelligence 2.0
• The importance of the subject
Objectives
• Research questions
Methodology
• Research methodology
Executive plan
• Timing
Summary

5. Thesis project in crowdsourcing: the social collaboration applied to research
Crowd
sourcing
Dialogue
with the
community
Collaboratio
n to solve
complex
issues
Greater
creativity
Greater
heterogeneity
• Enjoy Your Learning proposes to
test thesis projects in
crowdsourcing, believing that the
dialogue between students,
companies and network is a big
opportunity of value creation and
growth for all the subjects
involved.
• The students involved in a
reasearch pathway have the
possibility of gathering useful and
innovative materials for the
development of the thesis,
empowering at the same time their
network of professional contacts
• Companies, on the other hand, can
gain a feedback about their
activites, strategies, methods and
products, strenghtening the
engagement with potential
stakeholders.
• Everyone who will contribute to
the development of this project
will gain, at the end of the thesis
path, a report about the results
that have been achieved.

6. Competitive Intelligence (CI) 2.0: the importance of the subject
• In nowadays economic and technological
context, Competitive Intelligence practice can no
longer limit itself to the traditional offline
measurement based on the analysis of the
balance sheet and of extra accounting data.
• Conversely, it must be think in a new direction, as
anExtended Competitive Intelligence, that is
extended to the web and, in particular, to the
social landscape.
• CI 2.0 aims at highlighting the company
performance on the whole web ecosystem
(website, social landscape, blog etc.), providing a
compelling support to the competitive and
strategic positioning that is pursued.
• CI 2.0 therefore refers to the analysis of both
quantitative and qualitative data about the direct
and extended competitors’ online activity, in
order to get actionable insights for outlining new
opportunities.

7. Objectives: research questions (1/2)
This project aims at answering to the following main question:
How can Competitive Intelligence 2.0 support an effective online competitive positioning?
The research question has been developed according to the following analysis perspectives:
CI
2.0
Strategy
Digital
Marketing
Performance
Measurement
ICT

8. Objectives: research questions (2/2)
The five research questions and their sub-questions:
Competitive
Intelligence 2.0
Who measures?
Which kind of
companies/secto
rs should
implement a
structured plan
of online CI?
What to
measure?
What are the new
dimensions to be
measured?
Which are the
new KPIs?
How to measure?
Which are the
new tools and
methodologies
for online CI ?
How to define
the online
competitive
positioning?
Where to
measure?
Screening of 2.0
environments in
order to outline
the ones which
best fit the
competitive
positioning that
has to be
reached.
When to
measure?
Which is the
periodicity that
measurements
should have?
When it should
be more efficacy
to measure?
Which are the
most compelling
events that may
push towards a
CI analysis?

9. The project methodology involves the following main stages:
Research methodology
Stage 1: literature analysis through
the Systematic Review methodology
• Methodology which consists in
a mapping and an in-depth
analysis of the availble
literature. It leads to the
extraction of clear and sharable
conclusions related to a precise
field of study
• Benefits: methodological
rigour; more possibilities to
reproduce the achieved results
• Objective: to find emerging
trends in the national and
international literature about
the subject under research.
Stage 2: empirical analysis of a company web
performances, compared to the competitors’ ones.
• Preliminary information
gathering
• Competitors’ selection for the
analysis of the sector’s main
trends
• Analytics data gathering by
means of Google free tools or
other CI applications
• Data elaboration and modeling
• Data interpretation
• Final report including a
descriptive analysis of the key
indicators of the company web
performances, together with an
analysis of the sector’s main
trends.

10. Executive plan: timing
Literature
planning and
analysis
•1/05/2013
•30/05/2013
Literature
identification
and analysis
Data
extraction and
summary
Descriptive
report about
the analysis
•1/06/2013
•30/07/2013
•1/08/2013
•30/08/2013
Realization of
the CI online
measurements
for the
selected
company
•1/09/2013
•30/09/2013
Employment of
the results in
order to
update the
state of
knowledge
about the
subject
•30/09/2013
•15/11/2013
Thesis delivery
November 2013

11. Contacts
Andrea Cioffi
Phd, professor of planning and control– Business Economics
Università Cattolica del Sacro Cuore
Via L. Necchi, 5/7 – 20123 Milano
Mobile: 347.9252463
Skype: cioffi.andrea
Mail: andrea.cioffi@unicatt.it
http://it.linkedin.com/in/andreacioffi
Laura Zanotta
Student at the Faculty of Comunicazione per l’Impresa i Media e le Organizzazioni Complesse
Profile Marketing Management
Università Cattolica del Sacro Cuore
Largo Gemelli 1– 20123 Milano
Mobile: 346.7094855
Mail: zanotta.lra@gmail.com
Skype: laura.zanotta
http://www.linkedin.com/profile/view?id=58597357&trk=hb_tab_pro_top