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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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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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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eBook
The Keystone for Digital Commerce

A modern digital commerce environment adapts to business continuity requirements and the demand of constantly changing consumer expectations.

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eBook
How to Achieve an ROI from PIM

Modern product information management (PIM) has the potential to deliver value far beyond the efficiency gains of the current operational approach.

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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.

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

Achieving excellence in marketing requires accurate and effective planning that is used consistently across the marketing department. Marketing must work to ensure that investments deliver value for the organization.

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Market Perspective
CSG Earns Marketing Digital Innovation Award for 2022

The annual Ventana Research Digital Innovation Awards showcase advances in the productivity and potential of business applications as well as technology that contributes significantly to the improved processes and performance of an organization. Our

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Research Perspective
Putting Customer Conversations to Work

Customers have conversations across the organization. They interact with people in Sales, Service, Support and in some cases even with an organization’s products or services via smart speakers. While our research confirms that the telephone is still

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Research Perspective
Innovation Sharpens the Customer Focus

Customer behavior has changed. Customers today use significantly more channels of communication to engage 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 clic

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Research Perspective
Making PIM Configurable and Reliable for Manufacturing

To run smoothly and successfully, a manufacturing organization that’s already digitally connected internally and with customers and the supply chain needs consistent, accurate, configurable and actionable product information. To accomplish this, the

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Viewpoint
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.

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White Paper
Augmented Reality is Changing Marketing and Sales

Organizations must improve how they market and sell products to their buyers. They must make the process easier, ensuring prospective customers are able to understand how products operate or can be applied to their specific set of requirements.

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White Paper
The Digital Age of Data Intelligence

The age of data is here, and the value of all that data to organizations continues to increase. Data has, in fact, become integral to an organization’s ability to grow and thrive. So, it is essential that organizations tap into every available source

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Q&A
The Strategic Factors for PIM

Why is it important to support cloud computing for Product Information Management? Mark Smith sheds light on what can be done to ensure operations across distributed cloud computing environments. Read the Q&A.

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Q&A
Digitally Optimizing the Customer Experience

A portfolio of industry changes are happening to meet the customer demand and needs from applications to adopting customer engagement hubs — to support any range of customer engagement.

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Videocast
Implementing Price Management for Success

Approaches to “pricing,” or the discipline of setting prices, vary across industries and across different organizations within the same industry. Many factors determine how companies go about pricing, but with the rise of the digital economy and the

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Videocast
Building Friction-Free Customer Experiences

Getting everyone who impacts the customer experience within an organization onto the same page can be difficult under normal circumstances—let alone during times of change or upheaval that scramble all our assumptions about customer expectations. Wat

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Infographic
Digital Buyers Expect Engaging Product Experiences Infographic

Organizations enable buyers to engage across multiple channels, but product information housed in silos can lead to inconsistent cross-channel digital buying experiences. Product Information Management (PIM) technology enables engaging merchandising

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Webinar
Webinar : Revenue and Margin Improvement

Pricing determines not just revenue, but also margin. And margin is vital to ensuring profitability. So pricing both serves to generate volume, and hence revenue. Given the importance of pricing, it is surprising how few companies use data and purpos

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Webinar
Go Big or Go Home: Why Small Businesses Should Invest in a Modern Contact Center

Small businesses have had to make do with tools that are less advanced than those used by their larger peers primarily due to issues of cost and complexity. But just making do isn’t a recipe for providing great customer experiences and fostering cust

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Market Perspective
Adobe Unifies Marketing and CX

Marketing and Customer Experience (CX) are typically treated as separate business functions or, in some cases, poorly connected. But there is a growing effort to (effectively) conjoin these areas as organizations are discovering that these department

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Ventana Research 15th 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.

September

  • 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

October

  • Analyst and Market Perspectives
    Marketing and Analytics 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

 

November

  • Analyst and Market Perspectives
    The Age of Persona 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

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