December • 2011 

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Digital Fulcrum Founders Visit COMM 4240, “Electronic Commerce”




Digital Fulcrum's Kevin LeFew.

Addressing everything from technological particulars to target markets to metrics for measuring effectiveness, Digital Fulcrum executives Kevin LeFew (Engineering ’89), Brian Lineweaver (McIntire ’95, M.S. in MIS ’96), and Zach Morgan spent the afternoon of Thursday, Oct. 27, providing students in Professor Ahmed Abbasi’s COMM 4240 class an inside look at the myriad challenges and enormous opportunities that characterize the burgeoning industry of data analytics.

Data analytics refers to the strategically driven analysis of the massive sets of data generated through people’s use of the Internet and other electronic technologies such as scanned bar codes and credit cards.

Digital Fulcrum—by combining deep expertise in advertising, analytics, strategy, solutions architecture, development, engineering, and rapid delivery—specializes in providing professional services to help Web-based publishers, marketers, and service providers execute their online business goals.

Questions, Answers
After a succinct explanation of the company’s core services—the company offers superb analytic capabilities in combination with technological solutions that help Web publishers ensure that their pages load lickety-split, and that the loading of pages doesn’t get hung up by troublesome advertisements—LeFew, Lineweaver, and Morgan answered question after question from the class’s eager and well-informed students. Why, for instance, has Digital Fulcrum chosen to use JavaScript? What are the company’s biggest challenges when it comes to selling its products? What sort of post-implementation results can the company point to?

In addition to providing detailed answers to the students’ questions, LeFew, Lineweaver, and Morgan were keen to communicate the dynamism of the data analytics space. “Data analytics has become a key component in all aspects of business strategy, across industries,” Lineweaver told the class. But the still-nascent field of analytics, he said, lacks uniform standards of measurement, remains fragmented, and suffers from accuracy problems associated with the aggregation of data from different providers. Nevertheless, he and his colleagues were enthusiastic about the future of the data analytics space. “Data analytics is the new black,” LeFew said.

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