Marketing

Our 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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Through 2024, one-third of organizations will deem existing marketing technologies ineffective to intelligently engage buyers in personalized digital experiences.

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Mark Smith

CEO & Chief Research Officer

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Webinar
Building Intelligent CX in the Digital Economy

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 t

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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

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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 produc

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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

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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 interacti

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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 meth

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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 wast

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Value Index
Contact Center in the Cloud 2018

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, c

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Viewpoint
Seeking A More Complete View of Customer Interactions

A lot is said and written today about this being “the age of the customer” and terms such as “customer journeys” and “customer experience” are used in many contexts. However, unlike in the ‘80s, very little has been written or said recently about cus

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eBook
Five Things Every CEO and CFO Must Know About Pricing

More effective management of pricing usually is the biggest profitability lever available to corporations. Yet, senior executives often cannot manage pricing effectively because they encounter five common obstacles. First, they lack visibility into a

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eBook
Building a Business Case for PIM

Providing the level of success your organization deserves across business requires accurate product information that is used consistently across all channels. Organizations must work to overcome common challenges to realize the benefits of investment

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Self-Assessment
Guiding the Future of Product Information Management

PIM (Product Information Management) is a focus on managing product information so that it meets the overall needs of the organization and the extended enterprise, from the supply chain to commerce and customers. PIM is also a category of dedicated a

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White Paper
Augmented Reality is Changing Marketing and Sales

AR-enhanced buying experiences across sales and marketing can create significant business value by significantly improving engagement to prospects and customers

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eBook
Six Steps to Build a Business Case for Effective Marketing Planning

Providing success across marketing requires accurate plans that encompass all aspect of marketing budgets and operations.

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Analyst Perspective
Embrace Your Customers and Buyers with Digital Values

I would like to share some of my thoughts on COVID-19 and the challenges organizations are facing as they strive for business continuity and digital engagement with customers and buyers.

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Analyst Perspective
The Potential of Marketing in 2020: Ventana Research Agenda

Ventana Research recently announced its 2020 research agenda for marketing, continuing the guidance we’ve offered for nearly two decades to help organizations derive optimal value from business technology and improve outcomes.

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Analyst Perspective
The Business Continuity Imperative: The Digital Experience in Marketing for 2020 and Beyond

Marketing is inextricably linked to business success, and digital technology is essential to an organization’s overall marketing potential because it generates interest and brand awareness.

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Viewpoint
Optimizing the B2B Marketing Recipe for Success

The focus on B2B marketing success has become a significant opportunity to refine the planning, operations and market strategy, enabling performance and agility at a speed and intelligence previously thought impossible. The methods and processes used

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Value Index
Business Resilience in Digital Commerce

The opportunity exists for organizations to improve the digital commerce experience they offer their customers by moving beyond existing, monolithic commerce systems that aren’t designed for today’s needs. Consumers now demand simpler and more person

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Analyst Perspective
Reltio Connected Customer 360 earns our 13th Digital Innovation Award for Marketing

Ventana Research has awarded Reltio and Connected Customer 360 its 2020 Digital Innovation Award for Marketing.

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Analyst Perspective
The Potential of Marketing in 2021: The Market Agenda

Ventana Research recently announced its 2021 market agenda in the expertise area of Marketing, continuing the guidance we have offered for nearly two decades to help organizations derive optimal value from business technology and improve outcomes.

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Analyst Perspective
Winshuttle is a Vendor with Merit in the 2021 PIM Value Index

We are happy to share some insights about Winshuttle EnterWorks drawn from our latest Value Index research, which assesses how well vendors’ offerings meet buyers’ requirements.

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Analyst Perspective
Perfion Named a Vendor with Merit in the 2021 PIM Value Index

We are happy to share some insights about Perfion drawn from our latest Value Index research, which assesses how well vendors’ offerings meet buyers’ requirements.

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Analyst Perspective
Contentserv is a Vendor with Merit in the 2021 PIM Value Index

We are happy to share some insights about Contentserv CS drawn from our latest Value Index research, which assesses how well vendors’ offerings meet buyers’ requirements.

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Analyst Perspective
Viamedici Named a Vendor with Merit in the 2021 PIM Value Index

We are happy to share some insights about Viamedici EPIM drawn from our latest Value Index research, which assesses how well vendors’ offerings meet buyers’ requirements.

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Analyst Perspective
Innovit Named a Vendor with Merit in the 2021 PIM Value Index

We are happy to share some insights about Innovit MDM drawn from our latest Value Index research, which assesses how well vendors’ offerings meet buyers’ requirements.

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Analyst Perspective
The Transformation of Account-Based Marketing for Revenue Optimization

Account-based marketing (ABM) serves as a model for how a complex manual activity can be improved and automated. That does not mean it always goes well. ABM is a practice that many B2B marketers swear by, but it can be very difficult to get a technol

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Market Perspective
Shiseido Group Earns Digital Leadership Award in Marketing with Reltio for 2021

The annual Ventana Research Digital Leadership Awards recognize organizations and individuals that utilize technology to advance business and IT. The Digital Leadership Awards showcase the professional leadership and their use of business application

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Analyst Perspective
Digital Business Market Agenda for 2022: Resilience and Readiness

Ventana Research has announced its market agenda for 2022, continuing the tradition of reliability in our efforts to educate and guide the technology market. Our assessments are backed by our expertise and independence, as we do not share our market

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Analyst Perspective
The 2022 Market Agenda for Marketing: A Digital Experience Revolution

Ventana Research recently announced its 2022 Market Agenda in the expertise area of Marketing, continuing the guidance we have offered for nearly two decades to help organizations derive optimal value from business technology and improve outcomes.

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Ventana Research 14th Annual Digital Innovation Award Winner

Ventana Research 14th Annual Digital Leadership Award Winners

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Market Agenda & 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 Market 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.

May

  • Analyst and Market Perspectives
    Digital Experience Intelligence for Customers and Products
  • Benchmark Research
    Product Experience Management in collection;
    Customer Analytics in collection
  • Dynamic Insights
    Digital Marketing in design;
    Voice of Customer launches
  • Value Index
    Product Information Management published

June

  • Analyst and Market Perspectives
    The Age of Persona Marketing;
    Marketing Analytics and Planning
  • Benchmark Research
    Product Experience Management in collection;
    Customer Analytics in collection;
    Digital Commerce in design
  • Dynamic Insights
    Digital Marketing launches;
    Voice of the Customer promoted
  • Value Index
    Customer Experience Suites in design;
    Product Information Management promoted

 

July

  • Analyst and Market Perspectives
    Conversational Marketing
  • Benchmark Research
    Product Experience Management in collection;
    Customer Analytics in collection;
    Customer Experience in design;
    Digital Commerce in design
  • Dynamic Insights
    Digital Marketing in collection;
    Voice of the Customer promoted
  • Value Index
    Customer Experience Suites in collection;
    Product Information Management promoted

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

Vendors Covered

Vendors Not Covered or Recommended

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

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