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

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.


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 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.