John Santaferraro

John is the research director for analytics, business intelligence, and data management at EMA. His 23 years of experience in the data and analytics market span everything from startups to executive positions at Fortune 50 companies. His deep understanding of the industry comes from years of leadership in product and marketing organizations, along with multiple big data imagineering efforts for finance, communications, retail, manufacturing, healthcare, events, oil and gas, and utilities. John's coverage area also includes data integration, data discovery, metadata management, artificial intelligence, machine learning, data science, digital marketing, and innovation.

Recent Posts

Entrants in the Unified Analytics Warehouse Race

By John Santaferraro on Aug 26, 2020 2:59:08 PM

As the race to deliver the UAW heats up, EMA sees the following vendors working toward a convergence of the data warehouse and data lake: Ahana, Amazon, Cloudera, Databricks, Dremio, Google, HPE Ezmeral, Incorta, isima.io, Oracle, SAP, Starburst, Teradata, and Vertica. EMA also anticipates that vendors that successfully deliver a unified analytics warehouse will quickly eclipse data warehouse and data lake vendors, making them obsolete, except for targeted use cases and analytical projects.

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The Requirements for a Unified Analytics Warehouse

By John Santaferraro on Aug 21, 2020 12:38:29 PM

To assess the likely winners in the race for the unified analytics warehouse, it is important to understand the various requirements of modern analytics programs and the unified analytics warehouse.

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The Emergence of the Unified Analytics Warehouse

By John Santaferraro on Aug 21, 2020 12:37:39 PM

The race for a unified analytics warehouse is on. The data warehouse has been around for almost three decades. Shortly after big data platforms were introduced in the late 2000s, there was talk that the data warehouse was dead—but it never went away. When big data platform vendors realized that the data warehouse was here to stay, they started building databases on top of their file system and conceptualizing a data lake that would replace the data warehouse. It never did.

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Digital Marketing - Find the Right Media to Create a Dialogue

By John Santaferraro on Apr 22, 2020 2:21:33 PM

Syndicate, Syndicate, Syndicate

We are a multi-media generation that offers unlimited media choices to information consumers. Buyers can choose from mobile apps, videos, websites, podcasts, or printed media. They consume infographics, eBooks, whitepapers, slide shares, webinars, interactive sites, and e-learning systems. They can find their media via search, social streams, mashups, or journalistic consolidation sites.

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Digital Marketing - Understand How People Buy

By John Santaferraro on Apr 22, 2020 2:12:48 PM

The Magic of the Buying Cycle

Increasing sales and revenue with digital marketing involves far more than generating leads. Too many marketers have focused their efforts almost entirely on demand generation at the expense of proactively moving leads through the funnel and closing more deals. EMA supports a balanced digital marketing approach that focuses on moving buyers forward at all points in their buying journey.

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Digital Marketing - Know the Person You Want to Target

By John Santaferraro on Apr 22, 2020 1:42:22 PM

The Search for the Right Persona

Savvy marketers want to better understand buyer personas relevant to the products and solutions in their portfolio. However, not every marketer understands the importance of prioritizing the search for the right persona. Persona creation can be laborious and getting agreement on personas can be even more challenging, but it is worth the effort. Once you create a persona, it becomes the guide for every person in your organization entering a dialogue with a customer or potential buyer.

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Creating Personalized, Targeted Webinars

By John Santaferraro on Mar 10, 2020 6:55:41 PM

The best webinars are personalized and targeted. They are personalized by carefully considering and engaging those who will be attending the webinar. They are targeted by understanding the buying phase and persona of the audience. In other words, a webinar created with the audience in mind maps perfectly into digital marketing strategies created and carefully considers the different stages of the buying cycle. This is the way we do webinars here at EMA.

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10 Creative Options for Your 2020 Webinars

By John Santaferraro on Mar 10, 2020 6:44:31 PM

Webinars are boring…until you think outside the box and utilize creative ideas to wake up the minds of your attendees. Pick one of these ten creative options to revitalize your webinars in 2020.

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Engaging, Inspirational Webinars Drive the Most Leads

By John Santaferraro on Mar 10, 2020 6:34:01 PM

“Webinars are boring!” I’ve heard those exact words from both marketing leaders and webinar attendees. And for the most part it’s true. If you are still doing webinars in which the third-party pundit speaks first, then your company spokesperson gives a product pitch, your audience is probably mumbling those same words.

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SAP Set to Revolutionize Cloud Intelligence for Business Professionals

By John Santaferraro on May 23, 2019 9:27:33 AM

At SAPPHIRE Now 2019, SAP introduced new cloud services that reach far beyond their installed base and make them a solid option for anyone looking for application or analytics solutions in the cloud. The new data and analytics offerings are not a departure from their commitment to current customers; they extend increased business value for all medium and enterprise companies looking for rapid return on their cloud investments. 

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