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Wednesday, 26 December 2007

Eventricity Lets Banks Buy, Not Build, Event-Based Marketing Systems

Posted on 14:07 by Unknown
As you may recall from my posts on Unica and SAS, event-based marketing (also called behavior identification) seems to be gaining traction at long last. By coincidence, I recently found some notes I made two years about a UK-based firm named eventricity Ltd. This led to a long conversation with eventricity founder Mark Holtom, who turned out to be an industry veteran with background at NCR/Teradata and AIMS Software, where he worked on several of the pioneering projects in the field. Eventricity, launched in 2003, is Holtom’s effort to convert...
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Posted in behavior detection, behavior identification, behavioral targeting, event detection, event-based marketing, marketing automation, marketing software | No comments

Tuesday, 18 December 2007

Unica Strategy Stays the Course

Posted on 20:00 by Unknown
I recently caught up with Unica Vice President Andrew Hally as part of my review of developments at the major marketing automation vendors. It’s been a good year for Unica, which will break $100 million in annual revenue for the first time. On the product front, they continue their long-time strategy of offering all the software a marketing department would need. This has mostly meant incremental development of existing components, including continued assimilation of past years’ acquisitions in Web analytics, email, marketing planning, lead...
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Posted in hosted software, marketing automation, marketing software, mobile marketing, unica | No comments

Wednesday, 12 December 2007

Advanced Analytics and Still More Reasons I Love QlikView

Posted on 15:57 by Unknown
I’m at the National Center for Database Marketing Conference this week. NCDM is always a good place to get a feel for what’s on people’s minds. One theme I’ve picked up is a greater interest in advanced analytics. Richard Deere of Direct Data Mining Consultants, a very experienced modeler, told me that interest in segmentation always increases during recessions, because companies are more determined to increase the return on diminished budgets. This is apparently common knowledge in the modeling community, although it was news to me. In any...
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Posted in | No comments

Thursday, 6 December 2007

1010data Offers A Powerful Columnar Database

Posted on 14:03 by Unknown
Back in October I wrote here about the resurgent interest in alternatives to standard relational databases for analytical applications. Vendors on my list included Alterian, SmartFocus, Vertica and QD Technology. Most use some form of a columnar structure, meaning data is stored so the system can load only the columns required for a particular query. This reduces the total amount of data read from disk and therefore improves performance. Since a typical analytical query might read only a half-dozen columns out of hundreds or even thousands...
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Posted in 1010Data, analysis systems, analytics tools, columnar database, database technology, on-demand software, Tenbase | No comments

Thursday, 29 November 2007

Low Cost CDI from Infosolve, Pentaho and StrikeIron

Posted on 18:56 by Unknown
As I’ve mentioned in a couple of previous posts, QlikView doesn’t have the built-in matching functions needed for customer data integration (CDI). This has left me looking for other ways to provide that service, preferably at a low cost. The problem is that the major CDI products like Harte-Hanks Trillium, DataMentors DataFuse and SAS DataFlux are fairly expensive. One intriguing alternative is Infosolve Technologies. Looking at the Infosolve Web site, it’s clear they offer something relevant, since two flagship products are ‘OpenDQ’ and ‘OpenCDI’...
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Posted in cdi, customer data integration, data integration, data quality | No comments

Tuesday, 27 November 2007

Just How Scalable Is QlikTech?

Posted on 14:07 by Unknown
A few days ago, I replied to a question regarding QlikTech scalability. (See What Makes QlikTech So Good?, August 3, 2007) I asked QlikTech itself for more information on the topic but haven’t learned anything new. So let me simply discuss this based on my own experience (and, once again, remind readers that while my firm is a QlikTech reseller, comments in this blog are strictly my own.)The first thing I want to make clear is that QlikView is a wonderful product, so it would be a great pity if this discussion were to be taken as a criticism....
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Posted in analysis systems, analytics tools, business intelligence, database technology, qliktech, qlikview | No comments

Thursday, 15 November 2007

SAS Adds Real Time Decisioning to Its Marketing Systems

Posted on 09:27 by Unknown
I’ve been trying to pull together a post on SAS for some time. It’s not easy because their offerings are so diverse. The Web site lists 13 “Solution Lines” ranging from “Activity-Based Management” to “Web Analytics”. (SAS being SAS, these are indeed listed alphabetically.) The “Customer Relationship Management” Solution Line has 13 subcategories of its own (clearly no triskaidekaphobia here), ranging from “Credit Scoring” to “Web Analytics”.Yes, you read that right: Web Analytics is listed both as a Solution Line and as a component of the...
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Posted in customer relationship management, marketing automation, marketing software, software selection | No comments

Monday, 12 November 2007

BridgeTrack Integrates Some Online Channels

Posted on 08:41 by Unknown
What do “Nude Pics of Pam Anderson” and “Real-Time Analytics, Reporting and Optimization Across All Media Channels” have in common?1. Both headlines are sure to draw the interest of certain readers.2. People who click on either are likely to be disappointed.Truth be told, I’ve never clicked on a Pam Anderson headline, so I can only assume it would disappoint. But I found the second headline irresistible. It was attached to a press release about the 5.0 release of Sapient’s BridgeTrack marketing software. Maybe next time I’ll try Pam instead....
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Posted in marketing automation, marketing software, online marketing | No comments

Tuesday, 6 November 2007

Datran Media Sells Email Like Web Ads

Posted on 12:16 by Unknown
I wasn’t able to get to the ad:tech conference in New York City this week, but did spend a little time looking at the show sponsors’ Web sites. (Oddly, I was unable to find an online listing of all the exhibitors. This seems like such a basic mistake for this particular group that I wonder whether it was intentional. But I can’t see a reason.)Most of the sponsors are offering services related to online ad networks. These are important but just marginally relevant my own concerns. I did however see some intriguing information from Datran Media,...
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Posted in customer experience matrix, email, marketing software, online marketing | No comments

Friday, 2 November 2007

The Next Big Leap for Marketing Software

Posted on 14:24 by Unknown
I’ve often written about the tendency of marketing automation vendors to endlessly expand the scope of their products. Over all this is probably a good thing for their customers. But at some point, the competitive advantage of adding yet another capability probably approaches nil. If so, then what will be the next really important change in marketing systems?My guess is it will be a coordination mechanism to tie together all of those different components – resource management, execution, analysis, and so on. Think of each function as a horse:...
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Posted in marketing automation, marketing software | No comments

Wednesday, 31 October 2007

Independent Teradata Makes New Friends

Posted on 18:21 by Unknown
I had a product briefing from Teradata earlier this week after not talking for nearly two years. They are getting ready to release version 6 of their marketing automation software, Teradata Relationship Manager (formerly Teradata CRM). The new version has a revamped user interface and large number of minor refinements such as allowing multiple levels of control groups. But the real change is technical: the system has been entirely rebuilt on a J2EE platform. This was apparently a huge effort – when I checked my notes from two years ago, Teradata...
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Posted in customer relationship management, database technology, marketing automation, marketing software, software selection, vendor evaluation | No comments

Thursday, 25 October 2007

Business Rules Forum Targets Enterprise Decisioning as the Next Big Thing

Posted on 14:51 by Unknown
I’m headed back from the combined Business Rules Forum / Rules Technology Summit / Rules Expo conference in Orlando. Theme of the conference was ‘Enterprise Decisioning Comes of Age’. The general idea is that business rules have been applied extensively in a few areas, including fraud detection and insurance rating, and are now poised to play a larger role in coordinating decisions throughout the enterprise. This idea has been championed in particular by James Taylor, formerly of Fair Isaac and now running his own firm Smart (Enough) Systems,...
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Posted in | No comments

Thursday, 18 October 2007

Neolane Offers a New Marketing Automation Option

Posted on 15:35 by Unknown
Neolane, a Paris-based marketing automation software vendor, formally announced its entry to the U.S. market last week. I’ve been tracking Neolane for some time but chose not to write about it until they established a U.S. presence. So now the story can be told.Neolane is important because it’s a full-scale competitor to Unica and the marketing automation suites of SAS and Teradata, which have pretty much had the high-end market to themselves in recent years. (You might add SmartFocus and Alterian to the list, but they sell mostly to service...
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Posted in customer relationship management, marketing software, software selection, vendor evaluation | No comments

Monday, 8 October 2007

Proprietary Databases Rise Again

Posted on 10:33 by Unknown
I’ve been noticing for some time that “proprietary” databases are making a come-back in the world of marketing systems. “Proprietary” is a loaded term that generally refers to anything other than the major relational databases: Oracle, SQL Server and DB2, plus some of the open source products like MySQL. In the marketing database world, proprietary systems have a long history tracing back to the mid-1980’s MCIF products from Customer Insight, OKRA Marketing, Harte-Hanks and others. These originally used specialized structures to get adequate...
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Posted in analytics tools, business intelligence, columnar database, database technology, marketing software | No comments

Friday, 5 October 2007

Analytica Provides Low-Cost, High-Quality Decision Models

Posted on 15:11 by Unknown
My friends at DM News, which has published my Software Review column for the past fifteen years, unceremoniously informed me this week that they had decided to stop carrying all of their paid columnists, myself included. This caught me in the middle of preparing a review of Lumina Analytica, a pretty interesting piece of simulation modeling software. Lest my research go to waste, I’ll write about Analytica here.Analytica falls into the general class of software used to build mathematical models of systems or processes, and to then predict the...
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Posted in analysis systems, analytics tools, marketing software | No comments

Tuesday, 2 October 2007

Marketing Performance Measurement: No Answers to the Really Tough Questions

Posted on 11:47 by Unknown
I recently ran a pair of two-day workshops on marketing performance measurement. My students had a variety of goals, but the two major ones they mentioned were the toughest issues in marketing: how to allocate resources across different channels and how to measure the impact of marketing on brand value.Both questions have standard answers. Channel allocation is handled by marketing mix models, which analyze historical data to determine the relative impact of different types of spending. Brand value is measured by assessing the important customer...
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Posted in marketing performance, marketing performance measurement, marketing ROI | No comments

Sunday, 16 September 2007

Tableau Software Makes Good Visualization Easy

Posted on 15:07 by Unknown
I took a close look recently at Tableau data visualization software. I liked Tableau a lot, even though it wasn’t quite what I expected. I had thought of it as a way to build aesthetically-correct charts, according to the precepts set down by Edward Tufte and like-minded visualization gurus such as Stephen Few. But even though Tableau follows many of these principles, it is less for building charts than interactive data exploration. This is admittedly a pretty subtle distinction, since the exploration is achieved through charts. What I mean...
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Posted in | No comments

Thursday, 30 August 2007

Marketing Performance Involves More than Ad Placement

Posted on 07:51 by Unknown
I received a thoughtful e-mail the other day suggesting that my discussion of marketing performance measurement had been limited to advertising effectiveness, thereby ignoring the other important marketing functions of pricing, distribution and product development. For once, I’m not guilty as charged. At a minimum, a balanced scorecard would include measures related to those areas when they were highlighted as strategic. I’d further suggest that many standard marketing measures, such as margin analysis, cross-sell ratios, and retail coverage,...
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Posted in marketing performance measurement, marketing ROI | No comments
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