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Cases: Proofpoint: Capitalizing On A Reporter's Love of Statistics

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47 views3 pages

Cases: Proofpoint: Capitalizing On A Reporter's Love of Statistics

Uploaded by

Ada Maude
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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>cases

Proofpoint: Capitalizing on a
Reporter’s Love of Statistics
>Abstract
Proofpoint provides antispam software and e-mail security software solutions for
large enterprises. Their software products stop spam, protect against e-mail
viruses, ensure that outbound e-mail messages comply with both corporate
policies and external regulations, and
prevent leaks of confidential information via email and other network protocols,
like blogs and text-messaging. Proofpoint knew from its customer inquiries that
the IT professional was increasingly concerned with outbound information privacy
compliance issues. Believing that painting this broader picture would earn them
valuable space and airtime in the business, IT, and mainstream media, Proofpoint
sponsored a series of surveys among IT professionals. This case is about those
surveys.

>The Scenario
Media coverage is important in the information technology sector. Such coverage
often establishes a perception of expertise that a new or emerging firm can use to
capture prestigious clients. A three-year Web-based survey, orchestrated by
Proofpoint’s director of corporate communications, Keith Crosley, and fielded by
Forrester Research, demonstrates the use of research for capturing such media
attention.

Proofpoint provides antispam software and e-mail security software solutions for
large enterprises. Their software products stop spam, protect against e-mail
viruses, ensure that outbound e-mail messages comply with both corporate
policies and external regulations, and
prevent leaks of confidential information via email and other network protocols,
like blogs and text-messaging. Proofpoint has been growing dramatically during a
period when spying and both intentional and unintentional release of proprietary
and confidential information have been headlining the news. Initially most of the
attention of the mainstream media was on information technology’s (IT) attempt to
control inbound problems like spam and viruses.

Proofpoint knew from its customer inquiries that the IT professional was increas-
ingly concerned with outbound information privacy compliance issues. Believing
that painting this broader picture would earn them valuable space and airtime in
the business, IT, and mainstream media, Proofpoint sponsored a series of surveys
Used with permission
among IT professionals. The first study in the series was motivated by a common
of Pamela S. Schindler. adage in public relations: Reporters love statistics. “Statistics catch a reader’s
© 2008.
attention,” shared Crosley, “while giving the story credibility.”

Business Research Methods, 11e, Cooper/Schindler


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Proofpoint: Capitalizing on a Reporter’s Love of Statistics

>The Research
The 2004 Web study focused on what technology and non-technology techniques
IT professionals were using. “One surprising finding was the large percentage of
firms using people to monitor outbound email as a means of controlling informa-
tion leaks and policy compliance.” This study also showed the increasing concern
of firms about the potential
risk of outbound information.

The 2005 study added questions focusing on the IT professional’s concern level
relating to various issues. In addition to capturing media attention, their answers
helped Proofpoint’s software engineers strengthen current products and design
new ones. The 2005 study also delved into cultural issues related to a firm’s
information control choices.

By the time the 2006 study was launched, Proofpoint had grown from 50 to 150
employees in three years and established itself in the United Kingdom. It designed
the study to compare IT attitudes and choices between the U.S. and U.K. Newer
protocols were also explored as employees worldwide were launching sanctioned
and unsanctioned web blogs and more firms were using message boards and FTP
protocols.

Explore the published study report for each of the three years found on the text
website. Then explore the three year’s survey questions.

>Discussion Questions
1. Discuss the value of this longitudinal research design. What issues does this
case reveal that longitudinal studies must address?
2. Researchers are increasingly asked for more than data displays; they are asked
for recommendations. Choose one statistical finding in each year’s study that
you would recommend Crosley use in a press release about that year’s study.
Remember, his goal was to capture media attention. Support your choices.
3. Forrester prescreened participants to determine if each had the appropriate
level of knowledge and IT responsibility. Why would prescreening participants
be important to this study?
4. In the 2006 study, recruiting U.K participants was three times as expensive as
recruiting the U.S. participants. Knowing this, why was it important for
Proofpoint to have comparative responses?

Business Research Methods, 11e, Cooper/Schindler


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Proofpoint: Capitalizing on a Reporter’s Love of Statistics

5. In future studies, Proofpoint is interested in expanding the study to IT profes-


sionals in its other market segments, especially in Australia and Japan. Make
the assumption that in each market segment it will be more expensive to recruit
participants than in the U.S. Make an argument for conducting the next year’s
web survey in each of these segments, as well as in the U.S. and U.K.
6. Proofpoint captured significant media coverage each year, both print and
broadcast, with its longitudinal study. Assume that Proofpoint has continued to
do this study each year since 2004. Make a recommendation for continuing or
not continuing the Proofpoint study in the next calendar year. Support your
argument.

>URLs www.proofpoint.com
www.forresterresearch.com

>Additional Materials
1. 2004 Study Data (Excel file).
2. 2005 Study Data (Excel file).
3. 2006 Study Data (Excel file).

All files contain the questions as well as the data.


4. 2004 Report (PDF file)
5. 2005 Report (PDF file)
6. 2006 Report (PDF file)

>Source This case was developed through interviews and e-mails with Keith Crosley,
Proofpoint’s director of corporate communications, and with materials provided
by Proofpoint. Used with permission of Pamela S. Schindler, © 2008.

Business Research Methods, 11e, Cooper/Schindler


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