Whenever you look for the purchase decision influencers in business intelligence (BI) and business analytics, you end up looking at the trade press. And there’s some noteworthy news on that front this week: media giant TechTarget announced that they’ve acquired the BeyeNETWORK properties and network of experts. TechTarget plans to leverage BeyeNETWORK experts to build out their footprint in BI via the new SearchBusinessAnalytics.com destination site.
Regardless how this M&A looks once the dust settles, it will have a definite impact on the influence wielded by the BeyeNETWORK experts.
Many of these experts are solo or small-group professionals with deep subject matter expertise. The group includes analysts, consultants, lecturers and authors. They tend to have closely held relationships with their clients and industry contacts. They influence purchases, implementation, and best practices around enterprise business intelligence, data warehousing and analytics software. They engage with the market, and formulate and promote their own opinions. They can also play important roles in the influencer ecosystem as intermediaries — bringing the viewpoints of more powerful influencers, such as vendors, directly to their own contacts.
If you’re in the BI market, monitor BeyeNETWORK and TechTarget over the next 3 to 6 months to see which experts get more play, which get less, which get lost, and any new experts attracted by the larger combined media site. Keep your focus on the individual influencers, not the BeyeNETWORK brand itself.
For example, some of the BeyeNETWORK experts I recommend putting on your watch list: Merv Adrian, Lou Agosta, Leslie Ament, Steve Dine, Neil Raden, Craig Shiff, James Taylor, and Colin White.