Mark Smith's Analyst Perspectives

Allocadia Enables Excellence in Managing and Operating Marketing

Posted by Ventana Research on Jul 1, 2016 11:50:13 AM

The relevance of marketing to an organization depends on planning and performance measured against it. In writing about marketing management I have observed the marketing mayhem that can occur but also have noted that organizations that take marketing performance management seriously are in better position to assess their efforts in relation to goals and outcomes. I have a little experience in having been a CMO and VP Marketing in my career and know how frantic it can be to managing marketing. Taking it seriously requires more effective technology than spreadsheets and presentations; we recommend using a dedicated application that supports management of both marketing operations and processes that contribute to optimal performance.

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Topics: Business Analytics, Uncategorized, CMO, Financial Performance Management (FPM)

Marketing Planning Improves Performance

Posted by Ventana Research on Jun 27, 2016 3:01:25 AM

As global business increases competitive pressures, marketing departments face new challenges. They must anticipate and respond to frequently changing customer preferences and produce effective programs and campaigns to attract them. In the online world where customers can jump instantly from one company to another, Marketing must develop new ways to catch and hold their attention. Doing this well requires systematic, flexible planning that begins with the CMO and engages the entire department to utilize the full portfolio of resources and act as one to serve their mission.

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Topics: Operational Performance Management (OPM), Uncategorized, CMO, Financial Performance Management (FPM), Sales Performance Management (SPM)

The Mastery of Marketing Performance Management

Posted by Ventana Research on Jun 18, 2016 5:26:28 AM

Managing marketing performance is anything but simple. It requires establishing a unified approach to assess the outcomes of initiatives and projects and compare results with investments in marketing people and campaigns. In general, while performance management has been conducted effectively at the corporate levels, it has been a challenge for most lines of business, marketing departments included.

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Topics: Social Media, Marketing, Marketing Performance Management, Marketing Planning, Operational Performance Management (OPM), Business Analytics, Business Intelligence, Uncategorized, Business Performance Management (BPM), CMO, Customer Performance Management (CPM), Demand Generation, Sales Performance Management (SPM)

Mastering Marketing Mayhem in a Meaningful, Meticulous Manner

Posted by Ventana Research on Mar 31, 2016 8:57:27 AM

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.

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Topics: Big Data, Predictive Analytics, Social Media, Operational Performance Management (OPM), Business Analytics, Business Collaboration, Business Intelligence, Cloud Computing, Location Intelligence, Operational Intelligence, Uncategorized, Business Performance Management (BPM), CMO, Customer Performance Management (CPM), Financial Performance Management (FPM), Information Applications (IA), Information Optimization, Sales Performance Management (SPM)

SAP HANA is Technology Platform of Choice for SAP

Posted by Mark Smith on May 21, 2013 10:05:53 AM

At this year’s annual SAP user conference, SAPPHIRE, the technology giant showed advances in its cloud and in-memory computing efforts. It has completed the migration of its conventional application suite and portfolio of tools to operate on SAP HANA, its in-memory computing platform, and made improvements in its cloud computing environment, SAP HANA Enterprise Cloud. The last time I analyzed SAP HANA was when it won our firm’s 2012 Overall IT Technology Innovation Award. Now HANA has been transitioned from just a database technology into a broad platform. SAP wisely consolidated its efforts previously known as SAP NetWeaver into SAP HANA. This resolves some confusion regarding HANA and NetWeaver in the cloud, which I assessed. The recently announced SAP HANA Platform now provides the enterprise class of HANA implementation in the cloud. It comes with a trial edition of the data and visual discovery technology now called SAP Lumira, whose price has been reduced to encourage adoption (and which I discuss more below). The use of in-memory databases for big data is accelerating: According to our technology innovation research, 22 percent of organizations are planning to use this technology over the next two years, and through 2015 it will have a higher growth rate than other approaches.

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Topics: Big Data, Predictive Analytics, SAP, Social Media, Teradata, Mobile Technology, Operational Performance Management (OPM), Business Analytics, Business Collaboration, Business Intelligence, CIO, Cloud Computing, Governance, Risk & Compliance (GRC), HP, Business Performance Management (BPM), CFO, CMO, Customer Performance Management (CPM), Financial Performance Management (FPM), Information Applications (IA), Information Management (IM), SAP EPM, SAP HANA, SAP Lumira, SAPPHIRE, Supply Chain Performance Management (SCPM), Tagetik, Workforce Performance Management (WPM)

Teradata Brings In-Memory Computing and Data Discovery to Big Data

Posted by Mark Smith on May 8, 2013 11:19:41 PM

Teradata recently gave me a technology update and a peek into the future of its portfolio for big data, information management and business analytics at its annual technology influencer summit. The company continues to innovate and build upon its Teradata 14 releases and its new processing technology. Since my last analysis of Teradata’s big data strategy, it has embraced technologies like Hadoop with its Teradata Aster Appliance, which won our 2012 Technology Innovation Award in Big Data. Teradata is steadily extending beyond providing just big data technology to offer a range of analytic options and appliances through advances in Teradata Aster and its overall data and analytic architectures. One example is its data warehouse appliance business, which according to our benchmark research is one of the key technological approaches to big data; as well Teradata has advanced support with its own technology offering for in-memory databases, specialized databases and Hadoop in one integrated architecture. It is taking an enterprise management approach to these technologies through Teradata Viewpoint, which helps monitor and manage systems and support a more distributed computing architecture.

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Topics: Big Data, MicroStrategy, SAS, Tableau, Teradata, Customer Excellence, Operational Performance Management (OPM), Analytics, Business Analytics, Business Intelligence, CIO, Cloud Computing, In-Memory Computing, Location Intelligence, Operational Intelligence, CMO, Customer Performance Management (CPM), Discovery, Information Applications (IA), Information Management (IM), Intelligent Memory, Teradata Aster, Strata+Hadoop

Technology Innovation in 2013 is a Business and IT Priority

Posted by Mark Smith on Jan 29, 2013 10:35:02 AM

The proper use of technology enables businesses to be more efficient. Our recent research into technology for business innovation found that 56 percent indicate innovative technology is very important, yet only 9 percent are very satisfied with theirs, showing plenty of room for improvement. As we enter 2013, businesses have more choices than ever for technology to improve business and IT. Our firm has identified six key technologies that give organizations significant competitive advantages: big data, business analytics, business and social collaboration, cloud computing, mobile technology and social media. Our research agenda for 2013 is designed to help organizations assess and analyze these technologies and make the best possible decisions.

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Topics: Big Data, Social Media, Mobile Technology, Operational Performance Management (OPM), Social Collaboration, Business Analytics, Business Collaboration, Business Intelligence, CIO, Cloud Computing, Governance, Risk & Compliance (GRC), Location Intelligence, Operational Intelligence, Business Performance Management (BPM), CMO, COO, CTO, Customer Performance Management (CPM), Financial Performance Management (FPM), Information Applications (IA), Information Management (IM), IT Performance Management (ITPM), Sales Performance Management (SPM), Supply Chain Performance Management (SCPM), Workforce Performance Management (WPM)

A Decade of Research at Ventana Research

Posted by Mark Smith on Nov 16, 2012 1:47:44 PM

I’m happy to say that Ventana Research celebrated its tenth anniversary at our recent Business Technology Innovation Summit in San Jose at the Tech Museum. This location was fitting, since at the event we introduced and presented our first-ever Technology Innovation Awards and seventh annual Leadership Awards. If you did not get a chance to attend, we have the live webstream available for replay at no cost; thanks to Splunk for sponsoring this to let everyone enjoy the sessions.

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Topics: Big Data, SAP, Social Media, Operational Performance Management (OPM), Peoplefluent, Planview, Research, Splunk, Business Analytics, Business Collaboration, Business Intelligence, Business Mobility, CIO, Cloud Computing, IBM, Location Intelligence, Operational Intelligence, Business Performance Management (BPM), Ceridian, CFO, CMO, COO, Customer Performance Management (CPM), Datawatch, Financial Performance Management (FPM), Information Applications (IA), Information Management (IM), IT Performance Management (ITPM), Saba, Sales Performance Management (SPM), Supply Chain Performance Management (SCPM), Technology, Workforce Performance Management (WPM)

Social Media Stupidity in the Technology Industry

Posted by Mark Smith on Nov 16, 2012 12:31:36 PM

If you follow my writing, you’ve seen blog posts with titles such as Industry Exposé: Technology Vendors Skew Analysts and Influencers and Industry Analyst Art or Fiction: Questionable Technology Predictions, so it should be no surprise I can’t resist an opportunity to talk about a little bit of insanity on the part of technology suppliers and industry analysts about social media.

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Topics: Social Media, Operational Performance Management (OPM), Business Intelligence, CIO, Location Intelligence, Operational Intelligence, Twitter, Business Performance Management (BPM), CMO, COO, Customer Performance Management (CPM), Financial Performance Management (FPM), Industry Analyst, Information Applications (IA), Information Management (IM), IT Performance Management (ITPM), Sales Performance Management (SPM), Supply Chain Performance Management (SCPM), Technology Vendors, Workforce Performance Management (WPM)

Industry Analyst Art or Fiction: Questionable Technology Predictions

Posted by Mark Smith on Oct 8, 2012 11:17:56 AM

I recently wrote about how technology vendors attempt to skew analysts’ and influencers’ research from the edit and review cycles controlled in financial contracts to payment for placed blogs as independent analysis published on the Internet. It is unfortunate that we have to deal with this level of bias. Clearly it is critical for business and IT to identify trusted sources of research and insight that can help determine technology direction. Businesses need not just data but insights from experienced advisors who can provide information with depth and meaning. Unfortunately, a recent pronouncement or prediction from one analyst firm throws a bad light on technology analysts in general.

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Topics: Gartner, Research, CIO, CMO, Customer Performance Management (CPM), Sales Performance Management (SPM), Technology Spending