CI Strategies & Analysis

Develop Your Competitive Edge


Designed to build capabilities in performing critical competitive intelligence work such as creating a collaborative intelligence model, analysis and report writing, and alignment to the organizational mission. Attendees will learn skills core to growing a competitive intelligence function including, data visualization, framing, scenario planning, business acumen and marketing the competitive intelligence function. Attendees will have an opportunity to examine, practice, and discuss techniques with other professionals during the course and network with peers from various settings.



  • Research Planning with Analysis
  • Competitive Analysis Frameworks
  • Strategic Role of the Legal Information Professional
  • Mission and Vision—Developing a Purpose
  • Establishing a Collaborative Client Intelligence Model


  • Key Competencies for Competitive Intelligence Professionals
  • Identifying Core Strengths through Assessment
  • Communicating Competitive Intelligence with Key Stakeholders
  • Synthesis, Analysis and Report Writing Strategies
  • Data Visualization Strategies and Techniques, including the Role of Big Data
  • Framing Your CI Reporting
  • Assessing and Choosing External CI Vendor Partners
  • Marketing the Competitive Intelligence Function within the Firm


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.


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.

Questions? Contact AALL Director of Education Celeste R. Smith for more information.