Your senior VP of Marketing comes to you with a request for information on your top three competitors’ products, services and marketing plans. You are able to collect a significant amount of information, but how do you organize the data and make sense of it all? This discussion will highlight a few analytical tools and techniques that information professionals can use to gain additional insights from the information they have collected. Using real-life case studies, the presenters will demonstrate tools that can provide decision makers with a keener understanding of your industry, markets, competitors and future business environment. The presenters will provide “analytical templates” that can be used to organize, evaluate and assess the information, and provide guidance to the attendees on when and how to apply the techniques.
Claudia Clayton; Michel Bernaiche, Aurora WDC; Fred Wergeles, Fred Wergeles & Associates LLC
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