Blog: marketing campaign management
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Agile thinking will help marketers be more flexible
9/2/10Continue ReadingIn an excellent recent blog entitled Don't fix your marketing processes, David Raab argues for more flexibility in marketing systems rather than improved processes, the staple recommendation of most consultants and experts. I heartily endorse David's point of view and would like to extend it a bit further.
According to David, the primary drivers of flexibility are small, simple, loosely connected processes, frequent measurements, technology that enables easy integration of new data sources and ease of use for marketers who want to change programs on the fly. He also emphasizes the need for generalists who are comfortable with technology. Good points, all of them.
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IBM’s acquisition of Unica will have long-term benefits for clients
8/16/10Continue ReadingIBM 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.
