1. Page 1 Transforming Data into Competitive Advantage Easily and (relatively) Cheaply A Presentation by Jacques de Cock Anton Dominique CEO BQu Director LSM [Date] 1

2. Page 2 Agenda Introduction Clear Information is Key Problems with Traditional Market Research and Data Management Changes in Information and Environment making Change in Management Inevitable Good Market(ing) Information Practice Benefits Key Success Factors

4. Identifying key trends

5. Creating simple causal models

6. Understanding positioning and key strengths

7. Analysis is the critical starting point of Strategic Thinking.

8. Clear analysis key to evaluating situation

9. Dynamic analysis more valuable than single point analysis

10. Opinion cheap, factual analysis creates possible consensus

11. Good Analysis is only possible with Good Data

12. All information valuable, need to understand it

13. Analysis based on misleading data creates misleading information and wrong decision

15. Fear of doing own analysis

16. Argue about data rather than action

18. Data is plentiful but takes time to understand and analyse

19. Good research requires knowledge of sources

21. Use all possible known analytical models

23. Not sharing it is keeping power

24. Only analysed and distilled information is communicated

25. Gut Feel is used unchecked, except maybe in brainstorms

26. Only facts that confirm views are used and acknowledged as right

27. If a fact challenges the perceived view the facts are challengedInformation is Power Mistaking Hypothesis for Fact

30. Often ill defined and difficult to find

32. Market research and customer satisfaction easy to gather

34. Definitions different

35. Confusion created and maintainedData Confusion Prevalent

37. Ensure all analysis supports decision making requirements

38. Consolidate primary

39. Both internal and external

40. Make available to allno complex software

41. No gate keepers

43. Limitation explicit

44. Inferred data differentiated from primary data

45. Sources explicit

46. Shared experiencesClear Data Validation

48. Financial Performance

49. Product/Customer Contribution

50. Profit drivers metrics and trends

51. Margins and trends

52. Causal Drivers of Good & Bad performance

53. Employee satisfaction

54. Marketing events and metrics

55. Overall Trends

56. Profitability

57. Distribution Channels

58. Technology Trends

59. Regulatory Trends

60. Constraints

61. Competing Markets

63. Offering

64. Pricing policy

65. Business Model

66. Growth & Profitability

67. Successes and Failures

68. Financial Performance

69. Relative Competitive position

70. Who are they

71. Decision making

72. Value perception

73. Buying Pattern

74. Profit Drivers

75. Other relationships

78. Demographic trends

79. Segmentation

80. Trends

81. Trend & Forecast Result of Drivers

82. Type by segment

83. Buying Events

84. Alternatives

85. Demand Elasticity

86. Purchase types

87. Price Trend

88. Overall

92. Problem to be solved

93. Key Questions

95. What we need to know the answer to

96. Reason for analysis

97. Problem to be solved

98. What we think the answer is

100. Our Gut Feel

101. Key Questions

102. What we need to know the answer to

103. Reason for analysis

104. Problem to be solved

105. The answers

106. The facts

108. Our Gut Feel

109. Key Questions

110. What we need to know the answer to

111. Reason for analysis

112. Problem to be solved

113. The answers

114. The facts

115. Validation of our Gut Feel

116. The distillation of the Analysis

118. Only the information that is required

119. What we think the answer is

120. Our Gut Feel

121. Key Questions

122. What we need to know the answer to

123. Reason for analysis

124. Problem to be solved

125. The answers

126. The facts

127. Validation of our Gut Feel

128. The solution to the objective

131. All in one place (virtual)

133. The sources of information are specific to you

135. Do not go for complex IT driven and highly developed process

137. More time

138. Good learning experienceUse junior & admin staff Most Important : Make it part of Day to Day Operations

140. Date of acquisition

141. Source of data

142. Coverage

143. Sample or total population

144. All date is valuable

145. All data is possibly misleading

146. The limitation and usability of data needs to be understood

147. Any questions or doubts also need to be specified

148. The fact that limitations and imperfections are known is good

149. Most data has these and not knowing them is worse

150. Show all data as all could be useful at some time in some wayDon’t Go for perfection Understand limitation Understand source

152. Fight the Internal Hurdles

153. Have a Data Gathering – Management and Distribution Process

154. Focus both Data Gathering on what is “uniquely” beneficial to you

156. Make it part of day to day operations