CI Foundations

Superior Intelligence = Superior Results


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


  • 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 headshotZena 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.  Participants are expected to arrive on time and stay for the duration of the program.  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. Attendees are expected to follow the rules outlined in AALL’s Meetings and Events Code of Conduct.

AALL negotiates a block of hotel rooms at a discounted rate. This hotel block of rooms ensures easy access to the meeting location and networking opportunities.


This continuing professional education opportunity is sponsored by the American Association of Law Libraries.


Contact Celeste R. Smith, AALL director of education, at via email or 312.205.8032 for more information.

2017 Inaugural CI Foundations