OVERVIEW

The company was founded in 1997, by Mr. Mahendra Vohra and Mr. Sundar Kadyan. Its operations included mining of content in internet chat rooms. It aimed at organization of qualitative data into quantifiable information. The company augmented its technology with Nazzaro and blackshaw.

KEY STRATEGIC ISSUES

The company heads namely, Blackshaw and Nazzaro aimed at measuring and interpreting the word of mouth in online communities. Collect the views, perspectives or experiences (may be positive or negative), being expressed by different consumers regarding a particular Companys product. Take the raw data from those forums and websites. Analyzing and understanding that raw data and making an analysation report for the client company. The core field, in which study was to be done and a report was to be prepared, depended upon the pre-defined specific needs laid down by the client company. The company initiated online letter writing system asking consumer to comment on 15000 companies and their products.

MEASURES ADOPTED

For meeting the specified goals and objectives of the company, following steps measures were adopted. The company made use of consumer generated media that was subdivided into following medium. o Usenet It enabled people with same interest to share information without even knowing each other. o discussion boards Under this medium, comments were exchanged on specific topic only. o Blogs It enabled users to fetch information automatically for their own needs like taking any particular author, date or place.

ANALYSES

It was analysed that In usenet, the topics which were adopted for discussion were very diverse in nature in varying from religions, computer programming to jokes. Except people who were already a part of that discussion, among them, new participants found it difficult to pu forward their perspective. In case of discussion board, as some 200-300 million new comments wre posted each year, so, the chat room discussions were seldom archived.

 In case of blogs, people posted their views like for (politics or religion) which might harm the sentiments of public.so, it was very difficult to filter those kinds of blogs. It was noticed that the reviews of the consumer were the major factors which drove the brand image of a company, rather than the T.V. advertisements or trade magazines reviews. The information gathered from the above stated mediums was highly unstrucred as it had to be further formulated for getting the required relevant information report. The company used to gather text content from news groups, discussion boards and blogs which was an inexhaustible in nature. Later, the data was classified by names, concepts as a part of filtration process. The company implemented Modules and Templates which aimed at developing the reports, depending on the pre-specific needs expressed by the client company. Secondly, Industry benchmarks were laid down which aimed at developing reports according to comparisons. the industry specific needs, which further facilitated inter firm

RECOMMENDATION He client company should employ one of its expert marketing executive with Intelliseek,

Advantage 1) Monitering of data collection can be done. 2) More specific reports can be generated.

Disadvantage 1) The client company would have to bear the salary of an additional employee. 2) Intelliseek would feel the interference of from the client company.

Set up different industry wise departments in order gather data specific to only that industry. Advantage 1.) The departments will get expertise in generating reports of that particular industry. 2.) It would save the time of the whole of the department due to the regular flow of data. Disadvantage 1.) The overall cost of the company would increase as different departments need to be set. 2.) With the diversification of work process, the whole of the organizational structure would become complex.