...Where Angels Fear To Tread

Rusty Warner

We all know the opening part of Pope’s often-quoted adage. Certainly some acquisitions in the enterprise marketing technology arena are now looking like foolish decisions. In yesterday’s 2015 trading update, SDL announced it will sell multiple products that are “non-core to its future strategy,” including social intelligence, campaign management, and its Fredhopper eCommerce recommendation engine. SDL paid $110 million for the first two solutions when it completed its acquisition of Alterian in early 2012. The SDL announcement echoes Teradata’s similar announcement in November to sell its marketing application division. Teradata acquired Aprimo in late 2010 for $525 million, and then added smaller acquisitions of eCircle, Argyle Social, Ozone, Apoxxee, and FLXone – the last pick-up coming less than one month before the sell-off announcement.

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The Enterprise Marketing Technology Landscape - Simplified

Rusty Warner

We’ve all seen comprehensive diagrams featuring hundreds of vendor logos across multiple marketing technology categories. So, when tasked with mapping the technologies required to deliver contextual marketing, I decided to simplify things. For more details, see my new report “Combine Systems Of Insight And Engagement For Contextual Marketing.”

Forrester has defined broad “systems of X” categories that include systems of record, design, operation/automation, insight, and engagement. The latter two lend themselves to the enterprise marketing technology landscape.

Real-time analytics and insights drive the contextual marketing engine (below), and these tools fit squarely into the systems of insight category. Customer data bases and big data repositories fuel the engine, and as customer behavior refreshes them frequently, they, too, are systems of insight (as opposed to more static systems of record).

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New Customer Insights Analyst Covering Marketing Technology

Rusty Warner

If you haven’t kept up with the activity in the marketing technology space – acquisitions, product enhancements, "cloud" wars, et al., then I don’t blame you. The marketing technology landscape is complex, crowded, and confusing. To compete in the age of the customer, enterprises are quickly deploying technology to manage big data, execute contextual marketing, and orchestrate real-time customer interactions.

Whether you are a marketing technology vendor, buyer, or end user, this is an exciting time, and I am thrilled to join Forrester as a principal analyst on the Customer Insights team. I am based in London, and I will cover marketing technology along with my colleague Cory Munchbach. Together we will help Customer Insights (CI) Professionals as they navigate the digital marketing landscape and make marketing technology investment decisions. With a background that includes more than 25 years’ experience in marketing, customer analytics, product management, and product marketing, with both large and small vendors in the marketing technology sector, I am excited about my new role at Forrester and on the CI team.

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