3q2016 linkedin special interest group analysis for mdm & dg key influencers
TRANSCRIPT
ANALYSIS OF LINKED IN“SPECIAL INTEREST GROUPS”
FOR MDM, RDM & DATA GOVERNANCE MARKETING TO ~160K MDM PROFESSIONALS
An MDM Institute
Market Pulsetm Briefing
September 2016
© 2016 The MDM Institute www.The-MDM-Institute.com MDM Institute Market Pulsetm series
PROLOGUE
• Explosion in membership of MDM-relevant LINKED IN groups• ~160K members in groups tracked relevant to MDM, RDM & DG
• Note this figure is pre-deduping as many IT professionals participate on average in 5+ MDM
groups
• Estimate is ~75K discrete MDM-interested parties across groups tracked
• Considerable evolution & uptake in job titles concerning • Master Data Management & Data Governance
• “Successful” Enterprise Architects & Directors of MDM Chief Data Officers
• Certain of the groups remain more effective in messaging for MDM,
RDM & DG solution providers than others … some are shills for
vendors and/or recruiters
© 2016 The MDM Institute www.The-MDM-Institute.com
All solution providers looking to leverage their social media outbound marketing need to focus on this channel
MDM Institute Market Pulsetm series
WHICH GROUPS ARE MOST INFLUENTIAL?
•A leading indicator of the various special interest
groups’ “graph of influence” is the membership
• Absolute numbers
• YTY growth
• Job titles
• Geography
• Tone (recruiting vs. promotion vs. discussion)
© 2016 The MDM Institute www.The-MDM-Institute.com
“TOP 10” MOST INFLUENTIAL LINKED GROUPS FOR MDM & DG
Group Name #
me
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20
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20
16
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16 Manager #1 Manager #2 / notes
MDM - Master Data Management 7,012 16,627 18,138 137% 9%Atul BansalMaster Data Management Interest Group 7,130 12,248 15,798 72% 29%Scott Lee/Knowledgent
Data Governance & Data Quality 2,414 12,447 14,119 416% 13%Jason DeMers/TDWI
Master Data Management Pros 1,296 7,932 12,268 512% 55%Ed Allburn/DataDelta
Aaron Zornes/MDM Institute
DAMA International 4,388 8,764 10,261 100% 17%Jean Anne Brown
MDM Experts 1,890 4,776 6,202 153% 30%Abhay Singhal
The Data Quality Association 2,674 5,605 5,862 110% 5%Holger Wandt/Neopost
Data Governance & Stewardship 1,691 4,563 5,408 170% 19%Jojy Mathew/Deloitte
(Master) Reference Data Management 1,445 3,662 4,825 153% 32%Alan White
http://www.ReferenceDataManagement.com
Informatica MDM 893 3,178 4,397 256% 38%Informatica
“TOP 10” FASTEST GROWING LINKED GROUPS FOR MDM
Group Name # m
em
bers
1H
2014
# m
em
bers
1H
2015
# m
em
bers
2H
2016
Perc
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wth
YT
Y
2014
-15
Perc
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YT
Y
2015
-16
Manager #1 Manager #2 / notes
Data Quality and Data Governance Professionals (formerly Data Quality Pro.com) 725 2,224 3,738 207% 68%Dylan Jones www.dataqualitypro.com
Master Data Management Pros 1,296 7,932 12,268 512% 55%Ed Allburn/DataDelta Aaron Zornes/MDM Institute
Data Governance Professionals Organization 603 1,508 2,313 150% 53%Srikant Dharwad/Lexmark www.dgpo.org
Information Governance & Management 937 2,705 4,114 189% 52%
Mark Cowan/BroadstreetData
Data Quality and Metadata Management 1,273 2,586 3,694 103% 43%Peter Benson/ECCMA
(Master) Reference Data Management 1,445 3,662 4,825 153% 32%Alan Whitewww.ReferenceDataManagement.com
Customer Data Integration 327 1,043 1,363 219% 31%Ed Allburn/DataDelta
Master Data Management 577 1,236 1,613 114% 31%Rakesh Hate/Opera Solutions
MDM Experts 1,890 4,776 6,202 153% 30%Abhay Singhal
Multi-Domain MDM 490 1,635 2,118 234% 30%Henrik Liliendahl Sørensen
“TOP 10” VENDOR-SPECIFIC LINKED GROUPS FOR MDM
Group Name # m
em
bers
1H
2014
# m
em
bers
1H
2015
# m
em
bers
2H
2016
Perc
en
t g
row
th
YT
Y 2
014-1
5
Perc
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row
th
YT
Y 2
015-1
6
# M
em
bers
Gro
wth
YT
Y
2015-1
6
Manager #1
Informatica MDM 893 3,178 4,397 256% 38% 1,219Informatica
Siebel Universal Customer Master - UCM 551 1,183 1,208 115% 2% 25Arif Delvi/Oracle
IBM Infosphere MDM People 275 1,033 1,198 276% 16% 165Roger Kennedy, now IBM, ex-UK consultancy Conexus
SAP MDG 89 756 800 749% 6% 44Nilesh Nikumbh/SAP, ex-L&T Infotech
IBM Initiate Master Data Service (Unofficial) n/a n/a 773 n/a n/a n/a
Kalido Community - Official 598 712 693 19% -3% (19)Stephen Pace/Kalido
Reltio n/a n/a 652 n/a n/a n/aRamon Chen/ReltioOracle MDM (Master Data Management) No recruiters please 379 625 597 65% -4% (28)Bob BarnettIBMInfoSphere MDM Users Group n/a n/a 469 n/a n/a n/a
Collibra 303 303
TOP CONFERENCE/EVENT-SPECIFIC LINKED GROUPS FOR MDM
Group Name # m
em
bers
1H
2014
# m
em
bers
1H
2015
# m
em
bers
2H
2016
Perc
en
t
gro
wth
YT
Y
2014-1
5
Perc
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gro
wth
YT
Y
2015-1
6
# M
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bers
Gro
wth
YT
Y
2015-1
6
Manager #1
Manager #2 /
notes
MDM & DG Summit (in total across NA, EU, AP) 1,474 3,050 3,617 107% 19% 567Aaron Zornes/MDM Institute & partners
Gartner Master Data Management (Xchange) 1,723 3,278 3,417 90% 4% 139Pascal Winckelwww.gartner.com/us/mdm
INFORMATICA WORLD 671 1,412 1,820 110% 29% 408Tristan Bishop/Informatica
MDM Summit & Data Governance Conference Europe 525 1,394 1,748 166% 25% 354
Aaron Zornes/MDM Institute & European partners
www.irmuk.co.uk
Data Governance and Information Quality Conference DGIQ 392 878 1,451 124% 65% 573Davida Berger
http://www.dg-conference.com
MDM & DG Summits by Information Management (NA) 331 931 975 181% 5% 44Eric Fusco
www.mdm-summit.com
MDM & Data Governance Asia Pacific Network 618 725 894 17% 23% 169
Daniel McMurray/Enterprise IQ
Aaron Zornes/MDM Institute
NEXT STEPS & Q&A1. Understand the tone, purpose & ownership of each key group (obey social
media etiquette re: mktg & promotions)
2. Identify KOL (key opinion leader) individuals/contributors within those
groups
3. Execute tone-appropriate marketing campaigns via posts /discussions
4. Measure effectiveness via specific registration /response codes for
events
5. Stay active in targeted groups by delegating ownership of marketing
campaigns & reviewing regular progress reports (quarterly at minimum,
monthly ideally)
6. Coordinate branding & other marketing considerations with print, email
& other channel campaign managers
© 2016 The MDM Institute www.The-MDM-Institute.com
Formalize plans & internal ownership …then execute & measure!
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“Independent, Authoritative, & Relevant”
About Aaron Zornes Leading industry analyst authority on topics of MDM, CDI, RDM & Data Governance
Founder & Chief Research Officer of the MDM Institute Conference chairman for MDM & Data Governance Summit conference series
Founded & ran META Group’s largest research practice for 14 years M.S. in Management Information Systems from University of Arizona
© 2016 The MDM Institute www.The-MDM-Institute.com
MDM INSTITUTE ADVISORY COUNCIL
• Advisor agrees to provide Institute’s consultants with advice & insight regarding the use of MDM software & related business processes at Advisor’s convenience
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150 organizations who receive unlimited MDM advice to key individuals, e.g. CTOs, CIOs, & MDM project leads
Representative Members
• 3M
• Bell Canada
• Caterpillar
• Cisco Systems
• Citizens Communications
• Doctors Without Borders
• Educational Testing Services
• GE Healthcare
• Honeywell
• Information Handling Services
• Intuit
• JC Penney
• Mayo Clinic
• McKesson
• Medtronic
• Microsoft
• Motorola
• National Australia Bank
• Nationwide Insurance
• Norwegian Cruise Lines
• Novartis
• Polycom
• Roche Labs
• Rogers Communications
• Scholastic
• SunTrust
• Sutter Health
• Visa
• Westpac
• Weyerhaeuser
© 2016 The MDM Institute www.The-MDM-Institute.com
Authoritative
Relevant
Independent
Aaron ZornesFounder & Chief Research Officer
www.linkedin.com/in/aaronzornes
@azornes +1 650.743.2278
© 2016 The MDM Institute www.The-MDM-Institute.com