Software Practice

Allan Krans, Practice Manager & Principal Analyst



Coverage and Focus Areas
Cloud computing, private cloud, public cloud, SaaS, PaaS, IaaS, Business Process as a Service, hybrid cloud, integration, workload migration, partner ecosystems, sales and marketing best practices, business model transitions

Role and Responsibilities
Cloud Practice Manager Allan Krans leads TBR’s coverage of the technologies and business models at play across the cloud computing landscape. TBR’s coverage of cloud includes a holistic perspective on all types of cloud delivery (public, private and hybrid) and the opportunities surrounding both delivering and enabling cloud services for customers. Allan’s background includes analyzing the business model of leading IT providers such as Microsoft, EMC and IBM for more than 10 years. He uses that experience to guide TBR’s cloud research agenda. In addition to leading TBR’s syndicated cloud research, Allan engages with clients on custom projects to identify, align and capture opportunities presented by customer migration to cloud computing services. Allan frequently presents at client and industry events, and is quoted in industry publications such as The Boston Globe, eWEEK, Investor’s Business Daily and BusinessWeek.

Previous Experience and Background
Prior to joining TBR in 2002, Allan held a project management role supporting the distribution model for a Fortune 100 insurance company. Allan holds a bachelor’s degree in business administration with a minor in political science from the University of New Hampshire.

Seth Ulinski, Senior Analyst



Coverage and Focus Areas
Advertising technology; digital marketing platforms; social media platforms; marketing automation platforms; programmatic buying and selling; ad exchanges; demand-side platforms; sell-side platforms; data management platforms; real-time bidding; agency trading desks; deal ID; device ID; multichannel attribution; digital campaign analytics; display, mobile, video and email ad formats

Role and Responsibilities
Seth Ulinski is a senior analyst in TBR’s Digital Practice, covering advertising technology (ad tech), marketing technology and agency landscapes. Seth provides analysis of vendors including public companies such as Criteo, Rocket Fuel, TubeMogul, Amazon, LinkedIn and Google. In addition to public company analysis, he delivers insights into private firms, industry trends, landscape analysis, and consulting and advisory services.

Experience and Background
Prior to joining TBR, Seth founded AdTech Advisory, a boutique consultancy providing go-to-market strategy and business development services for companies participating in the digital advertising ecosystem. Seth has over a decade of experience in the technology and digital marketing sectors, working in startup and Fortune 500 settings. He has held sales and business development roles with companies such as Yahoo and DataXu.

Seth received a B.A. in language and international trade with a concentration in Spanish from Clemson University.

Kelsey Mason, Analyst



Coverage and Focus Areas
Cloud computing, industry and vertical trends, software, business intelligence and analytics, CRM, social enterprise, enterprise software

Role and Responsibilities
Kelsey Mason, an analyst in TBR’s Cloud Practice, is responsible for coverage of software and cloud vendors Microsoft, SAP, Salesforce, Workday and Verizon. Kelsey also contributes insight for quarterly benchmarking activities, comparing the industry’s top performers. She provides research and data analysis skills for TBR’s Public Cloud Benchmark and custom reports and projects.

Experience and Background
Prior to joining TBR, Kelsey worked in IT support and administration at UMG Bulk Energy, where her duties included providing administrative support to sales staff and technical support such as troubleshooting, training and virtual office process improvement to all employees.

Kelsey received an M.S. in management and a B.S. in business administration with a concentration in management from Merrimack College. During her time at Merrimack College, she also completed a minor in information technology and was inducted into Sigma Iota Epsilon, the National Honorary and Professional Management Fraternity.

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