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Market Intelligence Advisory Best Practice Series: MI Portals That Provide On-Demand IntelligenceProduct Type: Market Research ReportPublished by: IDC Published: August 2008 Product Code: R104-36665 Description
This IDC study looks at the market intelligence portal and its emerging role within leading technology firms. The analysis is based upon interviews with market intelligence executives at leading technology firms and portal vendors as well as insight from IDC's recent Market Intelligence Leadership Board meeting. Specific case studies are provided for Adobe, AT&T, and IBM. Laura Curtis, director of the IDC market intelligence advisory practice says, "Market intelligence executives should transition their MI portal into a core strategic product for delivering information on demand to all functional areas of the organization. In so doing, the MI function will optimize its time and drive more strategic value." Table of Contents
Table of ContentsIDC Opinion In This Study Methodology Situation Overview Servicing Many Constituents with On-Demand Intelligence Seek and Ye Shall Find: Challenges to Transitioning the MI Portal's Search Functionality from MI 1.0 to MI 2.0 Use Search 2.0 as a Research and Communications Tool From Destination to Engagement: Create Community Adobe Best Practice: Create Campaigns to Build Customer Satisfaction and a Best-in-Class MI Portal Overview Figure: Adobe Goldmine Strategy Program Objective Figure: Adobe's MI Annual Campaign: Pillars of Focus Site Development Goldmine's Key Features and Functionalities Monitoring the Metrics Looking into the Future AT&T Best Practice: Elevate the Competitor Intelligence Portal to a Strategic Asset for the Sales Team Setting the Stage Figure: Tailoring Content to Specific Audience Figure: Market and Competitive Assessment: Deliverables and Audience Figure: Content Activation Process Program Execution Figure: Competitive Intelligence Portal Architecture AT&T Looking into the Future IBM Best Practice: Leverage Search to Optimize Intelligence Sources from One Portal Setting the Stage Program Objective Program Development Figure: Providing a One-Stop Research Access Point Improves Productivity and Content A Phased Process Promoting Collaboration Looking into the Future for IBM's Portal Future Outlook Developing Best Practices in MI Portals: Characteristics for Success Essential Guidance Actions to Consider Related Research Synopsis |
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