Functional spectrum: General functions and features offered Integration with other customer relationship management (CRM) packages

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1 SAMPLE Enterprise Marketing Automation 2001 Research Module Content Summary 1 to 1 Marketing Tools Compete Head to Head Marketing automation is a critical component of the customer relationship management (CRM) Ecosystem. The goals of marketing automation are to increase response to marketing campaigns, to encourage operational efficiency, and to decrease costs through the building and maintenance of extensive databases on client histories as well as tools for managing, analyzing, and archiving an organization s marketing efforts. Furthermore, organizations are challenged to develop and deploy exhaustive customer management strategies to manage the complete customer life cycle. Market Analysis This module includes evaluations of the current leading packages that have rich campaign management functionality and that are designed to manage communications in both online an offline channels. With the SPEX Enterprise Marketing Automation research module, you will be able to map out your specific functional needs in this dynamic, rapidly-maturing market. An analysis of market differentiators is presented, covering the different aspects a user organization should consider in a marketing automation package selection project (e.g., package functional differentiators, analytics, technology, online vs. offline communications). Technology Primer The research module provides critical information to anyone responsible for evaluating or selecting an enterprise marketing automation solution geared toward improving marketing efficiency, developing cross-selling opportunities and increasing customer retention. It includes a thorough functional analysis and discusses key requirements in areas such as data analysis and segmentation, campaign definition and targeting, scheduling, and results measurement. Hands-on Evaluation Areas Our extensive hands-on product reviews include areas such as: Functional spectrum: General functions and features offered Integration with other customer relationship management (CRM) packages Copyright 2001 META Group, Inc. SPEX is a division of META Group Inc. and may be reached at 1950 Roland Clarke Place, Suite 300, Reston, VA, Phone: (703) Fax: (703) Web: checkspex.com. This publication may not be reproduced in any form or by any electronic or mechanical means, including information storage and retrieval systems, without prior written permission. All rights reserved. Reprints are available. 1

2 Enterprise Marketing Automation - Sample Data analysis: Imports and interactive entry Data cleansing, deduplication Data transformation Interfacing with third-party data mining and statistical analysis packages, measurements Scoring Segmentation Campaign definition, scheduling and execution: Support of multiple (direct and indirect) channels Scheduling Support of complex campaigns (in waves, longitudinal, multistep, etc.) Campaign targeting Deduplication between selected segments Simulations Output lists Split lists Exports E-Marketing: Web site banners User surveys Personalization User interface Web reports. Planning and budgeting: Campaign planning features Budgeting and forecasting (response rates, costs, revenues, ROI). Results measurements: Post campaign tracking 2 Copyright 2001 META Group, Inc. SPEX is a division of META Group Inc. and may be reached at 1950 Roland Clarke Place, Suite 300, Reston, VA, Phone: (703) Fax: (703) Web: checkspex.com. This publication may not be reproduced in any form or by any electronic or mechanical means, including information storage and retrieval systems, without prior written permission. All rights reserved. Reprints are available.

3 Analysis and reporting. Sample Other criteria: Technical features such as development technology, data storage structure, hardware architecture and user interface Pricing, licensing and other helpful commercial information. The research module provides a comprehensive Guide and Checklist of questions and criteria for selecting the package that best fit your organization s needs. Bottomline assessments: Package s strengths, limitations, and evaluation summary Positioning graphs showing package s functional depth in key areas SPEXmarks ratings summarizing SPEX assessments of each package in four critical dimensions: functionality, user friendliness, technology, and market strength All SPEX research materials are available electronically via the SPEX web site and kept current with continuous updates delivered electronically. SPEX research can be customized and applied to your context using the SPEX Compass, an Excel-based model also available electronically via the web site. Products Evaluated E.5 (E.piphany) Siebel Marketing (Siebel) Unica Affinium (Unica) Xchange Dialogue (Xchange) MarketFirst 3.0 (MarketFirst) emarketing Platform (Annuncio) Aprimo 4.0 (Aprimo) Ensemble 5.0 (Protagona) Broadbase E-Marketing (Broadbase/Kana) Additional vendors and products may be added to this Research Module throughout the subscription period. For questions regarding specific products or suggestions for adding additional vendors and products, SPEX at info@checkspex.com. Copyright 2001 META Group, Inc. SPEX is a division of META Group Inc. and may be reached at 1950 Roland Clarke Place, Suite 300, Reston, VA, Phone: (703) Fax: (703) Web: checkspex.com. This publication may not be reproduced in any form or by any electronic or mechanical means, including information storage and retrieval systems, without prior written permission. All rights reserved. Reprints are available. 3

4 Enterprise Marketing Automation - Sample 4 Copyright 2001 META Group, Inc. SPEX is a division of META Group Inc. and may be reached at 1950 Roland Clarke Place, Suite 300, Reston, VA, Phone: (703) Fax: (703) Web: checkspex.com. This publication may not be reproduced in any form or by any electronic or mechanical means, including information storage and retrieval systems, without prior written permission. All rights reserved. Reprints are available.

5 E-Business Evaluations Enterprise Marketing Automation 2001 May 2001 Sample Introductory Note Enterprise marketing automation Enterprise marketing automation (EMA) is the process of designing, executing, and measuring marketing campaigns, through the use of applications that help to select and segment customers, track the contacts made with customers, measure the results of those contacts, and model those results to more-efficiently target customers in future campaigns. EMA improves communication - throughout the entire lifetime of a company-customer relationship. EMA is a vital and often-overlooked part of a customer relationship management (CRM) program. Scope of Research This research module includes evaluations of the current leading packages, which have rich campaign management functionality and are designed to manage communications in both online and offline channels. Applications that are evaluated also feature analytical capabilities, campaign planning, and personalization functionality. Market Characteristics and Trends The EMA market is very dynamic and has been rapidly evolving. In the past, basic segmentation and simple mail merge capability met marketers expectations. Now e- marketing flexibility, multi-channel integration and real-time one-to-one communications are becoming the norm in the market. However, EMA packages are not yet functionally mature. Many packages feature unique functionality that has not found its way into the mainstream. Some of the key market trends that have to be noted are: Mergers & Acquisitions Consolidation in the CRM space will continue, given the current economic downturn and the fierce market competition. Many of these deals have been technology-based, but we believe the next stage of acquisitions will take place in reaction to slowing growth (often by Tier 2 vendors, as opposed to some of the earlier, more-aggressive deals that were intended to garner market leadership [e.g., E.piphany s purchases of Octane and RightPoint]). Chordiant s acquisition of Prime Response, SAS s purchase of Intrinsic, and the recent Kana and Broadbase merger are some of the examples of this trend. Copyright 2001 META Group, Inc. SPEX is a division of META Group Inc. and may be reached at 1950 Roland Clarke Place, Suite 300, Reston, VA, Phone: (703) Fax: (703) Web: checkspex.com. This publication may not be reproduced in any form or by any electronic or mechanical means, including information storage and retrieval systems, without prior written permission. All rights reserved. Reprints are available. 5

6 Enterprise Marketing Automation - Sample Application service provider (ASP) solutions The ASP model is a natural fit, given marketing departments long-time history with outsourced service providers. Vendors such as Unica, MarketFirst, Annuncio and Xchange offer an ASP model for their applications. Marriage of operational and analytical CRM offerings Operational CRM packages (i.e., Siebel, Clarify) have been traditionally weak in the automation of marketing processes. However, two of last year s acquisitions united sales and service with marketing automation. Siebel purchased database marketing software provider Paragren, to enhance its own marketing automation functionality and released Siebel Marketing. On the other hand, E.piphany bought Octane Software, Moss Software, and Radnet, to augment its sales automation and customer service capabilities (Broadbase/ServiceSoft and Chordiant/Prime Response mirrored this response). Vendors like Siebel and E.piphany are beginning to compete on the basis of crossdomain integration. Key Selection Drivers We believe the following criteria constitute critical decision points in the selection of an EMA package: Analytical/data mining capabilities and architecture Methods used for segmentation and personalization Integration with other external systems, particularly operational CRM suites Availability of an application service provider (ASP) option International capabilities Methodology and tools around privacy and fatigue concerns (e.g., permission ) Conclusions and Recommendations EMA is a critical component of the CRM ecosystem, and its operational functionality should be tightly integrated with other key CRM processes (i.e., sales, service and fulfillment). A tightly integrated marketing automation system will result in moreefficient operations and successful sales efforts, leading to subsequent revenue growth and customer lifetime value. Similar to other CRM initiatives, marketing automation projects are also very resourceintensive. Organizations should make sure the selected application is the best option positioned to meet their current and expected communication/marketing requirements. Furthermore, META Group research has recently found that organizations are subjecting CRM projects and budgets to careful scrutiny, to ensure the appropriate level of investment is made; but this is currently a major pain point for organizations. Iterative investments that are justified using various methodologies (e.g., real option analysis 6 Copyright 2001 META Group, Inc. SPEX is a division of META Group Inc. and may be reached at 1950 Roland Clarke Place, Suite 300, Reston, VA, Phone: (703) Fax: (703) Web: checkspex.com. This publication may not be reproduced in any form or by any electronic or mechanical means, including information storage and retrieval systems, without prior written permission. All rights reserved. Reprints are available.

7 [ROA]) can provide an organization considering a CRM project with more applicable tools than simple return on investment (ROI). Nevertheless, during the past year, it has become clear that successful CRM deployment starts with an understanding of goals, and the discipline to consistently measure progress against those goals. Sample The packages included in this SPEX Research module are: E.5 (E.piphany) Siebel Marketing (Siebel) Unica Affinium (Unica) Xchange 7 (Xchange) MarketFirst 3.0 (MarketFirst) e-marketing Platform (Annuncio) Aprimo 4.0 (Aprimo) Ensemble 5.0 (Protagona) Broadbase E-Marketing (Broadbase/Kana) Related SPEX research modules that might also be helpful for implementing a CRM strategy include Sales Automation, Customer Service, and Electronic Commerce. Copyright 2001 META Group, Inc. SPEX is a division of META Group Inc. and may be reached at 1950 Roland Clarke Place, Suite 300, Reston, VA, Phone: (703) Fax: (703) Web: checkspex.com. This publication may not be reproduced in any form or by any electronic or mechanical means, including information storage and retrieval systems, without prior written permission. All rights reserved. Reprints are available. 7

8 Enterprise Marketing Automation - Sample E-Business Evaluations Enterprise Marketing Automation 2001 May 2001 Market Analysis Contents 1. Introduction History Market Maturity and Technology Adoption Business Value and Benefits Market Segmentation Competitive Dynamics Market Size and Growth Market Trends and Future Directions Packages Selected for Evaluation Additional Packages Selection Drivers Breadth of Functionality Data Analysis and Segmentation Capabilities International Capabilities Integration Forecasting and Planning Customer Behavior Modeling Marketing Efficiency Measurement Conclusion and Recommendations Copyright 2001 META Group, Inc. SPEX is a division of META Group Inc. and may be reached at 1950 Roland Clarke Place, Suite 300, Reston, VA, Phone: (703) Fax: (703) Web: checkspex.com. This publication may not be reproduced in any form or by any electronic or mechanical means, including information storage and retrieval systems, without prior written permission. All rights reserved. Reprints are available.

9 E-Business Evaluations Enterprise Marketing Automation 2001 May 2001 Sample Technology Primer Contents 1. Introduction Definition of Marketing Automation Process Application Within the Enterprise Users Functionality Marketing Database Creation and Administration Data Normalization Data Deduplication and Transformation Marketing Data Analysis Campaign Management Telemarketing and Call Centers Marketing Efficiency Measurement Integration with SA, CRM, and EC Security E-Marketing Touch Point Management Copyright 2001 META Group, Inc. SPEX is a division of META Group Inc. and may be reached at 1950 Roland Clarke Place, Suite 300, Reston, VA, Phone: (703) Fax: (703) Web: checkspex.com. This publication may not be reproduced in any form or by any electronic or mechanical means, including information storage and retrieval systems, without prior written permission. All rights reserved. Reprints are available. 9

10 Enterprise Marketing Automation - Sample Software Supplier: Annuncio Annuncio e-marketing Platform Web site: Main phone: (650) Name of Current Release: Annuncio Live 3 Date of Current Release: October 2000 Date of Next Release: TBD Strengths: Availability of 25 out-of-the-box campaign templates. Availability of a separate version tailored for B2B (includes templates for five prebuilt campaigns). Annuncio Bright enables the marketer to design Web pages with specific offer information, along with variables (e.g., the range of offers to make, how to rotate the offers). Watchdog module detects if a node of the network is down and notifies the specified administrator through or pager. Vshelves enable the business user to easily define offers that are saved within a Web page. Vshelves have conditional logic and other options for rotating content. Ease of use by business user. Limitations: No precampaign analysis as a standard offering within the application. No automatic lead passing or channel management. No standard household concept. However, there is account concept for financial services and etc. Limited support for offline campaigns. Evaluation Summary: Annuncio Live is a solid product choice for companies seeking to primarily focus on online marketing. The Annuncio Bright part of the platform provides site-based marketing, which is unique to Annuncio, and personalization capability. 10 Copyright 2001 META Group, Inc. SPEX is a division of META Group Inc. and may be reached at 1950 Roland Clarke Place, Suite 300, Reston, VA, Phone: (703) Fax: (703) Web: checkspex.com. This publication may not be reproduced in any form or by any electronic or mechanical means, including information storage and retrieval systems, without prior written permission. All rights reserved. Reprints are available.

11 SPEXmarks Sample Functionality Usability Technology Market Strength Overall + : Outstanding : Excellent : Good : Fair Poor Vendor Background: Headquartered in Mountain View, Annuncio Software is a privately held company and has raised $38 million in funding to date. The company was initially funded in 1997 by Norwest Venture Partners and Advanced Technology Ventures, who has also made investments in PeopleSoft, Vantive, Documentum, Credence Systems, and VLSI Technology. Other investors include Mitsubishi Corporation, NBC Internet, Wells Fargo & Company, Dell Computer Corporation, and Phillips Publishing. The company has approximately 80 customers such as ebay, Dell, ivillage, Lucent Technologies, NBCi, Netscape, and Tower Records. Annuncio is currently trying to expand its presence in Europe. In 1Q00, Annuncio acquired brightinfo.com, a provider of online merchandising and personalization applications for marketing professionals. On the electronic commerce side, Annuncio has partnerships with IBM and Intershop. Vignette and NetGenesis are established partners for personalization. Package Background: Annuncio e-marketing Platform includes: Annuncio Live for campaign management and automation. Annuncio Live consists of four modules: - LiveProfile for building and managing profiles. - LiveAudience For segmenting target audiences - LiveCampaign For designing and managing campaigns Copyright 2001 META Group, Inc. SPEX is a division of META Group Inc. and may be reached at 1950 Roland Clarke Place, Suite 300, Reston, VA, Phone: (703) Fax: (703) Web: checkspex.com. This publication may not be reproduced in any form or by any electronic or mechanical means, including information storage and retrieval systems, without prior written permission. All rights reserved. Reprints are available. 11

12 Enterprise Marketing Automation - Sample - LiveResults For tracking and analyzing in real time Annuncio Live for B2B is also available as a separate version. Annuncio Bright For Web personalization and e-merchandizing. Annuncio launches new releases, at least annually. For future releases, the company is planning to support new touch-points and to add enhanced analytical capabilities. 12 Copyright 2001 META Group, Inc. SPEX is a division of META Group Inc. and may be reached at 1950 Roland Clarke Place, Suite 300, Reston, VA, Phone: (703) Fax: (703) Web: checkspex.com. This publication may not be reproduced in any form or by any electronic or mechanical means, including information storage and retrieval systems, without prior written permission. All rights reserved. Reprints are available.