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Marketing Management Solutions will analyze existing client marketing data, point of sale data and customer data, as it is available, along with competitive analysis and prospect consumer information to identify trends, gaps and success measures. Marketing Management Solutions creates and implements customized marketing plans for clients with a national and global reach. Social media and content marketing are among the biggest categories for marketing technology companies, while influence marketing, performance & attribution emerge. In the space of one year, the number of marketing technology companies has nearly doubled, rising to nearly 2,000 in 2015. This year, it has grown to 1,876 in categories ranging from native advertising to SEO to analytics and more. The biggest difference, of course, is the 98% increase in the number of companies included.
One of the challenges in such a large and diverse field is merely finding all of the different companies that are operating in it.
This year, I found it extremely helpful to also use a number of crowd-sourced software review sites, particularly G2 Crowd and TrustRadius. It’s interesting to note that the distribution of additional companies this year is fairly evenly spread across the entire landscape.
This mirrors the sea change underway in marketing overall, from outbound advertising to inbound marketing. The Influencer Marketing category, in the marketing experiences quadrant, grew out of the social media marketing cluster. The Interactive Content category, closely related to the Content Marketing category adjacent to it, is an interesting mix of many different kinds of companies: marketing apps, interactive catalogs, interactive video, quizzes, content hubs, etc. The common thread of DNA among these different kinds of interactive content technologies is that they’re all participatory in nature. One of the challenges, of course, is how marketers manage all of these different technologies. The good news is that in spite of the massive explosion of marketing technologies out there — or, more likely, because of it — there have been significant advancements in the industry to make integration between these different products easier. Most of the major marketing cloud providers — companies like Adobe, HubSpot, Marketo, Oracle, and Salesforce — now have official ISV ecosystems. Given the convergence happening between adtech and martech, I consider data management platforms (DMPs) — companies such as Conversant, DataXu, and Turn — to be in this category as well (at least from a 50,000-foot view). The alpha rate on tickets — geek-speak for our early bird pricing — expires at the end of this week. Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Scott Brinker is the president and CTO of ion interactive, a leading provider of landing page management and conversion optimization software.
MarTech: The Marketing Tech Conference is for marketers responsible for selecting marketing technologies and developing marketing technologists.
Learn how to make sense of the current marketing technology landscape with this supergraphic of martech vendors. Two-thirds of marketing and sales professionals surveyed for a new report do not use a marketing automation platform (MAP).
Although Openprise itself is in the business of cleaning and managing data, the report’s emphasis on the often-overlooked complications of working with big data rings true.
For instance, the marketing platforms are increasingly differentiating themselves on their access to data sources and management, including Oracle’s purchase of data management platform BlueKai and marketing analytics firm Datalogix, Adobe’s launch of its data matchmaker Audience Marketplace, and Salesforce’s analytics cloud Wave. Maintaining clean data is one of the key obstacles in fully utilizing a marketing automation platform.
More MAP-owning respondents — 24 percent — cite “lack of data” as a reason for not pursuing advanced marketing practices than do those who don’t have a MAP (14 percent).


For those who do use a MAP, “lack of time” is the key culprit in holding them back from practicing personalization, lead nurturing, or other advanced practices. While nearly 80 percent of respondents use some method or tech to score leads, only half of those use it to qualify leads. See: Gartner Magic Quadrant for Marketing Resource Management, Kimberly Collins, February 4, 2014. Data management is playing an increasingly important role in improving the quality of data in organisations. Using a good master data management solution ensures that the same set of data is used throughout the organisation, regardless of the system, platform, department or business unit using it and what it is used for. Do you want more information or would you like to make an appointment to discuss the possibilities? Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising.
La societe du groupe La Poste annonce la creation d'un pole CRM Data Management, rassemblant des expertises off et on line en marketing relationnel pour accompagner les annonceurs locaux, nationaux et internationaux. E-marketing et le magazine Marketing sont les marques leader en France de l’information BtoB et de l’animation de communaute professionnelle a destination des decideurs du marketing.
Technologists and CIOs looking for businesses partners to invest in Big Data platforms should begin their hunt with their Marketing departments and CMOs. Even if one vendor for Marketing and CRM platforms is selected, these two platforms do not live in isolation. Once data from disparate systems are connected, cleansed, and maintained then there is the challenge to establish platforms and tools to drive data decisions.
In one of my recent posts, I claimed that the CIO and technologists are in a different time zone than their Marketing colleagues.
Business minded, Agile CIO with strong Big Data, Business Intelligence, Search, and Social Networking background.
This Web blog are my personal opinions and creations, and not those of my current or former employers. Each year, I chart the number of martech companies to produce my annual Marketing Technology Landscape. In 2014, it already included an astonishing 947 companies.
Some of this growth is due to the many new start-ups that have launched in the space over the past year. Traditionally, I’ve relied on Google to help me locate them, but I have to know what to search for — and hope that the companies involved have good SEO practices.
There are several new categories, too, reflecting some of the emerging trends in the industry. It helps marketers connect with and empower some of their best customers and other third-party authorities to serve as ambassadors for their brands.
It includes companies such as Ceros, HapYak, ion interactive (disclaimer: my company), Qzzr, SnapApp, and Uberflip. And that’s just a tiny sample of the incredible innovation happening all across the landscape. They’ve opened up their APIs and developed programs to certify plug-and-play integrations with many of the more specialized marketing software products out there. Integrated ISV products can then contribute to and leverage that central repository of data in a coordinated fashion.
They serve as central hubs of customer intelligence, pulling data from many different systems, and helping markers prioritize and coordinate multi-channel programs based on the insights they uncover. Tag management systems such as Ensighten and Tealium have also evolved tremendously over the past year, to play a greater role in the routing and value capture from the stream of real-time customer touchpoint data that they observe. And, of the third that do, their usage is basic to moderate, with only about half of those engaging in personalization or lead nurturing.


And, while many marketers have learned the skills for employing marketing tools, few are skilled at data cleaning and management.
Half of those with a MAP place data hygiene as their top data challenge over, say, segmentation, because of inaccuracy, incompleteness, or outdated info. In one sense, this is expected, since non-MAPPERs may not have the necessary data-handling tools – but it’s hard to imagine any marketer these days who does not have to target customers and potential customers in some fashion. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. The main objective is to make accurate, reliable and consistent information available in all the business systems. Not only does DaaS remove the quality issues surrounding data management, it creates a direct link between your databases and ours. As I've been covering in this blog, CMOs looking to become more data driven as they perform multiple digital marketing experiments and are likely to select a marketing automation platform. Chances are the organization has a separate financial platform and multiple product delivery platforms with their own transaction data. Data duplication, bad addresses, incomplete records, and unstructured data fields are just the tip of the iceberg.
Data crunching platforms such as Hadoop, analytics languages such as R, or self service business intelligence platforms are all designed to visualize, cluster, or find outliers in the data.
Chances are, the technology organization hasn't invested in all these platforms and even if they did, they are probably lacking sufficient talent to operate them perfectly. There, you’ll be able to view the landscape in a variety of sizes, as well as download a PDF version. The Performance & Attribution category, within the marketing operations quadrant of the graphic, highlights the innovation in marketing performance management software that has accelerated over the past year.
Moreover, many companies work with various databases and changes are entered by several people in various departments. Every record is D&B DUNS Numbered, fully populated and fed with the latest intelligence, including comprehensive insight and analysis of companies, industries and people. Even when the CMO and CIO have worked together to select and implement a marketing platform, there is still much work to be done integrating data sources, crunching analytics, and visualizing results. Digital marketing practices often have to tap into this data to help segment prospects or better communicate to existing customers, so some form of data integration or ETL is needed to fulfill marketing automation. Data isn't static, and external data sources can often be used to validate, cleanse, and enrich data. They platforms should be used to perform data discovery exercises and enable data scientists to ask smart big data questions. Marketing needs these capabilities today, but the technology department can't respond with a long up front project to invest in platforms, integrations, and talent development. How do you keep the data up to date and how do you establish links between the various databases in your company?
To tap into these data sources efficiently and to enable Marketing to create data cleansing rules, a combination of ETL, Data Quality, and ideally Master Data Management platforms are useful.
These platforms can also be used to help segment customers and prospects and tapped into by marketing automation platforms to drive targeted marketing messages.



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