Mark Yates

Mark Yates is research manager of digital transformation and customer experience at IDC Europe. He brings more than 20 years of experience to his role as a digital transformation analyst. 

Working closely with other analysts and consultants, he helps translate the tenets of digital transformation and customer experience into practical strategies and actions. He identifies emerging business models that can upend cash cows and generate new revenue streams. He helps firms identify pain points and the obstacles preventing rapid transformation and better outcomes. He assesses market dynamics to determine which technologies will be hot and where IT suppliers and enterprises should invest their time and talent.