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LucidEra Takes a Shot at On-Demand Analytics

Customer Experience Matrix

I still think that’s the case, but did revisit the topic recently in a conversation with Ken Rudin, CEO of on-demand business analytics vendor Lucid Era. Rudin, who has plenty of experience with both on-demand and analytics from working at Salesforce.com , Siebel , and Oracle , saw not one but two obstacles to business intelligence: integration and customization. The question here is whether most demand generation systems ( Eloqua , Vtrenz , Marketo , Market2Lead , Manticore , etc.)

Online Marketing Systems Are Still Very Fragmented

Customer Experience Matrix

Demand generation systems like Vtrenz , Eloqua and Manticore combine email with some Web page creation and analytics. Some of the general purpose campaign managers like Unica and SmartFocus combine cross-channel customer management with email, interaction management and analytics. A few of the recent acquisitions (Acxiom Impact / Kefta, Omniture / Touch Clarity, Silverpop / Vtrenz) marry particular pairs of capabilities.

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Demand Generation Systems Shift Focus to Tracking Behavior

Customer Experience Matrix

Over the past few months, I’ve had conversations with “demand generation” software vendors including Eloqua , Vtrenz and Manticore , and been on the receiving end of a drip marketing stream from yet another (Moonray Marketing, lately renamed OfficeAutoPilot ). I originally wrote about the SAS offering, called Customer Experience Analytics, when it was launched in the UK in February 2007. However, those analytics are not yet in place.

Demandbase: A New Twist In The Lead Management Automation Market

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I would put the lead management automation crop here: Eloqua, Loopfuse, Manticore Technologies, Market2Lead, Marketo, and Vtrenz. 3) Online activity analytics — rather than examine overall site traffic and usage patterns like Omniture and WebTrends, these tools focus more on tracking what one individual or opportunity is doing. Rather, it is the underlying behavioral analytics to easily target the "highest Value" Visitors based on what they did.

B2B Lead Management Market Heats Up

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problem: 1) Web analytics – typically the stronghold of companies like Coremetrics, Omniture, and WebTrends, the analytics area bleeds over into lead management as companies go online to generate demand. Many of the marketing automation companies have added some fairly sophisticated analytics to monitor prospect’s online behavior and help marketers qualify and score them based on Web site visits, registrations, and downloads.