At LegalTech New York, my colleague Sara and I sat through a demonstration of a new service — LexisNexis Marketing Intelligence. With this tool, you can analyze litigation and other public data to figure out where to focus your marketing efforts. For example, you may notice that a competitor of yours has experienced decline in intellectual property business in recent years, which may provide you with an opportunity to swoop in and pick off its clients. You may not find this type of marketing hardball palatable, but it merits your consideration by virtue of the growing demand for such "business intelligence" and "data mining" tools. Leigh Jones recently explored this phenomenon in the National Law Journal. Eat or be eaten.
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