Zena Applebaum is the Director, Professional Firm & Corporate Segments with Thomson Reuters in Canada. In her role, Zena is responsible for client feedback and intelligence, market insights, and sales enablement. Prior to joining Thomson Reuters, Zena was the Director of Competitive Intelligence at Bennett Jones LLP, having pioneered the discipline of law firm CI, and authoring "Business Intelligence for Law Firms" published in November 2012. Zena shares hers passion for the industry as a speaker, writer and a contributor to blogs including 3 Geeks and a Law Blog with topics ranging from competitive intelligence, legal industry change management, qualitative data analysis and personal branding. A data junkie who revels in the possibilities of data to connect people, places and things, Zena can often be found connecting the dots between seemingly unrelated data. In 2015 Zena was inducted as a Fellow of the Council of CI Fellows, she is a sessional instructor the University of Toronto iSchool, and currently serves on the SLA Board of Directors. She can be reached at @ZAppleCI or via LinkedIn.