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Brian Greenberg Marketing CI Head Aruba Networks

Competitive Intelligence Spotlight #40: Aruba Networks’ Brian Greenberg on Marketing Campaign Intell, Analyst Skill Set

TYSONS CORNER, VA, December 22, 2020 — ArchIntel is pleased to unveil the 40th in a series of interviews with Competitive Intelligence and GovCon executives who share their insights about creating and sustaining a competitive advantage.

Brian Greenberg, head of marketing competitive intelligence at Hewlett Packard Enterprise's Aruba Networks subsidiary, gave ArchIntel an in-depth perspective on how CI teams could generate immense amounts of data for analysis and the foundational skills he is looking for when hiring an analyst. In the Q&A conversation, he also discussed how his team works to avoid the risk of bias and the role of technology in the CI process.

“We’re in unprecedented times. The requests we have today are unlike any in the past. We’re searching for different types of data. We’re looking at things from a vertical standpoint, we’re looking at things from different angles than we ever have just in the past nine months. That’s going to require us to evolve as an organization, and data integrity is going to be more important now than ever.”

To read Brian Greenberg‘s full interview, and gain insight into other competitive intelligence and analysis experts’ perspectives, view ArchIntel’s “Competitive Intelligence Spotlight Series.”

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