Martina Longo is a research manager in the IDC EMEA Digital Business and AI Transformation Strategy Research Group. In her role she advises ICT players on how organizations create business value using digital technologies. She also leads the IDC EMEA Digital Native Business research, focused on a mix of start-ups, scaleups, and more mature digital natives. She also collaborates with the EMEA C-Suite Tech Agenda research, analyzing technology investments and buyer preferences across C-suites in the EMEA region. She also examines how C-suite leaders are evolving as a result of key market trends and technology innovations (e.g., AI).

Tracy Keeling has been a leading COO/CIO/CDO for over ten years and has worked in companies ranging from innovative start-ups to multi-national organizations. She has advised and sat on boards, worked with and delivered as a CIO and other Digital Leaders on technology selection, IT team structure and organization, digital strategy, and business growth for companies.​

Tracy is focused on strategic alignment of business and technology objectives, ensuring that investments in IT can be traced to specific outcomes required by organizations’ leadership. She works with digital leaders and their teams to identify practical and deliverable innovation and emerging technology that can be delivered in realistic timescales. Her practical experience of managing IT in large organizations allows him to help navigate conflicting priorities and fast-changing business environments. In addition to working at this strategic level, Tracy has recent hands-on experience with full accountability for IT as a board level CDIO.​

She has acted as board advisor to companies in various sectors and has served on the executive board as the IT leader of several others and has experience working in such sectors as manufacturing, banking, UK government, healthcare, and FMCG. Having acted as mentor or advisor to several IT leaders, she understands the benefit of the trusted advisor relationship.​

Tracy has worked on some of the largest and most complex global transformations. She has worked with and managed teams from around the world, gaining the ability to adapt to different cultures and work practices to achieve the results businesses need. ​

Giulia Carosella leads IDC’s European Digital Business Research. In her role she advises ICT players on European digital business market trends, supporting them in their planning, go-to-market and sales cycles with market research, custom projects, as well as honoraria.

Her research covers European digital strategies and roadmaps, looking at how European organizations create business value through the use of digital technologies. This includes analyzing key digital priorities and use cases, digital business models, key metrics for value assessment, and new organizational structures. In her role, she also focuses on the digital business platform and the shift towards open, flexible, and data-driven architectures.

Before joining IDC in 2017, Carosella worked as a technology risk consultant for Protiviti and as a research analyst for the Decision Sciences Department at the Bocconi University.

Carosella holds a master’s in Economics and Management of Innovation and Technology, and a bachelor’s degree in Business Administration and Management from Bocconi University (Milan, Italy).

She is based in Milan and speaks Italian and English fluently.

Andrea Siviero leads IDC’s European Digital Business and Future of Work Research group. The group provides market research insights to foster a purposeful and fair adoption of technologies supporting digital societies, businesses and workforce and empower tech providers in strategic decision making, planning and go-to-market activities. Siviero also co-leads the IDC Worldwide MacroTech Research program, focused on the intertwined connection between the Economical and Digital worlds – analyzing the impact key MacroEconomic factors have on the digital landscape and viceversa, how technologies are impacting economies around the world.

Siviero advises IT players on building a forward-looking digital business and workforce strategy, while providing an in-depth view on future of work technology adoption, key digital use cases, macroeconomic digital impact, and digital regulations and emerging technology, via qualitative subscriptions and custom consulting projects. He has extensive experience with large strategy and go-to-market projects with IT providers. He is a member of IDC’s global Tech Storytellers taskforce and he is passionate about public speaking and customer engagement opportunities.

He joined IDC’s European team in 2014 and has become a recognized independent analyst across Europe and beyond in the vertical markets and digital business space. He is based in Italy and he holds a joint PhD in mathematics between the Université Bordeaux I (France) and the Universiteit Leiden (the Netherlands). During his PhD, he covered scientific research, academic teaching, and vocational training. He is a native Italian speaker and he is fluent in English and French.