An approach to measurementat Dassault Aviation

Communication on TopDavos, February 9th, 2010

Yves ROBINSSenior VP External Relations& Corporate Communication

"A great part of the information obtained in war is contradictory, a still greater part is false, and by far the greatest part is of doubtful character"

Karl von Clausewitz

The Environment

02/07/2009 - EACP

02/07/2009 - EACP

02/07/2009 - EACP

02/07/2009 - EACP

CEOCEOSalesSales H.R.H.R.

OwnOwnstaffstaff

Follow the strategyFollow the strategy

Alter the strategyAlter the strategy Customer perceptionCustomer perception

Message adaptationMessage adaptation

Internal sensorInternal sensor

External imageExternal image

ConsistencyConsistency CohesionCohesion Alter courseAlter course

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CEOCEOCFOCFO PurchasePurchase

OwnOwnstaffstaff

Financial Analysts PerceptionFinancial Analysts PerceptionBudget Follow-up Budget Follow-up Budget Justification Budget Justification

Supplier evaluationSupplier evaluation

No substitute to Com DNo substitute to Com D

Strict requirements

• accurate, concrete and measurable

• Indicator’s assessment & definition sheets

• Stability & consistency : no change

• Reduced number and complexity

• iso: process, interpret, draw lessons, good practice

Indicator’s assessment sheet

Indicator

ABC

Total05

Indicator definition sheet

• Indicator name• Communication target to be measured• Accurate definition of the measurement• Computation method• Frequency• Person in charge of the measurement• Indicator representation (figure, symbol, graphs,…)• Indicator users (who needs to know ? )• Indicator frequency and release mode

The Toolbox

• Methods– Polls & Barometers– Qualitative enquiries

• Volume indicators– Budgetary data (allocated, engaged, planned)– « Raw Communication Data »: number of …

• Signs Analysis– Semiology– Content Analysis– Association Analysis

• Economic Intelligence• The « Wind of the Time »

Competitive Market Issues Analysis: France (Nov 07 – Oct 08)

Competitive Market Issues Analysis: France (Nov 07 – Oct 08)

Our approach

• Reduced human processing

• Reduced number of indicators

• Embedding the indicators at the earliest stage

• Built-in indicators in the preliminary brief (online)

Towards a virtual communication plateau

• A single base centralizing all data in real time

• Automatically processing the results

• Generating the data

• Good practice for each action

• Selective access according to function

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Memberships

General communication data

Budget Communication Actions

Regular data

Press articles Crisis risks

New data

Aerospace & EU Exhibitions

Background noise

Politics Economics

Web visitors

Press releases: 5Newsletters: 2Interviews: 7Visits: 8

Average visitors June: 3.200 / day

Paris Air Show:550.000 visitors*** new potential buyers

Alert !Exhibitions

75 %

Corporate Communication barometer – June 2009

Aerospace, key to economic growth

French Defense White Paper Thales shares acquisition

45 %

Lyon

The First Lessons

02/07/2009 - EACP