Going Beyond Google: Building Competitive Insights

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Instructor: Sean Campbell

Nearly every company can benefit from having a clearer view of the competitive and industry landscape they inhabit. However, building up this picture at a tactical and strategic level can take a significant amount of time. There are tools that can help you more quickly to build a snapshot of your competitors and the industry you share. Additionally these tools can provide checks and balances that help ensure that you are seeing an accurate picture upon which to base your decisions.  This workshop provides those tools.

First in terms of a rich array of competitive intelligence sources, across open source intelligence (OSINT) and human intelligence (HUMINT) sources, and secondly by providing a set of trusted frameworks you can use to analyze the intelligence in hand.  By the end of the workshop you will be able to more quickly understand the competitive landscape that surrounds you as well as how to effectively analyze and frame competitor or industry momentum. Techniques will be based in part on one of Cascade Insights books – Going Beyond Google: Gathering Internet Intelligence, now in it’s 4th edition.

You will learn:

  • 30+ free web based tools that any business can use to monitor, track, and analyze competitor behavior
  • Best practices on how to utilize human intelligence effectively and ethically
  • How to make plans for the future that include what actions your competitors may make and how the market may move in the months and years ahead.

You will also receive a copy of one of Cascade Insight’s books – Going Beyond Google: Gathering Internet Intelligence – now in it’s 4th edition.

About Sean Campbell

seancampbellOnce you understand an industry, market, or competitor, you’re left with the hard question of what you need to do to be successful. Sean focuses on generating actionable strategies that organizations can depend on, using a mix of frameworks and information sources, both modern and proven.

By working with Sean, organizations learn not just how to survive but to thrive in a complex marketplace. Sean focuses on the “So What” and “Now What” for markets, industries, and competitors.
Sean has spoken on 5 continents, and has been interviewed by Forbes magazine, the NY Times, and the LA Times. Sean is an author of several books, his latest is Going Beyond Google: Gathering Internet Intelligence, now in its 4th edition.  Sean is an Adjunct Professor at Willamette University’s Atkinson School of Management where he teaches courses on Industry Analysis, Competitive Intelligence for full time MBA students and co-teaches the capstone course for the Professional MBA program.

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