How to Build Visibility, Trust and Collaboration with Intelligence Aggregation Systems

The Intelligence Collaborative
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How To Build Visibility,
Trust and Collaboration with
Intelligence Aggregation
Systems
A Complimentary Webinar from Aurora WDC
12:00 Noon Eastern /// Wednesday 10 June 2015
~ featuring ~
Zena Applebaum Derek Johnson

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Zena Applebaum
Zena Applebaum is the Director of Competitive Intelligence at Bennett Jones
LLP, a leading international law firm based in Canada. Zena’s primary
responsibilities include practice development, market and competitor
performance analysis, client relationship management, counter-intelligence
and marketing. Zena brings a unique perspective to intelligence and market
dynamics as a result of broad business development, data management,
marketing, and corporate research experience in a variety of sectors. Zena
has a joint academic and applied Master of Arts degree in Communication
and Culture from York and Ryerson Universities. A regular speaker and writer
on competitive intelligence topics in Canada and abroad, Zena authored
“Business Intelligence for Law Firms” published in November 2012, by The
Ark Group. Zena currently serves as a The Chair of the Special Library
Association Competitive Intelligence Division Board of Directors and is a
former member of the SCIP Board of Directors.
Email: ApplebaumZ@bennettjones.com Twitter: @ZAppleCI
The Intelligence Collaborative is the online learning and networking
community powered by Aurora WDC, our clients, partners and other friends
and dedicated to exploring how to apply intelligence methods to solve real-
world business problems.
Apply for a free 30-day trial membership at http://IntelCollab.com or learn
more about Aurora at http://AuroraWDC.com – see you next time!

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Questions, Commentary & Content

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AGENDA
• Why Collaboration Matters
• Intersection Points
• What kind of collaborator are you?
• A CollaborativeApproach to CI
• Theory of Collaboration
• Mechanics of Collaboration
• What is an Aggregation System or Intelligence Platform
• Aggregation System Considerations
• Competitive Intelligence = Leadership In Collaboration

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Why Collaboration Matters
Collaboration makes organizations:
► Coordinated
► Efficient
► Balanced
► Motivated
► Competitive

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What kind of collaborator are you?

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A Collaborative Approach to CI
Built in
HUMINT, CRM+
and
Competitive
Advantage
Marketing
HR &
Learning &
Development
KM, Info
Services
Finance
R&D
Systems/IT

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► Business is " all about capturing intellect from every person...the more people you
can capture it from , the better the intellect" - JackWelch
► In connecting the dots between people, events, and circumstances so that
organizations can achieve the ultimate competitive advantage.
Theory of Collaboration

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Mechanics of Collaboration
Participatory or collaborative systems encourage collective information gathering;
promoting intelligence, driving new business opportunities.
Source: BetterCollaboration.org

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► Aggregation platform to bring together internal and external data
► One stop information, analysis and intelligence shop
► Two way communication platform - sharing intel, seeing who is
reading/accessing what, analytics
Why Do I need one?
► "We each know what we all know" – how our clients and customers
think
► Access to two way communication
► Automates collection and dissemination, frees up the analysts to
actually analyze.
What is an Aggregation System or Intelligence Platform

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Current Awareness + Intelligence
= Competitive Advantage
On-going media
searches, customized
alerts, news,
Internal Commentary
Sales Feedback
Early warning indicators
– opportunity
identification
Due Diligence Report
Analyst Coverage
A PortalTo CompetitiveAdvantage -Visible OnlyToYou

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► Taxonomy
► Unified language across departments and functions
► Data Collection
► Where are the data sources?
► Automated data collection - tagging, source master
► Portal/Dashboard design
► Access points
► Mobile
► TwoWay Comms
► Report Design – NewsletterTemplates etc.
► Working with Marketing Communications
► Brand Management
► Unification ofVoice
► Metrics & Analytics
► ROI
► "Big Data" – informing collection development, social media presence
► Legal concerns – privacy
Aggregation System Considerations

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A Sample System

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Competitive Intelligence = Leadership In Collaboration

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Thank you! Now how about a little Q&A?
Zena Applebaum
ApplebaumZ@bennettjones.com
@ZAppleCI
The Intelligence Collaborative is the online learning and networking
community powered by Aurora WDC, our clients, partners and other friends
and dedicated to exploring how to apply intelligence methods to solve real-
world business problems.
Apply for a free 30-day trial membership at http://IntelCollab.com or learn
more about Aurora at http://AuroraWDC.com – see you next time!

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