To cite seventyGeneData in publications use:

  L Marchionni, et al. A simple and reproducible breast cancer
  prognostic test. BMC Genomics -- In press (2013)

A BibTeX entry for LaTeX users is

  @Article{,
    title = {{A simple and reproducible breast cancer prognostic test}},
    author = {Marchionni Luigi and Afsari Bahman and Geman Donald and Leek {Jeffrey T}},
    journal = {BMC Genomics},
    year = {2013},
  }