Marketing Intelligence and Competitive Intelligence Introduction

1. © 2014 BRIDGEi2i Analytics Solutions Pvt. Ltd. All rights reserved
BRIDGEi2i Overview
Market & Competitive
Insights Capabilities
Prithvijit.Roy@BRIDGEi2i.com
Prithvijit Roy
CEO & Co-founder
prithvijit.roy@bridgei2i.com

2. About Us
2
To be a trusted partner for businesses, helping them achieve
accelerated outcomes by simplifying analytics and
embedding it in their DNA.
BRIDGEi2i
is an Analytics Solutions company focused at helping you
BRIDGE
VISION
Transform and visualize big data
into meaningful business metrics
INFORMATION
Identify underlying patterns,
understand behavior and predict
outcome
INSIGHTS
Operationalize data driven
decisions to realize sustainable
business value
IMPACT
Delivering Sustainable Business Value by Institutionalizing Data Driven
Decisions

3. Market and Competitive Intelligence Solutions
3
Client business aligned market definition
Detailed definitions of addressable and adjacent
markets based on product features, competition,
and industry analysts definitions. Identify
relationships between segments and adjacent
markets
Market Intelligence Competition Assessment Product Assessments
Impact analysis of market trends
Detailed assessment of impact of trends and
identified actions to help leverage or protect
against the trends
Market landscape and size forecast
In-depth market landscape and size forecast
model incorporating the impact of market trends,
macro factors and competitors performance
Strategic profile of competitors
Actionable recommendation to help clients fortify
and gain market share against key competitors
and challengers. Key analysis criteria - business
model, marketing and sales strategy, market
responsiveness and ability to execute
Marketing enablement
Insights on competitors positioning strategies to
support client marketing planning and execution
effectiveness. Key analysis criteria - marketing
channels, marketing themes, and ability to gain
mind share
Sales enablement
Develop tactical competitive response to enable
sales force and channel partners effectively
address competitive pressure – battle cards,
competitive response, pricing and campaigns
analysis
Feature assessment
Feature comparison of Client vs. competitors to
identify gaps in existing product/services and
areas which can be leveraged to drive competitive
advantage
Perceptions analysis
Develop competitive understanding of market
perception based on users and expert’s reviews/
feedback of own and competitive
products/services
Roadmap analysis
Analysis of competitors product roadmaps to
identify possible future threats
Technology assessment
Identify competitors’ investment in new
technology areas and assess possible benefits
Reporting and Dashboards Services
• Identify metrics and develop process to measure and track business and market performance
• Create alert systems for proactive monitoring of business and market
Providing a comprehensive view and recommendations on market and

4. Customer Intelligence Solutions
In-depth profiling of specific accounts
Detailed profiling of key target accounts to assess
financial performance, future objectives, potential
technology spending
Account Profiles for deeper
understanding of a customer
Assess profiles of current customers
Analyse demographic profiles of the current
customers based on internal data or primary
research to assess the sweet spot
Usage Analysis
Analysis of current relationship in terms of usage
and transactions to identify triggers and timing of
upgrades / cross-sell
Identify white spaces of relationship
Analyse customer relationship across various
products and identify open but obvious areas for
immediate cross-sell opportunities
Identify targets from
prospects for acquisition
Lead generation for cross sell
and upgrades to installed
base
Building a consistent view towards opportunities and relationships
Look-Alike Scoring Models
Build look-alike models to identify prospects
which has similar profiles as current customers.
Such models helps prioritizing leads
Opportunity sizing
Estimating market size opportunity for the
prospects and accounts based on their
demographic profile
Propensity Models
Build statistical models to predict propensity of
buying certain products based on current
relationship, product association
Order Analysis
Analyse trends and patterns of orders across
various products / features and cross-product
association
Installed Base Metrics
Design and execution of installed base health,
trend and opportunity dashboards
Analyze customer relationships
Identify most valued customers, triggers of
upgrades as well as current opportunities

5. Research Process
5
• Review with key stakeholders
• Targeted and actionable
recommendations
• Documentation for approach and
assumptions
DESIGN ANALYZE
Finalize research objectives, action
plan storyboard/templates and data
sources
Leverage existing frameworks to
analysis and develop insights.
Deliver actionable recommendations
and detailed approach
• Understand client expectations
• Discuss and finalize
storyboard/template
• Finalize on plan of action and
milestones
• Identify data source – currently
available and need to acquire
• Alignment on research objectives
• Final storyboard
• Analyse data to develop insights
• Prioritize findings based on domain
expertize
• Refine insights based on the
discussions with business managers
and industry analysts
• Detailed findings to enable
discussion business managers
• Review results with key stakeholders
• Evolve actionable recommendations
based on feedback
• Provide detailed approach and
assumptions to ensure transparency
Objective
Activities
Outcome
• Comprehensive: Frameworks to enable comprehensive and effective analysis
• Actionable: Focus on business insights and actionable recommendations
• Transparent: Detailed documentation of approach and assumptions to ensure transparency
RECOMMEND

6. Illustrative Work
6
Supported strategic business planning by defining target markets,
analyzing impact of trends and forecasting market size
Key challenge – rapidly changing target market landscape and user
behaviour
Trend
Assessment
Usage
Patterns
Market
Sizing
Market
Forecast
Enabled consultative sales discussions and solution led approach
by identifying key business challenges of a strategic prospect
Key challenge – quick turnaround time while ensuring sound
understanding of prospect’s business dynamics
Business
Overview
Industry
Landscape
Competitive
Benchmarking
Business
Challenges
Provided comprehensive overview of target market and its
comparative advantages over adjacent markets. A persuasive
value proposition to help the client’s marketing and sales efforts
Key challenge – emerging market/technology
Customer
Overview
Value
Proposition
Key Business
Drivers
Supported a technology company being more predictive and
optimized in installed base targeting campaigns
Key challenge – D&B data limitation in a SMB framework, issues
around huge number of SKUs (1000+)
Identify best
customers
Assess product
Associations
Demographic
Sweet Spot
Propensity
Models

7. Value Proposition
7
Delivering improved ability to predict changing business dynamics and
enhanced agility to drive fast and informed actionable decisions
Pan enterprise
institutionalization of
analytics based decisions
to deliver sustainable
impact
Scalable analytics capability and modular technology assets enable
identification and execution of high impact analytics opportunities
and operationalization of data driven decision making
SUSTAI
N
Cutting edge analytics and business domain expertize enable us to
solve complex and unstructured business problems and deliver
measurable business impact
Solve unstructured
business problems based
on data and analytics
SOLVE
Easy to use and cost effective DIY apps to enable business
managers leverage advanced analytics to drive better and faster
business decisions
Simplify the process of
deriving actionable
insights
SIMPLIF
Y

8. Thank You!