Serena Da Rold is a program manager for IDC's Customer Insights & Analysis Group, responsible for the Worldwide Smart Cities Spending Guide. In this position she investigates global and regional trends in Smart Cities and develops market models to quantify and forecast spending in emerging use cases.

In addition, Serena contributes to the Worldwide Digital Transformation Spending Guide and Worldwide IT Spending Guide: Industry and Company Size, and to custom consulting projects and research regarding opportunities for ICT vendors in target technology markets, geographies, and industry segments.

BACKGROUND

Ms. Da Rold joined IDC in 2005 within the European Industry Solutions team, where she progressed to the role of senior research manager, in charge of the core forecasting models for vertical and company size segmentation for all Western European countries. Over her tenure at IDC, she built considerable expertise in research on key trends and drivers for growth within each industry sector, and in the analysis of opportunities for vendors across traditional ICT and 3^rd Platform technology markets.

Prior to joining IDC, Ms. Da Rold worked at 3Com as a market analyst for the networking business in EMEA, providing senior management with qualitative and quantitative analysis and forecasts, as well as competitive intelligence, with a focus on channels and go-to-market strategy.

EDUCATION/INDUSTRY ACCOMPLISHMENTS

• Master's degree magna cum laude in Economics and Business Administration from Bocconi University in Milan, including a term at ESSEC Business School in France
• Served on the Italian national board of an international non-profit organization
• IDC European Data Program Analyst of the Year Award in 2016