Link Analysis as a Tool for CI- SCIPeur008

8/14/2019 Link Analysis as a Tool for CI- SCIPeur008

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Link Anal sis as anLink Anal sis as an

analytical tool for CIanalytical tool for CI

Avner BarneaCI Strategic Consultant, Israel

Avner BarneaCI Strategic Consultant, Israel

Link-Analysis as a tool for CI by Barnea 1


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I. Makov, President & CEO of Teva

Pharmaceutical, on CI and analysis:

We are not involved in economic espionage.

We never use dirt tricks. This is a brain

We are not involved in economic espionage.

We never use dirt tricks. This is a brain

war. There is a lot of Open SourceIntelligence and you have to know how

war. There is a lot of Open SourceIntelligence and you have to know how

analysis and use it for your benefits.We are receiving information all the

analysis and use it for your benefits.We are receiving information all the

t me rom var ous resources. e spen

a lot of time in assessments of the

t me rom var ous resources. e spen

a lot of time in assessments of the

compe ors an e r u ure s eps .[September 2005]

compe ors an e r u ure s eps .[September 2005]


in generic drugs. Sales: $ 5.5 b.Net income: $1.1 b. [2005]


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Special challenges in managing

Link Analysis for CI

1. Huge amounts of information from multiply sources.

2. Direct access to analysts through teamwork system.3. Build a comprehensive picture of complicated issues.4. Identifying and building linkage between various

.5. Advanced retrieval with links.. .

7. Use of intelligence inference mechanisms to enhance

the ualit of anal sis.8. Additional Access to internal sources.9. Quick preparation of quality intelligence report.



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.the need for quality of analysis

Level ofQuality

Quality

ConclusionhigherThe confidence of the analyst is

than the actual quality of the analysis

Link-Analysis as a tool for CI by Barnea 4Quantity


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Link Analysis definition and

more.

interconnected objects of information through variousrelationshi s, in order to discover atterns and trends.

The main task of Link Analysis is to find out, and linktogether information from various sources, and to

equa e y re re en re a on an e ma e erelevance of this information.

relevant relationships of information gathered and

convert it into intelligence. It us ase on our conc usions t at earning occursthrough assessment rather than description.



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Link Analysis definition and

more.Link Analysis has been developed over the past

15-20 years in various fields, includinga ema c , oc a c ence , an ompu er-Science. Recently this area has attracted a wider

and intelligence investigations [e.g., internationalterrorism, illegal money flows], fraud detection[e.g., an ing, insurance], WWW ana ysis [e.g.,

search engines, marketing], telecommunications. ., , , ,Competitive Intelligence [CI].



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Intelligence navigator Intelligence main issues that the CI team

identified and decided to address. n eac o er, eam mem er can openbinders, for example for competitors, forKITs Ke Intelli ence To ics KI s Ke

Intelligence Questions-specific informationrequests] - and needs that will assist in the

interest[ products, technology, alliances,

business strategy, marketing etc.] The data collected will be placed later manually

or automatically in the relevant context, using


.


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Context Maps Context maps lie in the heart of Link Analysis and

are directly related to theories of how we think and.cognitive process of the intelligence creation.

Associative theories see the co nitive structure as

groups and concepts and overlapping associationsamong them. Context maps enable the analyst to link.

Displaying intelligence structures in visual active

ma in com letes the ca abilities to communicateknowledge and enhance the ability to infer additionalinsights.



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. Basic assumptions:

1. team mem ers v ew roa p cture t roug mu t -dimensional context maps.

2. These Maps consist unlimited amounts of informationresources an n s, ena e v ew n orma on, searc ng,editing, etc.

3. Maps are related by using Link Analysis to view context links.s ynam c an ena e more ma s n accor ance o e

needs.4. Possibility of identifying information gaps.5. y v ew ng con ex map e ana ys v sua y presen e w

information that allows him differentiate and forming mental

model of information.6. e v sua ou pu o n na ys s ac a es e erunderstanding of the hidden structure of investigating data,and helps quickly to isolate interesting patterns for additional


.


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The Intelligence Cycle

Collection Browse

Crawl & search Index

& SearchProcessing

Harvest

Link analysis

Alert

Tasking

Repository

Planning &

Direction Summarize- finalproduct

& Production

dissemination

Report

Alert



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Planning & Direction Defining

Intelligence Needs

The identification of intelligence needs is

the res onsibilit of the CI team to etherwith other levels in the firm. There is agreat need to be able to input KITs and

KIQs into the system to understand theircontext in an easy manageable way and too ow t e wor or t e p ann ng an

guidance process of the CI activities. On later stage, response to KITs and

KIQs will be tested.



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Gathering Information and

Storage

Receiving unprocessed information from wide variety ofsources internal and external [ all kinds of digital materials],secondar and rimar , includin hi h level inte ration withdesktop tools Word, Outlook, PowerPoint, Excel, Acrobatetc.

The information is mana ed in two forms:

1. Indexed automatically and immediately in the built-inrepository. This enable the text to be available for free textsearch en ine and also to search trou h ke - words and othercategories.

2. Information kept in context maps that are linked, helping to

related. Most of it done through internal automaticrecognition system.



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Processing - Initial Analysis

All materials reached are classified through a

process of initial analysis. What is done?

1. Co letel irrelevant and not worth o stora e

for future use - ignored2. i hi h i i h

system automatically.

. to classify the information to best utilize in theCI creation rocess.



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con .

.particular contexts while the entities and the maps are

linked. The links are established by CI team manually or .5. The analyst would like to receive more than one activity

connected to a particular KIT and easily to communicate the

content to any a ress. Mem ers o t e CI team are inneed to produce a report that will show the KIT's and theirrelation to the movement towards completion and the datat at ave acquire so ar.

6. Much academic research has shown the knowledge creation

is most effectivel accom lished as a social rocess interaction between people.



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Analysis and production The effectiveness of the CI team is measured by

its ability to create meaningful intelligence fromthe information gathered/received.

The need is that the information will be

integrated and create inference in an analyticalprocess similar to human cognitive capabilitiesw ic wi upgra e it into app ica e inte igence.

Link Analysis designed as a tool to promote andac a e e process o u ng ana y camodels.



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Analysis and production cont.

Improving Analysis process by:

1. Building the overall context of each item byitem from all contexts.

2. Di erent CI e bers use the sa e in or ation

for analysis while doing their analysisindependently in the initial stage.3. n na ys s rov e an au oma c mec an m

which determine if two resources are linked.

And if so- builds a new context ma whichcontains the resources relevant to this queryand explains the path of connectivity.



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.

4. Multi-Contextual Analysis - The anal st can define which entities arerelevant for the analysis and which is the focus of his interest,and automatically build one overall context map picturecontaining the relevant information and reveals direct andin irect i en re ations ips etween entities in t ecompetitive arena.

5. Connectivit test - Findin connections between entities based

on similarities in characteristics. The result is a context mapwith linked resources on basis of similarities even if therelationship is indirect. These links did not previously exist andwere trace on y as a resu t o running t e system or t eanalysis process.

6. Search ca abilities, either through free text and / or key wardslead the user to the relevant map to view an overall picture forfurther analysis.



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Analysis and production cont

7. Text Analysis - Information kept in context maps gives

the CI personnel the ability to highlight passages for.particular subject and the text relevant and presentthem for further analysis.

8. To sum-up - a capability that will enable to build upthe context of one item in combine with other relevantre ource an con ex a prom nen con r u on ocomprehend the big picture. This is required when

there are many contexts in various places and the link isunlikable to be discovered unless the CI team memberactivates the special automatic retrieval tool.



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Reporting and Dissemination The CI team selects the relevant information that has been

already organized in multi-dimensional context maps.

by the CI. After the sequence was defined and the content was finally

,

coherent and convincing manner to corporate decision-makers-the intelligence customer- through the usual formats [WordDoc. Html the internal ortal E-mail .

There is another possibility to export the relevant contextsmaps to internal customers [ mainly to decision-makers]. Usually it

.



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Evaluation and feedback

A critical part of any intelligence process

i h i i ireflecting on successes and failures.

maps and later defined queries - planedcomp e on a e versus ac ua comp e e

date, evaluation of effectiveness ofstrategies, p anning an execution, etc,.



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Usin Advanced tools where are

you positioned?

High

Quality

OfUse advanced

Intelligence

Use simple tools

Low

Use no tools


ow geve o se o vance oo s


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ummary

Effective CI analysis focuses on overall

competitive landscape together with strongentities, to provide greater value.

Link anal sis la s a critical role in turnin dead

ata into va ua e insig ts. A t oug t e strongsupport by Link Analysis for a quality insight,i i I i i i i

human endeavor. Expert CI systems that mimic

the way the human brain processes informationalso changing the attitude of decision-makers asto the contribution of CI.



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Accenture study on Dedicated CI



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Avner BarneaAvner Barnea

. .. .


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Link Analysis as a Tool for CI- SCIPeur008