Recognized as a prominent thought leader and published author in new media. Digital analyst, sociologist and futurist. Principal Analyst, Altimeter Group, a research-based advisory firm. Has studied and influenced the effects of emerging media on business, marketing, and culture. Author of The End of Business as Usual, which explores the emergence of GenerationC, a new generation of customers and how businesses must adapt to reach them; Engage, which is regarded as the industry reference guide for businesses to build and measure success in the social web.