Comments on: The “on demand marketing suite” is becoming a reality http://nxteramarketing.com/2007/10/17/the-%e2%80%9con-demand-marketing-suite%e2%80%9d-is-becoming-a-reality/ Elana Anderson's musings, ideas, and -- sometimes -- random thoughts about data-driven marketing. Thu, 10 Sep 2009 21:52:15 +0000 http://wordpress.com/ hourly 1 By: Michael Fung http://nxteramarketing.com/2007/10/17/the-%e2%80%9con-demand-marketing-suite%e2%80%9d-is-becoming-a-reality/#comment-158 Michael Fung Fri, 23 May 2008 01:03:25 +0000 http://nxteramarketing.com/2007/10/17/the-%e2%80%9con-demand-marketing-suite%e2%80%9d-is-becoming-a-reality/#comment-158 Elana, I came across your Blog and was really impressed with your insight! I work for a marketing agency that specializes in optimizing sales and marketing. We leverage marketing automation, crm and our business process consulting expertise to make it all work then cover it with strategy, programs, creative and execution to drive LEADS that grow revenue. -Michael Elana,

I came across your Blog and was really impressed with your insight!

I work for a marketing agency that specializes in optimizing sales and marketing. We leverage marketing automation, crm and our business process consulting expertise to make it all work then cover it with strategy, programs, creative and execution to drive LEADS that grow revenue.

-Michael

]]> By: Marketers, Welcome To 2008! « NxtERA Marketing Blog http://nxteramarketing.com/2007/10/17/the-%e2%80%9con-demand-marketing-suite%e2%80%9d-is-becoming-a-reality/#comment-72 Marketers, Welcome To 2008! « NxtERA Marketing Blog Tue, 08 Jan 2008 22:10:33 +0000 http://nxteramarketing.com/2007/10/17/the-%e2%80%9con-demand-marketing-suite%e2%80%9d-is-becoming-a-reality/#comment-72 [...] Significant emergence of on demand marketing technology. Tired of dealing with internal technology groups? Well, some good news for marketers on the technology front. The on-demand marketing technology sector is heating up and more viable (yet still not comprehensive) software-as-a-service options are emerging to help marketers plan and organize their activities more effectively, design and launch multichannel campaigns, and measure results. For more insight on this one, see The “On Demand Marketing Suite” Is Becoming A Reality. [...] [...] Significant emergence of on demand marketing technology. Tired of dealing with internal technology groups? Well, some good news for marketers on the technology front. The on-demand marketing technology sector is heating up and more viable (yet still not comprehensive) software-as-a-service options are emerging to help marketers plan and organize their activities more effectively, design and launch multichannel campaigns, and measure results. For more insight on this one, see The “On Demand Marketing Suite” Is Becoming A Reality. [...]

]]> By: Elana Anderson http://nxteramarketing.com/2007/10/17/the-%e2%80%9con-demand-marketing-suite%e2%80%9d-is-becoming-a-reality/#comment-55 Elana Anderson Tue, 11 Dec 2007 18:27:44 +0000 http://nxteramarketing.com/2007/10/17/the-%e2%80%9con-demand-marketing-suite%e2%80%9d-is-becoming-a-reality/#comment-55 Steve - Thanks for your feedback and your affirmation of many of my comments. I sense perhaps a little frustration with your internal IT folks;-) It's true, marketing probably struggles more with IT than most business groups but technology is so important to the future of marketing that we have to figure out how to get the groups to work more effectively together. I am going to be doing some additional work to drill down on the thinking here. I will reach out to you offline and to schedule some time to chat about your experiences in more detail. Elana Steve -
Thanks for your feedback and your affirmation of many of my comments. I sense perhaps a little frustration with your internal IT folks;-) It’s true, marketing probably struggles more with IT than most business groups but technology is so important to the future of marketing that we have to figure out how to get the groups to work more effectively together.

I am going to be doing some additional work to drill down on the thinking here. I will reach out to you offline and to schedule some time to chat about your experiences in more detail.

Elana

]]> By: Steve B http://nxteramarketing.com/2007/10/17/the-%e2%80%9con-demand-marketing-suite%e2%80%9d-is-becoming-a-reality/#comment-52 Steve B Wed, 05 Dec 2007 17:23:11 +0000 http://nxteramarketing.com/2007/10/17/the-%e2%80%9con-demand-marketing-suite%e2%80%9d-is-becoming-a-reality/#comment-52 Elana, For me, the key message to EMT providers is in the entire second paragraph of your comments above... "Furthermore, the enterprise marketing technology leaders in the market today only offer installed solutions that require a lot of technical manpower to implement and manage over time... " As a marketing professional in a large multinational, multi-divisional corporation, I can authenticate your words to the letter. Getting IT time to manage complex installed EMT is not only time consuming, it's costly and significantly reduces the ROI for marketing initiatives. And for us, even more important is the fact that installed technologies generally means we have to "tailor our marketing processes to fit the tool..." when we already have some well-defined, tried and proven processes that we want to "port" into the technology to make them more efficient. To that end, we see the future to be the "easily customizeable" (that means by business people) on-demand tool and I concur with your assessment of the current space -- having been engaged with all of the companies you mention above. Of course, our challenge then becomes helping our supply management and IT folks understand the difference between "installed, licensed" applications and "true on-demand" ASPs and helping our business risk analysts accurately assess the risk involved in on-demand applications. I mention this because it's important that companies in the on-demand space also understand that system availability is a critical part of that risk assessment and there needs to be a willingness to assume some responsibility/risk when on-demand systems are not available for businesses that rely on their technology. That’s my 20¢ worth from my seat in the house. Steve Elana,

For me, the key message to EMT providers is in the entire second paragraph of your comments above… “Furthermore, the enterprise marketing technology leaders in the market today only offer installed solutions that require a lot of technical manpower to implement and manage over time… ”

As a marketing professional in a large multinational, multi-divisional corporation, I can authenticate your words to the letter. Getting IT time to manage complex installed EMT is not only time consuming, it’s costly and significantly reduces the ROI for marketing initiatives. And for us, even more important is the fact that installed technologies generally means we have to “tailor our marketing processes to fit the tool…” when we already have some well-defined, tried and proven processes that we want to “port” into the technology to make them more efficient.

To that end, we see the future to be the “easily customizeable” (that means by business people) on-demand tool and I concur with your assessment of the current space — having been engaged with all of the companies you mention above.

Of course, our challenge then becomes helping our supply management and IT folks understand the difference between “installed, licensed” applications and “true on-demand” ASPs and helping our business risk analysts accurately assess the risk involved in on-demand applications. I mention this because it’s important that companies in the on-demand space also understand that system availability is a critical part of that risk assessment and there needs to be a willingness to assume some responsibility/risk when on-demand systems are not available for businesses that rely on their technology.

That’s my 20¢ worth from my seat in the house.

Steve

]]> By: Zenobia Godschalk http://nxteramarketing.com/2007/10/17/the-%e2%80%9con-demand-marketing-suite%e2%80%9d-is-becoming-a-reality/#comment-11 Zenobia Godschalk Thu, 18 Oct 2007 19:46:20 +0000 http://nxteramarketing.com/2007/10/17/the-%e2%80%9con-demand-marketing-suite%e2%80%9d-is-becoming-a-reality/#comment-11 Hi Elana, I'd like to invite you to also check out Marketbright. They're ex-Oracle folks, with a former Salesforce.com guy on their board. They have a very strong relationship and integration with Omniture (http://www.marketbright.com/tmm/?5761), and also with SF.com, which enables customers to get an entirely on-demand, robust solution that clearly surpasses traditional lead generation, management and analytics systems. Unlike competitors, Marketbright is focused purely on the marketing side, letting their partners like Omniture focus on analytics, so that each can build the best solution in their respective arenas. Would love to hear your feedback on these guys. Thanks! Hi Elana,

I’d like to invite you to also check out Marketbright. They’re ex-Oracle folks, with a former Salesforce.com guy on their board. They have a very strong relationship and integration with Omniture (http://www.marketbright.com/tmm/?5761), and also with SF.com, which enables customers to get an entirely on-demand, robust solution that clearly surpasses traditional lead generation, management and analytics systems. Unlike competitors, Marketbright is focused purely on the marketing side, letting their partners like Omniture focus on analytics, so that each can build the best solution in their respective arenas. Would love to hear your feedback on these guys.

Thanks!

]]> By: Elana Anderson http://nxteramarketing.com/2007/10/17/the-%e2%80%9con-demand-marketing-suite%e2%80%9d-is-becoming-a-reality/#comment-10 Elana Anderson Thu, 18 Oct 2007 14:18:30 +0000 http://nxteramarketing.com/2007/10/17/the-%e2%80%9con-demand-marketing-suite%e2%80%9d-is-becoming-a-reality/#comment-10 Hi Fran - In the here and now I can see why you might say that comparing Omniture and Unica is apples:oranges. Omniture comes from the online world and focused on analysis and reporting. Unica comes from the offline world and focused on campaign management and marketing automation. But, fundamentally, both companies are slowly marching toward solving the same problem. That is: providing a more comprehensive marketing application suite. That's what Omniture Genesis is all about (BTW, one of the Genesis campaigns featured my research report on The Marketing Technology Backbone). To its core web analytics platform, Omniture has added key word optimization, site optimization (via Offermatica acquisition), and interaction optimization (via TouchClarity acquisition). Through the partner network, Omniture supports integrations with email marketing, data enhancement, online ad networks, etc. Today, Omniture is focused on the online and interactive channels which is where the heat is and where they should focus. But don't dismiss a longer term vision of bridging online and offline... You're right, Unica preaches the EMM vision (which is very well aligned with The Marketing Technology Backbone). And Unica's legacy is in analytics and campaign management - enabling high volume direct marketing operations. At Forrester, we divided the Enterprise Marketing Platform (synonym to EMM) into four key application categories: Marketing Management, Brand Management, Relationship Marketing, Interactive Marketing. I've spent enough time with Unica to know that they take a similar view. In order for Unica deliver on its own EMM vision (Unica's strongest capabiity currently is in Relationship Marketing), the company leaders know that they need to devlier a strong Interactive Marketing solution. That's what drove the aquisition of Sane Solutions last year. But, as I pointed out in my post, Unica needs to convince investors that it can successfully (and competetively) deliver an on-demand interactive marketing solution while continuing to sell and support premise-based software and drive towards the larger vision. A tall order for a mid-sized company. I hope this helps. Hi Fran -
In the here and now I can see why you might say that comparing Omniture and Unica is apples:oranges. Omniture comes from the online world and focused on analysis and reporting. Unica comes from the offline world and focused on campaign management and marketing automation. But, fundamentally, both companies are slowly marching toward solving the same problem. That is: providing a more comprehensive marketing application suite.

That’s what Omniture Genesis is all about (BTW, one of the Genesis campaigns featured my research report on The Marketing Technology Backbone). To its core web analytics platform, Omniture has added key word optimization, site optimization (via Offermatica acquisition), and interaction optimization (via TouchClarity acquisition). Through the partner network, Omniture supports integrations with email marketing, data enhancement, online ad networks, etc. Today, Omniture is focused on the online and interactive channels which is where the heat is and where they should focus. But don’t dismiss a longer term vision of bridging online and offline…

You’re right, Unica preaches the EMM vision (which is very well aligned with The Marketing Technology Backbone). And Unica’s legacy is in analytics and campaign management – enabling high volume direct marketing operations. At Forrester, we divided the Enterprise Marketing Platform (synonym to EMM) into four key application categories: Marketing Management, Brand Management, Relationship Marketing, Interactive Marketing. I’ve spent enough time with Unica to know that they take a similar view. In order for Unica deliver on its own EMM vision (Unica’s strongest capabiity currently is in Relationship Marketing), the company leaders know that they need to devlier a strong Interactive Marketing solution. That’s what drove the aquisition of Sane Solutions last year. But, as I pointed out in my post, Unica needs to convince investors that it can successfully (and competetively) deliver an on-demand interactive marketing solution while continuing to sell and support premise-based software and drive towards the larger vision. A tall order for a mid-sized company.

I hope this helps.

]]> By: Fran http://nxteramarketing.com/2007/10/17/the-%e2%80%9con-demand-marketing-suite%e2%80%9d-is-becoming-a-reality/#comment-8 Fran Wed, 17 Oct 2007 19:18:18 +0000 http://nxteramarketing.com/2007/10/17/the-%e2%80%9con-demand-marketing-suite%e2%80%9d-is-becoming-a-reality/#comment-8 Are we comparing apples to apples comparing Omniture to Unica? My understanding is that Omniture is focused exclusively with "online" marketing. Omniture wants to offer "one stop shopping" including many tools and services that an online marketer uses in addition to web analytics. This is attactive; one bill and one vendor. The drawback: you might like the web analytics offering, but not the bid management piece. If you choose a different vendor, you will not be able to integrate that data with other Omniture modules. Unica seems to think a "marketing suite" should include all of marketing, not just the online channel. They call it EMM(Enterprise Marketing Management). For complimentary products and services surrounding web analytics, you must choose seperate vendors, which is not convenient. It is very nice, however, to integrate those other data sources with Unica web analytics, and report in a single GUI. I'd welcome any clarifaction and/or insight here. Which is the best approach? Are we comparing apples to apples comparing Omniture to Unica? My understanding is that Omniture is focused exclusively with “online” marketing. Omniture wants to offer “one stop shopping” including many tools and services that an online marketer uses in addition to web analytics.
This is attactive; one bill and one vendor. The drawback: you might like the web analytics offering, but not the bid management piece. If you choose a different vendor, you will not be able to integrate that data with other Omniture modules.

Unica seems to think a “marketing suite” should include all of marketing, not just the online channel. They call it EMM(Enterprise Marketing Management). For complimentary products and services surrounding web analytics, you must choose seperate vendors, which is not convenient. It is very nice, however, to integrate those other data sources with Unica web analytics, and report in a single GUI.

I’d welcome any clarifaction and/or insight here. Which is the best approach?

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