meltwater-præsentation til morgenseminar sep 2015
TRANSCRIPT
Outside Insight Using media intelligence to inform strategy and measure success
Christian Pedersen, Managing Director
Company decision making will changeMedia intelligence will become strategicMarCom will be elevated to a strategic function3
Propositions
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Meltwater is the global leader in news and social media analytics
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FOUNDED 2001 in Oslo, Norway
HEADQUARTERSin San Francisco
1000+ employeesworldwide
23,000 corporate clients
50 offices across6 continents
Built withoutexternal funding
$15k
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Informed Decisions
2001 Product Vision
Morning coffee
clientsown brand
competitors leads
partnersproduct reviews
own industry
“Every two days now we create as much information as we did from the dawn of civilization up until 2003”
- Eric Schmidt Executive Chairman, Google
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Big data company: We process 100 million documents and 2 trillion searches every day
datacapture
data enrichment
proprietary search engine
real-timeanalytics
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We track leading performance indicators (LPIs)
real-timeanalytics
ClientSatisfactions
Industry Trends
Competitive Intelligence
Brand Perception Share
of Voice
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Lagging performance indicators
30 years of rigor in mining internal data...
BIERPSFA
CRM
MRP SCM
…is being disruptedby an explosion of external
data
Leading performance indicators
Productreviews
Hiringpatterns
Competitoranalysis
InvestmentsClient satisfaction
Employeebehavior
Real-time3rd party data.Benchmarked
We see a shift in focus from internal to external data
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Fire wall
Decision making is changing in 3 key aspects
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External data is added to the decision process
Decisions are moved from after-the-fact to the point
when events start to unfold
Move from isolated analysis to real-time
benchmarking with peers
New data Timing Benchmarking
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A new, large software category will emerge
News clippings Social media analytics Big data analyticsbased on a wide range of
external data types
1st Generation 2nd Generation 3rd Generation
And MarCom has the opportunity to fill the void
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Moving from mentions to leading performance
indicators and business insights
Combining media intelligence with insights found in other external
data types
Move from justifying your budget spend to support
key decision making
Analytics Beyond media Resource to CXO
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1. External data is becoming one of the richest sources for business insights
2. Executives will look beyond their internal reporting systems in order to understand what is happening
3. Media Intelligence becomes strategic4. The way companies are run will as a consequence change5. MarCom can help provide valuable insights to aid strategic decision
making6. If successful, MarCom can be elevated to a valued resource for their
CXO understanding the competitive landscape
Summary
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