Customer Experience Matrix

JULY 30, 2013

Sadly, the wave of acquisitions that swept the industry in the past year has made this harder: many major vendors are now part of a public company, which severely restricts the information they can share. Neolane is an exception but only because they provided the VEST information just before Adobe acquired them in June.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Marketing Management Acquisitions 120

Customer Experience Matrix

JANUARY 27, 2021

It also recalls other recent CDP acquisitions including Acquia buying AgilOne, Chapsvision buying NP6, SAP buying Emarsys, and Wunderkind buying SmarterHQ. Of course, the biggest CDP acquisition of all, Twilio’s purchase of Segment, doesn’t fit this mold. What, then, do these acquisitions tell us about the future of the CDP industry?

Marketing Automation Services 270

Marketing Automation Services Enterprise Management Marketing Management Lead Ranking 270

Customer Experience Matrix

AUGUST 11, 2010

Last month, Adobe announced their $240 million acquisition of Web content management vendor Day Software. Summary: Adobe added Web content management, digital asset management and social media features to its arsenal when it purchased Day Software last month. But it still lacks key pieces of a complete marketing solution.

Digital Asset Management 120

Digital Asset Management Enterprise Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

JANUARY 1, 2019

The report period (second half of 2018) saw the first two major acquisitions of CDP vendors: Datorama by Salesforce for reported $800 million and Treasure Data for $600 million by ARM Holdings for reported $600 million. Acquisitions. But Datorama and Treasure Data were the first acquisitions of large CDP companies.

Marketing Management 215

Marketing Management Paid Search Agency Vendors Acquisitions 215

Customer Experience Matrix

FEBRUARY 22, 2007

Last week has (at least) three acquisitions of analytics vendors: TouchClarity by Omniture , Decisioneering by Hyperion , and Pilot Software by SAP. To an industry analyst, one event is interesting, two are a coincidence, and three makes a trend. So what trend are we witnessing?

Acquisitions 120

Acquisitions Analytics Forecasting Vendors 120

Customer Experience Matrix

OCTOBER 14, 2019

The third party data that populates DMPs is mostly used for acquisition marketing, while the first party data in CDPs is mostly for marketing to current or former customers. So switching focus from DMP to CDP would leave a significant gap in many acquisition marketing programs. This is true on some level but shouldn’t be overstated.

Privacy 149

Privacy Advertising Agencies Advertisements Advertising 149

Customer Experience Matrix

OCTOBER 27, 2019

SessionM/Mastercard: most CDP acquisitions have been made by companies that are not primarily marketing software vendors. Their decisions to build their own CDPs are a bit perplexing, given that most have made many other acquisitions to fill gaps in their product lines.

Enterprise Management 257

Enterprise Management Work Management Marketing Management Paid Search Agency 257

Customer Experience Matrix

AUGUST 2, 2018

The deal was the second big purchase of a Customer Data Platform vendor in a month, following the Salesforce ’s Datorama acquisition. In any case, the Treasure Data acquisition is another milestone in the evolution of the CDP industry, illustrating that at least some of the systems have unique technology that is worth buying at a premium.

Enterprise Management 120

Enterprise Management Buy Marketing Management Vendors 120

Customer Experience Matrix

DECEMBER 16, 2018

Acquisitions are one sign that companies are expanding their capabilities and, sure enough, last year saw CDP acquisitions including Datorama, Treasure Data, and several smaller companies (Marketing G2, Datatrics, and Audiens). We are in fact already seeing a movement in the “CDP inside” direction.

Enterprise Management 278

Enterprise Management Work Management Marketing Management Marketing Automation Services 278

Customer Experience Matrix

MAY 16, 2007

More news from the mobile marketing front: AOL yesterday announced it had acquired Third Screen Media , which will operate as part of its Advertising.com www.advertising.com subsidiary. Third Screen runs a mobile advertising network and provides tools for advertisers, publishers and carriers to research, place, administer and report on mobile ads.

Mobile Advertising 120

Mobile Advertising Advertisements Advertising Acquisitions 120

Customer Experience Matrix

SEPTEMBER 10, 2015

The second was Demandbase ’s acquisition of data-as-a-service vendor WhoToo , which offers its own set of 250 million profiles relating to 70 million business processionals. And there are plenty of vendors who combine prospect data with predictive – including LinkedIn itself since its recent FlipTop acquisition.

DemandBase 120

DemandBase Hubspot Mobile Advertising Adwords 120

Customer Experience Matrix

OCTOBER 17, 2012

Microsoft today announced the acquisition of marketing management system vendor MarketingPilot , which will become part of its Dynamics CRM group. The acquisition is significant on several levels. Financial terms were not disclosed. MarketingPilot is best described as integrated marketing management for mid-tier companies.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Vendors 120

Customer Experience Matrix

APRIL 26, 2016

Or, Marlin may plan to split up its acquisitions and sell individual components such as marketing resource management and data management platform separately. CIM and RTIM were separate products developed by Teradata prior to the Aprimo acquisition and there was only light integration between the two sets of products.

Resource Management 120

Resource Management Marketing Management Planning Business 120

Customer Experience Matrix

MAY 21, 2012

Experian Marketing Services yesterday announced its acquisition of marketing automation vendor Conversen. This is the third marketing automation acquisition in the past month, following Intuit’s purchase of Demandforce and FICO’s purchase of Entiera. Conversen will be a key component in a larger digital marketing suite from Experian.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Advertising Agencies Marketing Automation 120

Customer Experience Matrix

JUNE 5, 2012

Oracle followed suit this morning with an acquisition of social media monitoring and semantic analysis vendor Collective Intellect. This followed Oracle’s $300 million acquisition last month of social publishing system Vitrue. So, back to the original question: what do these acquisitions mean? In a word, no.

Resource Management 120

Resource Management Salesforce.com Marketing Automation Services Marketing Management 120

Customer Experience Matrix

AUGUST 27, 2015

Predictive analytics vendor Fliptop today announced its acquisition by B2B social network LinkedIn. I would have looked so much more prescient had they announced the acquisition after I had published this post!

Account Based Marketing 120

Account Based Marketing Work Management Analytics Linkedin 120

Customer Experience Matrix

APRIL 3, 2013

The SetLogik acquisition takes this a step further by letting them build databases to hold their data, thereby expanding the market beyond people with a database already in place. Conversely, having a readily-available data source encourages marketers to build their own database.

Reachforce 120

Reachforce Buy Marketing Management B2B Marketing 120

Customer Experience Matrix

MAY 13, 2012

Since then, the company has continued to grow its marketing offerings, through acquisition and internal development. But, in sharp contrast to the Intuit/Demandforce deal, I see this acquisition as shrinking rather than increasing competition in the relevant market segment.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Automation Buy 120

Customer Experience Matrix

MARCH 26, 2014

enterprise marketing management ibm marketing automation marketing technology acquisitions silverpop' I wouldn’t be surprised if someone else offered Silverpop a higher price, but it’s not obvious who that would be. And if the IBM deal goes through, Silverpop will fit nicely into its new home.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Marketing Automation Marketing Management 120

Customer Experience Matrix

JULY 22, 2011

The folks at HubSpot have been busy this summer, announcing their acquisition of Performable in June and their HubSpot App Marketplace last week. Acquisitions, on the other hand, can be strategically decisive. So in that sense, at least, the acquisition is indeed strategic.

Hubspot 120

Hubspot Marketing Automation Services API Salesforce.com 120

Customer Experience Matrix

APRIL 18, 2012

With its usual fanfare, Marketo today announced the acquisition of social marketing campaign company Crowd Factory. The CoreMotives acquisition is quite interesting, since CoreMotives creates a merger of CRM and marketing automation (which I’ve long predicted) rather than the now-standard model of separate systems for each.

Act-On 120

Act-On Marketing Automation Services Marketo Buy 120

Customer Experience Matrix

MAY 8, 2018

This would inevitably lead to smaller firms being excluded from data acquisition. The best example is Google’s proposed consent tool for publishers , which limits consent to no more than twelve data partners. Some see this as a ploy by Google to hobble its competitors, and maybe they're right.

Advertising Agencies 166

Advertising Agencies Marketing Proposals Barriers Vendors 166

Customer Experience Matrix

JUNE 5, 2013

Fresh on the heels of yesterday''s blockbuster ExactTarget / Salesforce.com deal , SAP today announced acquisition of e-commerce vendor hybris software. Incidentally, the common thread for these acquisitions is the move for both vendors into direct B2C marketing.

Work Management 120

Work Management Marketing Management Marketing Automation Services Salesforce.com 120

Customer Experience Matrix

JANUARY 22, 2013

GroSocial is an interesting acquisition: about it three years old, it has about 20 employees and more than 25,000 customers. According to CEO Clate Mask, most of the money will be used for acquisitions, product development, and accelerated customer acquisition. Starting price is $30 per month after a 30 day free trial.

Marketing Automation Services 120

Marketing Automation Services Small Business Marketing Work Management Marketing Automation 120

Customer Experience Matrix

DECEMBER 18, 2012

This means they don’t help other marketers who do lead acquisition and marketing administration (planning, budgeting, project management, etc.). marketing automation can expand in either direction along the customer path: backward to acquisition or forward to sales and service.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Marketing Management Automation 120

Customer Experience Matrix

MARCH 4, 2014

I still do expect to see marketing automation systems move up-funnel towards acquisition. After all, it''s easier to add value when selling to existing customers, there are fewer synergies between acquisition and marketing automation (i.e., But apparently it will happen later than I had expected.

Top of Funnel 120

Top of Funnel Advertising Funnels Paid Search Agency Display 120

Customer Experience Matrix

DECEMBER 22, 2010

Summary: Teradata's acquisition of Aprimo takes the largest remaining independent marketing automation vendor off the market. other recent marketing system acquisitions, and wide knowledge that Aprimo was eager to sell, no one is particularly surprised by this transaction. Given the previous Unica deal.

Resource Management 120

Resource Management Marketing Automation Services Enterprise Management Work Management 120

Customer Experience Matrix

JANUARY 4, 2012

This would translate to around $7 million revenue, for a price of just over 1x revenue, compared with 4 to 5x revenue in other recent acquisitions. It made at least five acquisitions last year, all software-as-a-service companies selling some type of sales enablement.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Marketing Automation Automation 120

Customer Experience Matrix

JUNE 13, 2016

billion acquisition of LinkedIn. Microsoft surprised pretty much everyone today by announcing a $26.2 This is fascinating since Microsoft intersects with LinkedIn in several areas: Dynamics CRM software, Office productivity software, and Bing online advertising.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Vendors Linkedin 120

Customer Experience Matrix

SEPTEMBER 30, 2016

It can work with data from multiple sources, relying on partner vendors such as SnapLogic and MuleSoft for data acquisition and Tamr , Alteryx , and Trifacta for data preparation. It has its own matching algorithms to associate related data from different sources.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Ideal Customer Profiles 120

Customer Experience Matrix

JULY 20, 2016

Anyway, I’m no longer puzzled by Marlin’s strategy with the acquisition and see how it could turn out well for them. Good luck to all concerned!

Enterprise Management 120

Enterprise Management Resource Management Marketing Management Distribution 120

Customer Experience Matrix

DECEMBER 1, 2017

no Customer Data Platform acquisitions. I fully expect acquisitions to happen – oops, another prediction – but not very soon. The growth in marketing clouds shows marketers voting with their budgets to avoid integration. To be clear, what surprises me is that people think self-service will work or even that it’s desirable.

Marketing AI 149

Marketing AI Cable Paid Search Agency Amazon 149

Customer Experience Matrix

JANUARY 18, 2013

There’s also some integration with other IBM marketing products, notably the Product Recommendation component inherited from IBM’s CoreMetrics acquisition. The two modules can also share segment definitions, offers, and interaction history.

Enterprise Management 120

Enterprise Management Interactive Marketing Merchandising Touchpoints 120

Customer Experience Matrix

FEBRUARY 27, 2013

But my immediate reaction is that Oracle already has a B2C marketing system, cleverly called Oracle Marketing and derived from its Siebel acquisition. today's marketing automation manages just one slice of the customer life cycle, and indeed just one slice of the acquisition cycle.

Eloqua 120

Eloqua Marketo Marketing Automation Services Marketing Management 120

Customer Experience Matrix

NOVEMBER 5, 2015

The Aprimo group was dominant in the years immediately following the acquisition but control shifted back to the older Teradata team more recently. One bit of evidence: the Aprimo brand was dropped in 2013. So what happens now?

Enterprise Management 120

Enterprise Management Planning Marketing Management Marketing Automation Services 120

Customer Experience Matrix

SEPTEMBER 15, 2016

So marketers need to focus on a systematic approach to martech acquisition, balancing new opportunities against training and integration costs. _ *CabinetM actually tracks 30 categories. Third, whatever the exact figures, there are plenty of martech vendors out there and they're not going away any time soon.

Marketing Automation Services 120

Marketing Automation Services Vendors Comparison Acquisitions 120

Customer Experience Matrix

FEBRUARY 1, 2010

Here are some quick thoughts on two items: Unica ’s acquisition of paid search bid management system MakeMeTop (now mercifully renamed Unica Search) and Alterian ’s recently-released and excellent annual marketing survey. I say “almost” only because Unica seems to intend to link search click-throughs to a traditional marketing database.)

Database Marketing 120

Database Marketing Paid Search Agency Demand Generation Agencies Paid Content 120