Salesforce.com Acquires Radian6 In A Push Towards Social CRM

It's been quiet on the social media data acquisition front the past few months, but today's announcement — that salesforce.com plans to acquire Radian6 — is the biggest news yet, both financially ($326 million) and for what it means to the social space. First off, congratulations to both parties involved; this deal will benefit you both.

Watching the two companies over the past year, this acquisition comes as a natural extension of what was already a strong partnership. Radian6 was one of the first listening platforms to identify the need for — and implement — salesforce.com integration. Salesforce.com recently announced a Radian6 app as part of its service cloud. Last month Radian6 began feeding salesforce.com's Chatter data into its Engagement Console. And just last year, Radian6 brought on a new director — former salesforce.com CMO, Tien Tzuo — to advise on its SaaS offering. The deal is a logical step for salesforce.com and a testatment to Radian6's strength in the listening platform market.

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No Matter How Long The Winter, Spring Is Sure To Follow

This is an apt proverb for my current mood. Chicago's winter has been interminably long, but I'm optimistic that spring is just around the corner. After nearly four straight months of cold and record breaking amounts snow, certainly the weather must warm up and the sun must shine eventually, right?

Nevertheless, as winter winds down, March was a great (and busy) month. I attended three straight weeks of vendor user conferences: Webtrends, Adobe Omniture, and Coremetrics. These were well run, valuable, and diverse events; it was great to catch up with friends in the industry and clients around the country. Perhaps the most interesting part of the 2011 round of vendor events was the barrage of product releases, an exciting combination of new products, and ongoing development to core products. I will be updating the Forrester Wave on web analytics later this year, and we're looking forward to doing a deep dive on the updated platforms.

Spring and early summer promise to be equally interesting (and busy). Here's my event schedule for the next six months:

  • Data 2.0 Conference - April 4 - San Francisco - This event is about the rise of data accessibility and new innovations to harness the growing abundance of social, geo, government, and advertising data.
  • Forrester Marketing Forum 2011 - April 5-6 - San Francisco - This is extremely exciting, my first Marketing Forum as a Forrester analyst! You may remember that I missed the 2010 event because I was stranded in the UK due to the volcano in Iceland. This is a great event about innovating marketing for the next digital decade; check out the phenomenal roster of keynote speakers!
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The ‘New Marketing’ For Market Insights

Tick, tick. Only two weeks left until Forrester’s Marketing Forum, and turnout is high for this strategic view into the next digital decade. Personally, I’m ecstatic that the Forum is in San Francisco. I lived here decades ago and can honestly say that I left part of my heart here (am I the only one old enough to actually remember this song?). You’ll come for the great presentations and, if you’re not careful, you’ll wind up staying for the amazing culture, cuisine and climate!

And speaking of great presentations, the team is pulling out all the stops to make sure that market insights (MI) professionals are ready for the next digital decade. Tamara Barber will set the stage with an overview of the challenges and opportunities facing MI professionals in the era of the Splinternet. Jackie Anderson has put together a great panel to give you a 360-degree understanding of doing research in the high-growth youth market and Roxana Strohmenger will take you to the cutting edge of emerging and innovative research methods.

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Customer Intelligence At Forrester's Marketing Forum 2011

A few weeks ago -- over on the The Forrester Community For Customer Intelligence Professionals -- I gave a sneak peek at the Customer Intelligence agenda for our upcoming Marketing Forum in San Francisco on April 5th and 6th. But now that we're only a few weeks out, I wanted to share the exciting content here too.

This year's theme of the Customer Intelligence talks is "Accelerating Intelligence: How Marketers Leverage Customer Intelligence To Drive Decision Making." We think this content aligns with Customer Intelligence professionals' interests and goals and the sessions will deliver actionable insight from our star CI analysts. We've published a lot of great research recently and are excited to share it at the forum. Here's what our team will present at the forum:

  • Sri Sridharan will speak on How To Enhance Your Marketing With Improved  Customer Segmentation.
  • Fatemeh Khatibloo will speak on How To Implement Cross-Channel Attribution.
  • Emily Murphy will speak on the intersection of Customer Intelligence And Loyalty.
  • Joe Stanhope will speak on The Road To The Online Marketing Suite.
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