Integratedmarketingmanagementvendorevaluations 2011

Rose Business Technologies
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Integrated Marketing Management Vendor Evaluations 2011

Integrated Marketing Management (IMM) represents the marketing strategy, process automation and technologies required to integrate people, processes and technologies across the marketing ecosystem (see "Focus on Integrated (Rather Than Enterprise) Marketing Management"). IMM supports closed-loop marketing by integrating operational, executional and analytical marketing processes from concept/idea to planning to resource allocation to creation/project management to piloting to full-scale execution through to evaluation and analysis. Areas of marketing integration are planning, financial management, performance management, people, online/offline channels, processes, content, data/analytics and procurement. IMM emphasizes architectures and platforms for the role-based distribution of information, content and functionality. From a technology perspective, vendors in this market provide an integrated set of marketing functionality that integrates executional, operational and analytical marketing processes. These may not all reside in the same solution, but should be preintegrated if they are not on the same architecture. Clients must assess the architecture and integrated nature of the solution, as well as the robustness of required functionality. The average software costs (annual license fees for on-premises deployments) were close to USD $431,000. For hosted and SaaS solutions, average monthly fees were around $47,000. Hosting costs are typically much higher than monthly SaaS fees, so the range is likely to be great. Average service costs for implementation, training and other professional services were close to $267,000. Vendors must have capabilities in each process area: executional, operational and analytical. To be included, they must have at least three of the capabilities listed below for each process type (executional and operational), and four or more for analytical processes. These capabilities must be provided by "owned" solutions and not via partners. Executional Processes: Vendors must support outbound campaign or lead management, as well as two or more of the other capabilities listed below:
Outbound campaigns Event-triggered marketing Inbound marketing Lead management Segmentation Multichannel support Loyalty management Digital marketing Social marketing
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Mobile marketing Operational Processes: Vendors must support three or more of the following capabilities:
Planning Budgeting Financial management Creative production and project management Asset and content management Marketing fulfillment
Analytical Processes: Vendors must support four or more of the following capabilities:
Reporting Data mining Dashboards and visualization Predictive modeling Campaign/offer optimization Media mix optimization Marketing mix optimization MPM
VENDOR EVALUATIONS
ALTERIAN
Alterian is a Niche Player for its focus on basic campaign management, MRM and digital marketing capabilities targeting online publishing, financial services, healthcare, consumer packaged goods (CPG), gaming, travel and retail. Clients looking for hosted campaign management with strong analytical tools and MRM as part of a campaign management strategy can consider Alterian for midmarket campaign management. Strengths Breadth of functionality: Alterian offers marketing capabilities in campaign management, MRM, Web content management, Web analytics, email marketing, and social analytic products and services. At the end of March 2011, the vendor released the capability to access Alterian from any Web browser, connections to external data sources (initially to Microsoft SQL Server), and in-line predictive analytics and templates to provide the reuse of content. Alterian's developing Alchemy offering should offer much improved ease of use and workflow, and a more integrated approach for campaigns, including more accessible, role-based functionality for different users, while focusing on Alterian's strengths in analytical reporting. Deployment flexibility options: Campaign management and content management can be hosted by Alterian, hosted by its marketing service partners or deployed on-premises. Web analytics, social media monitoring (self-service offering) and email are offered as a SaaS-based solution. Partners: Alterian has a large network of marketing service providers (MSPs), including Acxiom, Allant, Epsilon, Experian, Harte-Hanks, KBM Group, Merkle and RR Donnelley, that can sell and host its marketing solutions. References: References pointed to the vendor as being a good value for the cost.

Cautions Architecture: Although Alterian has rewritten its campaign management and MRM capabilities onto a new platform, Alterian Alchemy, with one code base, some of Alterian's products remain on separate architectures, and are run from separate servers. Limited visibility: The channel partner, not the marketing department, usually selects Alterian. In addition, MSPs tend to view Alterian as a lower-cost, operationally focused alternative to larger IMM offerings. Overall revenue growth: Total revenue decreased from 38 million in 2009 to 37 million for yearend 31 March 2011. Revenue in the U.S. increased by 10.9%, to 16.9 million. Revenue in the U.K. decreased by 16.6%, to 14.1 million. Revenue in the rest of the world increased by 3.4%, to 6.0 million. Operating expenses also increased over 20%.
DIREXXIS
Direxxis is a Niche Player due to its small size and regional focus on North America. References state that the primary reasons for selecting Direxxis were its robust MRM functionality, integrated solution and view as a strategic partner. North American clients looking for an integrated solution to support marketing and sales communications should consider Direxxis. Strengths Growth: Direxxis reports revenue is up 67% from 2010 to 2011. Gartner estimates Direxxis will generate between $12 million and $15 million in revenue in 2011. Marketing and sales communications: The strength and focus of Direxxis' solution lies in integrating marketing and sales to deliver consistent communication across a number of different channels. Its MRM capabilities are focused predominately on marketing asset management and fulfillment. Its campaign management functionality supports multiwave, multichannel and multitouch campaigns. MPM enables marketers to track and report performance metrics based on marketing efforts within the system. The platform is built on data integration and management technologies, including those for matching and deduping. The platform also automates statistical and predictive modeling to segment and target customers. Ease of use was commonly cited by references as a strength of the solution. When asked what percentage of the marketing organization uses Direxxis, it received the second-highest percentage of all the vendors, with an average of 58% of the marketing organizations surveyed using the application. The next vendor was at 56%. Road map: The Direxxis road map for 2012 includes plans for a visual marketing calendar, a marketing planning module for budgeting and financial management, social marketing integration, expanded design tool adapters, customization and personalization, an interactive advertising portal, a lead distribution module, mobile application support and product internationalization (English, Chinese, German, Spanish and French). Strategic ecosystem partner integrations: The road map also calls for integrations to support processes across the marketing ecosystem by leveraging partners with complementary solutions that support part of the process. These strategic integrations include Hallmark Cards partnership integration, enhanced salesforce.com integrations, FedEx Office (Kinko's) integration, Acxiom ListKey integrations, RSVP service integration and integration with multiple email vendors. Solution options, SaaS and pricing: Direxxis has four solution options called editions Group Edition, Professional Edition, Enterprise Edition and Unlimited Edition as part of its dmEDGE 4.0 solution. The dmEDGE features a multitenant data architecture, and dmEDGE servers and computing resources are shared among all dmEDGE clients on a server, though each client has its own set of data that remains logically isolated from data that belongs to all other tenants. Data is isolated by storing each client's (tenant's) data in separate databases. Each client has its own dedicated set of application server instances. Pricing is very straightforward for the different editions, so clients can select the one most appropriate for their requirements. The pricing model uses a user-based SaaS model, with a monthly fee structure based on the number of dmEDGE modules and users required per client.

Cautions Size and geography: Direxxis is one of the smaller vendor. It's predominantly focused on the North American market. Its sales and distribution are quite small, with few direct sales resources. To continue to grow, it will need to aggressively expand its direct sales, and leverage partners' sales teams. Limited market visibility: Direxxis is one of the lesser-known and recognized players in this market. It will need to improve its visibility in the market, and increase its marketing execution to compete with the larger and better-known players in the market. Increased competition: Increased competition comes from larger marketing automation vendors, such as Teradata (Aprimo), IBM (Unica), Oracle (CRM On Demand and Fusion), developing SaaS offerings and targeting the midmarket. On-premises deployment option: On-premises deployment is not a standard option. Direxxis is an MSP, as well as a technology provider, and prefers to host its dmEDGE solution in its SaaS model. However, on-premises is a custom option. Implementation and administration: Large clients and references have stated that larger implementations can take longer than promised by Direxxis, but that compared with other vendors' solutions it is still a faster launch. Some references have reported that site administration, particularly for creative assets, can be time-consuming.
IBM (UNICA)
IBM (Unica) is a Leader for its broad IMM vision, its execution in multichannel campaign management and integrated MRM offerings, its trek toward digital marketing and its on-demand production management capabilities. References cite that they selected IBM (Unica) for its marketing vision and innovation, as well as its robust campaign management functionality. Strengths Improved revenue growth: Overall revenue for Unica increased 11% in the first three quarters of 2010. This was an improvement from a 17% revenue drop in fiscal 2009. IBM reports 27% growth in Marketing Operations customers, and that new MRM Enterprise customers were up 77% from a year ago. Approximately 35% of its new campaign management deals include MRM capabilities. Breadth and depth of multichannel campaign management: IBM provides clients in many industries with the broadest range of campaign management capabilities, including the integration of campaign management with MRM. It has a strong vision for online channels and its integration to the offline channels. IBM's new Web analytics offering has rationalized and combined NetInsight (Unica's Web analytics offering) with Coremetrics Web analytics Unica. IBM plans to combine Interactive Marketing OnDemand and Coremetrics Digital Marketing Optimization Suite as a nextgeneration, on-demand suite in 2012. Marketing operations R&D and expansion: IBM (Unica) made many improvements across its MRM suite in 2010. Key investments included enhanced attachment markup capabilities; budgeting what-if scenarios, budgeting versioning and comparison; wizard-based attribution creation; and enhanced rule-driven forms. Plans for 2011 include enhancements to workflow management, automated financial planning and MPM (e.g., statistically inferred response attribution). Improved usability and the customer experience will remain a focus for investments. References: The vendor's references consistently pointed to high scores for advanced campaign management and report reasonably good satisfaction with Unica's MRM functionality. Cautions MPM, reporting and analytics: Although its MPM vision is better than its competitors, IBM's current investment in MPM remains focused on specific uses in the application, rather than on a broader framework for role-based dashboards and CMO-level intelligence. IBM has the opportunity to utilize SPSS and Cognos to improve execution in this area. In addition, clients have expressed concerns about reporting and analytical limitations capabilities in on-premises and on-demand solutions.

Marketing fulfillment and workflow: IBM does not offer a marketing fulfillment solution, but is partnering with Saepio. Clients and prospects have reported that the MRM workflow is not as robust and easy to use as other MRM solutions, and have cited this as a reason why they did not select IBM (Unica). Prospects reported issues with Mac users. In general, clients feel that upgrades and improvements to Unica's MRM products are slow. No loyalty points module: Although IBM supports loyalty marketing via its campaign management, event-triggered marketing and MRM capabilities, it does not offer a points accrual/redemption engine via its Unica solutions. B2B appeal: Although IBM does have some large B2B clients, many of Gartner's B2B clients state that they do not feel IBM understands B2B marketing well enough during the initial sales call, which often removes it from further consideration. IBM does not heavily push or promote its Unica Leads products to B2B prospects, nor does it integrate it well into the IMM story, which would be more appealing for B2B marketers.
MARKETINGPILOT
MarketingPilot is a Niche Player for its broad integrated marketing platform and strong execution in the North American midmarket. Midmarket North American companies looking for a broad set of integrated MRM, campaign management, lead management and advertising capabilities should consider MarketingPilot. Strengths Continued growth and geographical expansion: With its broader set of marketing capabilities, MarketingPilot is projecting revenue growth to be 50% to 100% in 2011 and 2012. Although, as a private company, MarketingPilot does not report revenue, Gartner estimates that its revenue will be $10 million to $15 million by 2012. Although many of its clients remain in the midmarket, larger enterprise clients are increasingly considering MarketingPilot, bringing the vendor into more direct competition with Aprimo and Unica. Functional breadth: Traditionally an MRM provider, MarketingPilot has invested heavily over the last two years to develop campaign and lead management functionality, including digital marketing and social media capabilities. The platform today includes MRM, campaign management, lead management, and advertising/media planning and promotion. It is one of the few IMM vendors with media planning capabilities for broadcast (radio/TV), print (newspaper, magazine, direct mail inserts), outdoor, social and digital media, including search engine marketing and online advertising. R&D investment: MarketingPilot has made substantial investments in campaign and lead management, as well as the new Akela Marketing Cloud cloud-based platform, while continuing to invest in MRM. It plans two major releases for 2012, with six total releases planned. The next release in early 2012 will focus on adding additional campaign management capabilities, behavioral targeting analytics, CRM integration (e.g., salesforce.com integration), Google Adwords integration, behavioral scoring and social campaign functionality. Future releases will consider mobile, predictive modeling and will offer optimization functionality. Deployment options: MarketingPilot supports on-premises and hosted versions of its foundational MarketingPilot application, which includes its MRM functionality. It does the hosting for its solutions. Currently, about 85% of its clients have deployed hosted solutions, with 15% deployed on-premises. The company recently released its Akela Marketing Cloud solution, which is a multitenant, cloud-based solution. Functionality in Akela includes campaign and lead management. Media planning and advertising capabilities were moved from the original MarketingPilot application to Akela. Cautions Size and geography: MarketingPilot is one of the smaller vendors evaluated in this Magic Quadrant. It's predominantly focused on the North American market. Although approximately 25% of its sales are outside the U.S. (mostly Asia/Pacific), MarketingPilot has few personnel located outside the U.S. market. Global prospects should carefully assess the capabilities of the vendor to support

multiple regions. While consulting services are available globally, technical support is provided from a single U.S. facility.

Increased competition: MarketingPilot will see increased competition from larger marketing automation vendors, such as Teradata (Aprimo), IBM (Unica) and Oracle (CRM On Demand and Fusion), that are developing SaaS offerings and targeting the midmarket. Campaign management is new: MarketingPilot's campaign and lead management functionality is relatively new and less proven than its MRM capabilities. The solution currently lacks advanced campaign management capabilities for predictive modeling and offer optimization.
MARKETO
Marketo is a Niche Player in the IMM Magic Quadrant, with B2B capabilities primarily for the midmarket; however, it has also made gains with larger organizations. References state that they selected Marketo for its robust campaign management functionality and integrated solution. B2B marketers should consider Marketo as a provider of SaaS IMM that enables marketers to automate the leads process. Strengths Strong growth: Marketo reported more than 300% revenue growth in 2010, doubling its customer base, and reports that it is adding about 60 new customers per month. Gartner estimates Marketo's 2010 revenue to be approximately $15 million. Marketo is expanding out of the U.S.-based market and is focusing on EMEA, with a headquarters in Dublin, Ireland. Focused marketing and sales integration: Marketo has strong momentum for lead management capabilities for the integration of marketing and sales processes and teams. New features for 2011 include in-person event management functionality, social marketing capability and new dashboards focusing on revenue attribution, comparison analyzers, program effectiveness, etc. Predictive analytics for lead management is also a stated future priority for Marketo. When asked what percentage of the marketing organization uses Marketo, it received the third-highest of all the vendors, with an average of 56% of the marketing organizations surveyed using the application. The next-highest vendor was at 37%. Revenue cycle analytics: Marketo offers analytics to understand how prospects move through the revenue cycle over time, identify bottlenecks and assess the effectiveness of various programs in driving revenue, with a top goal of demonstrating marketing's impact on revenue. Marketo can show ROI and effectiveness by media channel (e.g., webinar versus live events) both by category and by individual activity, including impact on revenue and marginal attribution. References: Marketo's references consistently point to setup and ease of use as strengths, and continue to score Marketo as above average for the lead management product as a whole. Cautions Lack of a prepackaged MRM solution: Marketo's operational processes are supported as part of the campaign and lead management process. However, Marketo may ultimately offer one. Increasing competition: Marketo will face increased competition from larger marketing automation vendors, such as Teradata (Aprimo), IBM (Unica), Oracle (CRM On Demand and Fusion), that are developing SaaS offerings and are targeting the midmarket. Salesforce.com reliance: The vast majority of Marketo's offerings integrate with salesforce.com. However, Marketo should not become overly reliant on this partnership, because salesforce.com could decide to purchase or develop its own lead management offerings. Profit: Marketo is well-funded and growing quickly, but it is not yet profitable. The vendor has set its sights on 2012 as a break-even point.
NEOLANE
Neolane is a small but growing vendor that continues to raise mind share in business-to-consumer (B2C) campaign management and B2B lead management. References state that they selected Neolane for its integrated solution and robust campaign management functionality. Strengths

Strong growth: Neolane reported growth of approximately 40% in 2010. It has focused on the U.S., the U.K., France and the Nordic market. Estimated $30 million in revenue in 2010. Integrated workflow and technology: Neolane differentiates itself from competitors by underlining its adherence to one platform and code base. Neolane has good integrated workflow across the campaign management process, such as planning and managing budgets, resources and content, and segmenting customers, defining rules and triggers, executing campaigns, capturing responses, defining lead flows and reporting results. R&D and partners: In 2010, Neolane almost doubled the size of its development team, and added partners, such as Acxiom, KBM Group and Targetbase, to deliver its solution and added support for its lead management capabilities by simultaneously supporting CRM systems, such as salesforce.com, Microsoft Dynamics CRM and Oracle On Demand. User interface (UI) and customization: References consistently mention Neolane's easy UI and the ability to fully customize campaigns as top strengths.
Cautions Lack of a prepackaged MRM solution: Neolane's operational processes are supported as part of the campaign and lead management process. It does not sell or market a separate MRM solution. Predictive analytic adoption: Neolane has partnered with Kxen for in-line predictive analytics for campaign management, but fewer than 20 clients use it. Neolane is currently strengthening its offering in this area through its support of Waikato Environment for Knowledge Analysis (WEKA) and by developing its own analytics capabilities. Growing pains: Several references mentioned the need for Neolane to continue to "recruit and upskill" appropriate resources to keep up with new customer growth.
ORACLE (SIEBEL)
Oracle (Siebel) is positioned in the Challengers quadrant for its focus on campaign management, loyalty management and industry-specific marketing capabilities. Consider it for its integration into the broader CRM suite, and its IMM focus on loyalty with enhanced customer experience and optimized operations. Strengths Growth in marketing: Oracle reports that Siebel Enterprise Marketing Suite's revenue and deal size continued to grow in 2010, with loyalty and campaign management driving most deals. Road map: Plans for 2012 include social marketing and loyalty capabilities to support closedloop CRM and social media, the integration of ATG Commerce and WebCenter Sites (FatWire) to enable multichannel campaigns with enhanced integrated Web channel and unified customer view, enhanced integration with Real-Time Decisions (RTD) to support a wider range of personalized recommendations (products, promotions and life cycle messages, rather than just marketing offers supported today), optimized against business goals, constraints and customer insights. The road map has a focus on B2C processes for driving loyalty and lifetime value. Customer experience and marketing operations: The focus for Siebel Marketing includes a focus on multichannel engagement and optimized marketing operations. Siebel's optimized marketing operations vision, in particular, includes the ability to provide role-based and action-oriented MPM, strategic planning and financial management, collaborative production management and more flexible marketing process management. Analytics and performance management: Oracle uses its Oracle Business Intelligence Suite to create a robust set of closed-loop marketing analytics for planning, optimizing and managing marketing, which it embeds in its Siebel Marketing solution. These capabilities not only include historical analysis, but also capabilities for simulation (forecasting), what-if scenarios and resource/ spending optimization. Cautions Stand-alone marketing deals: Many references reported choosing Siebel because of an existing relationship with the company, rather than choosing it for best-of-breed marketing capability.

However, its loyalty management suite was the exception. Market and brand perceptions around Siebel CRM as more of a CRM suite than a stand-alone marketing suite limit the number of standalone marketing deals for which Siebel CRM is considered. However, Gartner has seen competitive wins against other marketing vendors.

SaaS: A full set of IMM competencies is not available via a SaaS deployment model. Oracle offers a SaaS-based CRM On Demand Marketing solution (based on the Market2Lead intellectual property [IP] Oracle acquired in 2010), which is integrated with CRM On Demand and provides lead management/campaign-planning and execution capabilities. This solution is available with a multitenancy SaaS option. Siebel Marketing and Siebel Loyalty are either hosted by Oracle or onpremises, and are also available as business process outsourcing (BPO) offerings. Workflow: Workflow capability has become one of the main considerations for an IMM solution. Some clients have cited this as one of the main difficulties with Siebel's current MRM capability. Integration with Oracle Business Process Management (BPM) should provide improvements in this area. Clients should carefully evaluate the integrated capabilities in this area prior to investing. Usability and calendaring: Some references reported that Siebel's Marketing UI needs to be easier for marketers to use. References also gave Siebel's calendaring capability a low rating.
SAP
SAP is a Challenger for its growth and market momentum within its installed client base and its aggressive road map to close the gap with the competition in a number of different areas. References state that they selected SAP as a strategic partner and for its integrated solution. SAP ERP and CRM clients and prospects should consider SAP CRM's marketing applications, as well as companies looking for loyalty management as part of a broader marketing solution. Strengths Growth: SAP reports that year-over-year revenue growth for SAP CRM is up more than 30%. Of the SAP CRM deals, 50% include marketing, up from 40% last year. SAP Marketing is the secondhighest CRM solution implemented, behind sales applications. SAP also reports a 20% increase in the number of live SAP CRM implementations from those that have purchased but not yet installed it. More than half of SAP Marketing clients are using CRM 7.0. Marketing ecosystem: SAP is one of the few vendors to mention customers as an active part of its marketing partner ecosystem. The ecosystem is one of the more vibrant and active ecosystems Gartner sees in the marketing for marketing applications. Its theme is based on innovating marketing. The ecosystem includes customer communities (e.g., CMO Community and the Loyalty Customer Advisory Council), software companies for coinnovation (e.g., Exact Target, OpenText, OpenX, Tremor and Return Path), service providers (e.g., Accenture, Capgemini, Deloitte, HCL Technologies, IBM, Knack Systems, pwe and RunE2E) and agencies (e.g., rDialogue and Loyalty360). Rapid deployment solutions: SAP is offering solutions that can be implemented quickly with lower TCO. Its Rapid Deployment Solutions (RDS), which are preconfigured, can be deployed in as fast as eight weeks. RDS solutions are available for lead and campaign management, and later HANA segmentation, digital asset management (via OpenText), and marketing budget and expense management. Road map: SAP has expanded its capabilities for digital marketing with Interactive Marketing Hub and currently available solutions for social media marketing (e.g., Facebook loyalty management, social media monitoring, Twitter marketing). The road map calls for more social media marketing features, including Product Connect (the ability to register products through Facebook) and Marketing Connect (segment Facebook customers and directly message them). SAP will leverage its HANA (in-memory, high-performance processing appliance) to provide more advanced analytical capabilities to marketers over the next two years. In 3Q11, high-volume segmentation capabilities will be available on SAP HANA. In 3Q12, consumer insight and targeting, as well as real-time planning and optimization (e.g., marketing planning, marketing mix optimization, campaign portfolio optimization) features, will become available. In 2012 and 2013, mobile marketing will be considered for product information, advertising, shopping, promotions/coupons and loyalty programs. Cautions

Part of a suite solution: Most clients state that they choose SAP for the integrated value proposition of marketing applications with other business applications for CRM, ERP and industries. SAP is not competitive with best-of-breed marketing application deals where the client is not already an SAP customer or prospect. Sales execution: SAP tends to focus on selling CRM and marketing applications predominately within its ERP client base, where it has deep relationships with IT leaders. However, SAP is leveraging its CMO Community, CMO surveys, published books and papers, and speaking engagements to gain clout with marketing leaders. This is pushing more marketing clients to inquire about SAP Marketing solutions some of which have bought previous licenses (by IT) to actually implement. SaaS momentum: Momentum has been slow for SAP's SaaS marketing applications. Most clients have deployed on-premises or hosted solutions. Not all solutions and functionalities are available in the SaaS model, and SaaS capabilities are spread across different products. SAP CRM RDS has campaign, lead management and some MRM capabilities available as a hosted cloud solution for upper middle to large enterprise markets. Basic campaigns and lead management capabilities are available in Business ByDesign (SaaS offering) for small to midsize organizations. Request road maps for future SaaS capabilities if you're interested only in SaaS deployments. If SAP wants to compete in the midmarket, a full set of marketing capabilities, including MRM, will be required in a multitenant SaaS model. Implementation time and resources: SAP references have some of the larger (an average of 817 users, compared with the next vendor, at 248 users) and more integrated deployments, with a broad set of other business applications and processes, compared with the other vendors. Clients repeatedly state that SAP Marketing can take 12 to 24 months to implement, with the time to implementation often being longer than expected. SAP references gave ease of implementation a lower rating of 3.5 out of 7 for satisfaction. SAP references cited an average of 17.5 months, which was close to twice as long as the average of nine months for the next-highest vendor. Resources required for implementation are also much higher than other vendors. References cited an average of 38 people involved, compared with the next highest, at 27. The number is also higher for ongoing administration and maintenance, with references citing an average of 18 people versus nine from the next-highest vendor.
SAS
SAS is a Leader in the IMM market for its robust capabilities across analytical, executional and operational marketing processes, and market momentum in campaign management, MRM and social media analytics. References state that they selected SAS for its marketing vision and innovation, as well as their positive experience with SAS. Clients should consider SAS for its strong MPM focus and advanced analytics, which drive execution and operational excellence. Strengths Growth: SAS reports that year-to-date sales for Customer Intelligence are up over 20% globally. It is aggressively hiring in the MRM solution area, with plans to increase staffing by 50% to support the acquired Assetlink solution. Breadth of IMM capabilities: SAS has had a robust and broad set of capabilities in campaign management and marketing analytics for some time. With the acquisition of Assetlink earlier this year, it now has a robust set of MRM capabilities to support operational marketing processes. SAS also is strong in industry solutions in areas such as financial services, retail and telcos, with solutions that support profitability management, pricing and churn management. MPM and optimization vision: SAS continues to have a strong vision in this area, and is one of the few IMM vendors with a robust MPM solution that includes advanced capabilities for predictive modeling and optimization. Its MPM solution ties together planning, execution and optimization processes using the SAS platform and portal. SAS's solution features analytical competencies that are flexible enough to support top-down or bottom-up marketing planning based on analysis and optimization. SAS supports advanced analytical capabilities for marketing mix optimization, as well as media planning/optimization for pricing, promotion and placement.

R&D and road map: SAS has made significant investments toward the integration of acquired products (Assetlink, now called SAS Marketing Operations Management), as well as innovations in new capabilities. It reskinned the Assetlink MRM interface to a SAS-branded UI. Clients can now also initiate a campaign from the MRM application. There are also approval and calendar integrations between the campaign management and MRM application. Improvements to its Marketing Operations Management solution from Assetlink include a new visual, drag-and-drop workflow tool, improved promotion planning, executive dashboard enhancements, calendar enhancements, resource management enhancements and claims/label management. It has also rearchitected its Real-Time Decision Manager solution to more than double transactional throughput performance, and has removed the WebSphere MQ requirement by adding Jboss and WebLogic support. It is also improving its UI and is increasing usability with Flash technology, with plans to have all applications using the new Flash UI in 2012. Improvements to Social Media Analytics include a new iPad executive briefing book, a new conversation center, a media portal and workbench enhancements, and industry-specific taxonomy engines. Planned updates for the winter (2011/2012) of its Marketing Operations Management solution (version 6.0.14) include improved performance and scalability, new calendar Gantt views, and resource planner enhancements. Integration between MRM and campaign management applications will continue, with a focus on process nodes and postprocessing. Social Media Analytics version 4 enhancements will include a "self-service" architecture and delivery, new analytics capabilities and digital/Web marketing capabilities.
Cautions Marketing operations integration: Although SAS has made progress toward integrating its recently acquired Assetlink solution, the product utilizes a separate code base and technology from the rest of SAS's IMM offerings. These will not fully come together until the availability of the SAS 9.4 platform in 2013. Today, the products are integrated at the data and metadata level, and have a common unified interface with single sign-on. SAS should consider leveraging the visual workflow created for its Marketing Operations Management solution (Assetlink) across campaign management and, ultimately, its extended marketing application portfolio. Clients considering integrated capabilities across SAS's Campaign Management and Marketing Operations applications should carefully evaluate the level of integration work that has been done among the required products. Aside from the recently acquired Assetlink, all other marketing capabilities are integrated. SaaS momentum: Although SAS has a number of SaaS options for its marketing solutions, momentum in key areas such as campaign management have been slow. We have seen momentum in tactical areas such as social media analytics. Assetlink's SaaS platform from MRM should help bring momentum for SaaS-based applications in the operational marketing area. It is behind vendors such as Teradata (Aprimo) in gaining momentum with its SaaS-based solutions, and will face increased competition from vendors such as Eloqua and Marketo. With the release of the SAS 9.4 platform, cloud-based applications, particularly for areas such as MRM, will become a major emphasis and selling focus. B2B and midmarket focus: The vendor's strong focus on campaign management and advanced analytics primarily appeals to large, B2C companies. It did acquire some B2B clients with the Assetlink acquisition. However, its lack of a prepackaged lead management solution and full SaaS suite significantly limits its appeal to B2B marketers and the midmarket. B2B and the midmarket are rapidly growing areas of marketing investment. SAS will need to develop a strategy quickly, as other vendors are ahead in this area. Market perception: SAS is predominately known as an analytics company, and consequently is less well-known for its campaign management and MRM capabilities. References considered SAS for power-user-type work with advanced analytic capability, rather than for its strengths in operational campaign management or MRM. SAS will need to continue to promote its marketing capabilities beyond its core competency in advanced analytics.
TERADATA (APRIMO)

Teradata (Aprimo) is a leader for its strong IMM vision, innovations, broad set of marketing capabilities and continued market execution. References state that they selected Teradata (Aprimo) for its robust campaign management and MRM functionality, its integrated solution and their positive experience with the vendor. B2B and B2C clients should consider Teradata (Aprimo) for its robust campaign management and MRM capabilities. Strengths Vision: Teradata (Aprimo) has one of the strongest and broadest visions for IMM. Its view of integrated goes well beyond a technology view to the integrated value proposition to the business to meet business objectives, such as better customer engagement and improved performance management. It's vision incorporates operations, analytics and execution into processes that marketing organizations can relate to, such as concept to campaign and campaign to cash. It positions its capabilities and marketing processes supported differently between B2C versus B2B customers and prospects. Its breadth of product functionality with the combined Teradata and Aprimo applications supports the executional, analytical and operational processes required in B2B and B2C companies. References stated that the strengths of Teradata (Aprimo) were its vision and strong solution across many components. When asked what percentage of the marketing organization uses Teradata (Aprimo), it received the highest of all the vendors in this Magic Quadrant, with an average of 80% of the marketing organizations surveyed using the application. The next-highest vendor was at 58%. Business and workflow integration: At the business level, Teradata has incorporated and empowered the Aprimo organization as its software application business, with a priority focus on marketing. From a branding perspective, it has renamed all Teradata marketing applications with the Aprimo brand. For example, Teradata Relationship Manager (TRM) is now known as Aprimo Relationship Manager (ARM). At a technical level, the applications have been integrated at a data level, and to the Teradata platform and data warehouse. Aprimo's workflow solution has now been extended across ARM, as well as all Aprimo marketing solutions, so that process integration between the applications is now possible. Innovations: Teradata (Aprimo) is maintaining its innovation in marketing as it continues to integrate Aprimo and Teradata applications. Some key innovations include integrated marketing workflow across applications; a common UI (including mobile apps) across products; integrated digital channels, including email, mobile and social; out-of-the-box integration best-practice templates and guidelines; Aprimo Real-Time Interaction Manager; digital marketing workflow; and Aprimo Master Data Manager for data integration and complete customer view. One of the most interesting innovations is the Aprimo Offer Exchange, which leverages social channels, emails, SMS and microsites to make offers, track offer uptake and measure consumer sentiment. Deployment options: Teradata (Aprimo) offers on-premises, hosted and SaaS deployment options. However, not all of the former Teradata applications are available as SaaS to date, and some Aprimo campaign management functionality has yet to be available in Aprimo's SaaS solution. Teradata remains committed to a SaaS strategy. Partner ecosystem: The Teradata (Aprimo) partner ecosystem includes vendors that provide implementation services (e.g., Accenture, Capgemini, Deloitte, Infosys, Wipro, MarketSphere, TopRight Partners, Numeric Analytics, CoreMatrix, Velteo and Crystalloids), MSPs (Acxiom, Communisis and Harte-Hanks), interactive agencies (RAPP Collins, Digital Cement, Fulcrum and Extraprise, Transcontinental and Centripetal Media), platform technologies (Microsoft), integration technologies (Boomi and Cast Iron Systems, an IBM Company), analytics vendors (e.g., Kxen, MicroStrategy, SAS, Adobe [Omniture], Celebrus Technologies [Speed-Trap] and ThinkVine) and sales applications (salesforce.com). Cautions Execution on vision: Teradata is perceived as a data warehousing vendor, and selling data warehouses remains a major part of the Teradata sales strategy. Teradata will need to align marketing and sales to raise the visibility of its marketing software business as distinct from its data warehousing business. It's unlikely that one sales force can sell data warehousing applications

and marketing applications, that one set of consultants can deliver both or that one customer service group can support both. Teradata's strategy is to grow Aprimo as a distinct business operation with dedicated personnel, while conjoining resources with Teradata on specific accounts where this makes sense. As such, retaining the Aprimo marketing, sales and professional service teams is critical to successful execution. Monitor for any signs of attrition in these areas.

Separate code bases and architectures: Although data and workflow have been integrated across Aprimo and Teradata marketing applications, solutions remain on separate code bases and architectures (Teradata is Java-based, and Aprimo is Microsoft-based). However, the unified application portfolios all use an SOA, with Web services for interoperability. Aprimo applications were on one set of code for on-premises and one set for SaaS prior to the acquisition, making it a bit cleaner than some of the other acquisitions to date. Potential need to invest in Teradata Enterprise Data Warehouse (EDW): With the Aprimo acquisition, Teradata has promised clients to continue support on other databases (e.g., Microsoft and Oracle). However, companies must invest in Teradata EDW as part of ARM. There is also the potential that this will become the preferred and optimized database for former Aprimo applications as well. SaaS: Not all solutions and functionality are available in the SaaS model. Understand which capabilities are and which are not. Request road maps for future SaaS capabilities if you're interested only in SaaS deployments. Implementation and maintenance resources: Teradata (Aprimo) can require significant resources to implement and maintain the solution, particularly on-premises applications. References reported an average of 27 people required for implementation and nine for ongoing administration and maintenance. These were the second-highest reported for vendors providing references. However, Teradata (Aprimo) references reported some of the larger and more complex implementations, with an average of 248 users. These references also reported a broader set of integrations with other business applications and external agencies and suppliers.

Integrated Marketing Management Magic Quadrant 2011

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