Marketing of Business Intelligence
Marketing of Business Intelligence can be useful. However, it has to be taken into account that some businesses and people are not intentionally looking for BI, but may still need it.
Passionned Group makes mainly use of a ‘pull-model’, with the book of Daan van Beek: ‘The intelligent organization’ and the ‘Dutch BI Award’ of the Passionned Group. These two ‘tools’ make that clients usually present themselves, and there is no need for the company to convince clients to choose for them.
A combination of marketing
To promote a BI-company, there is not only one channel that is considered best. Usually it is a combination of marketing on different channels that is most successful. For the Passionned Group, email is a very valuable way of marketing; they see that if they email companies to participate the 3rd of December for the Dutch BI award, they almost immediately receive 220 signups. The most important factor when it comes to marketing is ‘relevance’. You should always ask yourself, how can this be relevant for your target group? This increases when you can deliver high quality services. But of course, if you ask a very high price, this is not profitable after all, so there always has to be a balance in order to be effective.
An example for this is Vodafone; when a contract ends, a new offer has to be presented. The client is then completely analyzed by Vodafone, so they can do a specific, individualized offer that is different for each client.
One to one marketing
Daan van Beek: “I think this has been said by someone already 25 years ago: The future world will exist out of one to one marketing.” For high volume companies, this is the way to realize customer intimacy. For Blue-Mountain this will maybe not be the case, as there is not so much volume in the Netherlands, especially if their focus will only be on housing associations.
Passionned Group doesn’t have an own ‘BI-platform’ , because they chose not to specialize in that, but leave that part up to other people. However Mr. van Beek thinks it can help to promote this tool, to make companies aware of the possibilities. Therefore it could be a possible option for Blue-Mountain to promote Katoomba.
The book is written completely through thoughts of Daan van Beek himself. He did some literature research, and took information from management literature, but always combined it with his own experience. For example the ‘three processes’ of an intelligent organization that are described in the book, is something that Mr. van Beek made up himself. Two important people in the literature that he named are Mintzberg and Heijmans. And he thinks that Heijmans (1917) has one of the best definitions of an organization: ‘”An organization is where people work together to achieve goals.”
The last years there are sometimes quotes from the book used as a ‘common term’, this is absolutely an honour for Daan van Beek.
The Passioned Group is operating abroad as well. The Business Intelligence book ‘The Intelligent Organization’, which is originally a Dutch book, has been translated into English, because of that reason. Daan van Beek occasionally travels to India or New York to give Business Intelligence lectures, and then it is important to be able to illustrate his story with the book.
Daan van Beek thinks the future of BI is in line with the urbanization, that is continuously going on, and like he says: ‘The right technology always wins.’ He is very satisfied with how the company is doing and how popular the award has become, “the award is alive.”
The future of Passionned Group will include that Daan van Beek keeps building the company. Passionned Group has now 16 consultants, Mr. van Beek is focused on taking the next steps for the company, and doesn’t really consult companies anymore. He usually teaches one day a month, but this is not his core business.