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Automated marketing is known as enterprise marketing management (EMM). This is also called marketing resource management (MRM) and marketing operations management (MOM). EMM uses various tools to manage marketing strategies and tactics. This can include analytics, campaign management, automated reports, dashboards, lead management, event-driven marketing, predictive modeling, and more. EMM is used in marketing to reduce costs, increase productivity, and grow revenue. Companies can identify and act on customer activities. Marketers can collaborate across teams and with their external agencies to launch and manage complex marketing campaigns. EMM includes:
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Analytics to understand and anticipate customer behavior Event-detection to track and respond to customers Campaign management to carry out timely, consistent communications with customers Lead management to track leads Marketing resource management (MRM) to manage budgets, creative production, marketing content, and other resources
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Generally implemented as an integrated solution, EMM reduces time-to-market through automation, improves customer targeting through analytics, and proves the profit value of marketing through closed-loop measurement and reporting. Two vendors with integrated marketing solutions are Unica and Omniture.
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Unica and Omniture
Unica and Omniture, both have analytics tools with automated decisionmaking, but they approach the market from different directions and they offer different solutions:
Unica starts from offline marketing, so their tools are based on the needs of multichannel marketing. Unica includes analytics, segmentation, propensity scoring, lifetime value prediction, predictive modeling, resource management, automated decision-making,
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dashboards, and tracking. Unica has the most complete EMM solution on the market. Forrester Research ranks Unica as the clear market leader in EMM, both in terms of execution and completeness of vision. It also has the strongest offering and strategy of any EMM vendor. Unica's platform is Affinium NetInsight.
Omniture approaches the market from web marketing, so it is focused on analytics tools. It includes tools to automatically manage PPC, multivariate testing, data warehousing, and behavioral targeting. Omniture is evolving from analytics to business optimization software. It can measure customer trends, enable appropriate analysis for the various levels of users in a company, automate processes, and optimize the customer experience. Omniture's analytics software is known as Omniture SiteCatalyst.
Both of these companies offer extensive support and service, including consulting services.
Seven Tips from Unica
Here are seven tips for integrated marketing from Unica. Set up your online segmentation strategy based on visitor usage and activity. In this case, the audience is divided up into four segments: couch potatoes (they don t participate in blogs or other user activities), readers, critics, and content creators. As shown next, you can compare these groups
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to find which one produces the most value by engagement, conversions, and revenue.
Using your sales database, you can identify new market opportunities across medium and high-value lifetime visitors. You can explore the results from keywords, referrers, locations, and content segmentation, as shown next.
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Remember, customers are not defined by clicks alone. Look for groups of customers and try to find additional similar customers.
Use event triggers to manage bids and campaigns. You can set up rules to trigger campaigns based on visitor actions, as shown next. If they abandon the shopping cart, send them a tailored offer. If they buy, send them an up-sell offer or additional services. Make offers that are relevant or valuable to your customer.
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Use cross-channel campaigns to reach customers, as shown next. For example, a visitor comes to your website and browses the pages for bicycles. Do you show them additional ads for bicycles You find that they
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clipped out a newspaper coupon and came to the store and bought a kayak. You use the data from one channel in another channel; you now show the visitor online ads for kayak accessories, including paddles, vests, and so on.
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