MMA Modernizes Marketing Mix Models

I’ve been spending a lot of time recently looking at marketing measurement systems. This means that you, Dear Reader, will be spending a lot of time reading about them. A good place to start is Marketing Management Analytics, known to its friends as MMA. MMA was founded in 1989 and is one of the pioneers in marketing mix modeling. Mix models remain the heart of the company’s business. But while traditional mix models look at direct correlations...

Read More

Infusionsoft Bags $54 Million for Small Business Marketing Automation, Spends a Bunch on GroSocial

Infusionsoft today announced it has acquired social lead generation vendor GroSocial. This comes two weeks after Infusionsoft raised $54 million in new funding. GroSocial is an interesting acquisition: about it three years old, it has about 20 employees and more than 25,000 customers.  Starting price is $30 per month after a 30 day free trial.  The system makes it easy for small business to generate leads through social marketing campaigns...

Read More

IBM Interact Adds Interactions to Enterprise Marketing Management

My continuing tour of real time interaction managers landed with the good folks at IBM two weeks ago, where I caught up with what’s now IBM Interact. The product was originally launched more than a decade ago by Unica as Affinium Interact.*The concept of Interact has stayed quite consistent over the years, although the underlying technology has been overhauled several times. The general trend of the changes has been closer integration with other components of the IBM/Unica marketing suite. For example, the original Interact had its own flow...

Read More

Top Five Metrics for Revenue Generation Marketers

Marketing measurement is a perennially popular topic. I myself have just completed a white paper on Top Five Metrics for Revenue Generation Marketers, sponsored by LeadMD, and touched on it in a separate Gleanster study, Revenue Performance Management - The Evolution of Marketing Automation. With both of these on my mind, I also paid new attention to Eloqua’s list of five key revenue performance indicators (listed in the ‘Take a tour’ graphic...

Read More

RedPoint Offers Broad, Deep B2C Marketing Automation

On days when I have nothing else to be cranky about, I sometimes fuss at how business-to-business software vendors hijacked the term “marketing automation” despite its long and relatively honorable history describing systems for consumer marketing. Oracle’s recent agreement to purchase Eloqua reinflamed that wound, since much of the commentary ignored Oracle’s extensive existing suite of consumer marketing systems. More productively, the deal also shifted discussion from components within a marketing suite to where marketing systems fit within...

Read More