Blog: enterprise marketing management

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Make Room for Giants: The State of the Enterprise Marketing Management Space

Aug 24 2010

The Enterprise Marketing Management (EMM) industry continues to not only define what’s possible for marketers, but also helps them realize their vision for true multi-channel marketing.  Interestingly enough, this niche technology category has become very attractive as of late to the major tech giants, including IBM, Oracle, SAP, and NCR, to name a few.  I always felt it was a matter of time before consolidation fully took hold of this space – and it is certainly underway.  It seems like only yesterday when companies like Unica, e.Piphany, SAS, Siebel Systems, Aprimo, Portrait, Metavante and a handful of other niche CRM software providers were blazing the trail during the dotcom bubble years.

The landscape has definitely changed, as most recently evidenced by the bevy of acquisitions (including IBM’s announcement of its acquisition of Unica last week) and the high rankings that Gartner and Forrester have for solutions from the likes of SAP, Oracle, Teradata, etc. 

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IBM’s acquisition of Unica will have long-term benefits for clients

Aug 16 2010

IBM purchased Unica Corporation late last week at a very significant premium - more than double Unica's closing price the previous day.  IBM has been a partner and client of Unica and this purchase has long been rumored, so it was not entirely a surprise.  The premium was eye catching in this market, particularly in light of Unica's financial performance this past year, but it was a small deal for IBM and, if they can leverage this asset through their bigger reach, it will have been well worth it.

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Thoughts: Adobe's acquistion of Omniture

Sep 18 2009

In the past few years, we've seen marketing technologies market grow and shift to comprise these four major application areas:

  • Web content management
  • Online Analytics/Digital Marketing
  • Enterprise Marketing Management
  • Customer Relationship Management

The recent acquisition of Omniture by Adobe looks to be the first step toward industry consolidation of Web content management and online analytics.

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