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Your Best Marketing Data Provider May Be Right Underneath Your Nose


By  Scott Vaughan

Data is today’s marketing currency. We harvest it wherever we can – via paid, owned and earned media. And this harvesting is facilitated by numerous tech and services providers: known-data appending plug-ins like Dun & Bradstreet and Social123; anonymous data marketplaces such as (Oracle) BlueKai; and currently the hottest of the data sources, predictive analytics providers such as Lattice Engines and 6Sense.

But what’s almost always neglected in the marketing data discourse: the media companies that have been generating traffic, prospects and customers for marketing clients for years.

Marketers shouldn’t neglect these sources and their evolving capabilities. Top-tier media companies aren’t the “lead-gen sources” of old – they’re the “data-gen providers” of tomorrow.

We’re slowly seeing B2B media companies evolve. They’re leveraging new technologies and long-held expertise to grow into sophisticated data repositories for their clients. This is great news for marketers.

The optimism stems from the wealth of data types available today – big, small, prospect, intent, behavior and account intelligence. And, it appears more is on the way.

Having spent a chunk of my career working within a B2B media company, and now both partnering with and serving these organizations as customers, I can say the definition of “media company” is clearly changing.  This includes traditional web and print publishers, digital lead-generation providers, and advertising technology companies offering solutions to better deliver audience and leads.

These shifts are part survival and part opportunity. It’s survival in that media companies are shedding expensive print and eyeball-generating web operations. And opportunity in that they’re emerging as data-source experts to serve marketers’ seemingly endless appetite for highly specific customer and prospect information.

Behind closed doors, media executives are debating and plotting to answer one question: “What’s the core business we’ll be in a year from now?”  The consensus – DATA marketing solutions.

To make this a reality, media executives are NOT JUST thinking about traffic, impressions or lead generation. Progressive, next-generation media organizations are investing to deliver high-quality prospect and performance (e.g., content performance) data to their marketing customers. All this to arm marketers with intelligent prospect info and marketing intelligence to put their marketing technology systems and content to work – to create new customers.

Data as the New Media AND Marketing Currency

B2B media executives are still in the thick of it, but they also understand “monetizing traffic” or trying to squeeze “every ounce out of their databases” isn’t a long-term success formula. Rather, new-era media companies realize that data is the invaluable asset they can provide to their paying marketing customers.

Data that informs how and with what to capture prospect interest. Media companies use this data in concert with both their own content and their customers’ marketing assets.

Just as importantly, they wield data about their visitors, subscribers, and attendees, that can be packaged and made actionable for marketers’ demand generation and customer acquisition efforts.

Let’s dive deeper into a few types of emerging data sets that are becoming the lifeblood for progressive media companies to better serve their customers. We’ll discuss what BOTH media companies and the marketers they serve can do about it.

Behavioral Prospect Data to Signal Intent

Based on a user’s behaviors, media companies have a unique grasp on what buyers or targeted companies may be interested in. Using data science, this intent-based data can be collected and shared about an individual’s online activities. Most importantly, specific areas of content interest can also be gathered, which often signals research around an upcoming purchase. The media company can also provide precise, additional targeting by serving ads or emailing offers, for example.

Marketers use this data to score leads based on specific activity and increased interactions. They can also prioritize and fast track the best opportunities immediately by nurturing prospects in a more targeted program or sending to sales for immediate follow-up.

A few examples in this area: TechTarget’s Activity Intelligence platform and Bombora (formerly Madison Logic Data) are media companies providing this type of service today.

Company Content Consumption Data for Account-Based Marketing

Account-Based Marketing is all the rage today, and for good reason. The focus is on the ability to identify and target specific companies that B2B marketers and sales chiefs have earmarked as ideal prospects for their product or service.

Media companies use digital tactics, demand generation, and data solutions to help marketers identify purchasing intent with a specific list of target companies. Using company IP addresses and domain intelligence, for example, they can share this activity data when target companies (“accounts”) are viewing or engaging with their content and retarget them immediately with additional information and offers.

Demandbase and IDG Communications – among many others – provide advanced offerings in this area, leading with their data.

The media company transformation to “data-gen providers” is still in its early stages. They’re just starting to team up with marketers to use data science for advanced targeting and sophisticated data generation. So, what can marketers do to tap into the wealth of prospect and customer data intelligence?

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The Millennial Delusion

Source: TechCrunch

The obsession with “millennials” continues to fascinate me. Despite being the most outspoken generation in history, people – very important and powerful people – claim they don’t understand us. We make no sense apparently, as if the actions and career paths of our parents make total and complete sense.

There are even consulting firms that specialize in teaching businesses how to interact with us (I refuse to link to them, Google if you dare). I wish I could start one of these and just talk about myself all day as a passion job, in the process becoming the very essence of a millennial.

A meta-millennial, perhaps.

More words have been spilled in the business press about this arbitrary agglomeration of people than any other, yet debates seem to go on endlessly.

That’s because there really is no debate, and there really is no such concept as “millennial.” If it wasn’t clear already, millennial values are American values, which is perhaps more obvious this week with the Supreme Court’s decisions around same-sex marriage, health care, andhousing discrimination, which were significantly more in line with millennial thinking than with the baby boom generation.

Millennials are a figment of our imagination, a delusion of marketers and others who believe that the changes in our society are only applicable to a narrow group of people rather than our whole population.

They’re completely wrong.

What’s happening is that people are finally taking advantage of all the technological progress we have made over the past few decades, finding empowerment in the world that was lacking before. We all now have the ability to choose our own paths – our own “passion careers” – and use technology to foster a better future, not just an elite sliver of the population with enough resources.

Unsurprisingly, everyone seems to be doing just that.

We can see technology’s influence on society everywhere. Millennials are described as more “socially conscious” than any other generation, but this is a function of our heavy use of technology, particularly social networks. People today have more access to news and opinion from the United States and around the world than ever before, and it shouldn’t be surprising that conflicts or diseases in other places have an emotional resonance with us that didn’t exist before.

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IBM and Box Team Up to Target Global Data-Storage Market

The New York Times

Corporate partnerships, like human ones, depend on what each side brings to the relationship and what each side needs.

So, using that give-and-take formula, an alliance announced on Wednesday would seem to be a good match.

IBM, the technology giant, and Box, a Silicon Valley online file-storage company, are combining their products, technology and marketing to try to smarten and streamline the work done by teams in business.

IBM brings its global reach, expertise in security, and data analysis and Watson artificial-intelligence software. Box brings a service used by millions of people in corporations and organizations who store all manner of data-rich content such as business documents and X-rays in the company’s computing cloud. Together, the two companies say they will develop new applications that will enable teams of workers to collaborate more easily and efficiently.

For IBM, the agreement with Box is the latest in series of partnerships with other companies including Apple, Facebook, Twitter and the Weather Company, which owns Weather.com and the Weather Channel. In these alliances, IBM is applying its technology to large pools of digital data to create new services for corporate customers. In the Apple and Box partnerships, the goal is to help increasingly mobile workers become more versatile and productive.

“This deal is largely about using IBM’s artificial intelligence on the corporate content in the Box service,” said Frank Gens, chief analyst for the market research firm IDC. “And it fits the pattern of the recent partnerships for IBM.”

For Box, the IBM alliance promises to be a cost-effective path to further growth. Box has more than 37 million registered users, though most do not pay for the service. In its most recent quarter, reported this month, the company said it had 3.7 million paying customers, a 70 percent increase from the same quarter a year ago.

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The Shifting Digital Landscape

Source: AudienceScience

An Advertiser’s Guide to Targeting, Technology, and Transparency


Global digital advertising is nearly an £88 billion industry and advertisers continue to spend more and more on digital. AudienceScience® has found that the way in which advertisers buy media and target their digital advertising is changing, helped by advances in technology, but there are still major hurdles that inhibit an advertiser’s digital success. In order to better understand this shifting landscape, AudienceScience worked with both BSB Media and The Vision Network to launch the second annual International Media Image Survey (I-MIS), a unique study conducted during May and June 2014. Run in conjunction with the International Advertising Association, Warc and M&M Global, the study provides insight into advertisers of various sizes, ranging from Small Advertisers (<£12m) to Mega Advertisers (£40m+). Interviews were conducted by InSites Consulting with senior decision makers at over 80 advertisers globally, and were administered via an online questionnaire.

Key Takeaways

Global advertisers are changing the way they buy and target digital media. More than half of Mega Advertisers (£40m+) plan to spend more on programmatic buying and real-time bidding (RTB).

The way advertisers buy media is changing.

Advertisers continue to shift more money towards programmatic buying and RTB, with 88% of advertisers planning on buying as much or more media via programmatic buying and RTB. This shift accompanies advertisers shifting budget away from traditional, content-based ad buys and towards data-driven audience targeting. In fact, 82% of advertisers plan on allocating a larger percentage of their budget to audience-targeted buys.

Advertisers are taking greater advertising ownership.

For greater digital success and increased efficiencies, advertisers are starting to realise that they need a better understanding of digital ad technology. 43% of advertisers plan to bring more responsibility in-house for digital planning and 47% of advertisers feel that having in-depth technology knowledge in-house is a factor that will help make them most successful in digital advertising.

Opacity and complexity remain major problems for digital advertising.

Major advertiser trade groups like the World Federation of Advertisers (WFA) have made advertising transparency a major theme in 2014. This should be no surprise: advertisers see opacity in digital advertising as a significant issue, and one that’s only getting worse. 69% of advertisers said that media trading transparency across the industry has either stayed the same or declined compared to a few years ago. Most advertisers feel that this lack of transparency and the overall complexity of the ecosystem are the biggest problems with digital advertising today.

Check out the PDF here…

Interview with Michael Friedenberg, CEO – IDG Communications

Source: MarTech Advisor

Screen Shot 2015 06 09 at 10.41.03 AM Interview with Michael Friedenberg, CEO   IDG Communications

1. Could you tell me a little about your background and how you came to be the CEO at lDG Communications?

Certainly.  I have been involved in the information technology media industry for more than 20 years, and have had the privilege of being with IDG for the past ten in various leadership positions. With the dramatic transformation of media in the digital and mobile age, you can imagine the thrilling ride these two decades have been.

“I’ve always been a passionate advocate of staying relevant for the modern marketer and consumer, and IDG offers more opportunities for doing just that.”

Before joining this remarkable company ten years ago, I held a series of management positions at UBM (formerly CMP Media) including Vice President and Publisher of InformationWeek and, later, Vice President and Group Publisher of the InformationWeek Media Network and Co-Founder of Optimize magazine.  Now as the CEO of IDG Communications Worldwide, I oversee IDG’s B2B and consumer business across 97 countries.

“It’s an exciting time for IDG — and for me — as we continue to make major strides as a modern media company with innovative technology and unparalleled data services that BtoB technology marketers around the world rely on.”

 2. Via ABM360, what is the core marketing technology capability that you are attempting to bring to a marketer? Where does your product fit in vis a vis the customer life cycle?

Technology marketers continue to be challenged by delivering the right message, at the right time, to the right buyer.  ABM360 reflects IDG’s core capabilities across all facets of technology marketing and focuses on identifying company purchasing behavior and the people driving these decisions.  It is the only truly global account-based marketing solution that leverages digital display, data and demand generation, solutions to help marketers identify purchasing intent.

“The ABM360 suite is designed to span the entire customer life cycle, nurturing important prospects and key clients across all phases including acquisition, conversion, retention, and loyalty.”

3. Are there any new features or upcoming upgrades that you’re excited about and would like to give us a sneak peek into?

In the coming months, IDG will be layering new products into the ABM360 suite that leverage predictive analytics and additional advanced data segments. These are just some of the innovations that marketers have come to expect from IDG.

Continue Reading…

For more detail on IDG’s ABM360, click here.

Screen Shot 2015 06 15 at 11.15.37 AM Interview with Michael Friedenberg, CEO   IDG Communications

CIO to Celebrate Innovations and Business Value Creation at the CIO 100 Symposium & Awards Ceremony

IDG Enterprise

 CIO to Celebrate Innovations and Business Value Creation at the CIO 100 Symposium & Awards Ceremony

CIO 100 Award winners & CIO Hall of Fame inductees to be honored in ceremony in front of 300+ CIOs and Sr. IT executives at CIO 100 Symposium, August 9-11th

Framingham, Mass.– June 1, 2015–IDG Enterprise’s CIO—the executive-level IT media brand providing insight into business technology leadership—is thrilled to announce the 2015 CIO 100 Award winners and the 2015 CIO Hall of Fame inductees. The CIO 100 awards program annually recognizes 100 organizations that have distinguished themselves by creating business value through the innovative use of technology. Additionally, the CIO Hall of Fame is a special honor bestowed upon individuals whose work has shown both creative vision and practical leadership in information technology.

The five CIOs chosen for the 2015 Hall of Fame are Rebecca Jacoby, SVP & CIO, Cisco Systems; Ina Kamenz, SVP & Global CIO, Eli Lilly & Company; Tom Peck, SVP & CIO, Global Lead, Procurement & Travel, Aecom; Chris Perretta, EVP & CIO, State Street Corporation; and Steve Phillips, SVP & CIO, Avnet.

The 2015 CIO 100 Award winners and CIO Hall of Fame inductees will be celebrated during a gala awards dinner and ceremony at the CIO 100 Symposium, being held August 9-11, 2015 at the Broadmoor in Colorado Springs, Colorado. This year’s conference theme is “Innovating the Digital Economy.”

“This annual event is a delightful tradition for CIO magazine, and we look forward to bringing together hundreds of the most innovative and strategic minds in technology,” said Maryfran Johnson, Editor in Chief of CIO magazine & Events. “This year’s class of CIO 100 honorees and the CIO Hall of Fame inductees represents IT leadership at its very best. They are outstanding examples of the power of IT to drive everything from revenue growth to digital transformation. This year’s honorees are an inspiration to CIOs everywhere.”

Insight into Award Winning Technology Thought Leadership
At the 28th annual CIO 100 Symposium, more than 300 CIOs, senior IT leaders and business executives will discuss the transformative IT work under way across so many industries, as well as the business opportunities arising from emerging technologies in enterprise mobility, big data and advanced analytics, cloud computing, collaboration and more.

In addition to hearing about the CIO 100 award winning projects, several industry innovatorswill share their strategies on transitioning to a digital enterprise, including:

  • Tim Campos, CIO of Facebook
  • Bob Carrigan, CEO of Dun & Bradstreet
  • Bask Iyer, CIO of VMware
  • Jennifer Sepull, CIO of Kimberly-Clark
  • Vivek Wadhwa, Tech Entrepreneur and author

The symposium concludes with an awards ceremony recognizing the 2015 CIO 100 winners and the 2015 CIO Hall of Fame inductees. The full 2015 CIO 100 Symposium & Awards Ceremony agenda can be viewed here.

“Emerging technologies are drastically impacting the technology landscape and CIOs have been challenged to leverage these new technologies to drive business value and gain a competitive advantage for their organization. The CIO 100 winners continue to impress me with their innovative vision, thought leadership and ability to execute successfully,” said Adam Dennison, senior vice president & publisher of CIO. “CIO 100 attendees come to the event to hear from their peers and to learn more about potential solutions that can elevate their business. We are happy to provide an environment for this conversation and we look forward to seeing the next wave of business innovation through technology.”

Click to check out the full list of the 2015 CIO 100 Honorees…

To learn more information, visit the CIO 100 events page: http://bit.ly/1SH4GpT

Computerworld’s Premier 100 IT Leaders 2016


Screen Shot 2015 05 28 at 12.37.19 PM Computerworlds Premier 100 IT Leaders 2016

Now’s your chance to get a worthy CIO or other top IT executive at your company (or client or partner companies, in any industry) nominated for the 2016 Premier 100 IT Leaders awards.

Computerworld has launched its annual search for technology professionals who have demonstrated leadership in their organizations through the use of IT and have the strategic vision to align technology with business goals. 

Nominations are being collected now through June 30, 2015: https://response.questback.com/idg/p100noms16/ 

For more information about the program, please visit our Web site at:


Questions?: Please email us at: Premier100@computerworld.com

Understanding the Enterprise Developer

 Understanding the Enterprise Developer

InfoWorld’s “Rise of the Developer” Tech Persona highlights the rising influence of enterprise developers from strategic thinking to collaboration and decision-making

Framingham, Mass. – May 26, 2015 – IDG Enterprise’s InfoWorld—the technology media brand committed to keeping IT decision-makers ahead of the technology curve—releases“The Rise of the Developer,” the 2015 Tech Persona research revealing the skills, goals and influence of enterprises’ secret weapon for innovation, the developer. The persona of the developer was decoded through qualitative and quantitative research to gain a full understanding of their role. These collaborative individuals must possess both business and technical skills to be successful, from consulting with executives on development needs to understanding multiple programming languages to execute on those initiatives.

The Many Layers of the Developer
Seen as a strategic thinker for whom the context of their efforts must be understood, they are open to new solutions. Enterprise developers are responsible for resolving the evolving software needs of teams throughout their organization and facing “next level challenges.” These new solutions cannot be ready fast enough with 62% of developers saying software development within their organization is extremely/very/somewhat fast paced. Juggling multiple roles and projects is a normal day for developers, who primarily develop software applications (91%), modify/maintain software (53%), followed by testing (38%), researching (35%) and purchasing (23%). In a perfect world of balancing multiple projects, developers would like to spend more of their time developing software (44%), learning new programming languages or skills (42%) and researching new tools and solutions (41%). On the flip side, they would be okay reducing the amount of time spent on troubleshooting operations issues (35%).

“Developers are creating business advantage,” says Eric Knorr, editor-in-chief of InfoWorld. “Modern dev tools and methodologies enable them to respond much faster to business demands and develop applications that meet business goals through collaboration with all levels of the business, including executives. That increased interaction helps make developers vital to enterprise growth.”

Click to view the Infographic…

Developers Toolbox for Success
When juggling numerous projects for multiple teams, developers believe a more automated development process (41%), more positive interactions with the operations team (38%), accelerated time to production (38%), and the ability to improve the product they are responsible for (38%) would benefit their role. Additionally, to be more proficient in their roles, developers could use more training in cloud API expertise (34%), data analytics knowledge (33%), and security issues management/security knowledge (31%).

There is a strong correlation between skills needed and skills possessed. For example, 59% of developers say that problem solving/troubleshooting skills are the most important to be successful in their role, and 52% are confident in their skills. Other skills that are important for developers’ success include communication/collaboration (48%), industry knowledge on their organization’s industry (44%) and project management skills (39%). These skills also fall into the top five areas developers are most confident in. When challenges do arise however, developers have clear set plans of what to do which include seeking advice from peers and utilizing search engines. The most common challenges are doing more with less staff, keeping up with new technology advancements/changing skill requirements and uncontrolled growth in project requirements.

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CIO Tech Poll: Economic Outlook Reveals IT Budget Growth, Increased Spending on New IT Projects & IT Talent Concerns

 CIO Tech Poll: Economic Outlook Reveals IT Budget Growth, Increased Spending on New IT Projects & IT Talent Concerns

Increased Focus on External Customer Continues in Upcoming Year

Framingham, Mass. – May 27, 2015 – IDG’s CIO—the executive-level IT media brand providing insight into business technology leadership— reveals the CIO Tech Poll: IT Economic Outlook results for May 2015. The research indicates that half of organizations (50%) are increasing IT budgets within the next year, and overall IT budgets are increasing by 6.4%. As IT leaders look at their organizational needs, a majority (61%) will increase spending on new projects in the coming year. Edge technology spending, including mobile, social, CRM, M-commerce and marketing automation, continues to trend upward in the next one to three years.

Plans For New Project Spending Climbs Sharply
New or discretionary IT budget allocations have soared in the past year. In 2014, 47% of IT leaders said they would increase spending on new projects. This has jumped to 61% this year, which is the highest percentage since the question was first asked in 2009 (25%). Thirty-nine percent of new project spending will be on projects that help increase top line revenue. With one-third of IT budgets being spent on edge technologies, like the SMAC stack (Social, Mobile, Analytics, Cloud), organizations are looking to invest in new companies. Forty-six percent of CIOs surveyed plan to increase spending with new technology companies.

“Emerging technologies are the key to enterprise innovation. IT leaders are spending time learning about these new technologies, and the vendors creating them, and are allocating budget for technologies like the SMAC stack,” said Adam Dennison, SVP and publisher, CIO. “Enterprises are looking for the best solution and are not worried that those solutions are coming from ‘straight-to-the-enterprise start-ups.’ Emerging tech vendors should take this cue to showcase how their agile and innovative technology solutions can help businesses succeed.”

Increased Focus Continues on External Customer
External customers are a big focus for new IT projects. Nearly three-quarters (73%) believe IT is interacting with external customers more than two years ago while 37% will focus their new IT spending on external customer interaction, relationship or experience-related investments, up from 33% in 2013. Looking at the budget allocation, CIOs currently allocate 68% of their budget for core technologies like infrastructure, network, storage and 32% to newer “edge” technologies. However, in the next one to three years, the budget allocation for core technologies drops to 55% and the budget for edge technologies increases to 45% of their budgets.

IT Remains Involved in Technology Purchases Funded Outside of IT
Over three-quarters of IT leaders surveyed (76%) said they have a policy or process to ensure IT remains involved in tech purchases to reaffirm there is the right level of support and oversight from IT to keep problems at bay. When technology purchases are funded by other departments or functions, 58%say IT’s involvement varies depending on the individual department’s experience and expertise as well as on the scope of the project. In fact, 50% of IT leaders said line of business (LOB) counterparts identified their specific business need and came to IT for recommendations on technology and solution providers. For 21% of the CIOs we surveyed IT identifies the business need and makes recommendations regarding technology solutions or providers while 16% say LOB identifies the need and solution/provider then brings to IT for vetting. Just three percent say IT is not typically involved unless a problem arises and only one percent believe IT is not involved even if there’s a problem.

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New IDC Forecast Asserts Worldwide Internet of Things Market to Grow 19% in 2015, Led by Digital Signage

Screen Shot 2015 05 26 at 2.20.01 PM New IDC Forecast Asserts Worldwide Internet of Things Market to Grow 19% in 2015, Led by Digital Signage

19 May 2015

Spending projections include 25 use cases to provide insight on immediate opportunities for IoT technologies

FRAMINGHAM, Mass., May 19, 2015 – The worldwide Internet of Things (IoT) market is expected to grow 19% in 2015, led by digital signage, according to a new forecast from International Data Corporation (IDC). The second annual forecast focuses on growing IoT use in 11 vertical industries, including consumer, retail, healthcare, government, manufacturing, transportation, and other industries, while also sizing IoT opportunities for 25 vertical-specific use cases.

Unlike any other research in the industry, the new forecast specifically highlights worldwide spending across IoT use cases, including smart appliances, automated public transit, remote health monitoring, digital signage, connected vehicles, and air traffic monitoring, among others. The comprehensive spending model was designed to help vendors clearly understand the industry-specific opportunity for IoT technologies today.

  • ClicktoTweet,  @IDC Asserts Worldwide #InternetofThings Market to grow 19% in 2015, led by #Digitalsignage

Other key findings from the new forecast include:

  • The IoT market in manufacturing operations will grow from $42.2 billion in 2013 to $98.8 billion in 2018, a five-year compound annual growth rate (CAGR) of 18.6%. Growth will be driven by ongoing efforts to increase efficiency and link islands of automation.
  • Digital signage use in retail outlets will grow from $6.0 billion in 2013 to $27.5 billion in 2018, a 35.7% five-year CAGR, as retailers continue to digitize the consumer experience.
  • The hottest US market is in connected vehicles, with 34.8% year-over-year growth anticipated in 2015.

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