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IBM-Unica obtained the highest rating among the many leaders of the may additionally 2012 Gartner Magic Quadrant for Multichannel crusade administration (MCCM) CRM. The viability and lifecycle administration functionality of the IBM-Unica MCCM CRM solution helped earn it good billing in the record.Digital advertising Transforms MCCM
Gartner credits digital advertising and marketing with remodeling MCCM, which encompasses strategies that permit groups to outline, orchestrate and communicate offers to customer segments throughout distinct channels, corresponding to web sites, mobile and make contact with centers.
based on Gartner, web administration vendors are starting to construct digital marketing functionality, together with addressable branding/advertising, contextual advertising and transactional advertising and marketing, to compete in and prolong the reach of the MCCM house.Leaders -- IBM-Unica, SAS, Teradata-Aprimo, Oracle Siebel
As outlined above, IBM-Unica was the accurate-ranked MCCM CRM chief, because of IBM’s global reach, as well as performance for lifecycle management, personalization and localization with nine new languages in the these days launched IBM-Unica 8.5.
youngsters, Gartner cautions that accelerating competition and pronounced assist considerations might also threaten IBM-Unica’s leading status.
meanwhile, second-ranked SAS is additionally mentioned for viability, as well as superior analytics and a powerful roadmap and built-in information constitution. Areas of difficulty include a need for more thought management and campaign management potential.
Teradata-Aprimo has potent momentum (average year-over-year revenue up 22 p.c in 2011), launched an inside determination offering and plans to introduce segmentation in accordance with social data, social campaigns and an understanding of consumer and campaign sentiment. guide is someday considered as gradual and confined, and the “basic” channels of direct mail and electronic mail nevertheless get hold of the most attention.
Oracle-Siebel’s licensed profits and deal dimension grew about 20 percent in 2011 in comparison to 2010, and the vendor bought excessive marks for built-in loyalty management performance and automation of end-to-end campaigns. company clients file a necessity for clearer documentation and infrequently file the use of Oracle-Siebel due to an current relationship instead of its being a superior-of-breed solution.Visionaries -- Responsys, Adobe systems, Neolane, Sitecore
Responsys leads the visionaries with accelerated digital marketing breadth brought in 2011, including a screen retargeting skill and advanced analytic and digital marketing capabilities in a multitenant SaaS utility. besides the fact that children, Gartner estimates that more than 70 p.c of Responsys' profits comes from e mail advertising, and help times are often stated as slow.
Adobe systems offers segmentation reporting filtered by way of segments reminiscent of fb clients, cellular traffic and/or visitors who have watched a video or any other customized-defined phase. And in 2011, Adobe introduced and shipped SocialAnalytics, which should be integrated with Context not obligatory to create a brand new social campaign administration product, Adobe Social, in 2012. but offline capabilities could be restrained.
Neolane multiplied its focal point on social advertising in 2011 with aspects together with social signal-on, social user profile seize into the advertising and marketing database, and the ability to convey true-time personalised offers to facebook and Twitter. Workflows can also be complicated to install and run, and will also present extra specific B2B functionality.
Sitecore is moving from greater natural net content administration to digital advertising capabilities, together with managing campaigns for sites, electronic mail campaigns, cell sites and social media and replacing counsel with exterior digital programs. Sitecore is ordinarily designed to work in .web environments and in lots of cases doesn't operate in addition to most desirable-of-breed digital marketing purposes for specific services equivalent to email marketing.niche players -- Eloqua, Marketo, SDL Alterian, ClickSquared, Infor, PBSoftware, Oracle RightNow
Eloqua offers a SaaS answer for lead management in B2B that includes a collection of salary functions, in addition to a cloud device that elements social connectors for adding social records to purchaser profiles. Eloqua is at some risk of becoming overly elegant on its partnership with Salesforce.com and issues with software bugs and insufficient metrics have been stated.
Marketo gives B2B lead management tools essentially aimed toward midmarket users. 2011 noticed the seller introduce a multistep program ability, adventure advertising and integration with webinars. This yr, Marketo is expected to integrate social advertising recommendations from its Crowd manufacturing unit acquisition. Marketo is also prone to overly relying on Salesforce.com.
SDL Alterian provides hosted midmarket campaign administration equipment, and is focusing this yr on commercial enterprise scalability, which includes enhancements to constructed-in predictive analytic capabilities, electronic mail reporting and dashboarding. clients say the seller is a fine cost for the cost, however implementation delays and a focus on MSPs pose negatives to SDL Alterian’s business model.
ClickSquared presents an SaaS-primarily based subscription model with a spotlight on digital advertising and marketing channels for midsized B2C companies. Gartner praises ClickSquared for ease of use and obtainable performance, however says the enterprise’s MCCM visibility is low and its assist and service corporation is “still maturing.”
Infor CRM Epiphany is shifting focal point from its put in base to MCCM/advertising authorities, and presents campaign management know-how that elements advanced analytical and cross-channel capabilities. Social advertising and cell capabilities are not yet attainable.
PB application gives superior analytics, primary and superior outbound crusade management, and inbound crusade management functionality to B2C economic functions, telecommunications and retail clients. The business now has new nameless/conventional web vacationer targeting to present significant offers from acquisition right through the consumer lifecycle, and plans to unencumber a visual option and segmentation interface for campaigns throughout inbound and outbound environments. MCCM visibility is currently low.
Oracle RightNow enhances customer service efforts with points equivalent to social monitoring, and plans to free up advanced analytics and email applications this year. although, users rated social advertising and marketing and web analytics capabilities as below other capabilities of Oracle RightNow’s know-how.Challenger -- SAP
The lone challenger in the most fresh Gartner MCCM CRM Magic Quadrant, SAP provides primary and advanced campaign management execution, consumer segmentation, change advertising management, lead management and loyalty administration.
SAP is adding big records and social advertising points, however social advertising capabilities aren't yet neatly-centered and ease of integration with other widely-deployed SAP marketing solutions is mentioned as the greatest reason for use of its MCCM CRM know-how.
huge Blue on Thursday launched the IBM typical conduct exchange (UBX), a platform that unifies advertising tech acquisitions together with Unica campaign management, Silverpop advertising automation, Coremetrics analytics and Xtify mobile personalization.
It additionally named 25 UBX partners, including a handful of advert tech avid gamers like MediaMath, flip, Rocket gas and The alternate Desk.
“As we have been combining these IBM property collectively, we found marketers were the usage of a variety of functions,” pointed out Kevin Dunn, head of know-how ecosystem and strategic alliances for IBM. “We realized we couldn’t have 30 distinct functions inside IBM’s personal portfolio because the innovation in the market type of outpaces the capacity to remedy each difficulty yourself.”
whereas IBM had its Digital advertising network, it became by and large a way for partners to combine with IBM’s analytics and pull web facts into their broader campaigns.
UBX, although, faucets probably the most Digital advertising and marketing network’s API connections and provides a few of Silverpop's extra powerful property like data shooting and profile constructing.
“The prevalent conduct trade is this open environment the place you could connect numerous systems and conclusion features and have the advice and statistics from one system have an effect on engagement in yet another,” Dunn stated. “We’ve enabled identity syncing, where we’d [match] pixels and cookies lower back to general tips,” reminiscent of when someone provides their email tackle or authenticates via fb.
When IBM hooked into facebook’s customized Audiences API final spring, that stream came neatly after competitors like Salesforce, Adobe and Oracle. but that connection let IBM verify bigger third-birthday party connections to enable records to circulate each into and out of the IBM equipment.
“We hope to extend [UBX] to 125 companions via the end of 2016 to allow bidirectional verbal exchange between all these methods,” Dunn stated. “feel of it as a writer-subscriber model where purchasers who use our provider [or partners’ services] can log right into a marketer-pleasant UI and choose the guidance they should circulation from one channel to an additional.”
despite the fact UBX’s companion slate is not confined to ad tech carriers (it includes social identification and advertising platforms like Gigya and Spredfast), connecting CRM to paid media became a key factor in the development of the platform.
Dunn noted many shoppers who used IBM’s segmentation tools and analytics desired a tighter connection to their respective demand-side platforms.
extra of those integrations are inevitable. MediaMath, for example, simply synced up with Oracle advertising and marketing Cloud so consumers might goal based on customary suggestions (such as an electronic mail sent with Oracle’s Eloqua) in the MediaMath TerminalOne workflow.
The cause these connections are only now being solid is on account of the complexities round integration and historic separation between conclusion clients. Database and CRM statistics have been not the purview of the media team, whose work situated extra on cookie syncing via statistics-management platforms.
but “more consumers need to understand what channels and media forms influenced a conversion – now not simply accurate-of-the-funnel company cognizance,” Dunn pointed out. “We’re very plenty seeing the merger of advert tech and mar tech. if you view a screen ad, it’s very doubtless the audience is liable to different messaging, be it e mail or fb, and we want all of those to notify every other.”
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IBM-Unica received the highest ranking among the leaders of the May 2012 Gartner Magic Quadrant for Multichannel Campaign Management (MCCM) CRM. The viability and lifecycle management functionality of the IBM-Unica MCCM CRM solution helped earn it top billing in the report.Digital Marketing Transforms MCCM
Gartner credits digital marketing with transforming MCCM, which encompasses processes that enable companies to define, orchestrate and communicate offers to customer segments across multiple channels, such as websites, mobile and call centers.
According to Gartner, Web management vendors are starting to build digital marketing functionality, including addressable branding/advertising, contextual marketing and transactional marketing, to compete in and extend the reach of the MCCM space.Leaders -- IBM-Unica, SAS, Teradata-Aprimo, Oracle Siebel
As mentioned above, IBM-Unica was the top-ranked MCCM CRM leader, due to IBM’s global reach, as well as functionality for lifecycle management, personalization and localization with nine new languages in the recently released IBM-Unica 8.5.
However, Gartner cautions that accelerating competition and reported support issues may threaten IBM-Unica’s leading status.
Meanwhile, second-ranked SAS is also cited for viability, as well as advanced analytics and a strong roadmap and integrated data structure. Areas of concern include a need for more thought leadership and campaign management capability.
Teradata-Aprimo has strong momentum (overall year-over-year revenue up 22 percent in 2011), released an internal decision offering and plans to introduce segmentation based on social data, social campaigns and an understanding of customer and campaign sentiment. Support is sometime seen as slow and limited, and the “classic” channels of direct mail and email still receive the most attention.
Oracle-Siebel’s licensed revenue and deal size grew about 20 percent in 2011 compared to 2010, and the vendor received high marks for integrated loyalty management functionality and automation of end-to-end campaigns. Business users report a need for clearer documentation and often report using Oracle-Siebel due to an existing relationship rather than its being a best-of-breed solution.Visionaries -- Responsys, Adobe Systems, Neolane, Sitecore
Responsys leads the visionaries with expanded digital marketing breadth added in 2011, including a display retargeting capability and advanced analytic and digital marketing capabilities in a multitenant SaaS application. However, Gartner estimates that more than 70 percent of Responsys' revenue comes from email marketing, and support times are often reported as slow.
Adobe Systems offers segmentation reporting filtered by segments such as Facebook users, mobile traffic and/or visitors who have watched a video or any other custom-defined segment. And in 2011, Adobe announced and shipped SocialAnalytics, which will be integrated with Context Optional to create a new social campaign management product, Adobe Social, in 2012. But offline capabilities may be limited.
Neolane increased its focus on social marketing in 2011 with features including social sign-on, social user profile capture into the marketing database, and the ability to deliver real-time personalized offers to Facebook and Twitter. Workflows can be complex to set up and run, and could also offer more specific B2B functionality.
Sitecore is moving from more traditional Web content management to digital marketing capabilities, including managing campaigns for websites, email campaigns, mobile sites and social media and exchanging information with external digital systems. Sitecore is mostly designed to work in .NET environments and in many cases does not perform as well as best-of-breed digital marketing applications for specific functions such as email marketing.Niche Players -- Eloqua, Marketo, SDL Alterian, ClickSquared, Infor, PBSoftware, Oracle RightNow
Eloqua offers a SaaS solution for lead management in B2B that includes a suite of revenue applications, as well as a cloud tool that features social connectors for adding social data to consumer profiles. Eloqua is at some risk of becoming overly dependent on its partnership with Salesforce.com and problems with software bugs and inadequate metrics have been reported.
Marketo provides B2B lead management tools primarily aimed at midmarket users. 2011 saw the vendor introduce a multistep program capability, event marketing and integration with webinars. This year, Marketo is expected to integrate social marketing techniques from its Crowd Factory acquisition. Marketo is also at risk of overly relying on Salesforce.com.
SDL Alterian provides hosted midmarket campaign management tools, and is focusing this year on enterprise scalability, which includes enhancements to built-in predictive analytic capabilities, email reporting and dashboarding. Users say the vendor is a good value for the cost, but implementation delays and a focus on MSPs pose negatives to SDL Alterian’s business model.
ClickSquared offers an SaaS-based subscription model with a focus on digital marketing channels for midsized B2C organizations. Gartner praises ClickSquared for ease of use and accessible functionality, but says the company’s MCCM visibility is low and its support and service organization is “still maturing.”
Infor CRM Epiphany is shifting focus from its installed base to MCCM/marketing professionals, and offers campaign management technology that features advanced analytical and cross-channel capabilities. Social marketing and mobile capabilities are not yet available.
PB Software provides advanced analytics, basic and advanced outbound campaign management, and inbound campaign management functionality to B2C financial services, telecommunications and retail users. The company now has new anonymous/known Web visitor targeting to present relevant offers from acquisition throughout the customer lifecycle, and plans to release a visual selection and segmentation interface for campaigns across inbound and outbound environments. MCCM visibility is currently low.
Oracle RightNow complements customer service efforts with features such as social monitoring, and plans to release advanced analytics and email applications this year. However, users rated social marketing and Web analytics capabilities as below other capabilities of Oracle RightNow’s technology.Challenger -- SAP
The lone challenger in the most recent Gartner MCCM CRM Magic Quadrant, SAP provides basic and advanced campaign management execution, customer segmentation, trade promotion management, lead management and loyalty management.
SAP is adding Big Data and social marketing features, but social marketing capabilities are not yet well-established and ease of integration with other widely-deployed SAP marketing solutions is cited as the biggest reason for use of its MCCM CRM technology.
ARMONK, N.Y. and WALTHAM, Mass., Aug. 13 /PRNewswire-FirstCall/ -- IBM (NYSE: IBM) and Unica Corporation (Nasdaq: UNCA) today announced they have entered into a definitive agreement for IBM to acquire Unica in a cash transaction at a price of $21 per share, or at a net price of approximately $480 million, after adjusting for cash. A publicly held company in Waltham, Mass., Unica will expand IBM's ability to help organizations analyze and predict customer preferences and develop more targeted marketing campaigns.
The acquisition, which is subject to Unica shareholder approval, applicable regulatory clearances and other customary closing conditions, is expected to close in the fourth quarter of 2010.
Today's leading organizations place a high value on a consistent and relevant customer experience. They must continuously focus on enhancing their brand by responding quickly to marketplace changes and differentiating themselves through more targeted, personalized marketing campaigns. In order to achieve this, marketing professionals are increasingly investing in technology to automate and manage marketing planning and execution to help them better analyze customer preferences and trends and in turn, predict buying needs and drive relevant campaigns.
To meet this demand, IBM is assembling transformational capabilities to help clients create this consistent and relevant cross-channel brand experience to promote customer loyalty and satisfaction. With sophisticated analytics and marketing process improvement, the combination of IBM and Unica will help clients streamline and integrate key processes including relationship marketing, online marketing and marketing operations.
Building on this extensive industry expertise, Unica has more than 1,500 global customers across a wide range of industries including financial services, insurance, retail telecommunications, travel and hospitality. Customers include Best Buy, eBay, ING, Monster, Starwood and US Cellular.
Today's news expands IBM's growing portfolio of industry software solutions designed to help companies automate, manage, and accelerate core business processes across marketing, demand generation, sales, order processing and fulfillment. This acquisition along with IBM's recent acquisitions of Sterling Commerce and Coremetrics will enhance IBM's ability to support customers increasing demands in this growing market.
"IBM understands the demands on today's organizations to transform core business processes in functions such as marketing with intelligence and automation," said Craig Hayman, general manager, IBM Industry Solutions. "Unica was a clear choice for IBM based on its power to automate a broad set of marketing capabilities and its established reputation for delivering customer success in marketing to organizations around the world."
"Unica's focus is to help our customers deliver marketing messages so relevant that they are perceived as a service to our clients' customers," said Yuchun Lee, CEO, Unica Corp. "Together with IBM, we will bring our leading enterprise marketing management solutions to a wider set of customers worldwide and with a much broader, more comprehensive portfolio."
Unica's 500 employees will be integrated into IBM's Software Solutions Group, which includes a range of industry-focused offerings. Unica software will complement the capabilities of IBM's Business Analytics and Optimization Consulting organization - a team of 5,000 consultants and a network of analytics solution centers, backed by an overall investment of more than $11 billion in acquisitions in the last five years.
For more information visit: http://www.ibm.com/press/us/en/pressrelease/32309.wss.
IBM, the IBM logo, ibm.com, Smarter Planet and the planet icon are trademarks of International Business Machines Corporation, registered in many jurisdictions worldwide. Other product and service names might be trademarks of IBM or other companies. For a current list of IBM trademarks, please see www.ibm.com/legal/copytrade.shtml.
All other company, product or service names may be trademarks or registered trademarks of others. Statements concerning IBM's future development plans and schedules are made for planning purposes only, and are subject to change or withdrawal without notice. Reseller prices may vary.
Cautionary Statement Regarding Forward-Looking Statements
Certain statements in this communication regarding the proposed transaction between IBM and Unica, the expected timetable for completing the transaction, benefits and synergies of the transaction, future opportunities for the combined company and products and any other statements regarding IBM and Unica's future expectations, beliefs, goals or prospects constitute forward-looking statements made within the meaning of Section 21E of the Securities Exchange Act of 1934 and (collectively, forward-looking statements). Any statements that are not statements of historical fact (including statements containing the words "believes," "plans," "anticipates," "expects," "estimates" and similar expressions) should also be considered forward-looking statements. A number of important factors could cause actual results or events to differ materially from those indicated by such forward-looking statements, including the parties' ability to consummate the transaction; the conditions to the completion of the transaction, including the receipt of shareholder approval, court approval or the regulatory approvals required for the transaction may not be obtained on the terms expected or on the anticipated schedule; the parties' ability to meet expectations regarding the timing, completion and accounting and tax treatments of the transaction; the possibility that the parties may be unable to achieve expected synergies and operating efficiencies in the arrangement within the expected time-frames or at all and to successfully integrate Unica's operations into those of IBM; such integration may be more difficult, time-consuming or costly than expected; operating costs, customer loss and business disruption (including, without limitation, difficulties in maintaining relationships with employees, customers, clients or suppliers) may be greater than expected following the transaction; the retention of certain key employees of Unica may be difficult; IBM and Unica are subject to intense competition and increased competition is expected in the future; fluctuations in foreign currencies could result in transaction losses and increased expenses; the volatility of the international marketplace; and the other factors described in IBM's Annual Report on Form 10-K for the fiscal year ended December 31, 2009 and in its most recent quarterly report filed with the SEC, and Unica's Annual Report on Form 10-K for the fiscal year ended September 30, 2009 and in its most recent quarterly report filed with the SEC. IBM and Unica assume no obligation to update the information in this communication, except as otherwise required by law. Readers are cautioned not to place undue reliance on these forward-looking statements that speak only as of the date hereof.
Additional Information and Where to Find It
This communication may be deemed to be solicitation material in respect of the proposed acquisition of Unica by IBM. In connection with the proposed acquisition, Unica intends to file relevant materials with the SEC, including Unica's proxy statement in preliminary and definitive form. SHAREHOLDERS OF UNICA ARE URGED TO READ ALL RELEVANT DOCUMENTS FILED WITH THE SEC, INCLUDING UNICA'S DEFINITIVE PROXY STATEMENT, BECAUSE THEY WILL CONTAIN IMPORTANT INFORMATION ABOUT THE PROPOSED TRANSACTION. Investors and security holders will be able to obtain the documents free of charge at the SEC's web site, http://www.sec.gov. Documents will also be available for free from Unica by contacting Kori Doherty, ICR at 617-956-6730 or firstname.lastname@example.org Such documents are not currently available.
Participants in Solicitation
IBM and its directors and executive officers, and Unica and its directors and executive officers, may be deemed to be participants in the solicitation of proxies from the holders of Unica common shares in respect of the proposed transaction. Information about the directors and executive officers of IBM is set forth in the proxy statement for IBM's 2010 Annual Meeting of Stockholders, which was filed with the SEC on March 8, 2010. Information about the directors and executive officers of Unica is set forth in the proxy statement for Unica's 2010 Annual Meeting of Shareholders, which was filed with the SEC on January 25, 2010. Investors may obtain additional information regarding the interest of such participants by reading the definitive proxy statement regarding the acquisition when it becomes available.
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 chart interface, but the system now uses the same segmentation interface as IBM Campaign. The two modules can also share segment definitions, offers, and interaction history. There’s also some integration with other IBM marketing products, notably the Product Recommendation component inherited from IBM’s CoreMetrics acquisition.
Interact’s concept is the same as other interaction managers: touchpoints send it data about a current interaction; the system uses rules, models and data to select one or more offers; and the offers are sent back to the touchpoint for delivery. The differences among these systems are matters of nuance: Interact stores its own permanent customer profiles, while some other systems must re-load data from external systems during each interaction. Interact assigns fixed scores to offers within each segment definitions, while other systems use scoring formulas shared across segments (although Interact can do that too). Interact can create self-training predictive models, not all competitors have this option.
A couple of other features seem more or less unique. Interact determines whether customers are eligible for an offer using either qualification rules or Campaign-generated “white lists” and “black lists”; other systems use rules alone. Interact can also assign offers at global, segment, or individual levels, while other systems don’t provide all those choices.
It’s unlikely that any of these differences make Interact significantly more powerful or easier to use than competitors. In practice, the system’s major appeal will be its close integration with Campaign and other IBM products. It is now part of the IBM’s Enterprise Marketing Management (EMM) group, which includes both Unica and Coremetrics, both acquired in 2010. This group supports IBM’s larger strategy of selling systems that use huge quantities of data to run all aspects of large organizations. The company has identified marketing organizations as a major potential market within this strategy and is spending aggressively to both develop that market and take advantage of it.
You might think that Interact plays a central role in IBM’s marketing ecosystem: after all, real-time interactions are the epitome of data-driven marketing. But just a tiny fraction of IBM’s 2,500 EMM customers use Interact (actual figures are confidential) and most deployments seem to be focused on specific — dare I say tactical? — applications in one or two channels. The company’s EMM focus seems to be more on analytics and outbound marketing: for example, its most recent EMM acquisitions were Tealeaf Technology (Web experience analysis) and DemandTec (merchandising analysis) . But it does report increasing interest in Interact among its clients, and high hopes for future growth.*A year’s free AARP membership to everyone who remembers the Affinium brand and can sing the jingle.**
** Okay, just kidding. There never was an Affinium jingle, so far as I know.
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