I hope this title captures your attention; I’m trying to make a point about the chaos going on in managing and operating marketing. What marketing needs in 2016 is to manage and optimize its efforts in a more unified manner. This perspective kicks off a new series on the challenges for marketing to automate or execute tasks and manage toward maximum performance. We all know that the craft of marketing is in need of significant transformation, from the CMO throughout the entire marketing organization and all the way out to the experience of consumers and customers. But this may be a fanciful mission, as applications and technology does not really automate marketing let alone manage it. Most marketing automation products are specialized applications that are not used by marketing management, let alone front-line marketing managers; they are for specialized needs in demand generation or digital marketing that personalizes inbound and outbound interactions with contacts for the purpose of advancing dialogue and creating relationships. Marketing automation, like its cousin sales force automation, has been a placeholder category that describes only a narrow slice of marketing, and the term has been co-opted by the industry for its own purposes. Though some observers predict that CMOs will outspend CIOs and other leaders of the business in technology investments, I have debunked this ludicrous idea; even if it were true, that would not make marketing departments much more efficient in their management and operations. To counterbalance the silliness of the marketing automation dialogue, I plan to bring you a series on key areas for investment to start the conversation. Evaluating them should help Marketing demonstrate its commitment to promoting effectively its organization and its products and services. Here is an overview of the many issues in the landscape.
Topics: Big Data, Predictive Analytics, Social Media, Customer Performance, Business Analytics, Business Collaboration, Business Intelligence, Business Performance, Cloud Computing, Financial Performance, Information Applications, Operational Intelligence, Uncategorized, CMO, Marketing, Marketing Planning, Marketing Reso, Information Optimization, Sales Performance Management (SPM)
On Monday, March 21, Informatica, a vendor of information management software, announced Big Data Management version 10.1. My colleague Mark Smith covered the introduction of v. 10.0 late last year, along with Informatica’s expansion from data integration to broader data management. Informatica’s Big Data Management 10.1 release offers new capabilities, including for the hot topic of self-service data preparation for Hadoop, which Informatica is calling Intelligent Data Lake. The term “data lake” describes large collections of detailed data from across an organization, often stored in Hadoop. With this release Informatica seeks to add more enterprise capabilities to data lake implementations.
I recently attended the SAS Analyst Summit in Steamboat Springs, Colo. (Twitter Hashtag #SASSB) The event offers an occasion for the company to discuss its direction and to assess its strengths and potential weaknesses. SAS is privately held, so customers and prospects cannot subject its performance to the same level of scrutiny as public companies, and thus events like this one provide a valuable source of additional information.
Technology innovation is accelerating faster than companies can keep up with. Many feel pressure to adopt new strategies that technology makes possible and find the resources required for necessary investments. In 2015 our research and analysis revealed many organizations upgrading key business applications to operate in the cloud and some enabling access to information for employees through mobile devices. Despite these steps, we find significant levels of digital disruption impacting every line of business. In our series of research agendas for 2016 we outline the areas of technology that organizations need to understand if they hope to optimize their business processes and empower their employees to handle tasks and make decisions effectively. Every industry, line of business and IT department will need to be aware of how new technology can provide opportunities to get ahead of, or at least keep up with, their competitors and focus on achieving the most effective outcomes.
Topics: Big Data, Predictive Analytics, Sales Performance, Supply Chain Performance, Governance, Mobile Technology, Operational Performance Management (OPM), Customer Performance, Operational Performance, Business Analytics, Business Collaboration, Business Intelligence, Business Performance, Cloud Computing, Financial Performance, Governance, Risk & Compliance (GRC), Information Applications, Information Management, Location Intelligence, Operational Intelligence, Uncategorized, Workforce Performance, Business Performance Management (BPM), Digital Technology, Innovation, Analytics, Big Dat, Financial Performance Management (FPM), Information Optimization, Sales Performance Management (SPM)
Last week I attended Spark Summit East 2016 at the New York Hilton Midtown. It revealed several ways in which Spark technology might impact the big data market.