Comments on: SaaS Marketing Side-Effect http://fifthgearanalytics.com/2010/03/saas-marketing-side-effect/ Accelerating Sales Through Analytics Insights. Tue, 08 May 2012 10:51:29 +0000 hourly 1 http://wordpress.org/?v=3.3.2 By: Josh Gordon http://fifthgearanalytics.com/2010/03/saas-marketing-side-effect/comment-page-1/#comment-24 Josh Gordon Thu, 03 Jun 2010 16:47:03 +0000 http://fifthgearanalytics.com/2010/06/10/saas-marketing-side-effect/#comment-24 Interesting post. I think, however, that re-labeling a holistic approach to marketing database as an "integrated marketing database" is misleading. Too often even tight data integration is costly and time-consuming. Are you familiar with the concept called universal profile management? It's a data mart offered via SaaS that stores and captures both known customer attributes and anonymous online behavior in one spot. The kicker is that the universal profile management system lives in the same SaaS offering that delivers the content - multi-channel content delivery, ideally. Knotice (http://www.knotice.com), for example, is the only ESP capable of capturing behavioral data native to its software platform. Obviously there are significant advantages to this, but it's also the new, more nuanced way ESPs must differentiate. The real-time nature of data use is also on the rise. Any content delivery mechanism must be lithe enough to respond to sudden changes within the database with targeted content. Interesting post. I think, however, that re-labeling a holistic approach to marketing database as an “integrated marketing database” is misleading. Too often even tight data integration is costly and time-consuming.

Are you familiar with the concept called universal profile management? It’s a data mart offered via SaaS that stores and captures both known customer attributes and anonymous online behavior in one spot. The kicker is that the universal profile management system lives in the same SaaS offering that delivers the content – multi-channel content delivery, ideally.

Knotice (http://www.knotice.com), for example, is the only ESP capable of capturing behavioral data native to its software platform. Obviously there are significant advantages to this, but it’s also the new, more nuanced way ESPs must differentiate.

The real-time nature of data use is also on the rise. Any content delivery mechanism must be lithe enough to respond to sudden changes within the database with targeted content.

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