Marketing

Our Research Expertise

Marketing is a never-ending challenge. Marketers are constantly under scrutiny by others watching to ensure they stay relevant to the company, its products and the market. Ironically, though, they often do not scrutinize themselves and their own work on a regular enough basis. In fluid markets that today can change at the speed of social media, efforts that focus on technology innovations in digital commerce, demand generation and mobile marketing can miss, and even attempts to present consistent product information can fall short. Applying discipline through marketing performance management activities like planning and analytics is a critical first step to knowing how to remain relevant and communicate that relevance.

Ventana Research offers guidance on how to utilize new processes and applications to advance the return on marketing investments. Success in managing the dramatic change to effective digital marketing processes requires that Marketing assess its efforts to determine if marketing personnel have the ability to manage their operational execution to deliver the performance levels expected.

Focus Areas

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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

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Ventana Research 2016 Technology Innovation Award Winners

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 insight on technology across business and IT. The representation of which is presented in our Research Agenda which is a foundation for guidance that provides actionable information to help you identify opportunities for improved competitiveness and effectiveness. Unlike other industry analyst firms who have no methodology or publicly available research agenda and are easily biased by clients or the industry. We provide our research calendar and agenda for visibility into the upcoming months of activity.

April

  • Analysts Perspective
    Marketing in 2017;
    Product Information Management published
  • Benchmark Research
    Product Information Management published
  • Dynamic Insights
    Product Content Management and Profitability Management starts
  • Value Index
    Product Information Management published

May

  • Analysts Perspective
    State of Marketing Performance Management
  • Benchmark Research
    Digital Commerce starts
  • Dynamic Insights
    Product Content Management and Profitability Management in collection;
    Marketing Planning and Analytics starts
  • Value Index
    Digital Commerce starts

June

  • Analysts Perspective
    Innovation in Digital Marketing
  • Benchmark Research
    Digital Commerce in collection;
    State of Digital Marketing starts
  • Dynamic Insights
    Product Content Management;
    Marketing Planning and Analytics, and Profitability Management in collection;
    Digital Marketing starts
  • Value Index
    Digital Commerce in collection

Q3

  • Benchmark Research
    Digital Commerce published
  • Dynamic Insights
    Marketing Planning and Analytics and Product Content Management published;
    Digital Marketing and Profitability Management analyzed and published
  • Value Index
    Digital Commerce and B2B Pricing and Revenue Optimization published
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.