Analysing weak signals for competitive & marketing intelligence

Arthur Weiss Case Studies, Competitive Intelligence, Competitive Strategy Leave a Comment

There is an approach to analysing weak competitive intelligence signals that can help sort the wheat from the chaff. When you have a collection of weak signals don’t treat them all the same but categorise them, and then examine the source and why the information became available. 4-corners analysis and hypothesis testing can then be used to make decisions based on weak signals.

Analysing weak signals for competitive & marketing intelligence

Arthur Weiss Case Studies, Competitive Intelligence, Competitive Strategy 6 Comments

There is an approach to analysing weak competitive intelligence signals that can help sort the wheat from the chaff. When you have a collection of weak signals don’t treat them all the same but categorise them, and then examine the source and why the information became available. 4-corners analysis and hypothesis testing can then be used to make decisions based on weak signals.

Lies, Damned Lies, Statistics & Facebook

Arthur Weiss Competitive Intelligence, Online & Search Issues Leave a Comment

I’ve been impressed with the numbers of people using social networking sites – and the importance of social networking for marketing has become significant over the last few years. Facebook claims 400 million users (i.e. nearly 6% of the global population that is approaching 7 billion people). I’ve always thought that this figure must include duplicate accounts – as I don’t believe that most people in China, India, Africa and many other areas of the world have Facebook accounts (or even computers – although the numbers are growing). The World Bank stated that there were just under 300m Internet users in China and 52m in India in 2008. (There’s a great graph of this at Google’s Public Data tool – that shows that in 2008 there were around 1.5bn web-users). Even taking account the exponential growth – let’s assume that web users globally are now over 2 billion  people – Facebook’s …

Quotations & Competitive Intelligence

Arthur Weiss Competitive Intelligence, Leadership & Management Leave a Comment

I’ve been reading Seena Sharp‘s new book “Competitive Intelligence Advantage” The book is good (at least so far) – and an easy read which is more than can be said for a lot of business books. More importantly Seena’s approach corresponds with mine. She emphasises that competitive intelligence is not just about competitors but about understanding the total business environment and how it is changing, and using this knowhow to make effective business decisions. This means it’s not just a how-to-do-it book like many of its competitors but a why-to-do-it book too. This is important. Many businesses still fail to understand why they need competitive intelligence. If you don’t understand the need, why do it. Others see the focus as primarily on competitors – but they already “know” all about them so are “OK” (or so they believe). The book exposes this canard – and shows why surprise is so …

Emotional responses

Arthur Weiss Competitive Intelligence, Leadership & Management, Online & Search Issues Leave a Comment

I’ve not posted anything for months – not because I’ve not had things to post, but because of work pressures, and perhaps also not having anything I thought worth posting. That’s not to say that things haven’t happened – but others will have posted on the London Online conference, the SCIP annual and European conferences in San Diego and Bad Nauheim, Germany, and the AIIP annual conference in Pittsburgh. I attended all – and each was worthwhile in its own way. (My favorite was AIIP – but then this is such a great organisation anyway!). In the last few months I’ve also been to China where I led a workshop on CI, and on a personal level, celebrated my oldest nephew’s wedding in Jerusalem and saw the loss of my father a month later. So what has prompted this post? Well I try and link ideas to marketing and competitive …