Recently I shared a media and influencer analysis of digital transformation influencers – the term that most B2B and technology brands want to align themselves with that describes the evolution in business. The term itself has exploded in usage and search behavior over the last 5 years–check Google Trends below:

For marketers, understanding what media publications driving the narrative is valuable, and monitoring key influencers can produce actionable insights. What I find to be a little more of a priority than a media and influencer analysis is a true, unbiased deep-dive into your audience. And I’m not talking about a makeshift persona you created from a Hubspot template. The question you have to ask yourself is, “does my audience even read the media publications driving the narrative?” or better yet, “does my audience follow or care what influencers even say?”

The only way to answer that question is through audience intelligence.

That said, I wanted to find out a little more about the audience behind digital transformation. The data from this analysis was pulled from Audiense, a leading audience intelligence platform. 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. See more below in digital transformation influencers.