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

04/08/2023 5

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

04/08/2023 6

Employee Movement

• LinkedIn• Company Profiles

• New Hires

• Recent Promotions and Changes

• Popular Profiles

• Jobs Posted on LinkedIn

04/08/2023 7

Citrix Systems4,600 Employees

04/08/2023 8

RightNow Technologies750 Employees

04/08/2023 9

RightNow Technologies750 Employees

04/08/2023 10

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

04/08/2023 11

Other “HR” CI tools

• Glassdoor

• Xing

• Social Networking – Europe Focused

• Facebook

• Indeed

• Search for Job Postings

Glassdoor

04/08/2023 12

Glassdoor

04/08/2023 13

04/08/2023 14

Company / Topic Tracking

• Silobreaker

• Yahoo Site Explorer

• SlideShare.net

• Searching Video

• Financial Information

• Ning

04/08/2023 15

Silobreaker

Yahoo SiteExplorer

04/08/2023 16

SlideShare.net

04/08/2023 17

04/08/2023 18

Searching Video

• www.blinkx.com

• www.silobreaker.com

Financial Information

• SeekingAlpha

• Finance.Google.com

04/08/2023 19

Ning

04/08/2023 20

04/08/2023 21

Analyzing and Tracking Web Sites

• WebSite Tracker

• Wordle.net

• RSS Feeds

• Google Reader

• The “Way Back Machine”

Apple—1997

04/08/2023 22

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

04/08/2023 23

Customer Success Stories Red Hat

Community SiteChannel 9—Microsoft

04/08/2023 24

04/08/2023 25

Intel “Products” Feed

Changing Positioning Over Time

04/08/2023 26

* From the WayBackMachine—Archive.org

04/08/2023 27

Twitter

• 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

04/08/2023 28

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

04/08/2023 29

Private / Smaller Companies

• SpyFu

04/08/2023 30

People Searching

• LinkedIn’s Profile Organizer

• Forbes/Lists

• Wink

• PublicRecordsNow

• Yasni

04/08/2023 31

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

04/08/2023 32

Beyond:

Google Oddities

• Google Maps Monopoly

• Created by Hasbro

• Street View as Impressionist Art

• http://billguffey.blogspot.com/

04/08/2023 33

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

04/08/2023 34

Contact: [email protected] [email protected] tel: 503.898.0004