Marketing Case Study Analysis: Intelliseek

Intelliseek Case study Analysis

Luc Wathieu and Allan Freidman

9-505-061

May 9, 2005

Introduction

The relationship between companies and consumer are changing deeply and permanently. With the change of technology the firm can take benefit from the consumer without searching for any tangible features to meet the consumer need, the discovery lies within the simple concept of “word of mouth communication”. Intelliseek is a one the company that used the word of mouth communication approach which revolutionized the way the marketers sees the market these days.

Marketing these days is a huge investment to any organization. Before implementing any marketing activities they tend search for the possible factor for success of the product or service being

Equipped with technology capable of mining text content in internet chat rooms, they were able to organize the qualitative data into quantifiable data (i.e. early warning information) about product and services. In October 2001, Intelliseek augmented its leading technological competencies with Nazzaro and Blackshaw’s marketing intelligence company Planet Feedback, founded in 1999. The merger of companies were made with a view of creating a “digital dashboard” that would allow any decision maker to know the word on the street gleaned from internet or form the client’s own customer satisfaction sensors.

Problem statement

Intelliseek desires to turn their services into a profitable business despite being one of the popular marketing intelligence companies they are operating at loss. The following constraints that results in lack of profitability are

• Lack of renewal of the services provided by Intelliseek to its clients

• Innovating technology is taking over the specialized publications hence focusing more on

The losses are being recovered due to new initiatives adopted by both Blackshaw and Nazzaro.

Similarly, Intelliseek has reduced its marketing campaign for its services and also in R&D from the income statement however there should be significant investment in those activities as there are important aspects for profitability of company.

Here both opportunities and constraints are present for the company. The company has an opportunities to improves its reporting site and manage the information required by the clients in more dynamic manner leading for renewal of the clients contract. Similarly, the company is constraint to make the business profitable with the resources they have got (Exhibit 9).

Alternatives

Some of the alternatives to make the company lead to path of profitability are as