Leonardo ENERGY’s Impact

In this debate, a track we’ve ignored so far is the branding and positioning of our organisation to influence the markets we operate in. We’re upstream, remote from our markets and the use of our product is quite dispersed. Therefore, consideration on this aspect is important.

A relevant article worth a read is this paper from HBS Working Knowledge on The Benefits of Soft Power.

At Leonardo ENERGY, we have certainly noticed a difference from being one of the top 100,000 websites in the world. It makes some things easier, and avoids lots of explanations.

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1. About 3000 registered users, with profiles of varying quality. Probably the richest dataset, but largely unstructured. For each user, we also have individual page visits for the past 2 weeks. And we have a user’s subscriptions to LE’s Communities of Practice.
2. About 11,000 email addresses, with a profile of topics of interest & opening/CTR report of the last 20 email blasts.
3. The 2006 & 2007 LE web user surveys. About 220 replies in 2006, and 130 so far for 2007.
4. User feedback as comments. About 1-2 comments per working day. In addition, we have some user posts on the forum.
5. User questions through the contact form. A few emails per day, on a tremendous variety of topics.
6. Aggregate statistics per node, download & content stream.
7. User interaction through webinars.

It should not come as a surprise that above information is largely unstructured, although some structured information is available. Anticipating a suggestion, it is unlikely that integrating these various data will yield anything but a thin result.

So, we know quite a bit. Intelligence on users is dispersed. A few questions we could ask:

1. What else do we need to know, and how will we collect it?
2. How can we mine the information we already have into something more useful?
3. Are we reaching the right users?
4. Are we catering to their needs?

We need specific answers to above questions. And we should at least have a good luck at the data we already have.

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