Review of the underlying data & influence potential of LinkedIn regarding specific MDM, RDM and Data Governance special interest groups Includes links to the specific groups and their owners Includes 204-15-16 data for comparative anbalysis

1. 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

2. 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

3. 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

4. “TOP 10” MOST INFLUENTIAL LINKEDIN GROUPS FOR MDM & DG
Group Name
#
members
1H2014
#
members
1H2015
#
members
2H2016
Percent
growth
YTY2014-
15
Percent
growth
YTY2015-
16
Manager #1 Manager #2 / notes
MDM - Master Data Management 7,012 16,627 18,138 137% 9%Atul Bansal
Master 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.Refe
renceDataManag
ement.com
Informatica MDM 893 3,178 4,397 256% 38%Informatica

5. TOP 5 (SIZE) LINKEDIN
SPECIAL INTEREST GROUPS (2015-2016)
0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000 18,000 20,000
MDM - Master Data Management
Master Data Management Interest Group
Data Governance & Data Quality
Master Data Management Pros
DAMA International
2016 2015
“Analysis of LinkedIn “Special Interest Groups”for MDM, RDM & Data Governance
Marketing to ~160K MDM Professionals”– The MDM Institute MarketPulse Report Sept 2016
The “Top 4” MDM Special Interest Groups in LinkedIn are
each individually more influential than DAMA !!!

6. “TOP 10” FASTEST GROWING LINKEDIN GROUPS FOR MDM
Group Name
#members
1H2014
#members
1H2015
#members
2H2016
Percent
growthYTY
2014-15
Percent
growthYTY
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/Broadstreet
Data
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 White
www.ReferenceDataManagem
ent.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

7. TOP 10 (FASTEST GROWING) LINKEDIN
SPECIAL INTEREST GROUPS (2015-2016
68%
55%
53%
52%
43%
32%
31%
31%
30%
30%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Data Quality and Data Governance Professionals (3,728)
Master Data Management Pros (12,268)
Data Governance Professionals Organization (2,313)
Information Governance & Management (4,114)
Data Quality and Metadata Management (3,694)
(Master) Reference Data Management (4,825)
Customer Data Integration (1,363)
Master Data Management (1,613)
MDM Experts (6,202)
Multi-Domain MDM (2,118)
Group Name (2016 membership)
Y2Y Growth
In both “growth” & “size”, the LinkedIn SIG “MDM Pros” is the
*most* influential such group (managed by A. Zornes & E. Allburn)

8. “TOP 10” VENDOR-SPECIFIC LINKEDIN GROUPS FOR MDM
Group Name
#members
1H2014
#members
1H2015
#members
2H2016
Percentgrowth
YTY2014-15
Percentgrowth
YTY2015-16
#Members
GrowthYTY
2015-16
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% 165
Roger Kennedy, now IBM, ex-UK
consultancy Conexus
SAP MDG 89 756 800 749% 6% 44
Nilesh 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/Reltio
Oracle MDM (Master Data
Management) No recruiters
please 379 625 597 65% -4% (28)Bob Barnett
IBMInfoSphere MDM Users
Group n/a n/a 469 n/a n/a n/a
Collibra 303 303

9. TOP 10 LINKEDIN SPECIAL INTEREST GROUPS
(MDM VENDOR PLATFORMS 2016)
0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500 5,000
Informatica MDM
IBM (people, INIT, User Grp) roll up
Siebel UCM
IBM MDM People
SAP MDG
IBM Initiate MDS
Kalido Community - Official
Reltio
Oracle MDM
IBM MDM Users Group
Collibra
# Members (2016)
In addition to being largest MDM vendor group in LinkedIn (2X as big
as 2nd largest), INFA MDM is also fastest growing (38% CAGR)

10. TOP CONFERENCE/EVENT-SPECIFIC LINKEDIN GROUPS FOR MDM
Group Name
#members
1H2014
#members
1H2015
#members
2H2016
Percent
growthYTY
2014-15
Percent
growthYTY
2015-16
#Members
GrowthYTY
2015-16
Manager #1
Manager #2 /
notes
MDM & DG Summit (in total across NA, EU, AP) 1,474 3,050 3,617 107% 19% 567
Aaron Zornes/MDM
Institute & partners
Gartner Master Data Management (Xchange) 1,723 3,278 3,417 90% 4% 139Pascal Winckel
www.gartner.c
om/us/mdm
INFORMATICA WORLD 671 1,412 1,820 110% 29% 408
Tristan
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.co
m
MDM & DG Summits by Information Management
(NA) 331 931 975 181% 5% 44
Aaron Zornes/MDM
Institute & USA
partners
www.mdm-
summit.com
MDM & Data Governance Asia Pacific Network 618 725 894 17% 23% 169
Daniel
McMurray/Enterprise
IQ
Aaron
Zornes/MDM
Institute

11. 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
© 2016 The MDM Institute www.The-MDM-Institute.com
Formalize plans & internal ownership …
then execute & measure!

12. ABOUT THE MDM INSTITUTE
• Founded 2004 to focus on MDM
business drivers & technology challenges
• MDM Advisory Council™
of 150 Global 5000 IT organizations with unlimited
advice to key individuals, e.g. CTOs, data architects
• MDM Business Council™ website
access & email support to 35,000+ members
• MDM Road Map & Milestones™
annual strategic planning assumptions – e.g.,
http://tinyurl.com/MDM-next-gen
• MDM Market Pulse™ monthly
surveys
• MDM Fast Track™ one-day
public & onsite workshop rotating quarterly
through major North American, European &
Asia-Pacific metro areas
• MDM & Data Governance
Summit™ annual conferences in
NYC, San Francisco, London, Singapore,
Sydney,Toronto & Tokyo (**Shanghai in 2015)
“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

13. 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
• Advisor agrees to participate in at least one fifteen
(15) minute survey teleconference call every sixty
(60) days
• Optionally, Advisor may respond to the bi-monthly
survey request via email or Internet-based survey
fulfillment
• Results of such MDM market research surveys
shall be aggregated by the Institute & made
available to all Advisory Council members
• In no case, shall any Advisor-specific survey
information be made available to other parties
unless Advisor has specifically agreed to the
release of such information in writing
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

14. Authoritative
Relevant
Independent
Aaron Zornes
Founder & Chief Research Officer
www.the-MDM-Institute.com
aaron.zornes@the-MDM-Institute.com
www.linkedin.com/in/aaronzornes
@azornes +1 650.743.2278
© 2016 The MDM Institute www.The-MDM-Institute.com