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 2021, 2/3 of marketing organizations will still have failed to deploy conversational and intelligent technologies designed to optimize the product and services experiences of customers.

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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

Intelligent Sales Dynamic Insights - In Design

Next Generation Product Information Management Benchmark - Recently Published

Product Experience Dynamic Insights - In Design

Product Information Management Value Index - In Analysis

Press Releases

Analyst Perspectives

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Ventana On-Demand (VOD) is an advisory service that provides access to exclusive research and monthly dialogue with our analysts.Visit the services page to learn more.
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 2015

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

Executive Summary
Marketing Analytics 2011

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 - VOD
Marketing Analytics 2011

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

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

Executive Summary
Product and Service Analytics 2011

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 - VOD
Product and Supply Chain Analytics 2011

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

Executive Summary
Product Information Management 2015

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

Executive Summary
Recurring Revenue 2015

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 2015

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 - VOD
Recurring Revenue 2015

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 t

Webinar
Recurring Revenue 2015

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 - VOD
Trends in Product Information Management 2012

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

White Paper - VOD
Product Information Management 2015

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

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

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 2014

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…

Executive Summary
Customer Feedback Management 2012

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 a

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

Executive Summary
Next Generation Customer Analytics 2014

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 experienc

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 manag

White Paper - VOD
Next Generation Customer Analytics 2014

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 bewilde

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 - VOD
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

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. U

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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.

Want to see all the research?

Ventana Research 2018 Digital Innovation Award Winner

Ventana Research 2018 Digital Leadership Award Winners

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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;
    Subscription Management in design
  • Dynamic Insights
    Digital Marketing in design
  • Value Index
    Digital Commerce in design;
    Product Information Management in analysis and published;
    Sales Performance Management in analysis and published

November

  • Analyst Perspective
  • Benchmark Research
    Digital Commerce in collection;
    Subscription Management in collection
  • Dynamic Insights
    Digital Marketing in collection
  • Value Index
    Digital Commerce in collection

December

  • Analyst Perspective
  • Benchmark Research
    Digital Commerce in collection;
    Subscription Management in collection
  • Dynamic Insights
    Digital Marketing in collection
  • Value Index
    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.