ANALYST INSIGHT
Competitive Intelligence and
Analysis in Marketing
The role of marketing is changing. Throughout the last decade, numerous vendors have created platforms and solutions to address the evolving needs of organizational marketing departments. Corporate globalization has prompted a need for targeted market analytics, regional campaign management, and brand asset management. Solutions classified as marketing resource management (MRM), enterprise marketing management (EMM), and marketing operation management (MOM) provide marketers modules to tackle the modern marketer’s dilemma.
Using Competitive Analysis
Through 2009-2010, the marketing process optimization solutions (MPOS) market has recognized remarkable aggregation. Despite unfavorable economic conditions, revenue gains witnessed across the market in 2010, accompanied by solution advancements, have offered vendors in the market a lucrative opportunity to capture new clients, define the market, and emphasize the benefits of their technologies. Heightened merger and acquisition activity, combined with the entrance of new market participants will continue to solidify the market's footprint, as the MPOS market enters a new phase of market growth.
Competitive activity throughout the year focused on market definition as vendors drove education of prospective clients and synergistic technology companies alike through webinars, workshops and whitepapers. The most riveting activity arrived in the form of a major acquisition. IBM, the Big Blue, acquired market leader Unica for $480 million in August of 2010. Unica’s 2007 acquisition of Marketing Central and early 2010 acquisition of Pivotal Veracity for email campaigns, deliverability and rendering analytics positioned the company favorably as the leading marketing resource management and automation vendor. IBM’s new focus on providing a full suite of marketing functionality to compete with Oracle/Siebel, SAS, and Teradata indicates further merger and acquisition activity stemming from the need to address the expanding role of marketing within enterprises around the world.
Alterian’s acquisition of Intrepid in September, 2010 marks the company’s inclusion of social media analytics functionality into the company’s Integrated Marketing Platform; the company also acquired Techrigy in 2009. Additional entrants to the market place included vendors within tangent spaces namely Customer Relationship Management (CRM) and Digital Asset Management (DAM), seeking to broaden solution by way of marketing module inclusion. Lured by healthy annual growth rates new vendors will continue to enter the market, piggybacking on success of well recognized vendors including Unica and Aprimo. Small players and niche vendors also will continue to expand the functionality of solution offerings in attempts to rival market incumbents, emphasizing their ability to offer solutions that are tailored to meet the needs of their clients. These efforts may be witnessed through the efforts of Alterian, BrandMaker,
and MarketingPilot, who have both broadened their solution functionality, while leveraging their ability to focus on deploying specific needs.
Growing awareness of MPOS will continue to expand new client deployments, the purchase of new modules, and the upgrade of existing solutions. Integration of MPOS with current CRM and Sales Force Automation (SFA) solutions will enhance vendor opportunities, as clients seek solutions which leverage their existing technological infrastructure.
Competitive Structure Analysis
Figure shows the competitive structure for the world marketing process optimization solutions market in 2009.
The marketing process optimization solutions (MPOS) market comprises several large vendors and many small and mid-size vendors that provide niche or specialized offerings as well as full MPOS suites. Small and mid-size vendors contribute less than $40 million in annual revenues and can provide both specialized product offerings as well as enterprise solutions. Niche offerings may meet requirements of brand asset management, analytics, or marketing resource management.
MPOS are classified into three tiers of competition on the basis of annual revenues. Vendors classified as Tier 3 generate less than $10 million annually in revenues. Tier 2 vendors generate between $10 and $40 million annually,
And, Tier 1 generate more than $40 million in annual revenues. Five companies currently comprise Tier 1, these include Unica (IBM), Aprimo,
Oracle-Siebel, SAP, and SAS. Tier 2 consists of vendors that provide a combination of niche and full MPOS suites, these vendors include Alterian, Assetlink, BrandMaker, BrandWizard, Eloqua, MarketingPilot,
and Neolane, amongst others. More than a dozen other vendors comprise Tier 3 competition.
Vendors sell solutions to mid-size companies and global enterprises across all industries, amongst these financial services, retail, telecommunications, and life sciences lead. Franchises have rapidly adopted marketing process optimization solutions to unify branded content across regional and global markets. Potential clients select marketing process optimization solutions on the basis of product functionality, cost of software, ease of use, and the ability to integrate with existing software deployments.
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The Strategic and Competitive Intelligence Professionals (SCIP) merged with the non-profit Frost & Sullivan Institute in 2009. The partnership between Frost & Sullivan Institute and SCIP provides a powerful opportunity to enhance the benefits SCIP offers its members.
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