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    We provide guidance using our market research and expertise to significantly improve your marketing, sales and product efforts. We offer a portfolio of advisory, research, thought leadership and digital education services to help optimize market strategy, planning and execution.

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      We provide guidance using our market research and expertise to significantly improve your marketing, sales and product efforts. We offer a portfolio of advisory, research, thought leadership and digital education services to help optimize market strategy, planning and execution.

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        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.

        Contact us to learn more.

        Quote.svg

        By 2026, three-quarters of CMOs will realize that marketing the customer experience is their responsibility and that a lack of effort in this area will contribute to limited revenue growth.
        Mark Smith

        Mark Smith

        Partner, Head of Software Research

        Our Latest News & Research

        Press Releases

        Analyst Perspectives

        Published Research

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        Focus Areas

        Browse the Content

        Choose a focus area and explore.

        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.
        Analyst Perspective
        The 2024 Market Agenda for Marketing: Digital Experiences with AI

        The 2024 Marketing Market Agenda provides the insights and best practices enterprises need to maximize software investments and improve business agility.

        Market Perspective
        AppsFlyer Earns Marketing Digital Innovation Award for 2023

        AppsFlyer's Data Clean Room platform enables data to be managed in a safe and governed manner, earning it the 2023 Marketing Digital Innovation Award.

        Market Perspective
        insightsoftware Is a Vendor of Merit in Product Experience Management

        Ventana Research assesses product experience management software from insightsoftware.

        Market Perspective
        Precisely Is a Vendor of Merit in Product Experience Management

        Ventana Research assesses product experience management software from Precisely.

        Market Perspective
        Oracle Is a Vendor of Merit in Product Experience Management

        Ventana Research assesses product experience management software from Oracle.

        Market Perspective
        Sales Layer Is a Vendor of Merit in Product Experience Management

        Ventana Research assesses product experience management software from Sales Layer.

        Market Perspective
        Perfion Is a Vendor of Assurance in Product Experience Management

        Ventana Research assesses product experience management software from Perfion.

        Market Perspective
        IBM Is a Vendor of Merit in Product Experience Management

        Ventana Research assesses product experience management software from IBM.

        Market Perspective
        Contentserv Is Vendor of Assurance in Product Experience Management

        Ventana Research assesses product experience management software from Contentserv.

        Market Perspective
        Bluestone PIM Is a Vendor of Assurance in PXM

        Ventana Research assesses product experience management software from Bluestone PIM.

        Market Perspective
        Pimcore Is Rated Innovative in Product Experience Management

        Ventana Research assesses product experience management software from Pimcore.

        Market Perspective
        Viamedici Is Rated Innovative in Product Experience Management

        Ventana Research assesses product experience management software from Viamedici.

        Market Perspective
        Stibo Systems Is Rated Exemplary in Product Experience Management

        Ventana Research assesses product experience management software from Stibo Systems.

        Market Perspective
        Inriver Is Rated Exemplary and Leader in Product Experience Management

        Ventana Research assesses product experience management software from inriver.

        Market Perspective
        Syndigo Is Rated Innovative in Product Experience Management

        Ventana Research assesses product experience management software from Syndigo.

        Market Perspective
        Salsify Is Rated Exemplary in Product Experience Management

        Ventana Research assesses product experience management software from Salsify.

        Market Perspective
        Akeneo Is Exemplary and Leader in Product Experience Management

        Ventana Research assesses product experience management software from Akeneo.

        Market Perspective
        Informatica Is Rated Exemplary and an Overall Leader in Product Experience Management

        Informatica is rated Exemplary and an Overall Leader in the 2023 Product Experience Management Value Index Market Report.

        Analyst Perspective
        Product Experience Management Value Index Classifies and Rates Vendors

        The Product Experience Management Value Index 2023 gauges how well offerings from 16 vendors match buyers’ requirements.

        Analyst Perspective
        Product Experience Management Requires Next-Gen Digital Technology

        Ventana Research shares part two of its observations from the 2023 Product Experience Management Value Index Market Report.

        Analyst Perspective
        Product Experience Management Market Requires Digital and Processes Excellence

        Ventana Research shares observations from the 2023 Product Experience Management Value Index Market Report.

        Buyers Guide
        Product Experience Management 2023 Value Index

        Ventana Research's 2023 Product Experience Management Value Index.

        Analyst Perspective
        The 2023 Market Agenda for Marketing: Data Takes Center Stage

        The 2023 Marketing Market Agenda provides the insights and best practices you need to maximize your CX technology investments.

        Market Perspective
        Avaya Earns Digital Leadership Award with Upland and Salesforce

        Avaya earned the 2022 Digital Leadership Award in Marketing using Upland and Salesforce to validate customer experiences for use as a sales tool.

        eBook
        Activating Omnichannel Product Experiences

        Significant growth in sales and marketing channels over the last decade has led to drastic changes in the software that supports commerce and product information processes.

        Viewpoint
        Why Better Analytics Improves Marketing Performance

        Marketing teams succeed or fail based on their ability to assess the needs of their customers. Doing that in an increasingly data-driven environment requires better tools for marketing analysis.

        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

        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

        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

        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

        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

        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

        QandA
        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.

        QandA
        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.

        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

        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

        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

        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

        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

        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.

        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.

        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.

        eBook
        The Keystone for Digital Commerce

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

        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

        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.

        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

        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

        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

        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.

        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.

        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.

        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.

        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.

        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.

        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.

        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

        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.

        Want to see all the research?
        Click Here

        Ventana Research 16th Annual Digital Innovation Award Winner

        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.

        February

        • Analyst and Market Perspectives
          2024 Market Agenda: Marketing; 
          The Age of Persona Marketing
        • Benchmark Research
          Product Experience Management in collection;
          Customer Analytics in collection
        • Dynamic Insights
          Digital Marketing in design;
          Voice of Customer launches
        • Buyers Guide
          Customer Experience Suites promoted
          Product Experience Management promoted

        March

        • Analyst and Market Perspectives
          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
        • Buyers Guide
          Customer Experience Suites promoted;
          Product Experience Management promoted

        April

        • Analyst and Market Perspectives
          Digital Experience Intelligence for Customers and Products
        • 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
        • Buyers Guide
          Customer Experience Suites promoted;
          Product Experience Management promoted

        Want to see our plans for business and technology this year?
        DOWNLOAD THE MARKET AGENDA

        Vendors Covered

        Vendors Not Covered or Recommended

        • Activeviam
        • Anaconda
        • Anodot
        • Arria
        • Course5i
        • Dataminr Inc
        • ElectrifAi
        • Engineering Ingegneria Informatica
        •  
        • ESRI
        • EvolutionIQ
        • FICO
        • Jedox
        • Knime
        • MathWorks
        • Mode
        • Nvidia
        •  
        • Pecan
        • Phocas Software
        • PublicRelay
        • Rocket Software
        • Seeq
        • Software AG
        • splashBI
        • Vizlib Ltd
        • Worksoft
        For more information on Vendor coverage, or to become a covered vendor, click here.

        Ready to engage?

        We provide insights and guidance across business and technology. We can help your organization; the first step is to reach out to a member of our team and see how we can help.

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