케이스-모든 직원이 활용할 수 있는 마케팅 인텔리전스

노키아 네트웍스(http://networks.nokia.com/)는 인텔리전스 플라자를 활용하여 어떻게 마켓 인텔리전스의 효율성을 개선하였는가?

노키아 네트웍스의 비즈니스 인텔리전스 매니저인 에릭 베를룬드가 인터뷰를 통해 “노키아 네트웍스는 마이크로소프트 쉐어포인트 기반 인텔리전스 플라자를 활용하여, 마켓 인텔리전스 정보의 전반적인 활용성 및 구조 개선, 월드클래스 텍사노미 실현, 도큐먼트 액세스/저장 최적화를 어떻게 달성하였는지”를 밝힌다

Case - Making Market Intelligence Available to All Employees

How Nokia Networks Uses Intelligence Plaza to Achieve Greater Efficiency in Market Intelligence

Interviewed for this case was Erik Barlund, Manager, Business Intelligence, from Nokia Networks (NET). Erik explains how the company utilizes the Intelligence Plaza for Microsoft SharePoint to improve overall usability and structure of the market intelligence information, to enable world class taxonomy and to optimize document access and storage, for instance.

Background on Nokia Networks

Nokia Networks is a multinational data networking and telecommunications equipment company, that was created as the result of a joint venture between Siemens Communications division and Nokia's Network Business Group. Today, it operates in more than 150 countries worldwide.

Interview 

On the subject of market intelligence efficiency, Mr. Barlund emphasized that there should be as much information as possible available for the whole organization. At Nokia Networks, the Intelligence Plaza competitive intelligence portal is accessible to everyone in the company, and people can go and explore it for themselves. At NET, all market information can now be found in one place. 

The Market Intelligence department’s key stakeholder is the top management. Therefore, they created preselected and simplified views for the top management and regional directors for easy access to critical information. 

Some of the more sensitive information, for example information concerning the market situation and NET’s position in it, is visible only to the top management.

Efficiency in NET’s market intelligence work 

According to Erik Barlund, there are four key elements which stretch through all the operations at NET: quality, innovation, partnering and automation, with an accent on quality and automation. Mr. Barlund considers that you should automate whatever you can automate, because it improves quality. Each manual step increases the possibility of an error. 

However, a tool is not a miraculous solution to fix unworkable processes: you first need to create functioning processes and then create the efficiency with the tool. Two important questions to ask are a) where will you take the content from and b) if someone needs to create it. 

The main benefits of the Intelligence Plaza for Nokia Networks have been the efficiency in market forecasting while working with the same tool and numbers, as well as combining intelligence from different business fields, customized for different user groups. It is also important and efficient to have everything in one place. 

Erik Barlund has been happy with the cooperation with GIA: “It’s been a journey to see what is working and what is not. GIA has been very patient.”