Sarah Milstein, a speaker/writer/consultant and co-chair of Web 2.0 Expo, is co-author of "The Twitter Book." Previously, she was on the senior editorial staff at O'Reilly, where she founded the Tools of Change for Publishing conference (TOC) and led the development of the Missing Manuals, a best-selling series of computer books for non-geeks. She's also written for the series, co-authoring "Google: The Missing Manual." Before joining O'Reilly in 2003, Sarah was a freelance writer and editor, and a regular contributor to The New York Times. She was also a program founder for Just Food, a local-food-and-farms non-profit, and co-founder of Two Tomatoes Records, a label that distributes and promotes the work of children's musician Laurie Berkner.

Ben Lorica is the Senior Analyst in the Market Research Group at O'Reilly Media, Inc.. He has applied Business Intelligence, Data Mining and Statistical Analysis in a variety of settings including Direct Marketing, Consumer and Market Research, Targeted Advertising, and Financial Engineering. At O'Reilly, Ben works in the open source data warehouse and analytics area.

An ex-academic, he was an Assistant Professor at U.C. Davis and was the founding Department Chair for Statistics and Mathematics at C.S.U. Monterey Bay.

Roger Magoulas is the director of market research at O'Reilly Media. Magoulas runs a team that is building an open source analysis infrastucture and provides analysis services, including technology trend analysis, to business decision-makers at O'Reilly and beyond. In previous incarnations, Magoulas designed and implemented data warehouse projects for organizations ranging from the San Francisco Opera to the Alberta Motor Club.