Keep the eyes beyond competition
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Keeping an eye on the competition Go Beyond Google
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Transcript of Keep the eyes beyond competition
Keeping an eye on the competition
Go Beyond Google
Cascade Insights
04/08/2023 2
• “We provide technology companies with information and comprehensive analysis to beat the competition.”
• We’ll be sharing with you:
• Tools that we use to help accelerate our Competitive Intelligence and Market Research projects.
Contact: [email protected] [email protected] tel: 503.898.0004
04/08/2023 3
Information Retrieval and AnalysisHas Picked up Speed…
Going Beyond Google
04/08/2023 4
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Techniques
• Employee Movement, Salaries, etc
• Get a sense for the morale and culture at a competitor
• Company / Topic Tracking
• Tracking and Analyzing their web site(s)
• See how their messaging, positioning, and products have changed over time
• Private Company Information
• People Searching
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Employee Movement
• LinkedIn• Company Profiles
• New Hires
• Recent Promotions and Changes
• Popular Profiles
• Jobs Posted on LinkedIn
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Citrix Systems4,600 Employees
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RightNow Technologies750 Employees
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RightNow Technologies750 Employees
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Job Postings and Resumes
• HR can be a leaky bucket
• All of the following came from one story on ArsTechnia about Windows “8”
• http://arstechnica.com/microsoft/news/2009/10/microsoft-mulling-128-bit-versions-of-windows-8-windows-9.ars
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Other “HR” CI tools
• Glassdoor
• Social Networking – Europe Focused
• Indeed
• Search for Job Postings
Glassdoor
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Glassdoor
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Company / Topic Tracking
• Silobreaker
• Yahoo Site Explorer
• SlideShare.net
• Searching Video
• Financial Information
• Ning
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Silobreaker
Yahoo SiteExplorer
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SlideShare.net
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Searching Video
• www.blinkx.com
• www.silobreaker.com
Financial Information
• SeekingAlpha
• Finance.Google.com
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Ning
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Analyzing and Tracking Web Sites
• WebSite Tracker
• Wordle.net
• RSS Feeds
• Google Reader
• The “Way Back Machine”
Apple—1997
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Wordle.net
• What is their marketing really saying?• Point at:
• Customer Success Story Feeds• Press Release Feeds• Product Site Feeds• Community Site Feeds• Support Forum Feeds
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Customer Success Stories Red Hat
Community SiteChannel 9—Microsoft
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Intel “Products” Feed
Changing Positioning Over Time
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* From the WayBackMachine—Archive.org
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• Twitter• Search on name of company• Search on topics• Search on company products
• Tweet Deck• Mac, Windows, iPhone, etc.
• Tweetie, Twitteriffic.• LinkedIn integration
• Push tweets to LinkedIn• Push LinkedIn status updates to Twitter• Search Twitter within LinkedIn• Company “Buzz” panel within LinkedIn
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Private / Smaller Companies
• LinkedIn Company Profiles
• Significant Data for companies down to about 500 employees
• Street View and Google Maps
• Number of buildings, size of parking lot (est. employee count), status of buildings, general location—premier office building, office park, home offices?, etc.
• Local Business Journals
• Local “Book of Lists” Publications
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Private / Smaller Companies
• SpyFu
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People Searching
• LinkedIn’s Profile Organizer
• Forbes/Lists
• Wink
• PublicRecordsNow
• Yasni
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Google Tips
• Have to have a few:
• site:www.acme.com
• “flubber” Site:www.acme.com/casestudies/*
• Filetype:pdf, filetype:pptx
• Filetype:vsd
• images.google.com
• Search for orgcharts - *.vsd
• - <exclude keyword>
• Link:<sites that link to a site>
• Ex: “database” inurl: <“xyz”> site:www.abc.com/* filetype:pdf
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Beyond:
Google Oddities
• Google Maps Monopoly
• Created by Hasbro
• Street View as Impressionist Art
• http://billguffey.blogspot.com/
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Cascade Insights
• “We provide technology companies with information and comprehensive analysis to beat the competition.”
• Specialize in projects that require:
• Software or Hardware—Product/Industry Knowledge
• Understanding of Business to Business Sales and Marketing Dynamics
• Solid secondary research from non-marketing sources (forums, blogs, technical webcasts, and presentations, etc.)
• Interviews with the users or implementers of your product and competing products in your space
• Recruiting of hard to reach individuals, ranging from developers, senior architects, implementers, and executive decision makers
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Contact: [email protected] [email protected] tel: 503.898.0004
