The document analyzes data from the digital transformation audience using insights from a London-based audience intelligence platform. It identifies four segments within this audience: business & technology, customer experience, digital marketing, and fintech & insurtech, each with unique characteristics and interests. The analysis highlights key influencers and media consumption trends relevant to the business & technology segment.

1. The audience behind
Digital Transformation

2. The analysis
The data from this analysis was pulled from Audiense, a leading audience intelligence platform based in
London. While most analytics platforms can organize and manage unstructured data, an in-depth human
analysis is required to filter through the information, look for patterns and formulate actionable insights.
There were 7.2K unique social profiles collected based on the digital transformation conversational analysis.
The data was collected, organized and put through machine learning algorithms to find unique interests
and characteristics.
This data, while only directional, is critical to drive marketing and communications programs, campaigns
and day-to-day content initiatives.

3. Audience segments
3
Business &
Technology Customer
Experience
Digital
Marketing
Fintech &
Insurtech
N=7286 total members
The digital transformation audience is clustered into
four distinct segments, all of which have very unique
interests, characteristics, and behavioral patterns. The
four segments are as follows:
● Business & Technology
● Customer Experience
● Digital Marketing
● Fintech & Insurtech
The following slides go a little deeper into the business &
technology audience segment only, and includes a look
into their top interests, content, who influences them
and what media publications they read and share.

4. Top interests
4
The below data represents that top interests of the digital transformation audience, specifically the business and technology segment.
The data is compared to the broader audience in order to see their unique interests and characteristics.
Business & Industrial Technology & Computing
Advertising &
Marketing
Business
Operations
Energy
Companies
Manufacturing
Current Segment Full Audience
Internet &
Technology
Consumer
Electronics
Software
Enterprise
Technology
Networking
Current Segment Full Audience

5. Top shared content
5
The below represents a current sampling of content shared by this segment.

6. Who influences this audience?
6
Eric Knorr
Editor in Chief of IDG Enterprise, which includes CIO,
Computerworld, CSO, InfoWorld, and Network World
Tamara McCleary
CEO @ThuliumCo interested in AI, IoT, Robotics, Big Data
and the Future of Work
Kirk Borne
Principal Data Scientist @BoozAllen. Global Speaker
interested in Data Science & AI. PhD Astrophysicist
Dion Hinchcliffe
Thinker, strategist, enterprise architect, keynote speaker,
analyst, futurist on IT, @Constellationr @ZDNet
Doug Laney
Gartner Analyst, Chief Data Officer research & advisory
team. Data & Analytics Strategy
Daniel Newman
Principal Analyst Futurum Research, @Forbes
@MarketWatch Contributor | TEDx Alum
Mike Gualtieri
Forrester VP & Principal Analyst: Artificial Intelligence and
Machine Learning
Deborah Kay
Head of Digital Transformation | Chatbot Evangelist |
Speaker | 21 All Star Twitter | School Builder
The below data represents a sampling of luminaries, pundits and media that have significant influence over the business and
technology audience segment.

7. Top media consumption
7
TOP
BUSINESS
MEDIA
TOP
TECH
MEDIA
The below data represents the top business and technology media consumed by this audience. It’s calculated based on which media
publications this audience follows, shares, interacts with and talks about.