Summary: Treehouse Interactive has been slowly enhancing its marketing automation system with features that appeal to experienced users. Its new clients are larger firms and half are switching from another marketing automation product that they found inadequate. This might foreshadow attrition problems at other vendors.It’s been nearly two years since my last review of Treehouse Interactive. Here's an update.The big news is, well, that there’s no big news. Treehouse has been quietly but steadily growing its business (up 30% this year), improving...
Monday, 29 November 2010
Tuesday, 23 November 2010
Summary: Alterian just announced Alchemy, which provides a new interface and tight integration across existing components.Alterian last week announced a new generation of products called Alchemy. It’s positioning these as “customer engagement solutions” rather than “campaign management” solutions. The general idea seems to be that customer engagement involves digital dialogs while traditional campaign management is mostly about outbound messages.Happily, there’s more here than new labels. The main changes, set for release next March, are:- an...
Friday, 19 November 2010
Summary: Public data gives some insights into Marketo's financial history and prospects. Despite past losses, the company is in a strong position to continue to compete aggressively. (Note: as Marketo has commented below, this article is based on my own analysis and was written without access to Marketo's actual financial information.)Here’s a bit more on this week's $25 million investment in Marketo: a piece in VentureWire quotes revenue for Markteo...
Wednesday, 17 November 2010
Summary: LoopFuse has extended its system to capture more Web traffic data, which lays the foundation for future analytics.LoopFuse recently released its latest enhancements, which it somewhat grandiosely labels as making it “the First and Only Marketing Automation Solution with Inbound Marketing”. In fact, as the subhead to their press release states, what they’ve really done is somewhat more modest: add “real-time Web traffic intelligence” by providing features to capture search terms, referring sites and page views, and link these to individual...
So...our friends at Marketo announced today that they've received another $25 million in venture funding. As one of their competitors snippily commented on Twitter, "Does that make the total $50M or $60M? I lost track."I've lost track too, but it doesn't really matter. Marketo's strategy has been clear from the start: spend heavily to establish a strong position despite a relatively late start in the market. Of course, it wasn't just a matter of spending (Microsoft Zune, anyone?); they needed a solid product and good marketing as well. On all fronts,...
Tuesday, 16 November 2010
Summary: Eloqua10 provides much-needed update to Eloqua's user interface and a new reporting infrastructure for “revenue performance management”. Neither change is revolutionary but both substantially improve the company’s competitive position within the crowded B2B marketing automation industry.Eloqua is slated to officially release its long-promised Eloqua10 system on November 21. The main changes are an updated user interface and a new foundation...
Saturday, 13 November 2010
Summary: Rapid Insight offers low-cost desktop tools for data transformation and automated regression modeling. They're a good choice for companies that need something simple yet powerful.Predictive modeling is widely used by consumer marketers to select names for mailing lists and to decide which products to offer existing customers. These models are typically built by statisticians with tools like SAS and SPSS. In other cases, marketers can...
Thursday, 4 November 2010
Summary: Right On Interactive has added great life stage reporting to the data integration and output generation features of its earlier 5Buckets product. It could supplement a traditional marketing automation system or perhaps replace one. Either way, it’s worth a look to see what you’re missing.When I reviewed Right On Interactive in a July 2009 post, the company was selling its 5Buckets marketing software as a multi-channel output generation...
Tuesday, 2 November 2010
So…Oracle bought ATG today for $6.00 per share or, as the press release puts it with charming nonchalance, “approximately $1.0 billion”. I can’t exactly say I told you so, since this particular pairing never crossed my mind. But if you look back at my “doughnuts and pizza slices” post on software acquisitions, it does make perfect sense. ATG is a specialist in e-commerce (the ERM doughnut in the online operations pizza slice), an area where Oracle’s traditional ERM products are weak. As my model suggests it should, ATG also encompasses online...
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