NOTE: I’ll keep this post “live” and updated as I get comments and as things change in this space. Latest update: 11-29-06. Updates since original post in red.
I’ve been trying to categorize all the technology that’s available out for B2B marketers into neat buckets. I’m sure Forrester and Gartner have done much better jobs at this than I have, but their reports cost money. For those of you who want a quick-and-dirty categorization of technology with links to company web sites, this post is for you. Please comment to point out companies I’ve missed.
There are a lot of “merging” technologies in this list. What this means is that some technologies started in one place and have spread into others. I’ve tried to note these, but have left the technologies in their “original”—and thus ostensibly focus—space.
Extraction, Transformation, Loading (ETL):
Informatica: PowerCenter http://www.informatica.com/products/powercenter/default.htm
Native Database ETL: SQL Server 2005, Oracle 10g, IBM DB2 all have native ETL technology that is clearly getting better and could be making Informatica obsolete—we’ll see. Informatica is still the Cadillac.
IBM: Information Integration http://www-306.ibm.com/software/data/integration/
Thanks to Vincent for his post alerting me of this miss. Check out his post for a comparison of Informatica and IBM Information Integration.
Informatica: Data Quality
Trillium: Owned now by Harte-Hanks
Dataflux: Owned by SAS... wait everyone is getting owned in this space...
Data Warehouse (pre-built and otherwise):
Upper Quadrant: UQube
Oracle Data Warehouse Builder: http://www.oracle.com/solutions/business_intelligence/warehouse-builder.html
All other relational databases can function as data warehouses. There are very few “pre-built” marketing data warehouses out there. Anyone who knows of any others please comment.
SAS: Enterprise Miner
Oracle: Oracle Data Miner
Campaign Management / Marketing Automation / MRM:
Aprimo: Aprimo Enterprise Marketing Management
Unica: Unica Affinium Suite / Enterprise Marketing Management
SAS: SAS Marketing Automation—more focused on analytics than process, but improving
Siebel: Siebel Enterprise Marketing—suite contains multiple marketing applications but focused on / started with MRM
Eloqua: Eloqua Conversion Suite—They have a “complete” suite but are strongest in lead management.
Marketo: Heard from Jon Miller about his new on-demand marketing automation solution. He also mentions in his post that he thinks Lead Creation and Lead Management shouldn't be separated. I agree that a lot of software does both, but in my experience a lot of companies thinking of them separately, so I'm keeping them discrete. The site currently site says "In Quiet Mode"... hopefully more coming soon.
Sales Force Automation:
Siebel: Siebel Sales
Microsoft: Dynamics CRM
SAP: MySAP CRM
24/7 Real Media
Elytics, Inc: Elytics Analysis Suite
Google: Google Analytics—free and very good…you have to think they’re going to be continuously improving and eventually offering an “Enterprise” edition
IBM: IBM SurfAid Analytics Services
Omniture: Omniture SiteCatalyst
SPSS: SPSS NetGenesis
Reporting and Business Intelligence:
Cognos: Cognos 8 BI / Reporting
SAS: SAS Business Intelligence
Business Objects: Business Objects XI / Crystal Reports
Microsoft Suite included Business Scorecard Manager, SQL Reporting Services, Office Live, etc.—note: Microsoft’s BI position is still quite confusing, but their overall portfolio of products is compelling.
Vincent also alerted me to include Hyperion as a BI provider. Hyperion's Essbase and related products are mainly concentrated in the financial space, but they have some interesting unique technology. http://www.hyperion.com/products/
I was intrigued at the "Essbase Analytics" product which seems new (last time I worked in Essbase was four years ago) and seems to allow enterprise-level scenario modeling... could be interesting for mix optimization.