You probably saw ExactTarget’s June 13 announcement of its strategic partnership with Marketo and Eloqua’s June 21 announcement of its new AppCloud marketplace for connectors with other systems. So did I. But it took a little while to connect with the vendors to get the details, so I’m only now ready to write about them.Both announcements shared a theme of integration between core marketing platforms and other marketing systems. That Eloqua sees itself as the center of a marketing infrastructure isn’t surprising, although it does show how far we've...
Wednesday, 29 June 2011
Wednesday, 22 June 2011
Adobe on Monday announced a new “Digital Enterprise Platform for Customer Experience Management”. The platform fills the center of Adobe’s three-part corporate mission to “make, manage, and measure” digital content and experiences. The other two pieces were already in place: “make” is Adobe’s original content creation business, while “measure” is Omniture Web analytics.The strategic significance of the announcement seems more important than the actual product enhancements. These include improved integration of the company’s Web content management...
Monday, 20 June 2011
My review of Coremetrics Lifestyle raised the issue of measuring the impact of marketing materials on customer behavior. Of course, this is just one piece of the marketing attribution puzzle. But it’s worth a separate discussion because it’s such a common question – and, unlike so many measurement problems, this one actually has an answer.Let’s start with the original impetus. This was an “influence” report that showed the percentage of people reaching a marketing stage who had received specific marketing treatments (or had other attributes...
Thursday, 9 June 2011
Summary: Swyft offers a Software-as-a-Service real-time interaction manager. It costs less than traditional versions of those products but has similar features. Last month’s post on Oracle Real Time Decisions offered a brief overview of real-time interaction management products. I won’t repeat that here, except to summarize that these systems use data from multiple source systems to feed centrally-managed, real-time decisions to multiple touchpoints....
Wednesday, 8 June 2011
I stumbled over an Adexchanger interview yesterday with John Squire, the Chief Strategy Officer of IBM Coremetrics. It first caught my eye because the headline read “IBM’s Vision for the Marketer”, which is always a topic of interest. Then I noticed it was touting new reporting feature called Coremetrics Lifecycle, which the company describes as “the industry’s first application geared to enable online marketers to track and understand how customers progress through long-term conversion lifecycles.”This was intriguing. On one hand, I’ve seen plenty...
Thursday, 2 June 2011
Summary: Oracle has integrated marketing automation with its on-demand CRM product. Will competitors do the same?If I were more on the ball, I would have noticed that May 25 marked a full year since Oracle bought the intellectual property* of high-end B2B marketing automation vendor Market2Lead. I was actually briefed on May 17 by the Oracle team handling the resulting product but hadn’t noticed that the anniversary was approaching. I wonder if they had cake?I hope so, since they’ve clearly been working hard. In February they released the...
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