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        Mark Smith's Analyst Perspectives

        Ventana Research recently announced its 2020 research agenda for marketing, continuing the guidance we’ve offered for nearly two decades to help organizations derive optimal value from business technology and improve outcomes. Chief Marketing Officers are under pressure to spearhead technology investments that help better align marketing experiences with their brand and to optimize consumer demand for products and services. This challenge is frequently heightened by a lack of centralized data...

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        Topics: Marketing, Voice of the Customer, Product Information Management, Digital Marketing, Digital Commerce, intelligent marketing

        Dreamforce has become the largest enterprise software event for businesses in the United States, and it is evident why when looking at it this year. With over 170,000 business and IT professionals attending, Salesforce came to show off upcoming product announcements and innovations. This year's biggest focus was on Einstein Voice (a personalized and intelligent conversational assistant), integration with other platforms, and Salesforce Customer 360. The last of these is the start of an answer...

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        Topics: Salesforce.com, Customer Experience, Machine Learning, Marketing, Voice of the Customer, CRM, Dreamforce, Sales Performance Management (SPM), SPM, Digital Technology, Digital Marketing, Robotic Process Automation, AI, natural language processing, Intelligent CX

        We are have arrived at the May 25, 2018 date when the European Union’s General Data Privacy Regulations (GDPR) become enforceable, following what has been a two-year transition period. Companies were given this time to put in place reasonable measures and the systems necessary to support the legislation’s wide-ranging personal data privacy requirements, which apply to any organization with more than 250 employees that serves EU citizens. While this regulation will apply in the EU, it has...

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        Topics: Big Data, Data Science, Mobile, Sales, Customer Analytics, Customer Engagement, Customer Experience, Marketing, Analytics, Business Intelligence, Cloud Computing, Collaboration, Data Governance, Data Integration, Data Preparation, Internet of Things, Contact Center, Digital Technology, Digital Marketing, Digital Commerce, Cybersecurity, Billing and Recurring Revenue, collaboration for business, mobile marketing

        Advancing the potential of any business requires continuous improvement in the processes and technology that support it. Many companies have embraced attempts at a digital transformation, and it’s become a goal to which organizational resources and budgets have been dedicated around the globe.

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        Topics: Big Data, Data Science, Mobile, Sales, Customer Analytics, Customer Engagement, Customer Experience, Human Capital Management, Machine Learning, Marketing, Marketing Performance Management, Mobile Technology, Office of Finance, Wearable Computing, Analytics, Business Intelligence, Cloud Computing, Collaboration, Customer Service, Data Governance, Data Integration, Data Preparation, Internet of Things, Contact Center, Information Optimization, Product Information Management, Digital Technology, Digital Marketing, Digital Commerce, Operations & Supply Chain, Machine Learning and Cognitive Computing, Pricing and Promotion Management, Cybersecurity, Billing and Recurring Revenue, Workforce Optimization, collaboration for business

        Today’s rapid changes in technology have left many companies behind in the digital transformation that is shaping the future of marketing, sales, commerce and client engagement. At Ventana Research we have seen this change coming, having been close observers and analysts of technological shifts for almost 15 years, providing continuous research and guidance to the technology industry. Now the leading edge is the digital point of engagement with customers through websites and social media....

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        Topics: Mobile, Customer Experience, Marketing, Marketing Performance Management, Mobile Technology, Cloud Computing, Digital Technology

        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)

        It’s widely agreed that customer experience is now the most important dynamic for business. Any organization that wants to retain loyal and even vocal customers should do everything possible to ensure and maintain customer satisfaction. Software companies, especially those that promise to provide CRM and effective interactions across any channel at any time, should be good examples of embracing the methods they prescribe for using their products. But do they?

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        Topics: Social Media, Customer Experience, HCM, Human Capital, Human Capital Management, Marketing, NA14, NetSuite, Operational Performance Management (OPM), Zach Nelson, Cloud Computing, Governance, Risk & Compliance (GRC), Customer Performance Management (CPM), Financial Performance Management (FPM), HR, HRMS, Sales Performance Management (SPM), TribeHR, Workforce Performance Management (WPM)

        I have been meaning to write about Salesforce since its Dreamforce 2015 conference. Salesforce provides a platform, tools and applications for business and IT who claims to be the ‘no software’ company which as you will read is exactly what happened on May 10th. Heck, Salesforce is making a lot of advances on its platform, its applications and even with Analytics and the Internet of Things. These changes are at the center of what at our analyst firm calls digital business innovation. Much of...

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        Topics: Sales, Salesforce.com, Marketing, NA14, Analytics, Business Analytics, Business Collaboration, Business Mobility, Cloud Computing, Customer Service, IOT, CRM, Customer Performance Management (CPM), Sales Performance Management (SPM)

        The need for businesses to process and analyze data has grown in intensity along with the volumes of data they are amassing. Our benchmark research consistently shows that preparing data is the most widespread impediment to analytic and operational efficiency. In our recent research on data and analytics in the cloud, more than half (55%) of organizations said that preparing data for analysis is a major impediment, followed by other preparatory tasks: reviewing data for quality and consistency...

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        Topics: Big Data, Human Capital, Marketing, Monarch, Operational Performance Management (OPM), Business Analytics, Business Intelligence, Data Preparation, Governance, Risk & Compliance (GRC), Uncategorized, Business Performance Management (BPM), Customer Performance Management (CPM), Datawatch, Financial Performance Management (FPM), Information Management (IM), Information Optimization, Sales Performance Management (SPM), Supply Chain Performance Management (SCPM)

        Ventana Research defines product information management (PIM) as the practice of using information, applications and other technology to effectively support product-related processes across the customer, commerce and supply chain. As organizations increase the number and diversity of products and services they offer to customers and partners, they increasingly need to address limitations in the ways they manage and distribute product information, including related attributes and content that...

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        Topics: Big Data, Master Data Management, Governance, Marketing, Operational Performance Management (OPM), CIO, Business Performance Management (BPM), Financial Performance Management (FPM), Information Management (IM), Information Optimization, Product Information Management, Sales Performance Management (SPM), Supply Chain Performance Management (SCPM)
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        Our Analyst Perspective Policy

        • Ventana Research’s Analyst Perspectives are fact-based analysis and guidance on business, industry and technology vendor trends. Each Analyst Perspective presents the view of the analyst who is an established subject matter expert on new developments, business and technology trends, findings from our research, or best practice insights.

          Each is prepared and reviewed in accordance with Ventana Research’s strict standards for accuracy and objectivity and reviewed to ensure it delivers reliable and actionable insights. It is reviewed and edited by research management and is approved by the Chief Research Officer; no individual or organization outside of Ventana Research reviews any Analyst Perspective before it is published. If you have any issue with an Analyst Perspective, please email them to ChiefResearchOfficer@ventanaresearch.com

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