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IBM-Unica bought the highest ranking among the leaders of the may 2012 Gartner Magic Quadrant for Multichannel campaign administration (MCCM) CRM. The viability and lifecycle management performance of the IBM-Unica MCCM CRM solution helped earn it suitable billing in the file.Digital advertising and marketing Transforms MCCM
Gartner credit digital advertising and marketing with transforming MCCM, which encompasses methods that permit companies to define, orchestrate and speak presents to client segments throughout diverse channels, corresponding to websites, cellular and get in touch with centers.
in accordance with Gartner, net management companies are starting to construct digital advertising and marketing functionality, including addressable branding/advertising, contextual marketing and transactional advertising, to compete in and lengthen the attain of the MCCM house.Leaders -- IBM-Unica, SAS, Teradata-Aprimo, Oracle Siebel
As outlined above, IBM-Unica was the good-ranked MCCM CRM chief, as a result of IBM’s global reach, as well as performance for lifecycle administration, personalization and localization with 9 new languages within the recently released IBM-Unica 8.5.
although, Gartner cautions that accelerating competitors and mentioned support concerns may additionally threaten IBM-Unica’s leading reputation.
meanwhile, 2nd-ranked SAS is additionally stated for viability, as well as superior analytics and a powerful roadmap and integrated information structure. Areas of situation consist of a necessity for greater notion management and campaign management capability.
Teradata-Aprimo has mighty momentum (universal 12 months-over-12 months income up 22 % in 2011), released an interior decision offering and plans to introduce segmentation in keeping with social information, social campaigns and an understanding of client and campaign sentiment. help is sometime considered as sluggish and restrained, and the “traditional” channels of unsolicited mail and e-mail nevertheless receive the most consideration.
Oracle-Siebel’s licensed salary and deal dimension grew about 20 p.c in 2011 compared to 2010, and the supplier acquired excessive marks for integrated loyalty administration performance and automation of conclusion-to-end campaigns. enterprise users record a need for clearer documentation and often document the use of Oracle-Siebel as a result of an present relationship instead of its being a most beneficial-of-breed solution.Visionaries -- Responsys, Adobe techniques, Neolane, Sitecore
Responsys leads the visionaries with expanded digital advertising and marketing breadth introduced in 2011, together with a display retargeting means and advanced analytic and digital advertising capabilities in a multitenant SaaS utility. youngsters, Gartner estimates that more than 70 percent of Responsys' revenue comes from email marketing, and support instances are sometimes mentioned as sluggish.
Adobe systems offers segmentation reporting filtered by way of segments comparable to fb users, cellular site visitors and/or guests who have watched a video or any other custom-defined section. And in 2011, Adobe announced and shipped SocialAnalytics, which might be built-in with Context optional to create a new social crusade administration product, Adobe Social, in 2012. however offline capabilities can be confined.
Neolane accelerated its center of attention on social marketing in 2011 with points including social signal-on, social consumer profile trap into the marketing database, and the potential to convey actual-time personalised offers to facebook and Twitter. Workflows will also be complex to install and run, and will additionally present more selected B2B functionality.
Sitecore is moving from greater ordinary web content material management to digital advertising capabilities, together with managing campaigns for websites, e mail campaigns, cellular websites and social media and exchanging tips with exterior digital programs. Sitecore is in most cases designed to work in .internet environments and in lots of cases doesn't perform in addition to top of the line-of-breed digital advertising and marketing functions for specific functions similar to email advertising.area of interest gamers -- Eloqua, Marketo, SDL Alterian, ClickSquared, Infor, PBSoftware, Oracle RightNow
Eloqua presents a SaaS answer for lead management in B2B that contains a suite of earnings purposes, as well as a cloud device that elements social connectors for adding social facts to customer profiles. Eloqua is at some risk of becoming overly elegant on its partnership with Salesforce.com and problems with utility bugs and inadequate metrics have been suggested.
Marketo offers B2B lead management equipment primarily aimed toward midmarket users. 2011 saw the seller introduce a multistep program capacity, experience advertising and integration with webinars. This year, Marketo is anticipated to integrate social advertising and marketing innovations from its Crowd factory acquisition. Marketo is additionally susceptible to overly counting on Salesforce.com.
SDL Alterian gives hosted midmarket campaign administration tools, and is focusing this year on enterprise scalability, which comprises enhancements to constructed-in predictive analytic capabilities, e mail reporting and dashboarding. clients say the supplier is a very good price for the charge, however implementation delays and a spotlight on MSPs pose negatives to SDL Alterian’s company mannequin.
ClickSquared presents an SaaS-based mostly subscription mannequin with a spotlight on digital marketing channels for midsized B2C organizations. Gartner praises ClickSquared for ease of use and accessible performance, however says the business’s MCCM visibility is low and its aid and service company is “still maturing.”
Infor CRM Epiphany is moving center of attention from its put in base to MCCM/advertising and marketing specialists, and offers crusade administration know-how that points superior analytical and pass-channel capabilities. Social marketing and cell capabilities don't seem to be yet purchasable.
PB utility gives superior analytics, fundamental and advanced outbound campaign administration, and inbound campaign administration performance to B2C financial capabilities, telecommunications and retail users. The business now has new anonymous/widespread internet vacationer targeting to current important offers from acquisition throughout the customer lifecycle, and plans to liberate a visual option and segmentation interface for campaigns across inbound and outbound environments. MCCM visibility is currently low.
Oracle RightNow enhances customer provider efforts with facets corresponding to social monitoring, and plans to release advanced analytics and electronic mail purposes this yr. however, users rated social advertising and web analytics capabilities as under other capabilities of Oracle RightNow’s technology.Challenger -- SAP
The lone challenger in the most contemporary Gartner MCCM CRM Magic Quadrant, SAP provides primary and superior crusade administration execution, client segmentation, trade advertising administration, lead management and loyalty administration.
SAP is including big information and social advertising elements, however social marketing capabilities don't seem to be yet smartly-based and ease of integration with other largely-deployed SAP advertising options is mentioned as the greatest cause of use of its MCCM CRM technology.
large Blue on Thursday launched the IBM conventional habits trade (UBX), a platform that unifies advertising and marketing tech acquisitions including Unica campaign management, Silverpop advertising and marketing automation, Coremetrics analytics and Xtify cell personalization.
It additionally named 25 UBX partners, together with a handful of ad tech avid gamers like MediaMath, turn, Rocket gasoline and The change Desk.
“As we had been combining these IBM property collectively, we found marketers had been the use of many different purposes,” noted Kevin Dunn, head of technology ecosystem and strategic alliances for IBM. “We realized we couldn’t have 30 distinctive purposes within IBM’s own portfolio since the innovation in the market type of outpaces the capacity to clear up each problem yourself.”
while IBM had its Digital marketing community, it turned into more often than not a means for companions to integrate with IBM’s analytics and pull net records into their broader campaigns.
UBX, youngsters, faucets some of the Digital advertising and marketing community’s API connections and adds a few of Silverpop's extra effective assets like records capturing and profile constructing.
“The frequent behavior alternate is that this open ambiance the place that you can connect numerous methods and conclusion elements and have the assistance and information from one gadget affect engagement in one more,” Dunn observed. “We’ve enabled identification syncing, where we’d [match] pixels and cookies lower back to time-honored counsel,” corresponding to when a person gives their e-mail address or authenticates via facebook.
When IBM hooked into facebook’s customized Audiences API closing spring, that stream came smartly after competitors like Salesforce, Adobe and Oracle. however that connection let IBM verify larger third-party connections to allow information to movement each into and out of the IBM system.
“We hope to expand [UBX] to a hundred twenty five companions through the conclusion of 2016 to permit bidirectional conversation between all these techniques,” Dunn mentioned. “think of it as a publisher-subscriber model where purchasers who use our provider [or partners’ services] can log right into a marketer-pleasant UI and choose the information they should circulate from one channel to yet another.”
youngsters UBX’s associate slate isn't confined to advert tech vendors (it comprises social identity and marketing systems like Gigya and Spredfast), connecting CRM to paid media turned into a key element within the construction of the platform.
Dunn mentioned many shoppers who used IBM’s segmentation tools and analytics wanted a tighter connection to their respective demand-side structures.
greater of those integrations are inevitable. MediaMath, for example, simply synced up with Oracle marketing Cloud so purchasers might target in keeping with wide-spread advice (reminiscent of an e mail sent with Oracle’s Eloqua) within the MediaMath TerminalOne workflow.
The rationale these connections are best now being forged is on account of the complexities round integration and historic separation between end clients. Database and CRM facts were no longer the purview of the media group, whose work situated greater on cookie syncing through facts-management systems.
however “extra purchasers want to know what channels and media varieties influenced a conversion – not simply excellent-of-the-funnel brand recognition,” Dunn observed. “We’re very a lot seeing the merger of ad tech and mar tech. when you view a screen ad, it’s very probably the viewers is susceptible to other messaging, be it e-mail or facebook, and we desire all of those to inform 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 email@example.com 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.
The acquisition, which is subject to regulatory clearance and approval from Unica's shareholders, should close in the fourth quarter, IBM said in a statement.
The purchase is part of IBM's strategy to grow its business software operation, the statement said.
"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," said Craig Hayman, general manager of IBM Industry Solutions.
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