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BBC Worldwide case study
Company background
BBC Worldwide is the main commercial arm of the BBC and its
central purpose is to generate money that can be reinvested in the
BBC. Its business activities fall into three key areas: publishing,
including magazines, videos and books, programme distribution,
consisting of international sales of BBC programmes and channels,
and including managing the channels operated by BBC Worldwide
both in UK and abroad.
The BBC Worldwide's Global Marketing department, based in
London, works closely with all those who are involved with the
marketing of its brands and properties across all the genres and
regions of BBC Worldwide.
Business situation
Within the Global Marketing division of BBC Worldwide, Diane
Freeman is Corporate Marketing Manager. One of Diane's
responsibilities is to keep all those involved in the marketing of
children's brands and properties, abreast of global activities across
the genre. "We need to know daily what is happening across the
brands we support, and monitor competitor activity. I might need to
know, for example, what has been the newspaper coverage of
Tweenies or Teletubbies across the world that day", says Diane.
Diane continues, "in corporate marketing we aim to protect people
from getting a barrage of information every day, which probably would
not be relevant to their everyday business. We try to filter the
information so that we send them only relevant articles, and they
know that if they receive an email from us it is something which they
should really pay attention to." One of the tools that Diane uses to
keep staff up-to-date is a children's newsletter called Small Talk. To
compile the newsletter she monitors the global press for the latest
stories on children's toys, videos and books, children's TV, cartoon
characters, retailers of children's products and home entertainment
companies.
Business solution
Working closely with staff across the genres and regions, the
corporate marketing team has a good understanding of their
information requirements. To help them support staff globally and stay
up-to-date with their markets the team chose Profound, a premier
business information service from Dialog, one of the world's leading
providers of Internet-based information solutions.
Dialog's Profound service is used by corporate marketing to monitor
the latest news and research about their markets. As well as ad hoc
searching, the team set up customised profiles that are automatically
delivered via email. Using a classification tool called InfoSort,
Profound makes searching easier by providing prompted categories
for industry or market sector, scope and country. It also keeps costs
to a minimum as the team only pays for the articles they want to
download. Profound provides basic information in a profile including
the title of the article and a brief overview of what it's about.
Using Profound means that the team can scan thousands of news
sources from over 190 different countries across the globe. It also
means that they can gather news from publications which they may
not normally have access to and it frees them from the routine task of
searching for news.
Diane says, "although in corporate marketing we know a lot about the
way in which the genres are managed, at the end of the day, we can't
possibly know every individual business requirement. With Profound's
flexible subscription arrangement we can offer access to various staff
across the organisation so that they can carry out their own specific
or more detailed information requirements using Profound. Because
Profound is so user friendly, it means that training can be kept to a
minimum and people can get up to speed on the product very
quickly."
"Profound has been available at BBC Worldwide for about two years
now, and has been incredibly successful in terms of answering the
vast number of information requests we have across all areas."
Newswire, for example, is an Internet publication and one of the many
sources the team uses. News stories are just the kind of thing Diane
needs to monitor the developments in toy retailing on the Internet.
Internet searches may get lots of hits on 'Star Wars' but InfoSort can
search in context, which means distinguishing between useful
references to the films, for example, from references to Regan's
defence programme.
"One of the key reasons we chose Profound is for its breadth of
coverage. BBC Worldwide is such a diverse organisation, that even if
one person is working on one particular brand, they could be
operating internationally across broadcast, multimedia and video, so
to have one source that covers all those media and all those markets
is absolutely essential in terms of saving time."
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