FULL AGENDA            

MONDAY, MAY 11                    TUESDAY, MAY 12                   WEDNESDAY, MAY 13            THURSDAY, MAY 14 

 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

 

Leo Bonanni

Founder & CEO

Sourcemap.com

 

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

 

Sarah Pilewski

Principal

Quid

 

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?

 

MODERATOR:

 

Alysse Nockels

Director, Competitive Intelligence

Intel Security

 

DEBATERS:

 

Dr. Craig S. Fleisher

Chief Learning Officer & Director of Professional Development

Aurora WDC

 

Kevin Mann

Manager, Market Insights, Client Research

IBM Corporation

 

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

 

FUNDAMENTAL LEVEL 

 

F1 -  Anatomy of a Killer Chart: Four Key Guidelines

 

Kevin Mann

Principal Analyst, Competitive Intelligence, Strategic Insights

IBM

 

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.

 

Key Take-Aways:

  • 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

 

Phil Britton

Manager, Competitive Insights

Ulta Beauty

 

Jobst Elster

Head of Content/Legal Market Strategy

InsideLegal.com

 

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? 

 

Key Take-Aways:

  • 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

MBA Professor

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. 

 

Key Take-Aways:

  • 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 

 

Levy Bouligny

Manager, Strategic Marketing

CGG

 

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.

 

Key Take-Aways:

• 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

 

 

 

ADVANCED LEVEL 

 

A1 - 7 Traits of Highly Performing CI Functions: Building a Level of Effort Strategy to Move from KITs to Decisions 

 

Ben Lawder

Smith L. Johnston Scholar

Emory University

 

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.   

 

Key Take-Aways:

  • 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 

 

Scott Bronson

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.  

 

Key Take-Aways:

  • 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  

 

Richard Mignogna

Principal Consultant/Lecturer

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! 

 

Key Take-Aways:

  • 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 

 

Tom Waters

Senior Manager for Market Intelligence

Jabil

 

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.    

 

Key Take-Aways:

  • 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 ltrikha@scip.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

 

Larry Fauconnet

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

 

Hannah Corton

Student

Mercyhurst University

 

Megan Hardy

Student

Mercyhurst University

 

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

 

Adrian Alvarez

Managing Partner

Midas Consulting

 

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

 

MODERATOR:

 

Michael Sutton

Associate Professor

Westminster College

 

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?

 

Discussion Topics:

• 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