SCIP09 :: Education Sessions

Is the CI Industry Obsessed with Ethics?
Professional Effectiveness Track
Richard Horowitz
 
The CI profession is the most conservative information collection industry while at the same time the industry most excessively concerned with crossing legal and ethical lines. Learn why this is so and gain a better understanding of the legal and ethical basis for CI – in order to more proficiently and confidently conduct your CI activities.

Attendees will:

• Learn the legal and ethical validity of CI
• Understand why acquiring competitive information is encouraged by the law
• Learn why the CI industry is over-concerned with ethics and why this takes away from its effectiveness

Richard Horowitz is a principal at Richard Horowitz & Associates, Attorneys at Law and concentrates on corporate, international, and security matters.
 
 
Biomimicry Analysis Innovation and Product Development Intelligence Inspired by Nature
Innovation in Competitive Intelligence Track
Hans Hedin
Intermediate, Advanced
 
Understand the concept of biomimicry and how to benefit from it with regards to innovation and product development through this education session. Get ideas and inspiration from cases showing how companies have been able to innovate and develop new products and solutions that are different from existing solutions on the market.

Attendees will:

• Understand the concept of biomimicry and how to benefit from it with regards to innovation and product development
• Get ideas and inspiration from cases showing how companies have been able to innovate and develop new products and solutions that are different from existing solutions on the market
• Learn how to implement biomimicry analysis in your organization

Hans Hedin is the vice president of business development for the GIA Group, and is an expert in the field of competitive and market intelligence.
 
 
Increasing CI’s Effectiveness through Use of Models
Innovation in Competitive Intelligence Track
Paul Hunt and David Gibson
Advanced
 
Models offer CI professionals the chance to bring additional structure to the project and the final deliverables – presenting research findings and analysis in a form that it is easier for their colleagues and customers to apply and relate to. This presentation will focus on how successful CI projects have used models in a wide range of practical settings.

Attendees will learn:

• Practical lessons on how to increase the effectiveness of Competitive Research and Analysis through the use of models
• Practical lessons on how to incorporate modeling into critical CI activities
• Examples of the use of models in a number of leading industries and CI applications

Paul Hunt is president of Pricing Solutions Ltd., one of the world's foremost consultants in pricing strategy. David Gibson is a senior vice president of Kaiser Associates, Inc. and has managed Kaiser’s Canadian practice since 1992.

Low-Cost Collection Options for Novices and Experts II: Social Networks
Active Dialog Track
Marv Goldstein and Fred Wergeles
Beginner
 
This Active Dialog session will build upon the success of the standing-room-only session conducted during SCIP08. The facilitators will provide the attendees with 4-5 real-life situations faced by CI practitioners in order to encourage the sharing of the participants’ favorite information sites and techniques for identifying key primary ways of obtaining human intelligence.

Attendees will:

• Capture a deeper understanding of how the combination of human source and published resources are used to satisfy intelligence requests
• Create a cadre of intelligence practitioners who are predisposed to continually searching for new/creative collection means. W
• Be provided with a set of low-cost resources and collection tools/techniques they will be able to use immediately upon returning to their offices

Marv Goldstein is a Program Manager with a legislative branch agency. Fred Wergeles is the founder and Principal of Fred Wergeles & Associates LLC, a consulting practice that specializes in Competitive Intelligence process improvement. 

A Professional Counterintelligence Officer's Experience in the Private Sector
CI Defense/Offense Track
William DeGenaro
Advanced

This session is an introduction to counterintelligence, its relationship to other security processes and to positive intelligence. Attendees will be introduced to terminology, definitions, and applications, as well as challenges in implementing a counterintelligence process in the private sector. 

Attendees will learn: 

• The definition of counterintelligence
• From cases involving the protection of intellectual property
• How to implement a process.

William "Bill" DeGenaro is an internationally recognized expert in counterintelligence, with more than 30 years of strategic planning, intelligence and business management experience.

Elevating Competitive Intelligence Internally to Reach Key Decision-Makers
Professional Effectiveness Track
Jody Holtzman
Intermediate and Advanced

The key to competitive intelligence is delivering essential value to decision-makers that would otherwise be unavailable. During this session, attendees will hear a discussion about the positioning of high-quality internal CI to executives, board members, and other leaders.

Attendees will: 

• Learn to market the CI function to meet the needs of key clients
• Learn tips for getting key decision-makers across the organization the CI they need.
• Understand how to overcome typical organizational constraints in reaching executives.

Jody Holtzman is the senior vice president of research and strategic analysis at AARP.

SWOT Upside-Down
Critical Skills Track
John E. Prescott  and Alessandro Comai

One of the most popular strategic assessment techniques is a SWOT analysis (strengths, weaknesses, opportunities, and threats). An alternative, yet complementary technique is a TOWS analysis, which evaluates a firm's strength and weaknesses relative to opportunities and threats.

Attendees will:

• Learn how to apply a TOWS analysis to a business issue
• Develop an implementation plan for the TOWS analysis
• Monitor progress toward the achievement of the implementation plan

John E. Prescott, Ph.D., is the O'Brien Chair of Strategy and director of the Katz Ph.D. Program at the University of Pittsburgh.Alessandro Comai is a Ph.D. candidate at ESADE business school and an associate professor of the University of Pompeu Fabra in Barcelona, Spain.

Challenges Faced and Value of CI During Turbulent Times
Professional Effectiveness Track
Sharon Pearl 
Beginner
 
Attendees will gain an understanding of the challenges faced by the CI organization during turbulent times. They will learn why there is more emphasis placed on CI during times of uncertainty, the value that CI brings to the organization and they will learn how to leverage these challenges to enhance the value of their CI program.

Attendees will:

• Develop a better understanding of the importance of CI during a challenging market environment
• Determine how to best leverage the value that CI can bring to the organization for the long-term
• Develop a deeper understanding of the need for the CI organization to be flexible and rapidly adjust to meet the changing needs of the business 

Sharon Pearl is the Market Research and Competitive Intelligence Global Program Manager for JPMorgan Treasury Services.

ABCs of CI at Trade Shows and Conferences
Active Dialog Track
Anne Barron

Participants should be prepared to share at least one question or challenge they have experienced on the trade show floor or convention. Attendees will participate in interactive discussions and share ideas in this intimate format.

Attendees will:

• Resolve current challenges you have experienced when gathering primary intelligence on-site in this time-sensitive, interactive environment. 
• Learn several practical solutions and techniques that you can immediately use at your next event.
• Sharpen your interviewing skills in this face-to-face environment and get people to willingly share their knowledge with you.

Anne Barron is president of ABComm Ltd., an exhibit and event management and education firm, located in Ottawa, Canada.   

Using Management Profiling to Predict Future Competitor Strategies
Professional Effectiveness Track
Melanie Wing and Dale Fehringer
Intermediate
 
Although most competitive intelligence practitioners are familiar with the basic concepts of management profiling, many underestimate the value that effective management profiles can provide to a well-rounded analysis of a major competitor. This session will show examples of how the background and personalities of the leaders of Fortune 500 organizations affect the leadership, managerial, and decision-making styles of those organizations.

Attendees will: 

• See examples from Fortune 500 organizations that show how who the leaders of a company are affects how they compete
• Understand how management profiling can help CI analysts assess competitors' leadership, managerial, and decision-making styles and anticipate likely strategies and market initiatives
• Take home practical techniques for conducting profiles on executives at their competitors' organizations

Melanie Wing is the Director, Global Environmental and Competitive Intelligence for Whirlpool Corporation. Dale Fehringer is an author with Inkwell Productions, which provides writing, editing, and consulting services.
   
 
Tagging Strategies and the Information T
Critical Skills Track
Jordan Frank
Beginner, Intermediate, Advanced
 
Managing the information in your own digital shoe-box is a challenge. The size of the task at the personal level makes getting the model right for the rest of the organization to navigate, and share, competitive intelligence information look daunting. The session will go into detail on how to organize around KITs and how to support scenarios for SWOT and Four Ps content gathering processes.

Attendees will:

• Understand how to match E2.0 concepts to CI 2.0 realities
• Understand how Time, Tagging, and Taxonomy come together to break signal from noise
• Match CI process to tagging strategy 

Jordan Frank is the vice president of marketing and business development for Traction Software.
 
 
Trends Forecasting: Seeing Trends Before They Hit
Critical Skills Track
Suzy Badaracco
Beginner, Intermediate, Advanced
 
The session will take the audience through the entire lifecycle of 1-2 past trends to demonstrate the lifecycle dynamics a trend experiences and then they will be brought up to speed on some of the current trends affecting the food industry using multiple visual techniques including Link analysis. The goal of this educational session is to inspire corporations to look beyond their front door or their competitor’s windows to see what, when, and where the next trends will emerge. 

Attendees will learn:

• How to draw parallels between your industry and other industries to spot trends.
• The ability to integrate multiple forecasting techniques (link, timelines, etc.) to move from trends tracking to a prediction system.
• The ability to design a global, dynamic forecasting service vs. a linear system based on static, historical information 

Suzy Badaracco is the president of Culinary Tides, a trends forecasting and competitor intelligence think tank. She is also a toxicologist, certified chef, and registered dietitian.
 
 
Building Whole-Industry Financial Models
Innovation in Competitive Intelligence Track
Neal Ochsner
Intermediate, Advanced
 
Every significant company routinely prepares financial statements and forecasts, and every company represented at SCIP presumably collects some level of revenue and cost data on their key competitors, but few companies take the time and trouble to systematically build and maintain whole industry financial models. Attendees will be introduced to a simple whole industry financial model for an imaginary disposable medical device company and its key competitors.

Attendees will:

• Learn how to vastly improve the use and application of CI
• Identify opportunities for targeted marketing, improved supply chain and operational management, and cost reduction
• Learn specific powerful CI analysis and benchmarking techniques 

Neal Ochsner is president of Ochsner Consulting Group, which specializes in the provision of actionable, highly timely international market and business intelligence.
 
 
Scorecards: How to Educate, Facilitate, and Motivate
Innovation in Competitive Intelligence Track
Shane Yount
Advanced
 
Attendees will learn the key concepts of business scorecards and understand why scorecards are receiving so much attention in the corporate and government business sectors. This presentation will explain how to create connectivity for all employees through the scorecard process.

Attendees will:

• Learn the key concepts of business scorecards and understand why scorecards are receiving so much attention in the corporate and government business sectors
• Learn how to create connectivity for all employees through the scorecard process
• Learn how a scorecard system can drive business performance and accountability throughout any organization

Shane Yount is a senior partner with Competitive Solutions, Inc., and is a highly respected performance improvement consultant.

Build a Sustainable Early Warning Process Through Cooperative Connection
Competitive Intelligence Offense/Defense Track
Ellen Naylor
Intermediate
 
Build a sustainable early warning process using electronic monitoring, social networking and Web 2.0, and primary intelligence sources. This presentation will explore how to build an early warning operation in each of these areas, and identify how best to coordinate information and intelligence amongst them.

Attendees will: 

• Learn how to build an early warning process that is sustainable, including elements of electronic monitoring and people connections
• Learn how to connect and stay connected with the right people to enhance your CI operation
• Assess if you have the right mix of contacts in your network and their responsiveness to you--too insure against blind spots in your early warning detection process

 
Ellen Naylor is the president of Business Intelligence Source and has 30 years of sales and marketing experience across numerous industries.
 
 
 
 
Creating the Roadmap to World-Class CI Programs
Professional Effectiveness Track
Judy Leavitt and Jan P. Herring
Advanced
 
Those few CI programs that have survived more than 10 years provide good examples from which other companies and CI professionals can learn. It is not always clear, however, what those lessons are or how best to apply them. This session is intended to help CI professionals learn from those few, leading-edge programs and those who have applied and benefited from their lessons-learned.

Attendees will learn:

• How leading CI program directors have developed and/or managed very successful corporate CI Programs
• Some of the major problems they confronted and how they overcame them
• An analytical framework for assessing your CI program’s developmental progress and a developmental road map to World Class performance. 

Judy Leavitt is the market research manager in corporate development at Rockwell Collins, Inc. Jan P. Herring is a consultant and well-recognized expert in the field of business intelligence, as well as a charter member of SCIP.
 
 
War Gaming: CI’s Debutant Party
Critical Skills Track
Ben Gilad and Paul Burke
Beginner, Intermediate
 
This presentation will inform attendees about the kinds of war games, the principles of war gaming based on role playing, and the latest tools of predicting competitors’ most likley moves. Learn how war games affected a company and what makes a war game successful or a flop.

Attendees will:

• Learn what kind of war games are out there
• Learn the principles of war gaming based on role playing
• Learn about the latest tools of predicting competitors' most likley moves

Ben Gilad is the founder and president of The Academy of Competitive Intelligence, a war gaming consultancy. Paul Burke is the director of market insights for Pratt Whitney, a manufacturer and service provider for aircraft engines.
 
 
Offshored CI: How Much is Too Much?
Critical Skills Track
Varsha Chitale
Intermediate, Advanced
 
The globalisation of the services supply chain has been a dominating theme affecting businesses over the last few years. This presentation will help the attendee understand the offshoring practices of corporate CI departments and global CI service providers and appreciate the impact on ROI from CI

Attendees will:

• Understand the offshoring practices of corporate CI departments and global CI service providers and appreciate the impact on ROI from CI
• Learn how to differentiate between offshoreable CI activities and those that are better handled in-house
• Learn how to avoid common mistakes committed and typical details overlooked while offshoring

Varsha Chitale is the director of the Research Services Division of ValueNotes, a company specializing in providing business research and intelligence
 
 
Online Social Networks & CI: CI and Collaborative Innovation
Critical Skills Track
Rob Duncan
Intermediate
 
CI practitioners are already harnessing the power of tools like Linked In and Facebook to gather intelligence and collaborate in unique and effective ways. This session will demystify these social networks and give both newcomers and seasoned practitioners some practical tools and techniques they can put to use immediately.

Attendees will:

• Demystify online social networks and get beyond the hype
• Discover specific tools and tactics to harness the power of social networks
• Enhance your ability to advise clients on how to effectively employ social networks 

Rob Duncan is the director at the Centre for Applied Research & Innovation and is completing a doctorate in the area of online social networks and collaborative innovation.
 
 
From Indicators to Facts: An Intuitive Explanation of Bayesian Reasoning
Innovation in Competitive Intelligence Track
Rainier Michaeli
Advanced
 
What is the so-called Bayesian Revolution now sweeping through the sciences, which claims to subsume even the experimental method itself as a special case? Attend this session and soon you will know. Attendees will understand that inductive reasoning can be accomplished using the Bayes Theorem, and will learn to apply it to their own situations.

Attendees will:

• Understand that inductive reasoning can be accomplished using the Bayes Theorem 
• Learn to apply the Bayes Theorem for typical CI tasks (Early Warning, assessment of likelihood based on indicators)
• Learn to categorize indicators by their key characteristics

Rainer Michaeli is Director of the Institute of Competitive Intelligence GmbH and Managing Director of the DENKFABRIK GmbH.
 
 
Ethics in Intelligence
Active Dialog Track
Bonnie Hohhof
Beginner
 
The understanding and implementation of a competitive ethics polity is a key element in any successful CI function. This session provides guidelines for developing or improving your CI organization’s ethics policy, and will help keep your function out of the headlines.

Attendees will learn:

• How ethic underpins their daily CI activities
• How CI ethics builds upon and interfaces with corporate and industry ethical standards
• The diversity of ethical application in different industries, cultures and countries 

Bonnie Hohhof is a prolific writer on the topic of CI and has worked in the corporate strategy offices of Ameritech (SBC) and Motorola. She is the editor of SCIP’s Competitive Intelligence Magazine, a SCIP fellow and Meritorious award recipient.

• How to distill business implications from larger competitive trends
• How to double the value of a competitive intelligence metholodology in the eyes of those allocating budget and deciding job cuts
• The role of positive and negative psychology in appealing to the decision maker’s mindset

Best Practices for Gathering Intel and Sealing Leaks
Competitive Intelligence Offense/Defense Track
Michael Wexler, and Robert Milligan
Intermediate
 
This course will address the scope of permissible corporate intelligence gathering and provide a candid assessment of espionage risk both internal and external. The experienced presenters will provide an overview of current legal trends in trade secret law around the nation concerning these issues.

Attendees will gain: 

• A better understanding of the current legal trends in trade secret law around the nation.
• A more developed appreciation of trade secret issues and other legal issues as they apply to CI professionals
• An opportunity to ask questions to experienced trade secret practioners about current trends in trade secret law and a discussion of ways to minimize risk and avoid liability as a CI professional

Michael Wexler is a partner at Seyfarth Shaw and heads its national trade secret practice. Robert Milligan is a senior associate with Seyfarth Shaw.
 
 
Beyond News Aggregators & RSS Feeds: Leveraging Internet Primary Sources to Gain Competitive Edge
Critical Skills Track
Chris Hote
Intermediate
 
Using practical examples, the presentation will cover the whole CI workflow and will describe how to identify relevant parameters to consider for monitoring a KIT and their direct or indirect online presence in primary sources. Attendees will analyze techniques to discover actionable information including early signals, new players and their relations, trends, or decisive events.

Attendees will:

• Learn to monitor internet primary sources for competitive intelligence to discover information unavailable on broad-based search-engines or news aggregators
• Learn how to identify relevant primary web sources for Key Intelligence Topics with a particular focus on blogs, Web 2.0, and the invisible Web
• Learn how to detect early signals from primary web sources and how to perform relevant analysis on unstructured online information, thanks to advanced text-mining techniques

Chris Hote is the CEO of Digimind, a leading provider of market and competitive intelligence solutions.
 
 
Competitive Financial Intelligence: Essential Skill – Often Omitted
Critical Skills Track
David C.D. Rogers
Intermediate, Advanced
 
A major gap in many CI professionals’ toolkits is an understanding of a competitor’s financial strategy. The competitor can only do as much as its financial circumstances allow. Money is the underlying driver: what the competitor has, what can be acquired and how it might be used. Presentation contains three updated case examples with considerable audience participation.
 
Attendees will learn:

• The power of dissecting a competitor's actual operating profit, not the version reported
• How a competitor can “financially engineer” expenses to make them look better
• How careful reading of a competitor's published 10Qs and 10Ks can signal major problems 

Dr. David C.D. Rogers is a consultant on strategic planning and executive development to dozens of Fortune 500 and multinational companies.
 
 
Anticipate Your Competitor Actions: A Practical Approach for Early Warning
Innovation in Competitive Intelligence Track
Alessandro Comai and Joaquin Tena
Intermediate, Advanced
 
Have you been struggling with the challenger of anticipating competitor’s action? This presentation will offer a practical approach to start-up an early warning system based on an intuitive framework. Several short cases studies will show how the framework works in practice so that practitioners can apply the tool in the firm. 

Attendees will:

• Learn how to apply an early warning process
• Understand how to map out competitors activities
• Identify potential indicators that allow you to foresee industry changes

Alessandro Comai is a Ph.D. candidate at ESADE business school and an associate professor of the University of Pompeu Fabra in Barcelona, Spain. Joaquin Tena is an associate professor at the University of Pompeu Fabra and director of the MBApt at IDEC.
 
 
Taxonomy of CI Software Configurations: A Study on Small and Medium-Sized Enterprises in Malaysia
Innovation in Competitive Intelligence Track
Ariff Juhari and Derek Stephens
Intermediate
 
Attendees will be exposed to the nature of small and medium-size enterprises (SMEs) in the information technology sector in Malaysia, from the perspective of competitive intelligence. This presentation will explain a more customized approach to constructing CI software evaluation frameworks for SMEs, and the research findings that formed a taxonomy of SME configurations in terms of specific CI software needs.

Attendees will:

• Be exposed to the nature of small and medium-size enterprises (SMEs) in the information technology sector in Malaysia, from the perspective of competitive intelligence
• Learn of a more customized approach to constructing CI software evaluation frameworks for SMEs
• Learn about the research findings that formed a taxonomy of SME configurations in terms of specific CI software needs 

Ariff Juhari is a lecturer and deputy director of knowledge management at Universiti Sains Islam Malaysia. Dr. Derek Stephens is a senior lecturer in the Department of Information Science at Loughborough University.

Increase your CI ROI
Active DialogTrack
Tim Powell

During a recession, it’s more important than ever that CI professionals provide convincing evidence that you’re directly creating value for the organization.  In this hour, we’ll explore ways to approach this challenge.

Tim Powell has been studying intelligence “points of pain”—the things that CI practitioners report often go wrong in intelligence.  He’s found that about 50% of these have to do with creating and/or communicating ROI.  If the CI value proposition isn’t there, other common CI problems—like scarce resources, lack of engagement with senior decision makers, and susceptibility to cut-backs—usually follow.

Join us and learn:

• Fundamental ways to maximaize the value added by your intelligence
• Specific techniques you can apply
• How to obtain free and low-cost resources to help you 

Linking CI and Overall Company Strategy for Competitive Advantage
Professional Effectiveness Track
Tim Kindler
Intermediate and Advanced

This session will detail a process for aligning CI with overall corporate strategy that should be used from start to finish.  Topics to be covered include: organization structure and alignment, communication issues, key deliverables, and metrics for success.

Attendees will understand: 

• CI and strategic planning have a sybiotic relationship. A process for aligning CI and strategy will be provided
• Organization structure and alignment, communication issues, and key deliverables all should be tailored for better integration of CI into the realm of strategy. Recommendations will be presented. 
• A CI function needs its own strategic plan for its ongoing success and effectiveness. Suggested steps in this process will be introduced. 

Tim Kindler is a director of competitive intelligence for the Eastman Kodak Company.

How Does a CI Company Do Its Own CI?
Competitive Intelligence Offense/Defense Track
Jesper Martell
Beginner, Intermediate
 
Competitive Intelligence (CI) solution providers often preach CI for others, but do they always practice what they preach themselves? Learn how even small, medium sized enterprises can have a highly effective CI system by using simple, cost-effective tools.
 
Jesper Martell is the CEO and co-founder of Comintell. He is responsible for the overall operational activities at Comintell, with a special focus on marketing and sales
 
 
Spotting Tomorrow’s Opportunities: Building a Strategic Early Warning Function
Critical Skills Track
Kenneth Sawka
Intermediate
 
If a company is continually reacting to industry developments it did not see coming, instead of developing and deploying strategies that acknowledge and address plausible future industry conditions, it is failing to seize opportunities, or to take steps ahead of time to avoid threats. This presentation will describe how to develop an early warning analysis and communications process that conveys assessments of future threats and opportunities to decision-makers.

Attendees will:

• Learn how to impact the development of growth strategies by spotting and assessing future competitive threats and opportunities
• Understand the unique aspects of a growth-oriented strategic early warning system, and its relationship to the competitive intelligence function 
• Learn the fundamental components of a strategic early warning system, and how to implement them 

Kenneth Sawka is a managing partner of Outward Insights and an expert in competitive intelligence, early warning systems, and competitive strategy.
 
 
C-Level Intelligence: Executive Interviewing for Knowledge and Insight
Keith Herndon
Advanced
 
CI practitioners understand that primary interviews can be an important tool to gain valuable information. But how do you approach primary research when the questions require respondents who have high-level knowledge and a deep understanding of the issues? This presentation focuses on targeting primary research at C-Level executives and other senior managers in order to gain market insights that would not be available otherwise.

Attendees will:

• When should you consider using Executive Level intelligence?
• What does it take to execute an Executive Level interview?
•  How do you recruit Executive Level respondents?

Keith Herndon is president of Internet Decisions, LLC, which specializes in primary and secondary qualitative research for business development and strategic planning engagements. Before starting the consultancy in 2005, he held several executive positions including vice president of planning and product development at Cox Interactive Media.
 

 
Building Profit into Products: How CI Can Create Profitability by Discovering Customer Value and Pricing In Early Stage
Innovation in Competitive Intelligence Track
Nicole Hamilton Bernheimer
Intermediate
 
This session will investigate how both competitive intelligence and customer intelligence can be used to determine product value more effectively in early stage product development, to produce higher profitability later on. Pricing strategy will be discussed, including ways to use competitive intelligence to more effectively determine price calculations and customer value.
 
Attendees will: 

• Learn to deliver communication in a timely action oriented manner through multiple channels of communication tied to the firm's core competency 
• Find and engage internal sales and marketing information resources
• Recruit and keep an executive sponsor--using consistent communication and measurement techniques

Nicole Hamilton Bernheimer founded Amoebic in 2005 to provide top-notch product strategy services to augment and enhance company product development efforts.

How to Use CI for Growth Initiatives
Active Dialog Track
Scott Leeb
Intermediate, Advanced

While the current economic environment has resulted in intense efforts by organizations to focus on cost management, this does not mean that revenue generation efforts should fall by the wayside. This track will explore what efforts the CI function needs to undertake to help support growth initiatives in your organization.  It is intended for both practitioners and managers, at all experience levels.

Attendees will learn:

• How CI can drive growth initiatives within your organization
• How to select the right initiatives to create the greatest impact
• How to measure the value of your efforts

Scott Leeb is the Vice President for Business Intelligence at Prudential Retirement, which delivers retirement plan solutions for public, private, and non-profit organizations.

• Hear how to overcome the organizational impediments to innovative CI
• Exchange new, innovative techniques with CI peers from across industries and geographies
• Take away new types of thinking and working that you can bring back to your CI job

Bill Fiora heads the competitive intelligence function at Nixon Peabody, a Global 100 law firm.

Fast-Changing Face of CI in Asia
Competitive Intelligence Offense/Defense Track
Mark Pitts
Beginner, Intermediate, Advanced
 
Competitive intelligence as a tool that was previously limited to high level corporate scanning and benchmarking in Asia has permeated across most of the value chain of customer acquisition, competitive strategy formulation and sales planning activities. The presentation will highlight the incremental changes and striking difference of CI methodologies in Asia, across major countries, especially India, China and the emerging countries – hotspots in Asia.

Attendees will:

• Understand the current state of CI in Asia and highlight the differences of approach in China and India. Current CI threats vs. CI opportunities
• Comprehend the “adoption quotient” of Asia corporate executives towards CI related methodologies and their perceptions on “CI” as a corporate function
• Learn essential and practical tools to conduct CI manoeuvres in Asia 

Damien Duhamel is the Asia Pacific Managing Director of kae:marketing intelligence, a global marketing and innovation strategy company with offices in London, Washington, Singapore, and Shanghai.  

Successful Internal Networking for Improving Your CI Performance
Professional Effectiveness Track
Adrian Alvarez
Intermediate
 
The presentation will outline the results of a research of 75 Latin American, Spanish, and Portuguese companies on which practices have been effective and ineffective in internal networking, with examples of the most effective and least effective ones as a means to learn from experience.

Attendees will:

• Learn how to spot who must be in your network for your work to be successful 
• Learn how to use training as a key element of getting collaboration and how to successfully reward program for collaborating with the CI department 
• Learn how to use internal meetings for getting and successfully spreading CI

Adrian Alvarez is founding partner of Midas Consulting, a consultancy that focuses on competitive intelligence and management consulting in Latin America, Spain, and Portugal.
 
 
Global Competitive Intelligence, On Demand
Critical Skills Track
Alan Michaels and Arsen Pereymer
Advanced
 
This session will provide business executives and CI professionals with a unique and superior business tool for global market segmentation and for analyzing industries and competitors. Session participants will view a model of the top 10,000 global industries, each of which has its own competitive landscape, which together make up more than 95 percent of the world’s economy.

Attendees will:

• Better understand how to analyze any portion of the global economy in terms of the top 10,000 industries - each of which is defined using a common methodology that leverages ideas from Michael E. Porter and his five forces analysis
• Appreciate how to combine industries to analyze industry groups and their competitors (for example: corporate banking, pharmaceuticals, specialty chemicals, etc.) while still maintaining Porter’s strategically-relevant industry framework
• Learn how to analyze and compare companies side-by-side, at the line-of-business level where true competition takes place

Alan S. Michaels is the president of eCompetitors Inc. and has over 25 years experience in leadership roles at major corporations Arsen Pereymer is the CIO of eCompetitors Inc.
 
 
The Deep Web Unfolded: Effective Use of the Invisible Web Tools for CI
Critical Skills Track
Arun Jethmalani
Beginner, Intermediate
 
The Deep Web is estimated to be 500 times bigger than the searchable Web or Surface Web.Today, the number of resources and tools available are enormous, and the challenge lies in using these intelligently to sift through the maze of information on the Invisible Web for effective CI. This presentation seeks to clarify this and much more.

•       Understand the vast resources available to search the 
        Deep Web
•       Learn how to identify the ‘Useful’ resources
•       Learn how to optimize the time spent in getting the best
        results by innovative search techniques

 
 
Resume Mining
Innovation in Competitive Intelligence Track
Michael Danke and Keith Hermiz
Intermediate
 
A key challenge practitioners of CI face is "How do I do more CI with less resources. In this workshop, learn how the market intelligence function at IBM increased the "information density" of resumes to generate competitor client lists in record time -- using tools your company may already own.

Attendees will:

• See a case study
• Understand many of the issues involved,
• Determine if next steps may make sense for them to use the approach at their company 

Michael Danke works in IBM Market intelligence, applying CI techniques and technology to complex business problems for IBM. Dr. Keith Hermiz is the analytic consulting practice leader within IBM’s Market Intelligence Center of Excellence.

Mastering Company Secrets in Ten Easy Steps
Competitive Intelligence Offense/Defense Track
Naomi Fine
Beginner, Intermediate
 
Although information loss is generally recognized as a business risk, CI professionals can contribute to making the human side of information protection more real and effective. This session will describe the key elements of your information protection education and awareness strategy and the importance of the CI perspective in developing it.

Attendees will:

• Learn a strategy for ensuring that your company does not give away more valuable information than it receives
• Understand how to use a formula for engaging employees by imprinting in their hearts and minds inspiration to protect your company’s valuable information and create intellectual property
• Become familiar with case study examples of effective information security education and awareness initiatives to address each stakeholder audience

Naomi Fine is the CEO of Pro-Tec Data and the author of IP Tips™, an information protection awareness subscription bulletin.
 
 
Capture CI from Sales & Customers for Lucrative Product Development
Professional Effectiveness Track
Ellen Naylor
Intermediate, Advanced
 
This presentation will start with a discussion of how to give to sales in order to get good intelligence in return—which is a common practice by CI professionals. Good CI professionals spend time developing a relationship with sales, since they are a key intelligence source for tactical information.

Attendees will:

• Learn the motivation behind sales people to become regular contributors of CI, beyond the usual “give to get” motivation many CI managers engage in
• Learn how to engage sales in product development, a key competitive advantage for any company
• Learn how to train sales people to be good interviewers and elicitation experts to uncover what products customers will buy from you, so your product managers develop the right product features and positioning, as well as where the competition is strong and weak 

Ellen Naylor is the president of Business Intelligence Source and has 30 years of sales and marketing experience across numerous industries.
 
 
Using the Cultural Orientation Indicator™ to Drive More Effective Elicitation Strategies Across the Globe
Paul Kinsinger
Beginner, Intermediate, Advanced
 
Attendees will learn how Cultural Orientation Indicator™, a statistically validated self-assessment tool that measures work style cultural preferences across ten key dimensions, can be leveraged to improve core skills like diagnostics, elicitation, analyzing data, and communicating results that every CI professional must excel in to succeed in today's workplace.

Attendees will:

• Learn how Cultural Orientation Indicator™, a statistically validated self- assessment tool that measures work style cultural preferences across ten key dimensions, can be leveraged to improve core skills like diagnostics, elicitation, analyzing data, and communicating results that every CI professional must excel in to succeed in today's workplace
• Learn how to use the COI's detailed country cultural preference profiles to help them develop more effective elicitation skills with regard to people from other cultures—a key challenge in a diverse workforce and in the global economy
• Learn how to apply the COI country cultural preference profiles in two case studies: China and the local Chinese business communities in Malaysia, Thailand, and Singapore, and in Germany and German-speaking Austria and Switzerland

Paul Kinsinger is a professor at the Thunderbird School of Global Management and Managing Consultant of the Thunderbird Learning Consulting Network
 
 
Offshoring: Benefits and Challenges of Offshoring CI
Critical Skills Track
Javier de Santos
Advanced
 
Beginning with the offshoring of manufacturing, offshoring has steadily evolved into areas of professional services. After a brief introduction to the offshoring trend and how it has affected other industries, this session will focus on what makes offshoring compelling to CI.

Attendees will:

• Discover how offshoring will impact CI
• Learn the benefits and challenges of offshoring parts of your CI 
• Discover how your company can gain competitive advantage by leveraging offshoring

Javier de Santos is a director of The Mind Company and has consulting experience as an associate with Booz Allen Hamilton and as a senior manager at Kaiser Associates.
 
 
Optimizing Your CI Collection: Where PubINT Meets HumINT and Beyond
Critical Skills Track
Toni Wilson
Beginner
 
Attendees will learn how published intelligence (PubINT) and human intelligence (HumINT) come together to create a comprehensive “big picture” of the competitive environment. This presentation will identify information sources, tools and techniques for collecting and analyzing information through PubINT and HumINT, and the research approach that falls between the two.

Attendees will:

• Learn to understand how published intelligence (PubINT) and human intelligence (HumINT) come together to create a comprehensive “big picture” of the competitive environmen
• Learn about how current technologies and evolving means of communication are enabling a more productive and ultimately successful CI collection effort
• Identify information sources, tools and techniques for collecting and analyzing information through PubINT and HumINT, and the research approach that falls between the two 

Toni Wilson is principal educator and consultant at MarketSmart Research Services. Prior to establishing the company in 2000, she was an intelligence practitioner at LexisNexis, a leading information services company, for more than 15 years.
 
 
Opposition Research: What Politicians Can Teach CI Professionals About Early Warning
Innovation in Competitive Intelligence Track
Arjan Singh and Ed Payne
Intermediate
 
We often attribute good planning, anticipating competitive moves, and executing on plans as something well-oiled, successful corporations do. Surprise! Politicians may out-anticipate, out-plan and out-execute even the best of the multinationals. This presentation will describe in detail how CI is conducted in political campaigns and practical lessons for the CI practitioner.

Attendees will:

• Learn how CI is conducted in Political Campaigns
• Understand how campaign staff prepares a candidate for the unexpected
• Determine how you can use these techniques in your organization

Arjan Singh is a Vice President in Fuld & Company’s Consulting Practice. Edward Payne, is a senior analyst at Fuld & Company and former analyst for a national political party.
 
 
CI2020: What Might CI Look Like in the Year 2020?
Active Dialog Track
Craig S. Fleisher and Arik Johnson
Intermediate
 
The first 25 years of competitive intelligence history has always been more about understanding and anticipating the future as it has been concentrated on the dynamics of the present. This session will engage that insight and foresight to imagine and react to what those possibilities might become and begin creating a shared understanding of how we might get there... together.

Attendees will:

• Examine the potential alternative futures of the CI profession and construct a best-case, worst-case, most-probable and highest-impact matrix of evolving scenario visions
• Apply techniques of collaborative "futuring" to develop foresight using the CI2020 case example
• Discuss what the analytical framework of the future will look like and how it can be optimized and automated
• Learn from one another where CI is best positioned to succeed in the future and what topics it should focus on

Craig S. Fleisher holds the Windsor Research Leadership Chair and is Professor of Management (Strategy and Entrepreneurship), Odette School of Business, University of Windsor, Ontario, Canada. Arik Johnson is chief executive of the competitive intelligence think tank and reconnaissance bureau, Aurora WDC, which he founded in 1995.

• The definition of due diligence
• Its application for CI professionals as it relates to mergers
• What the due diligence process can provide for the CI professional and their stakeholders and clients

• Get profiles of the most commonly used social networks in CI
• Hear real life examples of social networking has been tapped by CI professionals
• Share experiences on how social networking has benefited attendees

• Discover the key reasons why CI budgets get cut
• Understand how to position yourself as a “hero”
• Learn the five key steps to take to avoid you or your budget being cut ever again

• Discover specific tools and tactics to harness CI quickly, cheaply and ethically
• Enhance your awareness of the less-obvious sources of CI that surround us
• Boost your ability to make the most of limited CI resources

• Obtain a new understanding of the anatomy of a cyber attack
• Understand the motivations, tools and behavior of attackers
• How to turn complex technical data into a high-value intelligence brief

• Gain a broad view on problems and emerging demands for an effective CI education and how the gap between practice-related academic education and the demand for professionals from a market point of view affects the evolution of professional CI education
• Be provided with a framework that allows him to identify his own position and requirements for an enhancement of mentoring and training programs through learning relationships towards a sustainable knowledge exchange.
• Be able to take-away implications how to encounter increasing demand-oriented CI education

• Understand role of competitive technical intelligence (CTI) in companies whose products have a technology basis
• Appreciate the importance of bridging the technology-business interface, with emphasis on communication, “translating” the technical issues to ensure access by both technology and business management
• Learn of six actual cases, illustrating what can happen when this “bridging” is/is not effective, with clear “lessons learned” for CTI and CI analysts alike

• Gain an understanding of the scope that should be covered through win/loss analysis to serve both tactical (sales) and strategic (marketing) objectives
• Review case examples of how to map the process and identify areas in need of improvement for their client
• Review case examples of how to keep a program actionable and timely thereby continually providing important feedback for improved performance.

• Learn how accurate predictive markets are and have been
• Learn how predictive markets are now applied in business
• Understand who the vendors of predictive market software are and how they work

• New staffing models including offshore and outsourcing arrangements
• Challenges in managing diversified and remote teams including required organization structure, and considerations around required media, tools, etc. 
• Tips in managing new CI teams including what is required from a training, oversight and communication standpoint

• Learn the current established CI practices in Europe
• Understand why the European definition, image, and general understanding of CI is different to that in North America.
• Learn the main results gained during a CI study in reference to definition and organization of CI activities, information requirements, users of CI information, technological and financial support, human resources, problems, problems during information collection, and analysis and future outlook of CI activities.