Joseph Thavaraja – Page 6

10 Mar 21

Should a brand conduct campaigns just because other brands are campaigning?

According to global communications firm Edelman, there is now a “trust problem” for almost all global brands. The 2020 Edelman Trust Barometer revels that this year, “trust” declined for ALL country brands surveyed across 17 economies. Unlike in previous years, Edelman Trust Barometer surveys in which some territories were seen sustaining trust on brands, brand […]

03 Mar 21

Market Intelligence playbook opens with Research, not Search

As previously discussed, Market Intelligence (MI) is intelligence about the trade and industry a company is operating in and is unlike Business Intelligence which focuses on the company’s own processes. MI’s aim is to help the company grow. It is important to note that many companies use MI to provide context to its Business Intelligence […]

24 Feb 21

Empowering BI with Communications for profit, growth and transformation

Amex GBT -American Express Global Business Travel company- is a US based multinational travel and meetings programs management corporation based in Jersey City, New Jersey. Operating in nearly 120 countries it is one of the world’s largest business travel providers with 16,000 travel professionals in more than 140 countries, managing over $19 billion a year […]

10 Feb 21

Kicking off Market Intelligence to score organizational goals

Organizational Goals (OG) measure the progress of various organizational KPIs or objectives over a period of time. The sales target of a product division could be categorized as a goal. The target to reduce flight delays in an airline (may be shown by a %) is an (operational) goal. OGs’ purpose is to give the […]

20 Jan 21

Four inputs that drive Market Intelligence

Market Intelligence (MI) is a process of identifying the Competitive Advantage of the Company with the support of Product Intelligence (PI), Customer Understanding (CU), Marketing Understanding (MU), Competitor Intelligence (CI) and Competitor Intelligence (CI). One of the key areas MI tries to uncover is the Competitive Advantage that the company has within its industry sector. […]

08 Jan 21

What is Market Intelligence?

Market Intelligence (MI) is intelligence about the trade and industry a company is operating and is unlike Business Intelligence which focuses on the company’s own processes. MI’s final aim is to help the company grow. It is important to note that many companies use MI to provide context to its Business Intelligence and therefore MI […]

17 Dec 20

To BI-or-Not to BI?

Due to high levels of ‘competitive advantage seeking’ in the global and local markets, there is no doubt that Business Intelligence (BI) is vital for today’s companies to survive. Any given company’s competition too is busy collecting information on the trade the company is involved in. This leads to the point where businesses, especially operating […]

08 Dec 20