ANALYSIS OF LINKED IN“SPECIAL INTEREST GROUPS”

FOR MDM, RDM & DATA GOVERNANCE MARKETING TO ~140K MDM PROFESSIONALS

An MDM Institute

Market Pulsetm Briefing

March 2015

© 2015 The MDM Institute www.The-MDM-Institute.com MDM Institute Market Pulsetm series

PROLOGUE

• There has been an explosion in the membership of MDM-

relevant LINKED IN groups• ~140K 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 ~50K discrete MDM-interested parties across grousptracked

• There has been considerable evolution & uptake in job titles

concerning • Master Data Management & Data Governance

• Certain of the groups are more effective in messaging for MDM, RDM

& DG solution providers than others

© 2015 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)

© 2015 The MDM Institute www.The-MDM-Institute.com

“TOP 10” MOST INFLUENTIAL LINKED GROUPS FOR MDM & DG

Group Name # m

em

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# m

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Manager #1 Manager #2 / notes

MDM - Master Data Management 7,012 16,627 137%Atul Bansal

Data Governance & Data Quality 2,414 12,447 416%Jason DeMers

Master Data Management Interest Group 7,130 12,248 72%Scott Lee

DAMA International 4,388 8,764 100%Jean Anne Brown

Master Data Management Pros 1,296 7,932 512%Ed Allburn

The Data Quality Association 2,674 5,605 110%Holger WandtBusiness Intelligence, Data Warehouse, Information Management,... 3,250 4,791 47%Sushil Pramanick

added Big Data last 2 years

MDM Experts 1,890 4,776 153%Abhay Singhal

Data Governance & Stewardship 1,691 4,563 170%Jojy Mathew

(Master) Reference Data Management 1,445 3,662 153%Alan White

http://www.ReferenceDataManagement.com

“TOP 10” FASTEST GROWING LINKED GROUPS FOR MDM

Group Name # m

em

bers

1H

20

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# m

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Manager #1 Manager #2 / notes

SAP MDG (Master Data Governance) 78 1,089 1,296%P Shukant

SAP MDG 89 756 749%Nilesh Nikumbh

Master Data Management Pros 1,296 7,932 512%Ed Allburn Aaron Zornes

Data Governance & Data Quality 2,414 12,447 416%Jason DeMers/TDWI

Enterprise Information Management 298 1,530 413%Rajeev Kumar

Master Data Management Mentoring Group 342 1,582 363%Venayak RreddyKatkam Aaron Zornes

Data Mgmt & IQ Conference Europe 332 1,374 314%Shane McGlynn/IRM UK

http://www.irmuk.co.uk

CDI-MDM (Customer Data Integration & MDM) 363 1,454 301%Anupam Gupta http://www.cdi-mdm.com

IBM Infosphere MDM People 275 1,033 276%Roger Kennedy

Informatica MDM 893 3,178 256%Ravi Shankar

“TOP 10” VENDOR-SPECIFIC LINKED GROUPS FOR MDM

Group Name # m

em

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# m

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Manager #1 Manager #2 / notes

SAP MDM (Enterprise & Embedded) Worldwide 1,333 3,191 139%P Shukant

Informatica MDM 893 3,178 256%Ravi Shankar

Siebel Universal Customer Master - UCM 551 1,183 115%Arif Delvi

SAP MDG (Master Data Governance) 78 1,089 1,296%P Shukant

IBM Infosphere MDM People 275 1,033 276%Roger Kennedy

SAP MDG 89 756 749%Nilesh Nikumbh

Kalido Community - Official 598 712 19%Stephen Pace

Oracle MDM 379 625 65%Bob Barnett

Oracle PIM 145 160 10%Bob Barnett

DataFlux professionals 386 134 -65%Sandeep P

TOP CONFERENCE/EVENT-SPECIFIC LINKED GROUPS FOR MDM

Group Name # m

em

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1H

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Manager #1 Manager #2 / notes

DAMA International 4,388 8,764 100%

Gartner Master Data Management (Xchange) 1,723 3,278 90%Used to sell their MDM Summit

http://www.gartner.com/us/mdm

Data Governance Professionals Organization 603 1,508 150%Used to sell their DG conferences http://www.dgpo.org

INFORMATICA WORLD 671 1,412 110%

MDM Summit & Data Governance Conference Europe 525 1,394 166%Aaron Zornes

http://www.irmuk.co.uk

MDM Summits by Information Management 331 931 181%Eric Fusco

Data Governance and Information Quality Conference DGIQ 392 878 124%

used by Wilshire to mkt their 2 conferences

http://www.dg-conference.com

DGIQ2011 61 102 67%subgroup of DGIQConference

NEXT STEPS & Q&A

1. 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

© 2015 The MDM Institute www.The-MDM-Institute.com

Formalize plans & internal ownership …then execute & measure!

RESOURCES

© 2015 The MDM Institute www.The-MDM-Institute.com

Group Name # mem

bers

1H20

14

# mem

bers

1H20

15

Perce

nt gro

wth

YTY

Manager #1 Manager #2 / notes

MDM - Master Data Management 7,012 16,627 137% Atul Bansal

Data Governance & Data Quality 2,414 12,447 416% Jason DeMers/TDWI

Master Data Management Interest Group 7,130 12,248 72% Scott Lee/EMC Consulting

DAMA International 4,388 8,764 100% Jean Anne Brown

Master Data Management Pros 1,296 7,932 512%

owned & managed by Ed

Allburn/DataDelta Aaron Zornes/MDM Institute

The Data Quality Association 2,674 5,605 110% Holger Wandt/Neopost

Talend Open Source Integration 2,399 4,819 101% Cécile Maindron/Talend

Business Intelligence, Data Warehouse, Information Management,... 3,250 4,791 47% Sushil Pramanick added Big Data last 2 years

MDM Experts 1,890 4,776 153% Abhay Singhal

Data Governance & Stewardship 1,691 4,563 170% Jojy Mathew/Deloitte

Enterprise Architecture 2,712 4,063 50% John Budala/ex-Home Depot

http://groups.google.com/group/enAr-Da-

Ob?hl=en&pli=1

(Master) Reference Data Management 1,445 3,662 153% Alan White http://www.ReferenceDataManagement.com

Gartner Master Data Management (Xchange) 1,723 3,278 90% Pascal Winckel http://www.gartner.com/us/mdm

SAP MDM (Enterprise & Embedded) Worldwide 1,333 3,191 139% P Shukant http://sapmdm.ning.com/

Informatica MDM 893 3,178 256% Ravi Shankar/Informatica

Enterprise Data Quality 1,492 2,853 91% Peter Benza/ex-TCS http://www.enterprisedataquality.com

Information Governance & Management 937 2,705 189% Mark Cowan/Broadstreet Data

Data Quality and Metadata Management 1,273 2,586 103% Peter Benson/ECCMA

Data Quality and Metadata Management 1,327 2,586 95% Peter Benson/ECCMA

Data Quality Pro.com 725 2,224 207% Dylan Jones (editor@dataqualitypro.com) http://www.dataqualitypro.com

Data Matching 1,016 1,716 69% Henrik Liliendahl Sørensen

Multi-Domain MDM 490 1,635 234% Henrik Liliendahl Sørensen

Master Data Management Mentoring Group 342 1,582 363% Venayak Rreddy Katkam/Deloitte Aaron Zornes/MDM Institute

Enterprise Information Management 298 1,530 413% Rajeev Kumar/ex-PPC, ex-TCS http://www.allesovereim.nl

Data Governance Professionals Organization 603 1,508 150% Srikant Dharwad/Lexmark http://www.dgpo.org

CDI-MDM (Customer Data Integration & Master Data Management) 363 1,454 301% Anupam Gupta/Avenues Int'l http://www.cdi-mdm.com

INFORMATICA WORLD 671 1,412 110% Tristan Bishop/Informatica

MDM Summit & Data Governance Conference Europe 525 1,394 166%

Aaron Zornes/MDM Institute & European

partners http://www.irmuk.co.uk

Data Management and Information Quality Conference Europe 332 1,374 314% Shane McGlynn/IRM UK http://www.irmuk.co.uk

Master Data Management 577 1,236 114% Rakesh Hate/Opera Solutions

Siebel Universal Customer Master - UCM 551 1,183 115% Arif Delvi/Oracle

SAP MDG (Master Data Governance) 78 1,089 1296% P Shukant/ex-Wipro, ex-Cognizant

Customer Data Integration 327 1,043 219% Ed Allburn/DataDelta

IBM Infosphere MDM People 275 1,033 276%

Roger Kennedy, now IBM, ex-UK

consultancy Conexus

MDM Summits by Information Management 331 931 181% Eric Fusco

Data Governance and Information Quality Conference DGIQ 392 878 124% Davida Berger  http://www.dg-conference.com

SAP MDG 89 756 749% Nilesh Nikumbh/SAP, ex-L&T Infotech

Kalido Community - Official 598 712 19% Stephen Pace/Kalido

Oracle MDM (Master Data Management) No recruiters please 379 625 65% Bob Barnett

Master Data Online 163 472 190% Amit Bansal  http://www.masteringdataonline.com

Siperian Masterminds 279 466 67% Ramon Chen/Reltio  http://share.siperian.com

Trillium Software Users' Group 281 329 17% Len Dubois/Trillium

Master Datamanagement experts 151 182 21% David Van Der Vliet

Oracle PIM 145 160 10% Oracle consultant Bob Barnett

DataFlux professionals 386 134 -65% Sandeep P

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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

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Aaron ZornesFounder & Chief Research Officer

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