Contents: •Creating an efficient 2-way dialogue between CI practitioners and internal clients •Collecting the right data and leveraging social data to inform decision makers •Which visuals are most impactful •Best practice examples of excellent deliverables

1. How to create reports that internal
customers actually read
Adam Nors
Market Intelligence & Online Reputation Project Manager
@DigimindCI

2. Contents:
•Creating an efficient 2-way
dialogue between CI
practitioners and internal
clients
•Collecting the right data and
leveraging social data to inform
decision makers
•Which visuals are most
impactful
•Best practice examples of
excellent deliverables

3. • Who
• What
• When
• Where
1 2 3 4Dialogue
Data
Collection
Analysis
Information
Management 5Deliverable

4. Search
Gathering
information that
has already been
published
Monitor
Making sure I receive an
alert when something
new appears about my
topic
1 2 3 4Dialogue
Data
Collection
Analysis
Information
Management 5Deliverable

5. Broad:
•Many sources
• Search engines, news
Narrow:
•Few and specific
sources
“I need to know about any new trends
that may affect my business”
“I know what I’m looking for and
where to find it”
1 2 3 4Dialogue
Data
Collection
Analysis
Information
Management 5Deliverable

6. Map it out!
1 2 3 4Dialogue
Data
Collection
Analysis
Information
Management 5Deliverable

7. Visuals are a must!
Especially with a broad collection approach.
1 2 3 4Dialogue
Data
Collection
Analysis
Information
Management 5Deliverable

8. Save and organize your
information in one place
•Folders
•Tags
Collaborate with your team
Two (or three or four) heads
are better than one
•Access saved information
•Edit and add analysis &
comments
1 2 3 4Dialogue
Data
Collection
Analysis
Information
Management 5Deliverable

9. Content
What pieces of information do they want? Entire
articles or only analysis?
Structure
There are as many ways to structure a deliverable
as there are people. By countries? Products?
Quantity
How much time does your audience spend looking
at your report?
✓
✓
✓
1 2 3 4Dialogue
Data
Collection
Analysis
Information
Management 5Deliverable

10. Dashboards
1 2 3 4Dialogue
Data
Collection
Analysis
Information
Management 5Deliverable

11. Optimize images and formats for
mobile as well as desktops
1 2 3 4Dialogue
Data
Collection
Analysis
Information
Management 5Deliverable

12. Newsletters and Reports
1 2 3 4Dialogue
Data
Collection
Analysis
Information
Management 5Deliverable

13. Audience
Needs
Action
Collect
Search Monitor
Select/ Analyze
Project
Publish
The watch cycle

14. • Statistics
• Comments and likes
• Surveys
• Face-to-face meetings
Gather Feedback!

15. Best Case Practice
Company in the business travel industry
The CI team needed to
provide their executive
team with up-to-date
information about their
competitive climate and
market

16. The Watch Cycle
in action
•Know your audience:
what info do they need?
•Map main topics of
interest; M&A, new
technologies,
competitors’ strategy

17. Collect: Mapping out sources
• Identified sources with trends, competitor websites
and specialized forums with upcoming
technologies.
• Filtered noise using keywords related to strategy
and keywords related to business travel to increase
relevancy

18. Analyze
•Graphs show easy-to-understand notifications
when something changes in regards to their
competitors
•Advanced filtering → only relevant, personalized
insights

19. Information management
•Saving the information online to easily:
• share it with others within the
organization
• handle employee turnover
•Saving the entire article + extract to follow
copyright laws

20. Deliverable
Challenges:
•Executive team needed info without any fluff
•Newsletters would drown in the inbox
•Dashboards would take too much time to log into and read
Solution:
•Created an RSS feed generated from the folders of their
intelligence platform going to an external phone app
–Information available offline
–Always up-to-date information with custom analysis
–Easy information transfer

21. Thank you!
Adam Nors
adam.nors@digimind.com
@DigimindCI