Minutes of the 45 - IPR » International Planning & Research

Minutes of the 45 th meeting of the Computer Market Analysis Group (CMAG)
The forty-fifth meeting of CMAG was hosted by Autodesk at their offices in San
Francisco, California on August 26-27, 2010. The theme of the meeting was Better MI
through Web/Business/Customer Analytics.
CMAG members attending the meeting included:
Mary Ellen Bercik, Cisco
Scott Carter, Adobe
Pras Chaudhuri, ex-HP
Jeff Coldani, Symantec
Carol Galvin, IBM
Richard Gee, ex-HP
Jimmy Gonzales, HP
Deanna Graham, GRI
Jocelyn Graham, Allenport
Kevin Hill, Autodesk
Brent Johnson, IPR
Satya Jyotiprakash, IBM
Cuneyt Kayali, NetApp
Theresa Kushner, Cisco
Jack Lamey, Epson America
Martin Lee, CSC
Alan Lee, Autodesk
Sanjeev Madan, HP
Kevin Mann, IBM
Julie McEntee, Adobe
Stephanie Morrison, NetApp
Nathan Nuttall, AMD
Regina Ramos, NetApp
George Reed, HP
Shawn Reeves, Cisco
Pia Rieppo, Cisco
Michael Robertson, AMD
Hector Sandoval, Seagate
Doug Schwegman, CyberSource
Yvonne Shu, Autodesk
Jim Slevin, AMD
Giselle Stancic, Cisco
Elaine Stern, Symantec
Arsineh Vartanian, Seagate
Susan Walker, Adobe
Jeff Young, IPR
The following participants signed up for remote access:
Stig Berg, VMware
Rebecca Burr, Xilinx
Beth Chappell, HP
Andrea Horton, Adobe
Maia Pindar, Palo Alto Research Center
Keren Solomon, Intuit
Daniel Torok, HP
Jennifer Wang, Cisco WebEx
Robin Yarmovsky, ex-Sun
Speakers making presentations during the meeting included:
Matt Belkin, Adobe
Alison Shaffer, Cisco WebEx
Shashi Upadhyay, Lattice Engines
Susan Etlinger, Altimeter Group
Dan Neely, Networked Insights
Swati Saxena, HP
Thursday, August 26
Alan Lee welcomed attendees to Autodesk and provided an overview of Autodesk’s
Marketing Intelligence and Operations team, and Jack Androvich, Senior Director of
Marketing Intelligence and Operations at Autodesk kicked off the 45 th meeting of CMAG
with an overview of data and analytics at Autodesk. He was followed by Julie McEntee
of Adobe, who introduced the day’s first speaker, Susan Etlinger of the Altimeter
Group. Susan’s presentation was entitled “Future Shock: Market Intelligence in the
Social Organization”. During her session, Susan demonstrated the extent to which web

CMAG 45 at Autodesk in San Francisco August 26-27, 2010
activity has shifted away from domains and towards social media sites, and provided
illustrations of ways in which companies are using social media interactions to enhance
customer relationships. She then described the role of market research in this process.
After a short break, Satya Jyotiprakash of IBM then followed with the meeting’s first
“War Story”. His session was entitled “Human Reader Messaging Analysis: A Case
Study”. He led off by describing a methodology for competitive messaging analysis
used by IBM’s Market Insights group, which involved extraction and classification of
messages available through sources such as analyst reports, whitepapers/brochures,
industry websites, Factiva, company websites, and a simple Google search; the topic of
the messaging analysis was cloud computing, and messages were collected for IBM
and for several of its competitors. Satya then outlined the applications of this type of
analysis, and the actions taken by IBM as a result of its findings. He wrapped up by
leading the group in a practice exercise, in which CMAG members extracted and
classified messages gathered via a Google search relating to restaurants in San
Francisco.
CMAG members then introduced themselves to the group. As part of their introductions,
members were asked to describe what makes them happy. Members derive joy from a
variety of sources, such as playing chamber music, driving, a classic hot fudge sundae,
and a movie with a bag of popcorn; several CMAG members indicated that a victory by
the San Francisco Giants brought them happinesss; alas, the Giants had lost the
previous day.
After lunch, Jeff Young of IPR led the first discussion of CMAG business. During this
session, members brainstormed on possible themes for the next meeting. Suggested
topics included:
1. Insights and funding; organizational structure and skill sets: what does a manager need? Building an MI
practice (Kevin Mann, Pia Rieppo); orient all this around a specific initiative (Kevin Mann)
a. How to get to insights? What are the skill sets, methods, etc. needed to do this? (Susan Walker,
Julie McEntee, Stacey Taylor)
b. Funding models, centralization/decentralization of organization, MI operating models/structure,
employee (as trusted advisor) retention in MI, career paths (Cindy Alfieri, Barbara Imbert);
organizational benchmarks (Jim Slevin, Jimmy Gonzales); benchmarking for headcount planning.
c. Packaging and communicating market intelligence for maximum impact; repurposing and
leveraging, in a format that is digestible and actionable. (Doug Schwegman). Each company
could bring a graphic/effective example of what did/didn’t work (Kevin Mann)
d. Send the group a questionnaire on MI structure and budget ahead of time (Jimmy Gonzales, Jim
Slevin)
2. Competitive intelligence: How much and what do you need to know about your competitors? What’s the
best way to research competitors? What can they find out about you in the
process? Privacy/security/legal issues with CI (Lori Deaton, Cindy Alfieri, Robin Yarmovsky, Arsy Vartanian,
Daniela Bayer, Nathan Nuttall).
3. Innovative MI techniques
a. How, when, and why to adopt innovative techniques to drive MI;
disrupting/bypassing/leapfrogging/breaking away from best practices (this crosses
horizontally). How MI results relate to the big picture, i.e. the “so what?” question. (Inga

CMAG 45 at Autodesk in San Francisco August 26-27, 2010
Vailionis, Jocelyn Graham); Different/non-linear analysis, disruptive analysis, surveys via
handheld devices (Jocelyn Graham)
b. How to mine social media for data and insights - search engines, social networks, blogs, etc.
(Robin Yarmovsky); what is the social media landscape around your products and services and
what should your company do about it (Kevin Mann)
c. Brainwaves and advertising techniques, neuromarketing and how to apply it (Theresa Kushner)
d. Look outside IT for best practices. Panel? (Paul Logue, Nathan Nuttall, Doug Schwegman);
bloggers and other voices/new influencers (Susan Walker, Theresa Kushner) as opposed to
tradtional syndicated sources.
4. MI in new/difficult markets
a. International markets (Theresa Kushner)
b. Research into small business markets (Elaine Stern)
c. Mobile (Kevin Mann)
Nathan Nuttall of AMD then led the group on a brainstorming session on CMAG’s
recruiting strategy. The group agreed that a renewed focus in this area – targeting both
current members who have become “dormant” as well as new companies from
emerging sectors of the IT industry – would be worthwhile. One attendee suggested
that we ask each CMAG member to identify contacts who they feel would make a
meaningful contribution to the group. A CMAG recruiting committee will be formed to
develop and implement a recruiting strategy.
Julie McEntee introduced the afternoon’s first speaker, Matt Belkin of Adobe’s Omniture
business unit. Matt’s session was entitled “Making the Leap from Traditional Market
Research to Marketing Analytics”. Matt described four steps on the path to “analytics
enlightenment” – key business requirements (KBRs), which need to be clearly defined;
key performance indicators (KPIs), which measure performance against the KBRs;
performance analysis – Matt provided several examples; and an objective, data-driven
approach to optimizing ROI, for which he provided a case study.
After a short break, Satya Jyotiprakash presented "The IBM Global Market Insights
Story: View from Bangalore". During his talk, Satya provided an overview as to how
IBM has structured its Global Market Insights team and has operationalized its global
delivery model. He described the structure of the Global Market Insights group and its
role within the marketing organization. He wrapped up with an overview of the IBM
Market Insights Global Delivery Center, describing its evolution over time, its
engagement model, and the factors that have led to its success.
Alison Shaffer of Cisco WebEx delivered the day’s second War Story, entitled “Using
Data Strategy and Customer Analytics to Drive Business Decisions”. She described the
development of a data framework to optimize processes involving collection, usage and
delivery of data; and effective methods for increasing data usability. Alison then
provided an example of a methodology for identifying adoption levels in Enterprise
segment, and wrapped up with an overview of learnings/best practices.
Carol Galvin of IBM led the day’s final session, entitled “Banter: Looking at Customer
Conversations and Market Insights in Social Media”. Carol led off with an overview of
the social media marketing and monitoring process, and its importance to the
organization; she then provided an overview of Banter, a tool developed by IBM

CMAG 45 at Autodesk in San Francisco August 26-27, 2010
Research that delivers social media analytics by identifying relevant blog “universes”
based on authority and influence, and uses this information to identify emerging topics
of interest. She concluded with examples which illustrated how Banter can be used to
identify influencers, monitor the social media conversations, and alert management to
changes in market dynamics.
After the meeting concluded for the day, attendees adjourned to Chaya Brasserie in
San Francisco, where IPR hosted the group at a relaxing and convivial reception and
dinner on Thursday evening.
Friday, August 27
The first speaker of the second day was Dan Neely of Networked Insights; he was
introduced by Jeff Young. Dan’s session was entitled “Social Media Analytics:
Customer Feedback or Consumer Intelligence?”. During his session, Dan described
how customer conversations vary for different product areas, and the distinction
between analytics (marketing) vs. monitoring (PR). He described case studies involving
campaign strategy and campaign measurement, which can be used to realize insights
that drive strategy and innovation. He wrapped up with three real world examples that
demonstrated the ROI from social media listening.
Jeff Young then led the second discussion of CMAG business. After reviewing the
suggestions from the previous day, the group narrowed down the roster of potential
agenda themes through two rounds of voting. After a first round of voting, the first and
third topics from the previous day survived for further consideration. In the second
round of voting, the third topic (tentatively dubbed “Innovative MI Techniques”) received
a clear majority and will be the agenda theme for CMAG 46, which AMD has graciously
offered to host at their Sunnyvale facilities in March of 2011. Scott Carter and Julie
McEntee/Adobe, Jocelyn Graham/Allenport, George Reed/HP, Yvonne Shu/Autodesk,
Jim Slevin/AMD and Jeff Young/IPR agreed to be on the agenda committee. In addition,
Deanna Graham/GRI, Jocelyn Graham/Allenport, Nathan Nuttall and Jim Slevin/AMD,
Hector Sandoval and Arsy Vartanian/Seagate, Susan Walker/Adobe, and Brent
Johnson and Jeff Young/IPR agreed to serve on the newly-formed CMAG recruiting
committee.
In other CMAG business, the group discussed whether CMAG’s current moniker –
which some see as computer-centric - is limiting the group’s ability to expand its
footprint to emerging industry sectors, and whether a name change might facilitate this
expansion. One suggestion involved changing “CMAG” to “TMAG” – Technology
Market Analysis Group; while another suggestion would maintain the CMAG name but
with a rebranding to “Customer and Market Analysis Group”. Feedback from the
broader CMAG membership will be solicited before a decision is made. Other
suggestions involved the establishment of “special interest groups” involving a subset of
CMAG members who would explore more narrowly-defined common interests (these
groups could convene either immediately preceding the CMAG meeting, during the
meeting – perhaps in breakout sessions after lunch the first day; or outside of CMAG
meetings); and a benchmarking survey that would enable CMAG members to see how
they stand relative to their peers in terms of their company’s MI operations. Finally,

CMAG 45 at Autodesk in San Francisco August 26-27, 2010
announcements were made about two webinars which may be of interest to CMAG
members. The first one involves several CMAG members (Kevin Hill, Theresa Kushner,
Stig Berg), who will be participating as panelists in a MOCCA (Marketing Operations
Cross-Company Alliance) webinar related to building a business analytics team; the
second involves a survey conducted by Grail Research – a presenter at CMAG 44 –
that was conducted exclusively on mobile devices. More details on these will be
forthcoming.
After a short break, Swati Saxena of HP delivered the meeting’s final War Story. Her
session was entitled “Research and Analytics: An SMB Case Study at HP”. Swati’s
case study covered the identification of a business problem and associated objectives;
an analytical approach to addressing this problem (which included scope determination,
evaluation of available data, development of an analytical process, the use of market
and behavioral analysis, data cleaning and mining, identification of the “sweet spot”
opportunity, the use of primary research, and the inductive process used to organize the
findings); leveraging the insights gleaned from the analysis to recommend action; and
the challenges associated with this process.
Shashi Upadhyay of Lattice Engines led the meeting’s final session, which was entitled
“Using the Cloud to Predict Purchases”. He was introduced by Pras Chaudhuri. In
contrast to the “funnel view” that typically drives the sales rep’s perspective of the world
and which frames sales and marketing efforts in the B2B space, Shashi described the
greater complexity and uncertainty associated with customer behavior today, and the
opportunities that can be realized by targeting high-spending but unpredictable
accounts, which represent a small number of accounts but which generate most of the
growth in the market opportunity. To identify and target these accounts, he described
an approach that goes beyond standard firmographics and leverages real-time data
from social media to develop predictive models of customer behavior.
Several CMAG members stayed on after lunch for a guided tour of the Autodesk Gallery,
led by John Losito of Autodesk, who served as a docent.
Feedback on the speakers was generally positive, though one attendee felt that the
Networked Insights presenter was light on data and leaned a bit too heavily towards
selling his service. One attendee applauded the “real world” case studies, though
another found the case studies from outside of IT to be less helpful. One attendee
particularly liked the “Beware of the HiPPO” slide from Matt Belkin’s presentation.
Another one singled out Satya Jyotiprakash’s “view from Bangalore” for praise.
Other suggestions related to the remote participation experience. One remote attendee
suggested that presenters repeat any comments and/or questions from the audience
that are not directed into a microphone. One in-person attendee commented that the
loud audio signals when remote participants enter or leave the meeting cause a slight
disturbance, and that volume modulation would help here.
Many thanks to Alan Lee, Kevin Hill and their associates at Autodesk for all their efforts
which helped to make 45 th meeting of CMAG such an enjoyable and memorable
experience!