CI Foundations

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AALL Competitive Intelligence Foundations

October 27, 2017
Sidley Austin LLP
1 S. Dearborn St, 38th floor
Chicago, IL 60603

  • Registration Fee: $450/members, $675/non-members
  • Registration Deadline: October 18, 2017
  • Hotel Reservations Deadline: September 26, 2017
  • Registration is closed.


This program is designed to prepare professionals to establish and maintain a competitive intelligence function for a law firm. Attendees will learn how to construct a competitive intelligence function, create processes and learn effective analysis frameworks to establish a competitive intelligence function in their organization. Attendees will also learn practical tips and tricks for implementing and leveraging a competitive analysis competitor program within the organization for better marketing, key account team management and other firm strategic initiatives. Attendees will have an invaluable opportunity to network with other professionals and build long-term connections.


  • Competitive Intelligence Concepts and Methodology
  • Establishing and Organizing a Competitive Intelligence Function
  • Leveraging Information for Action
  • Competitive Intelligence Analysis Process and Frameworks
  • The Law Firm Difference - How is Competitive Intelligence Different for Law Firms?
  • Implementing a Competitive Analysis Intelligence Program
  • Integrating Competitive Intelligence into Strategic Practice and Firm Goals

Learn to:

  • Define core competitive intelligence concepts, ethics and legal basis for competitive intelligence development
  • Identify and define intelligence needs for establishing a competitive intelligence function
  • Leverage primary and secondary collection and use
  • Implement a competitive analysis program
  • Integrate CI/Business research with strategic intent


Zena Applebaum is the Director, Professional Firm Customer Segments with Thomson Reuters in Canada. In her role, Zena has primary responsibility for voice of the client feedback, client intelligence, market and competitor performance analysis, and being fearless within the segment. A regular speaker, writer and blogger on competitive intelligence and other change management topics in professional service firms, Zena is a data junkie who revels in the possibilities of data to connect people, places and things. Zena authored "Business Intelligence for Law Firms" published in November 2012. 

Zena is an adjunct professor and instructor at Rutgers University and the University of Toronto iSchools. She currently serves on the SLA Board of Directors, and was recognized as a CI Fellow in 2015. She can be reached at @ZAppleCI. Learn more about Zena's experience as a CI professional and how attending this course can benefit you in your role at your institution.


Registration is open to AALL members and nonmembers. The cost of attendance is $450 for members and $675 for nonmembers. The program will run from 9:00 a.m. to 4:30 p.m. on Friday. Participants are expected to arrive on time and stay for the duration of the program. Continental breakfast will be served at 8:30 a.m. Course materials, continental breakfast, break, and lunch are included. Registration is first come, first served, and limited to 40 people. Participants are responsible for covering transportation and housing. By attending the conference, you agree that AALL, its employees, contractors, and volunteers, may photograph, videotape or audiotape you during the conference and related activities. Your photo, video, audio, likeness, or image may be used by AALL for promotional or related purposes with no remuneration to you.

AALL has negotiated a block of hotel rooms at the Union League Club at a discounted rate of $169.00 single/double per night. Rates are subject to a 20.00% tax. This hotel block of rooms ensures easy access to the meeting location and networking opportunities. To make a reservation, contact the Union League Club reservations number at 800-443-0578 or contact Let them know you are with AALL. The deadline for making your housing reservation is September 26, 2017. Rates will be available for participants three (3) days prior to and after the program. The ULCC has agreed to provide the same rate ($169 + tax/night) for AALL attendees after the deadline but cannot ensure availability. A credit card will be required to hold your reservation. In the event an attendee must cancel, he or she must do so by contacting the hotel by 3:00 p.m. the day before scheduled arrival date to avoid penalty of one night's room cost. No-shows will also be charged for the cost of one night's room. Check-in time is 3:00 p.m.; checkout time is 12:00 p.m.


Payments will be accepted via check or credit card and are due in full by October 2, 2017. You may cancel your program registration in writing by October 2 via email to You will be refunded your registration fee minus a 15% administrative charge. Any cancellation requests received after the deadline will not be eligible for a refund. No-shows will not be eligible for a refund. Substitutions are welcome as long as the written request is made by the registration deadline.


This continuing professional education opportunity is sponsored by the American Association of Law Libraries. Contact Celeste R. Smith, AALL director of education, at or 312.205.8032 for more information.