CI Strategies & Analysis

Expand Your Strategic CI Expertise

May 7-8, 2020
Sidley Austin
1 S Dearborn St
Chicago, IL

Deadline to register: April 22, 2020

Current AALL Members $795 (price increases $99 after March 16,
Nonmembers $1200 (Price increases $99 after March 16)

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AALL's upcoming CI Strategies & Analysis in Chicago, Illinois is scheduled to take place as planned for now. Please read AALL's latest statement on Coronavirus (COVID-19) and visit our COVID-19 page for the latest information and resources.


This course is designed to build capabilities in performing critical competitive intelligence work. Attendees will learn skills core to growing a 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.



  • CI Level Setting in Your Organization
  • Turning Research into Action
  • Competitive Intelligence Analysis
  • Framing Your CI Reporting
  • Communicating CI Results
  • Branding Yourself and Your CI Function


  • Counter Intelligence
  • CI in Practice
  • Assessing and Choosing External CI Vendors
  • Next Level CI: Going from Good to Great
  • The Role of Data & Data Visualization in CI
  • What’s Next for Legal CI

Law librarians and legal information professionals seeking to learn how to expand a competitive intelligence function at their organization (including firm, academic, government and other organizations)


Zena Applebaum headshotZena Applebaum is a competitive intelligence strategist, legal industry observer, and personal brand advocate. Having pioneered the discipline of law firm competitive intelligence nearly 20 years ago, Applebaum shares her passion for the legal and CI industries as a speaker, writer, and contributor to blogs including 3 Geeks and a Law Blog on topics ranging from competitive intelligence to change management, qualitative data analysis, and personal branding. In 2015, she was inducted as a Fellow of the Council of CI Fellows. Applebaum has been a sessional instructor at the University of Toronto iSchool, Rutgers University, and a guest lecturer at law schools across North America. She honed her CI skills as the director of competitive intelligence at Bennett Jones LLP for more than a decade prior to taking on her current role as national director, market insights and engagement at Thomson Reuters in Canada. In her role, she is responsible for client intelligence, market insights, and sales enablement.


The program will run from 9:00 a.m. to 4:30 p.m. on Thursday and 9:00 a.m. to 4:00 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. The deadline to register is April 22, 2020. 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 has negotiated a block of hotel rooms at The Hyatt Place Chicago at a discounted rate of $279 single/double per night. Rates are subject to a 17.4% tax. This hotel block of rooms ensures easy access to the meeting location and networking opportunities. To make a reservation, contact the reservations number at 888.591.1234 using the group code G-AL06. Let them know you are with the American Association of Law Libraries Room Block. You may make the reservation online. The deadline for making your housing reservation is March 27, 2020.


This continuing professional education opportunity is sponsored the American Association of Law Libraries in partnership with Wolters Kluwer.

Wolters Kluwer

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