Marketing

Our Research Expertise

Marketing has a significant opportunity to lead and to maximize the demand for an organization's products and services by adopting innovative processes and technologies. This transformational opportunity starts with an exploration of digital commerce and marketing processes that facilitate the presentation of products and services using predictive and robotic technology. Using newly available tools to engage customers and understand the voice of the customer, marketing can deliver an engaging and satisfying customer experience.

Ventana Research offers research-based guidance on how to utilize processes and applications to maximize the return on marketing investments. Change is required to gain success in managing the transformation to effective digital marketing technologies and processes. Ventana Research can help.

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By 2020, 50% of marketing organizations will adopt digital predictive and robotic technologies to optimize customer and product experiences.

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Mark Smith

CEO & Chief Research Officer

Our Latest News & Research

Research

Contact Center In the Cloud Value Index - Recently Published

Digital Commerce Benchmark - In Design

Next Generation Product Information Management Benchmark - Recently Published

Product Information Management Value Index - In Collection

Press Releases

Analyst Perspectives

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White Paper

Analytics To Optimize Marketing Performance

Marketers today face a situation that is at the very least challenging; and that sometime seems impossible. They are forced to make decisions at a frantic pace in an environment of complexly interacting market and competitive factors and changes in

Webinar

Best Practices for Building a Business Case for Product Information Management

Recent research shows that over half of organizations (57%) are re-assessing how to manage information associated with products. With 48 percent of organizations utilizing line of business IT budgets to fund PIM projects; it is essential to make proj

White Paper

Calculating the Return on Better Planning

Realizing an appropriate return on capital spending is critical. Poor allocation of strategic funds can impair the competitiveness and profitability of a corporation; which is why well-run organizations have a disciplined methodology for making thes

Infographic

Connecting Product Information Management

Effective product information management is a high priority for most organizations today. And most lack a dedicated approach to PIM. Those that do not invest and improve will fall behind. It�s no wonder why. Research shows that PIM can improve effici

Benchmark

Marketing Analytics

There isn't an aspect of business today in which people don't claim they use analytics to generate information; typically in the form of metrics and key indicators. But there is much confusion about their usefulness and value to the business and abou

White Paper

Marketing Analytics

There isn't an aspect of business today in which people don't claim they use analytics to generate information; typically in the form of metrics and key indicators. But there is much confusion about their usefulness and value to the business and about how best to select and implement historical; root-cause; real-time and predictive analytics. The uncertainty this causes poses a challenge for organizations.

eBook

Mastering Product Information is Everyone's Business

Product Information Management (PIM) is essential to business processes; the customer experience; and ultimately financial performance. It is shared among business units; customers; partners and distributors and may take many forms; including text; v

Webinar

Mastering Product Information is Everyone's Business

Effective product information management is a high priority for most organizations today. And most lack a dedicated approach to PIM. Those that do not invest and improve will fall behind. It�s no wonder why. Research shows that PIM can improve effici

White Paper

Modernizing Business With Digital Technologies

Change can impact any aspect of business; from daily operations to processes that develop and transport products and services to relationships with customers to sales and profitability; and any size of business; from large enterprises to midsize and

Benchmark

Product and Service Analytics

Nearly two-thirds said it is very important to make it simpler to provide analytics and metrics; and half said they can significantly improve their use of them. In addition; half are not satisfied with the process currently used to create analytics;

White Paper

Product and Supply Chain Analytics

The Product and Services Analytics Benchmark confirms that metrics and key indicators are important; and are used most often to evaluate cost- and budget-related factors. And they show that analytics processes are not very effective in most organizations: Nearly two-thirds said it is very important to make it simpler to provide analytics and metrics; and half said they can significantly improve their use of them. In addition; half are not satisfied with the process currently used to create analytics; and only one-third are satisfied with the technology used for that purpose.

Benchmark

Product Information Management

Organizations need to address limitations in the ways they manage product information; including related attributes and content that describes the products. New types and sources of data often introduce new and inconsistent ways in which products; ma

Value Index

Product Information Management 2015

In the information age; access is key for organizations. This is especially true for product information; where multiple areas in a business need to be able to access the same information; and have it always be up-to-date. And as the number of ways t

Research Perspective

Product Information Management in an Master Data Management World

Consistent; accurate product information is essential to meet the expectations of today�s customers. These demanding consumers want detailed information presented to them through whichever of the various channels; including websites and commerce sys

Benchmark

Recurring Revenue

The term recurring revenue refers to models for selling and billing typically based on a combination of initial fees and periodic charges. In recent years; it has gained popularity in a variety of industries.

Best Practices

Recurring Revenue

The term recurring revenue refers to models for selling and billing typically based on a combination of initial fees and periodic charges. In recent years; it has gained popularity in a variety of industries.

White Paper

Recurring Revenue

Ventana Research undertook this first independent; rigorous primary research in Recurring Revenue makes clear that organizations increasingly are choosing to adopt this model to increase revenue and improve their customers� experience. Pioneered by telecommunications service providers; the recurring revenue business model involves periodic sales and billing transactions based on a prior agreement; it has now been adopted across an array of industries including software; entertainment and the delivery of other digital services.

Webinar

Recurring Revenue

The term recurring revenue refers to models for selling and billing typically based on a combination of initial fees and periodic charges. In recent years; it has gained popularity in a variety of industries.

Research Perspective

Strategic Planning for Modern Marketers

As competition increases and customer preferences shift with greater frequency; the pressure on marketing departments intensifies. In response; Marketing itself must shift � it must modernize with the times; adjusting its efforts to changing markets

Presentation

Trends in Product Information Management

Organizations need to address limitations in the ways they manage product information; including related attributes and content that describes the products. New types and sources of data often introduce new and inconsistent ways in which products; materials and attributes are defined. Yet organizations must incorporate these large amounts of new data more quickly than ever because competitive pressures require that the information presented to customers is accurate; operational processes run uninterrupted and timely data is available for business analysis.  

White Paper

Trends in Product Information Management

Organizations need to address limitations in the ways they manage product information; including related attributes and content that describes the products. New types and sources of data often introduce new and inconsistent ways in which products; materials and attributes are defined. Yet organizations must incorporate these large amounts of new data more quickly than ever because competitive pressures require that the information presented to customers is accurate; operational processes run uninterrupted and timely data is available for business analysis.  

Research Perspective

The Business Impact of Marketing Performance Management

Customers today expect immediate responses to inquiries and ready access to any information they decide they want. They also expect to be able to use any mix of available channels to communicate and still encounter consistent interfaces and informa

Research Perspective

PIM Trump MDM

Ventana Research defines product information management (PIM) as the practice of using information, applications and technology to effectively support product-related processes across an organization. When PIM is deployed, it employs a wide range of information, including images and videos and other visual and descriptive content, to market and sell products.

White Paper

Building High-Quality and Complete Product Information

Product information management (PIM) landscape has changed drastically over the last few years, and many businesses are still trying to grapple with it.

Infographic

Analytics-Driven Quality Management

In most customer service organizations; managing quality of telephone interactions is a manual process that involves listening to a small percentage of calls…

Webinar

Best Practices in Next-Generation Customer Analytics Webinar

The intense competition in today’s markets requires companies to know as much as they can about their customers in order to anticipate their needs; serve them better and retain their business. The typical company is faced with unprecedented volumes o

Infographic

Business Benefits of Customer Analytics

Companies need complete views of their customer activities to inform decisions and personalize responses during interactions…

Benchmark

Customer Feedback Management

The most objective way of understanding the customer experience is by collecting and analyzing feedback. The output from such analysis can be used to improve interaction-handling processes; training of individuals who handle interactions; marketing and sales campaigns; customer retention strategies; and systems used to support interaction-handling.

Research Perspective

Five Costs and Perils of Spreadsheets for Business Analytics

Managing performance effectively requires that a company be able to provide executives; managers and employees with accurate; timely information and make it possible for them to work interactively with that information

Research Perspective

Innovation Sharpens the Customer Focus

Customer behavior has changed. Customers today use significantly more channels of communication to interact with companies. When they shop; the convenience of online access has led them to be more demanding because they can go elsewhere with a few c

Benchmark

Next Generation Customer Analytics

Customer expectations have extended beyond traditional channels; opening up to include website inquiries; social channels; text messages; instant messages and video applications. As customer contact and communications channels continue to expand; bus

eBook

Overcoming Customer Engagement Obstacles

In today’s highly competitive and increasingly digital markets; customers can switch suppliers at the click of a button; therefore; a determined focus on customer retention is essential; and a key to retention is the quality of the customer experience.

eBook

Speech Analytics Improves Key Business Metrics

Companies seek a comprehensive "360 degree" view of their customers to identify business issues, potential cost savings and customer experience improvements. However, only 37% of participants in our benchmark research into customer relationship management said their organizations actually have such a view.

White Paper

The Next-Generation of Customer Analytics

As customer contact and communications channels continue to expand; businesses are new faced with larger; more complex sets of customer data. Many organizations continue to attempt to achieve a 360-degree view of the customer but due to these bewildering number of data sources; reaching this pinnacle has become increasingly difficult. 

eBook

The Value of Cusomter Engagment

Sales forecasting has been an inexact science; often depending as much on gut instinct as on data. Two reasons for this imprecision are a lack of pipeline information and a reliance on spreadsheets to create and track forecasts. The alternatives; sal

Research Perspective

Understanding the Voice of the Customer through Speech Analytics

Ventana Research defines the voice of the customer (VOC) as the aggregated data; reports and analysis a company has about a specific customer. VOC includes all the available information from marketing; sales; customer service and any other relevant

Research Perspective

Understanding the Voice of the Customer through Text Analytics

Ventana Research defines the voice of the customer (VOC) as the aggregated data; reports and analysis a company has about a specific customer. VOC includes all the available information from marketing; sales; customer service and any other relevant

Presentation

Unified Agent Desktop and Customer Experience

In today’s competitive environment; providing the best possible customer experience should be a top priority. The real challenge lies in providing every agent with a unified view of customer data. If an agent has to scour multiple sources of data to resolve conflicts or provide service; they risk the loss of the customer’s confidence; or worse the loss of the customer altogether. As technologies continue to advance; the need to implement a unified desktop becomes increasingly more important.

White Paper

Visualizing the Customer Journey Using Analytics

In today’s intensely competitive markets; companies must offer a superior customer experience while remaining operationally efficient. Accomplishing this on a continuous basis while remaining within operational guidelines and cost parameters require

Research Perspective

Analytics Transforms Customer Interactions

Our benchmark research on next-generation customer engagement shows that customers interact with companies through as many as 17 communication channels, most of which are electronic. These interactions produce large volumes of speech and text data. Until recently it required extensive manual effort to extract information and insights from this mass of data.

White Paper

Insights on Contact Center Agent Productivity

Benchmark research carried out by Ventana Research shows that contact center executives and managers are under pressure to provide the best possible customer service while staying within tight operational budgets. At the same time centers must handle increased volumes of inbound calls and respond to other types of interactions such as email messages and chat sessions.

Webinar

Building Intelligent CX in the Digital Economy: Digitally transform your customer experience with technology innovations

In case you haven’t noticed, consumer expectations for service and responsiveness have risen dramatically, while their patience is in precipitous decline. Anything less than customer processes operating at peak levels of excellence is an invitation to shop elsewhere. Unfortunately, too many organizations are operating with antiquated CRM and contact center technologies and processes that are not mapped to the customer journey and lack the needed level of intelligence to deliver the state-of-the-art customer experience that’s possible in the digital age. Mark Smith, CEO and chief research officer of Ventana Research, has 30 years of hands-on and analytic technology experience. In this webinar, Mark will offer insight into how to establish intelligence in customer processes and examine the latest in digital technology innovations that will help engage and improve the experience to every one of your customers.

Research Perspective

Marketing Effectively with PIM

Marketing organizations have yet to grasp fully the value of managing product information efficiently across marketing for all business channels. Education on effective product information is critical; organizations must be able to use information to have a full understanding of products in order to maximize their value.

Webinar

Ensuring Effective Product Experiences with PIM

We are observing a radical change in consumer expectations about purchase-related product information. In this age of instant online response, consumer patience is in precipitous decline. This is forcing organizations to modernize their use of product information management to provide a more rapid and improved digital experience across all engagement channels. The timing is good: Digital innovations and robotic automation and intelligence are demonstrably able to improve product information quality and also make the information available in forms never before considered.

Research Perspective

Embracing PIM as a Service

The software industry’s evolution toward cloud computing and software as a service (SaaS) has changed how and where organizations operate not just their software but their business. Almost every business application – across customer-facing functions, the office of finance and the supply chain

White Paper

Structured CRM for Business Success

Today more than ever, organizations must prioritize customers and focus on both existing and new relationships in order to increase the value of the interactions with them. A spreading awareness of the importance of customer experiences and interactions has transformed how organizations view not only managing relationships but valuing them. Existing approaches to customer relationship management (CRM),

Webinar

Digital Commerce: Innovating with AI and Robotics

The effectiveness of digital commerce is at risk today, with antiquated technology platforms eroding usability and making it difficult to focus on the customer and product experience. Advances in AI and machine learning have begun to deliver new methods to target recommendations to buyers and improve the organization’s engagement with them through voice- and chat-based conversational bots. Will your organization invest and deliver a commerce experience that engages customers and optimizes the interactions for your revenue potential?

Research Perspective

Evaluation Criteria for Enterprise Geocoding

The process of geocoding increases the quality of business information by augmenting geographic references to fully support operations and decision-making. Without the dimension added by geocoding, operational risk increases, business cycles are wasted, customer satisfaction declines and the likelihood of decisions that could be flawed increases.

Value Index

Contact Center in the Cloud

To remain competitive, organizations must deliver the best possible customer experience through all channels of engagement. Our benchmark research finds that with consumers having embraced the internet, particularly social media and mobile devices, customers today are communicating with companies through more channels than ever before. The top three channels remain established ones: inbound calls, email and outbound calls. However, the volumes of interactions are expected to grow most in a number of digital channels, among them the corporate website, mobile apps and social media as well as email.

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Research Calendar

Ventana Research maintains a rigorous approach to its areas of research expertise through a methodology of processes and activities to ensure we provide the best possible insights on technology across business and IT. This is represented in our Research Agenda, which is a foundation for providing actionable information and guidance to help you identify opportunities for improved competitiveness and effectiveness. Other industry analyst firms lack methodology and a publicly available research agenda and are easily biased by clients and the industry. We take pride in our reputation for independence and provide our research calendar and agenda for visibility into the upcoming months of activity.

October

  • Analyst Perspective
  • Benchmark Research
    Digital Commerce in design
    Sales Performance Management in collection
    Subscription Management in collection
  • Dynamic Insights
    Robotic Sales in design
  • Value Index
    Digital Commerce in design;
    Product Information Management in collection and analysis;
    Sales Performance Management in collection

November

  • Analyst Perspective
  • Benchmark Research
    Digital Commerce in collection
    Sales Performance Management in collection
    Subscription Management in collection
  • Dynamic Insights
    Robotic Sales in collection
  • Value Index
    Business Planning in design;
    Digital Commerce in collection;
    Product Information Management published;
    Sales Performance Management in analysis

December

  • Analyst Perspective
  • Benchmark Research
    Digital Commerce in collection
    Subscription Management in collection
    Sales Performance Management in collection
  • Dynamic Insights
    Robotic Sales in collection
  • Value Index
    Business Planning in collection;
    Digital Commerce in collection

What to see our research plans for the year? Download the full research agenda

Vendors Not Covered or Recommended

  • Adobe
  • Allocadia
  • Magento
  • Microsoft
  • SAP
  • Vizury
  • Workspan
  • Zemetis
For more information on Vendor coverage, or to become a covered vendor, click here.