THURSDAY, MAY 14, 2015 GENERAL SESSION & EXHIBITION
7:45 AM - 8:30 AM Registration and Breakfast
8:30 AM - 8:45 AM Opening Remarks
8:45 AM - 9:15 AM
KEYNOTE - Fast, Cheap and In Control: The Future of Predictive Analytics
Founder & CEO
Data is faster, cheaper, and easier to control. Analytics major companies struggled to obtain just a few years ago are now accessible for any small business with an Internet connection. Staying ahead means expanding our oversight beyond a company, beyond an industry, to include myriad social, environmental, financial interdependencies. This keynote will look at how early adopters are gaining a competitive edge by accounting for externalities – factors outside their direct control – and how to create metrics and benchmarks for these emerging indicators. Topics include enterprise social networks, collective intelligence and data visualization, and what these could mean for building the future of predictive competitive analytics.
9:15 AM - 9:45 AM
GAME CHANGER 4 SPOTLIGHT – Reaction Time and Outputs
Visualizing the World's Data for Competitive Intelligence
In our modern world, disparate sectors such as automotives compete with technology companies. Now that clear definitions for competition no longer exist, our traditional methodologies no longer work. They're too manual and time intensive to keep up with the ever expanding world of unknowns. In this presentation, we'll explain how data visualization, powered by advanced algorithms, can drastically speed up the research process and provide comprehensive insights on related stakeholders and emerging players. Using a real-world example, we'll show how to reveal hidden patterns in rich landscapes of information, empowering you to drive major strategic decisions in innovation, investment, and messaging.
9:45 AM - 10:30 AM
THE GREAT DEBATE: Do the Benefits of Organizations Adopting and Performing CI Outweigh its Risks?
Director, Competitive Intelligence
Dr. Craig S. Fleisher
Chief Learning Officer & Director of Professional Development
Manager, Market Insights, Client Research
Recent (British Journal of Management, 2015, by Reinmoller & Ansari) academic research examined CI as a field that persists despite being stigmatized for having (dubious) benefits that cannot be overtly acknowledged or publicized. The authors suggest it is risky for organizations to adopt and use CI because they too, may be stigmatized. They wondered how the field can persist under these conditions, and did research of CI practice in US organizations covering the period of 1985-2012 in arriving at their findings. They found that CI persists because CI practitioners were: 1) “keeping it opaque to avoid the negative effects of stigmatization, 2) “constructing” usefulness to justify its ongoing use by leveraging accepted beliefs and invoke fear of unilateral abandonment and 3) adapting it by developing multiple versions to increase its zone of acceptability.”
Is this really what CI practitioners are doing to promote their function and themselves? If yes, how do you make these 3 tactics work best? If it is not true, how are practitioners demonstrating the relative benefits CI provides to their executives, and building it up as a valued contributor to their organization’s success? We’ll look forward to exploring this together in this interactive, plenary session.
10:30 AM - 11:05 AM Networking, Refreshment, and Exhibition Break
F1 - Anatomy of a Killer Chart: Four Key Guidelines
Principal Analyst, Competitive Intelligence, Strategic Insights
One engaging and memorable page can make all the difference. Sometimes called a “money chart,” meaning that the consultant earned their fee off that one page, or a “killer chart” meaning that doubt was killed and decisions were made. Most likely the presenter didn’t just stumble onto it. They followed four rules for building a “killer chart,” and likely used one of twenty analytic models that have worked for others.
Anatomy of a killer chart – four key guidelines for building one
The common sense and cognitive science behind these four rules
Twenty analytic models that you can pick from for your own killer slide
F2 - Basic Decision Frameworks: Effective Analysis for Exasperated Executives
Manager, Competitive Insights
Head of Content/Legal Market Strategy
You are a CI pro. You know Michael Porter, but want to knock out your deliverable like Mike Tyson. In this session, we will discuss how to move beyond the theoretical and build a book of analysis templates that are impactful, and don’t take more time to explain the model than your analysis. We’ll discuss when you, as a practitioner should be rigid, and when you should adapt to your industry and your company. In short, how do you increase your company's CI IQ over time, without them even knowing it?
Insight into why SWOT Analysis, while simplistic, might be what your company needs
How to take the 5-Forces and work it for your company
KITs – How to ‘recast’ them in a way that makes sense for people who can’t tell you what KIT stands for.
Newsletters: Why they aren’t bad (and can be good advertising for you)
F3 - Game Changers’s Communication Skills: Influencing Decision Makers through Storytelling in CI
Alexandre Del Ray
FIPE Business School
Planning a nice Intelligence Project, collecting and analyzing market and competitive information or finding an important issue in your Early Warning System is just half of the way towards achieving a successful result. Nothing will be worth if you can't convince the top management of your organization of what is happening, why is it important to do something, and what are the most recommended options the company has. This session aims to be a lab to discuss and practice some best approaches of communication, including the generation of powerful support material and great speeches.
The ability to plan and prepare a structured communication flow for your presentation
A guide to creating powerful slides containing your key messages in a clean and direct way
Insight into engaging your audience in a conversational environment where ideas, discussion and recommendations are available in a friendly atmosphere
F5 - Market Size and Forecasting Estimation
Manager, Strategic Marketing
If you are new to MI (especially B2B environments) then someone soon will ask you the size of your market and its growth rate. Don't get discouraged. This session presents some examples on how to handle and complete this task.
• A framework for proper segmentation; your answer could differ from industry analysts because of varying segmentations
• How to use competitors' answers and verify their results
• A guide to knowing the difference between average and compound growth rates and how to use them to forecast a market
A1 - 7 Traits of Highly Performing CI Functions: Building a Level of Effort Strategy to Move from KITs to Decisions
Smith L. Johnston Scholar
In an era of increasing competition, executives need better, faster, and more actionable insights about their customers, their competitors, and their markets. Insights and intelligence professionals need to target their limited time and resources on the most impactful activities. Researchers from Emory University recently studied these functions at top companies around the globe. Join SCIP veteran Ben Lawder as he presents this new primary research and shares best practices of highly performing CI functions.
What the top performing insights and intelligence functions have in common
Time-consuming and low value CI activities that you should stop doing
Tips for communicating the value of your CI function
A2 - Market Share Calculations and Early Warning Signals – Step Up Your Game & Become Sales’ Best Friend
Corporate Market Intelligence and Research Manager
Acadian Seaplants Limited
Both beginners and advanced CI professionals need to be aware of the value of using trade data to monitor your competitors, keep your customers honest, size up a market, its growth rate and identify new opportunities. Learn what database options are available; their advantages, intricacies and shortfalls; how to assess their fit with your business objectives and target markets; and how to use them to find your competitor`s pricing, calculate the size of the market, pinpoint your market share and provide early warning signals. Using a real world example, this session will bring you one step closer to being the go-to CI resource for your internal stakeholders.
Finding the right data: What data is available to the CI professional
How to read often misleading data and find sometimes elusive competitor`s shipments, products, “real” pricing and customers
How to use trade data to estimate the size of the market and calculate market share
A guide to using alerts for early warning signals to keep one step ahead of the competition
Tips for designing an analysis and reporting tool that is executive friendly
A3 - Actionable Intelligence: Patent Visuals that Drive Effective Insights and Decision-Making
TEMI/University of Colorado - Denver
The main objective of the session is to highlight specific visualizations and analytics that draw from vast amounts of patent information to provide powerful insights that drive decision making and that support concrete objectives via techniques such as: Portfolio Breakdown, Market Segmentations, Gap Analysis, Adjacent Technologies, Trendspotting, Territory Tracking, and more!
An understanding of the importance of visualizations in decision making
Specific techniques that provide powerful visualizations
Insight into the way these visualizations drive fast and effective decision making for competitive intelligence as specifically drawing from the vast world of patent data
A4 - Intelligence Methodologies: A Case Study of The NFL
Senior Manager for Market Intelligence
The best intelligence organization in the U.S. has a three letter name - the NFL! See the myriad of techniques and strategies that give NFL the best intelligence gathering and analysis available. The success is all the more interesting given the incredible time constraints of weekly competition. It remains impossible to predict, but fun to watch.
An understanding of time's effect on competition.
Insight into the so-called Boyd Loop, (the driver behind the F-16's lethal capabilities), that is now taught in business schools worldwide.
An understanding of the importance of communications - the reason your favorite rookie dropped four rounds in the draft is because he bombed the communications test that is also given to Special Operations forces.
A5 - Innovative Intelligence Futurist Group (Invitation Only)
Email firstname.lastname@example.org for details.
LL4 - LEARNING LAB
In the Learning Lab, participants will rotate through 3 interactive pods and learn how to use tools and templates that will increase efficiency and effectiveness.
1. The Decision Support Template – A Tool to Engage & Align Key Stakeholders
Senior CI Strategist
Integrated Strategic Information Services
The Decision Support Template is a tool used by the United States Army in association with their planning processes and intelligence preparation of the battlefield processes for years. This tool has been adapted for use in strategic and market planning as a way to integrate intelligence into the decision cycle, focus intelligence collection and analysis efforts against an actionable requirement, and to coordinate and align the intelligence-based actions of key stakeholders across the organization (sales, marketing, strategy, etc) to successfully execute a specific initiative.
2. External Factors Over Time
Template of a visual tool that emphasizes the influence of external factors over time including: past, present and future.
3. Funneling: the CI Swiss Army Knife - A Tool for Prioritization
Real life examples of the applications of funneling, which is a tool for prioritizing: 1) Products to be developed and introduced (most common application) 2) Markets/countries to analyze and or enter 3) Distributors for marketing the company’s products 4) Companies to acquire or joint venture with (least common use).
MI 4 - MARKETPLACE OF IDEAS
An informal discussion to debate a range of topics in a casual open forum.
Reaction Time & Outputs
Goal: Brilliantly displayed visuals that have impact.
Reality check: Mountains of data, statistics and analytics are available to anyone - and this is a problem!
Join this informal discussion on new techniques and technologies that may just be the answers you’ve been looking for. How do you ensure use of credible analytics and elevate the intelligence position beyond what someone see’s as just data collection. What’s the next level for intelligence given the myriad of analytics that are now readily available?
• Your company has a mature method of presentation – or maybe “mature” means outdated! Join in the discussion on how to
freshen things up and add new insights and impact analysis.
• What’s the next level for intelligence given the myriad of analytics that are now readily available? How do I assess, and make recommendations that make me a more credible and an invaluable part of the decision-support team?
11:05 - 12:05 PM
GAME CHANGER 4 DEEP DIVES
Concurrent sessions that will explore how to make decisions fast, accurately and to the point.
12:00 PM - 12:10 PM Session to Session Travel Time
12:10 PM - 12:30 PM
Game Changer Interactive Dashboard Showcasing Live Data and Audience Insights
12:30 PM Closing Remarks
The 30th Annual SCIP International Conference & Exhibition Closes