I've Discovered a New Class of System: the Customer Data Platform. Causata Is An Example.

It has taken me a while to connect the dots, but I’m now pretty sure I see a new type of software emerging. These systems that gather customer data from multiple sources, combine information related to the same individuals, perform predictive analytics on the resulting database, and use the results to guide marketing treatments across multiple channels. This differs quite radically from standard marketing automation systems, which use databases...

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Lattice Engines Automates All Steps in Prospect Discovery

There’s nothing new about using public information to identify business opportunities: it’s why lawyers chase ambulances and bankers phone lottery winners. But the Internet has exponentially grown the amount of data available and made it easily accessible. What’s needed to fully exploit this resource is technology that automates the end-to-end process of assembling the information, identifying opportunities, and delivering the results to sales...

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Adometry Combines Attribution with Optimization

So…my last two posts on attribution systems (MMA and VisualIQ ) were among the least popular ever, right down there with Marketing Lessons from Chernobyl (which, let’s face it, was in pretty poor taste). But vox populi isn’t always vox Dei, eh? I think it’s an important topic, so here we go again. The lucky recipient of that less-than-stirring introduction is Adometry, which in no way deserves any disrespect. From humble beginnings in click fraud...

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ReachForce Buys SetLogik: One-Stop-Shopping for B2B Marketing Data Plus Database

B2B marketing data vendor ReachForce today announced its purchase  of SetLogik, which provides technology to build cloud-based marketing databases and do predictive modeling against them. (See my post from last October for more on SetLogik.)There’s an obvious peanut butter-meets-jelly type of logic to this match. Reachforce’s core business is assembling data on marketing prospects, which it then sells for as many uses as possible: appending to Web leads, enhancing existing databases, and buying as lists. The SetLogik acquisition takes...

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Marketo Files for IPO: Will High Growth Outweigh High Losses?

Marketo made good today on its promise to file for an initial public offering (IPO). Congratulations to them for reaching this step. It’s a major accomplishment.The S-1 registration statement gives considerable new information about Marketo’s business. Revenue for 2012 is reported at $58.4 million, an impressive 80% growth rate vs. 2011 although not quite the doubling that the company had forecast earlier. More significant, the company continues...

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InfusionCon 2013: InfusionSoft Keeps Its Focus on Helping Entrepreneurs

I spent part of last week at Infusionsoft’s annual conference, InfusionCon, drinking the Kool-Aid and soaking up the Arizona sun.Pleasant as the 80 degree temperatures were to a refugee from the still-wintry Northeast, the real warmth at the conference came from 2,300 attendees bubbling with enthusiasm for their entrepreneurial adventures and how Infusionsoft supports them. Keynote speaker Jay Baer captured the mood perfectly when he went “all...

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