1. MDM AND FUTURE
COMPETITIVE INTELLIGENCE
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Developing a master data management (MDM) process can be an
overwhelming process, especially when you consider how much data
that is available to be gathered and analyzed, as well as delivered and
curated.
Add to this the amount of information and content delivery mediums
that the internet and social media offers and you can quickly get into
the habit of collecting competitive intelligence (CI) and releasing your
content in a fragmented and haphazard fashion. It is important to
separate these two actions to make the most use out of your MDM: CI
process and content distribution management process.
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With traditional content distribution and marketing you just had a few
avenues and requirements that your company had to take care of:
product sheets, marketing materials, and maybe a video. But with the
addition of social media and the increasing need for people to have
more and more data it is becoming evermore important to strategically
plan all of the information that you are releasing.
Once you have a plan in place for the release, it is important to setup a
process that will keep track of all of the information that is released
about your company or product, either in social media or online.
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The ease of publishing online has allowed anyone with an opinion to
post whatever they think about your business online for millions of
other people to see. Setting up a process that will alert you whenever
you are mentioned will make sure that you can review this information
and react appropriately.
Customers and competitors are going to write whatever they want, but
your reaction will often be more important, and by making this a part of
your MDM process you can ensure that you say on top of these
opportunities.
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On the other side of the coin, you can use the same processes that you
use to alert you of the information that is being released about you and
change the target to your competitors for CI data gathering information.
Often you may be able to react to a mention in your industry, even if it
is referencing your competitor, which will make you look like your
organization is on top of the game.
While the MDM process is getting more complicated, there are plenty
of opportunities that this can create in a CI context. Gaining an
advantage over your competition requires that you develop a good
MDM strategy that includes a polished CI process, and don’t forget to
use social media on both sides of your strategy.
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6. For additional information about Competitive Intelligence
please visit www.Intelligence2act.com