Penny Madsen

Penny Madsen is a senior research director for IDC's BuyerView research, focusing on Cloud Pulse, which provides quarterly insights into cloud adoption and investment trends. Her research covers software and infrastructure trends, offering insights that help leading vendors and infrastructure providers to develop strategy for future customer deployment scenarios.

Madsen has spent the past decade focusing on the datacenter and services market in Europe as an analyst and journalist. She most recently headed up CBRE's EMEA datacenter research, where she consulted with leading hyperscale and leased datacenter operators as well as the investment and real-estate developer community on adoption trends and strategy. She has had a seat at the table through the market's evolution as a result of cloud and regularly contributes to industry events as a speaker and moderator. Prior to CBRE she was a research director at S&P Global/451 Research, covering datacenter and hosted/managed services across EMEA. She also edited DatacenterDynamics' FOCUS website and magazine. Prior to this she ran multiple technology titles covering B2B in vertical sectors working for companies such as Progressive Media and CNet/ZDNet. She has a BA in journalism from Queensland University of Technology.