Insight from leading companies with world class

intelligence like LinkedIn, NBC Universal, Harvard

Business School and many, many more

20 minute free consultancy on one of your

most pressing intelligence questions

12 high impact real case examples from some of

the best intelligence and social media

practitioners

Intelligence roundtables, consultative

sessions and extensive networking

ACCELERATE! INTELLIGENCE @ BUSINESS SPEED

Business is getting faster and faster, driven by the big amount of data, disruptive business initiatives, unexpected

events and unique opportunities. This requires a change in intelligence. Classic market and competitive intelligence

is not sufficient any longer in todays’ business environment. The advent of social media, the internet of things and

on-line information sources are of critical importance to read the quick signals of change that companies need to

(re)act on in order to grow their business faster than the market.

Intelligence today is a set of integrated activities of monitoring and data collection, sophisticated and strategic

analysis of big data and high level advisory services. In order to help companies make the right decisions every day

and every minute, Intelligence must enhance to the speed of business.

Our conference will walk the talk and also deliver insights at the speed of business. Short and to-the-point

presentations, sharp messages, crisp opinions. In 2 days we will bring you even more value than our classic 3 day

conferences brought. A win in time, value and money!

In this unique conference we will zoom in on all the aspects that will get your intelligence up to business speed:

thought leadership speeches, challenging panel discussions, compelling workshops, provocative roundtables and

plenty of networking.

Join more than 150 senior business professionals at this must-attend event.

We are looking forward to welcoming you in New York!Thomas Rideg, Regional CEO AmericasJoost Drieman, Conference Chairman

Expect two full days where you get to choose the topic or session that best serves your needs.

20 minute sessions: This year, we will be packing numerous to-the-point 20 minutes expert presentations into

two days, so you get more from your time at America’s leading intelligence sharing event.

No vendors or sales pitches: Focus on true learning and knowledge exchange, with real life practical insights.

Join an exclusive online community: Complimentary access to Intelligence Best Practices Online, a rapidly

growing exclusive community and knowledge resource for market & competitive intelligence practitioners.

Before and after conference advisory: Prepare to truly turn takeaways into action after the event. Participation

includes optional pre-conference intelligence diagnostics and post-conference advisory sessions.

Intensive networking: Create strong professional relationships and utilize the vast experience available during

and after the conference.

Personal and interactive: You will join over 150 of your peers in an intense knowledge sharing event. The

atmosphere is cozy and conducive for open, candid conversations.

100% recommended by past attendees: In post-event surveys, all attendees at M-Brain conferences respond

that they will recommend the event to others.

Free consultancy sessions: Get advice on one of your pressing intelligence issues by one of our senior

consultants.

WHAT MAKES THE M-BRAIN CONFERENCE SPECIAL?

WORKSHOPSDay 1: Monday October 19, 2015Choose one of the six compelling 3-hours workshops to attend:

1. Start An Intelligence ProgramYou have been tasked with setting up an intelligence program or revamping an existingone and you are wondering where to start and what steps to follow. Benchmark yourprogress against case examples and best practices, Learn to use frameworks andtemplates. Develop an action oriented set-up plan. Design your own individual MIDevelopment Road Map with concrete action points. Walk away with practical nextsteps to build your intelligence program.Facilitators: Troy Pfeffer, Director Market Intelligence at Cintas and Scott Hall, SeniorManager MI Solutions at M-Brain

2. Stakeholder ManagementYour internal customers are not the easiest to deal with? This workshop is all aboutstarting, developing and maintaining excellent relationships with key stakeholders. It willbe a bit of theory complemented with real life examples and best practices. The focuswill be on which stakeholders to develop a relationship with, how to approach topexecutives, social style in relationship management, building trust, needs analysis,question techniques and coping with resistance.Facilitators: Rich Austgen, Market Innovation Manager at Allstate and Joost Drieman, VPBest Practices at M-Brain

3. Market Sizing And ForecastingDo you need to estimate the market size and growth but you are lacking the methodsand practical examples of segmentation and forecasting? This workshop focuses onunderstanding market sizing, whether you are looking at a particular geography,segment, product area or channel. Participants will get a clear overview on themethodologies, models and frameworks that help in estimating the size and growth ofmarkets, including best practices, interpretation and explanation.Facilitators: Arman Hosseini, Manager, Strategy and Forecasting at Johnson Controlsand Anna Räder, Senior Consultant, M-Brain

4. Integrating Social Media With IntelligenceForums, blogs, tweets and apps contain a lot of data and information. Become theintelligence professional that knows social media as the back of your hand and use it tocollect relevant information and contribute as an all-star. In this workshop we will show thepower of the internet and social media. Become familiar with all sorts of searching,crawling, monitoring and information collection techniques that help you to create betterand faster market, competitive and customer insights for your company.Facilitator: Susanna Tirkkonen, Head of Social Media Consultancy at M-Brain

5. Competitor Simulation (War-Games)Would you like to understand what a war-game is, what it can do for your company andhow to do it? This workshop will zoom in on the different levels of competition, explain thetheory of war-gaming and all the different formats of running a war-game. Workshopparticipants play a simulated, yet very realistic competitive war-game. This workshop isdesigned to fully arm the participants with the analytical ammunition they will need to runtheir own war-games.Facilitators: Corey Strege, Executive Director, Intelligence and Strategy, Olympus and VictorKnip, VP Best Practices Development Americas at M-Brain

6. Detecting DeceptionIf an adversary knows exactly how you are planning to defeat them, they will work diligentlyto forestall your efforts. So deception is paramount to keeping an adversary in the dark foras long as possible. Analysis of Competing Hypothesis is a proven method for evaluatingwhat we think we see and understanding what we do not see. The session includes anexercise to evaluate a piece of evidence and determine if it is real or deception. We willexamine real applications in business, and how an Excel-spreadsheet template can helpanalysts create a document trail for their conclusions, including ‘hands-on’ opportunitieswith their senior executive stakeholders.Facilitators: Thomas Waters, Senior Manager, Market Intelligence at Jabil Circuit andThomas Rideg, Regional CEO Americas at M-Brain

Choose two out of six thought provoking roundtable sessionsand actively participate in the discussion:

1. Intelligence Tools by Lauri PaloahdeDeploying easy to use technology tools is a must to advance your market intelligence program.But tools only work well with clearly defined processes and a strong team leading the roll-out. AMI platform provides a DIY capability, helps avoid duplication, adds efficiency, enhances usercollaboration, and enables to better predict market changes. With these goals in mind, it ispossible to build something truly innovative and have an impact on company culture in terms ofhow information is collected, analyzed and utilized. What does it take to make something trulyinnovative? What does an award winning intelligence platform consist of? Get tips for asuccessful launch and use of an intelligence platform.

2. Social Media Intelligence by Susanna TirkkonenSocial Media is one of the most important sources for today’s intelligence. It generates big dataand there is more to monitor and to collect than human being can analyze and capture. In thisroundtable we will talk about:• How to monitor and listen in social media• How to engage with people in social media• How to make sure that we find and deliver insights that are relevant• How to make social media part of market intelligence

3. Best Practices In Sales Enablement by Troy Pfeffer, CI

Director, Cintas and Victor Knip, VP, Intelligence Best Practices Development -Americas, M-BrainIntelligence is not only for strategic decision making. The support of sales is maybe even moreimportant. But what is needed to make intelligence successful for sales? In the roundtable willdiscuss and answer the following questions:• How do intelligence professionals become sales enablers?• Best Practices examples of sales enablement through advanced intelligence efforts• How to build advanced sales intelligence networks that support intelligence gathering• How to tie your efforts to revenue generating activities

4. Measuring The ROI Of Intelligence by Diana Gowe, Senior

Director, Global Commercial Analytics Organization at Janssen, a division of J&Jand Tom Rideg, Regional CEO, M-Brain AmericasIntelligence is often seen as a cost center. But how much money will it generate for the company? Inthis roundtable we will discuss and try to answer the following questions.• Can you measure the ROI of intelligence? And should we measure it, or not?• If so, how? What are the methodologies, or best practices?• Should you look at soft and hard measurements?• What are good examples of ROI?

5. Data Visualization by Data Visualization by Alicia Lin, Designer of

Things on Screens, LinkedIn and Joost Drieman, VP, Head of Intelligence BestPractices, M-BrainThe best intelligence in the world is of no use if the data is not visualized in a way that makes it clear,memorable and actionable for your stakeholders. With an overload of data and information it is ofcritical importance to make sure that the stakeholders see easily the outcome and recommendationsof the analyzed data. How do you do that? In this roundtable we will discuss:• What are the best examples of data visualization and why?• What are the rules for data visualization?• What is the impact of skills and time for data visualization? Which tools are most suitable?

6. BI & MI Integration by Anna Räder, Senior Consultant, M-BrainFor many years BI and MI were to separate silos, because of different data, tools and users. But thereis a trend to start collaborating.• What are the advantages and disadvantages of this integration?• What data to integrate and how to integrate it? How to organize this?• Best practices of BI and MI combinations

ROUND-TABLE SESSIONSDay 2: Tuesday October 20, 2015

Pre-day Sunday October 18, 2015

02:40 pm – 03:05 pm Intelligence for Career and Professional Development by

Christine (Doyle) Van Dae, Assistant Director,

Market Intelligence at Harvard University Business School

03:05 pm – 03:30 pm Networking Break

03:30 pm – 04:20 pm The Intelligence Show with Troy Pfeffer, Competitive

Intelligence Director at Cintas

Interviewing intelligence guests on the topic: How to

accelerate intelligence to the speed of business?

Panelists include:

• Diana Gowe, Senior Director, Global Commercial Analytics

Organization at Janssen, a division of Johnson & Johnson

04:20 pm – 04:45 pm Special Topic by Bill Strugger, Senior Director, Market

Intelligence at EMC

04:45 pm – 05:10 pm Scenario Planning by Kevin Murphy, Director, Market &

Customer Trends at Metlife

05:10 pm – 05:20 pm Closing Remarks

05:20 pm – 06:20 pm Free Consultancy Sessions (for those who have registered)

06:30 pm – 10:00 pm Dinner cruise & networking event on the Hudson River

06:00 pm – 07:00 pm Welcome cocktail for all participants at the MarriottHotel, Brooklyn, New York

Day 1: Monday October 19, 2015

08:00 am – 09:00 am Registration & Breakfast

09:00 am – 10:30 am Workshops. Part 1

10:30 am – 11:00 am Coffee Break

11:00 am – 12:30 pm Workshops. Part 2

12:30 pm – 01:30 pm Networking Lunch

01:30 pm – 01:45 pm Welcome and Opening by M-Brain01:45 pm – 02:15 pm KEYNOTE SPEECH by Michael Flowers, Former Chief

Analytics Officer City of New York, Mayor Michael R. Bloomberg Executive in Residence NYU Center for Urban Science and Progress CAO at Enigma.io

2:15 pm – 02:40 pm Building Your Crystal Ball: Using Competitive Simulation to drive Informed Decisions by Farheen Qadir, Business Director, BASF Mexico, Central America and the Caribbean at BASF• Case Study: Winning in Crop Protection - How BASF

used competitive simulations to gain leading market share in a new market

• Secure unique insights on changing organizational

culture and driving impact that lasts

CONFERENCE AGENDA

Day 2: Tuesday October 20, 2015

08:00 am – 09:00 am Breakfast

09:00 am – 09:15 am Welcome, Recap & Program by M-Brain

09:15 am – 09:40 am What Skills Are Needed to Run Intelligence @ Business

Speed by Dr. Daniel Pascheles, Vice President at Merck

• Social media, big data, advanced analytics and the fast

pace of decision making require new competences

• The next generation of intelligence professionals will be

different. Are old school competences still sufficient?

09:40 am – 10:05 am Building Rome in a Day: How to Create CI Advocates

Across the Company by Rich Austgen and Rick

Lussenhop, Allstate

• Insights from our journey from unknown team to

essential value-add function

• Our framework for incorporating market, competitor,

and customer data into innovation, customer

experience, marketing and strategic planning

• Lessons from a real-life example on applying MI

techniques

• How to transcend stereotypes of the CI team

• Video: Where the magic happens

CONFERENCE AGENDA

10:05 am – 10:30 am Making data consumable by Alicia Lin, Designer of

Things on Screens at LinkedIn

• How to use UX design for getting to know our users so we can

help them make more intelligent decisions with LinkedIn data.

• LinkedIn's vision of digitally mapping the global economy so we

can create economic opportunity for every member and

profoundly impact their lives

10:30 am – 10:55 am Networking Break

10:55 am – 11:55 am Interactive Roundtable Sessions: Round 1

12:00 pm – 01:00 pm Interactive Roundtable Sessions: Round 2

01:00 pm – 02:00 pm Networking Lunch

02:00 pm – 02:25 pm Special Topic by Christine Hayes Director of Market

Intelligence at NBC Universal

02:25 pm – 02:50 pm Special Topic by RJ Jones, Vice President, Investor Relations

and Market Intelligence at Zillow Group

02:50 pm – 03:15 pm Networking Break

03:15 pm – 04:20 pm The Debate: Intelligence is dead, long live intelligence!

We have invited two groups of four students from 2 different

universities. Both group have a different opinion in the

future of intelligence. What is their reasoning? Be prepared

for something completely new: SERIOUS FUN!

04:20 pm – 04:30 pm Wrapping up, Closing, Thanks, Safe Journey and See You

Next Year!

Date: Monday, October 19

When: 7pm-10pm

Where: Cruise on the Hudson River

Networking Dinner -Complimentary Dinner Cruise

At M-Brain Conferences, we encourage the establishment of positive relationships and trust amongst participants and practitioners to engage in the sharing of best practices. So take your professional networking to the next level at every opportunity throughout the M-Brain Conference! Enjoy a real confidence booster by networking in a professional environment where you feel relaxed and comfortable.

Join us for a free Dinner and Networking event. The relationship building and knowledge sharing will continue with an interactive reception and dinner. Enjoy the beautiful and scenic skyline of New York, with the bonus of great drinks and food!

WHO SHOULD PARTICIPATE?The conference is a must-attend for all VP’s, senior directors, directors, managers, analysts, individualprofessionals, students and executives who are active in the areas of:• Market intelligence• Competitive intelligence• Customer intelligence• Social Media Intelligence• Business intelligence• Big Data• Monitoring• Market insight• Business analysis• Economic analysis• Strategy and Planning• Marketing• Business development• Knowledge management• Data analysis• Information management• Sales• Modelling• Dissemination• Decision making

PRE AND POST CONFERENCE DIAGNOSISTo maximize your value of the conference, we offer to assess, prior to the conference, your current MI/CI/SMstatus, recommend tracks and sessions at the conference, and propose networking with the right speakers andother peers at the event. You will also get quick tips that will enable you to take your Intelligence program tothe next level. Take the opportunity and be well prepared to learn and network!

After the conference, we will help you digest the key learning items from the conference, discuss how to applythem in your company’s context, and we will provide objective advice and best practices for the next steps.

Please note that the schedule for a diagnostics session will need to be agreed upon with your assigned expertand is subject to expert availability. Sessions are booked on a first-come-first-served basis.

20 MINUTES FREE CONSULTANCY SESSIONAre you struggling with intelligence issues such as:• Which method should I use to set the right priorities for my organization?• How do I gather better feedback on my deliverables?• Which MI tools should I use?• Is co-creation the right path for me? What other choices do I have?• How do I cope with stakeholder resistance?• How do I define KPI’s intelligence and can I measure ROI for intelligence? How?• How do I engage with my audience in social media?• How do I develop an intelligence culture?

Book a consultancy session with one of our senior consultants to discuss one pressing intelligence issue.Sessions will be held after the presentations on October 19, 2015.Reservations are on a first-come-first-served basis. Spaces are limited.

SPEAKERS AND FACILITATORS PROFILES (1/2)

Dr. Daniel PaschelesVice President, Head Global Competitive Intelligence at Merck

Alicia LinDesigner of Things on Screens at LinkedIn

Christine HayesDirector of Market Intelligence at NBC Universal

Joost DriemanVice President, Global Head of IBP at M-Brain

Susanna TirkkonenHead of Social Media Consultancy at M-Brain

Lauri PaloahdeTechnology Director at M-Brain

Nicolle McKinnonConsultant at M-Brain

Michael FlowersFormer Chief Analytics Officer City of New York, for Mayor Michael R. BloombergExecutive in Residence NYU Center for Urban Science and ProgressCAO at Enigma.io

Rick LussenhopSenior Marketing Manager at Allstate

Keynote speech by

Corey StregeExecutive Director, Intelligence and Strategy, Olympus

Scott HallSenior Manager, MI Solutions at M-Brain

Victor KnipVP IBP Development Americas at M-Brain

Tom RidegRegional CEO Americas at M-Brain

Anna RäderSenior Consultant at M-Brain

Tom WatersIntelligence Professional at Jabil Circuit

Troy PfefferCompetitive Intelligence Director at Cintas

Rich AustgenMarket Intelligence at Allstate

Farheen QadirBusiness Director, BASF Mexico, Central America and the Caribbean at BASF

Diana GoweSenior Director, Global Commercial Analytics Organization at Janssen Pharmaceuticals, a pharmaceutical company of Johnson & Johnson

Christine (Doyle) Van DaeManager, Assistant Director, Market Intelligence at Harvard Business School

Kevin MurphyDirector, Market & Customer Trends at Metlife

Bill StruggerSenior Director, Market Intelligence at EMC

SPEAKERS AND FACILITATORS PROFILES (2/2)

RJ JonesVice President, Investor Relations and Market Intelligence at Zillow Group

WHAT PARTICIPANTS SAY ABOUT OUR PREVIOUS CONFERENCES

Excellent workshop with very knowledgeable and engaging speakers. A lot of key takeaways for our

organization!

“

“This was great. Most engaging session I’ve been to

at any conference. Lots of take-aways.

It was very useful to see the handouts and templates and I also benefitted from the practical, real-life experiences discussed.

The session was very informative and useful for my own career.

INFORMATION PRICING

Date & LocationOctober 19-20, 2015, New York

VenueMarriott Hotel333 Adams Street Brooklyn, NY 11201Tel: + 1 718 246-7000Room rate: USD 309* per night

Cancellation policy: Confirmed registrations may be cancelled without penalty if written cancellation requests are received on or before August 29, 2015. 50% of the Conference fee is payable for cancellations after August 29, 2015. No refunds will be issued (and full conference fee is payable) on cancellation requests received after September 21, 2015.Note - All registrations are subject to acceptance by M-Brain.

Register online at https://www.m-brain.com/home/m-brain-conference/conference-registration-form/

For further information and advice on track choices, contactevents@m-brain.com or call +(1) 630-823-8265.

Regular Conference Fee: $2,595 per person (+ taxes)

Early Bird Fee: $2,075 per person (+ taxes)

Early bird discount closes Sep 13, 2015

Group Fee (5+ from one company) $1,850 per person (+ taxes)

As this is our 12th conference, every 12th attendee is free of charge for the entire conference

REGISTER NOWThe 2014 Conference in Chicago was sold out!

Register now to avoid any disappointment. To take advantage of the special rate, please book your accommodation online, or by calling New York Marriott at the Brooklyn Bridge: 1-877-303-0104(group name: M-Brain Conference). *See Marriott for conditions

M-BRAIN NEW YORK CONFERENCE 2015 HAS GONE MOBILE!

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