Archive for IBM

What technologies is marketing spending on?

Spencer Ante reports in today’s Wall Street Journal that As Economy Cools, IBM Furthers Focus on Marketers. The title and the short article are focused on IBM’s well-known emphasis on marketers, but the article is of more general interest in driving home the extent of one trend in corporate technology spending – the growth of marketing spending on technology – and provoking a number of questions about what it means. At only 600 or so words the article may be useful for some of you to forward to others in your organization that would benefit by thinking more about the effects of this trend.

The article quotes some recent Gartner research that marketing budgets are roughly 3 times IT budgets as a percentage of revenue, and grew between 2011 and 2012 while IT budgets shrank. Current marketing and IT budgets are both expected to increase, but with marketing budgets increasing at twice the rate of IT budgets – 9.0% vs 4.7%. Gartner has also predicted CMOs will have more control over technology spending than CIOs by 2017. Also, “In total, Gartner says companies spent up to $25 billion worldwide on marketing software last year, up from about $20 billion the previous year. Overall corporate software expenditures totaled $115 billion…”. These are impressive numbers, and our own experience based on discussions with our conference attendees, consulting clients, and other analysts and investors, suggests a broad consensus with the trend. Certainly IBM is big believer.

But the next level of detail is even more important for technology vendors and all CMOs who want to benchmark their competitors spending and strategies – for example, what are CMOs spending money on? what should they be spending on” and how do they organize their infrastructure to learn about, purchase, and manage new marketing technologies, and work with IT?

A vocal segment of the technology press suggest that the future of marketing is all about “social”. A favorite prediction of analysts is that the “Web is dead” and the future is all about mobile. Savvy marketers are beyond such oversimplifications. As important as social and mobile are, I think it is safe to say they are still a small percentage of the $25 billion Gartner number. I would love to be enlightened by anyone who has more details on what the percentage is, and what technology categories others think will benefit most from the increase in marketing spending.

Why is this?

Part of the reason are expensive legacy systems and infrastructures. But a bigger reason is that everyone (not just marketing) is learning. Most of the new technologies have some learning curve, but are not rocket science. The really steep curve is learning how to integrate and utilize new technologies, and especially data they provide, effectively – and that is something we all: technologists, marketers, analysts, will be learning about for awhile.

Learn more at Gilbane Boston.

Cloud-Based Marketing Analytics Suite Launched By IBM

IBM has announced a cloud-based Web analytics and digital marketing suite aimed at helping its business customers automate online marketing campaigns across digital channels, such as Websites, social media networks and mobile phones. The new IBM offering combines software from the acquisitions of Coremetrics and Unica and provides analytics that help companies fine-tune marketing campaigns and create personalised offers in real-time across online channels. For example, businesses would be able to evaluate Facebook or Twitter activity, and offer tailored promotions delivered to their mobile devices on the fly. IBM’s suite also enables businesses to deliver and fine-tune digital marketing programmes based on what customers are doing offline. For instance, a consumer who purchased a new tablet in a brick-and-mortar store would receive special offers via email to purchase tablet accessories. http://www.ibm.com

IBM Unveils Project Vulcan

IBM has unveiled IBM Project Vulcan, which they claim will be the blueprint for the future of collaboration. Building on a company’s existing investments, IBM Project Vulcan enables approaches to reduce personal information overload and improve business agility. IBM Project Vulcan is designed to exploit the convergence of Cloud and on-premise systems; Collaborative Services business applications and social networks; and Desktops, netbooks and mobile devices. Social analytics, by IBM Research, will provide recommendations to locate expertise, relevant content, and critical business events. Designed as a loosely coupled architecture, it is meant to provide flexibility and responsiveness to rapidly changing business requirements and personal preferences. IBM Project Vulcan is designed to allow developers to create new generations of applications powered by collaboration. The capabilities of IBM Project Vulcan will be delivered in future releases of products such as LotusLive, Lotus Notes and Domino, Lotus Connections, Quickr and WebSphere Portal. IBM plans to deliver a beta of a development environment in the second half of 2010 on LotusLive Labs. http://www.ibm.com

IBM Delivers New “Social” Lotus Notes and Free Symphony Software for Macs

IBM (NYSE~IBM) announced the availability of Lotus Notes 8.5 collaboration software with social computing features for all Mac OS X Leopard-powered computers. In addition, IBM’s free Lotus Symphony document, spreadsheet and presentation software will be available later this month for the Mac. Lotus Notes 8.5 provides significant storage savings over previous versions. Notes has an intelligent storage savings feature that ensures that only one copy of an attachment is kept on the mail server, resulting in an estimated 40 percent space savings. Lotus Notes 8.5 arranges all collaboration tools on one screen in fewer clicks. This screen shows links to team rooms, instant messaging, to do lists, calendar, Internet browsers and other tools. Social characteristics include new integration with Google, Yahoo, and hundreds of other public Internet calendars. IBM also announced new Lotus iNotes 8.5 software, which allows anyone with a Notes user license to access Notes through a Safari browser from anywhere. iNotes allows the user to integrate the Notes calendar with Google calendar and also supports most standard widgets. One example of a widget is the mapping of a street address in an e-mail note. IBM sells Lotus Notes and Domino in a variety of ways, including packaged with hardware for small and medium businesses; via a hosted service, where the software is stored on a server at IBM; and through Passport Advantage on http://www.ibm.com/lotus/notesanddomino.

IBM Labs Announces ProAct, Text Analytics for Call Centers

Researchers at IBM’s India Research Laboratory have developed software technology that uses sophisticated math algorithms to extract and deliver business insights hidden within the information gathered by companies during customer service calls and other interactions. The new business intelligence technology, called ProAct, is a text analytics tool, which automates previously manual analysis and evaluation of customer service calls and provides insight to help companies assess and improve their performance. ProAct provides an integrated analysis of structured information such as agent and product databases and unstructured data such as email, call logs, call transcription to identify reason for dissatisfaction, agent performance issues and typical product problems. Based on the Unstructured Information Management Analysis (UIMA) framework that IBM contributed to the open source Apache Software Foundation in 2006, the ProAct technology was initially developed as a service engagement. Now the new algorithms are being packaged in software and deployed in many IBM call center customers around the world. UIMA is an open source software framework that helps organizations build new analysis technologies that help organizations gain more insight from their unstructured information by discovering relationships, identifying patterns, and predicting outcomes. IBM uses UIMA to enable text analysis, extraction and concept search capabilities in other parts of its portfolio of enterprise search software products, including OmniFind Enterprise Edition, OmniFind Analytics Edition, and OmniFind Yahoo! Edition. http://www.research.ibm.com/irl/

IBM Announces Services for Collaboration and Social Networking for Business

IBM announced new services to help organizations use collaboration and social networking to maximize employee talent and performance. The Enterprise Adaptability services include a methodology to determine the return on investment of social networking, use of large scale communications programs to jumpstart adoption, automatic identification of key talent, and social network analysis. With Enterprise Adaptability companies can learn how to embed Web 2.0 technologies into the fabric of business operations, allowing employees, partners and customers to communicate, establish new business relationships and make real-time decisions within the context of their everyday work. Enterprise Adaptability combines software from IBM Lotus Software and FileNet with consulting from IBM Global Business Services’ Human Capital Management practice. http://www.ibm.com

Day Software Expands Technology Relationship with IBM

Day Software (SWX:DAYN)(OTCQX:DYIHY) has expanded its technology relationship with IBM by joining the IBM ECM ValueNet Partner Program. Day’s Communiqué Web Content Management (CQ WCM) and Communiqué Digital Asset Management (CQ DAM) applications have been integrated with IBM FileNet P8 providing a single comprehensive solution for managing digital content. Day and IBM will work together throughout the implementation process, through training, delivery, feedback and documentation, to provide the most relevant ECM solution for joint customers. http://www.day.com

Vamosa Announces Content Migrator for IBM Lotus Quickr

Vamosa announced Vamosa Content Migrator for IBM Lotus Quickr, a new way for organizations to fast start their Lotus Quickr implementation. Lotus Quickr is a Web 2.0 based collaborative content offering, designed to transform the way everyday business content, such as documents and rich media, is stored and shared, to enable more effective team collaboration for innovation. Vamosa Content Migrator for Lotus Quickr enables organizations to unleash the potential of their collective IQ faster by pre-loading documents and rich media into Lotus Quickr team places with automated content migration tools. Vamosa’s software enables faster implementation of Lotus Quickr’s set of collaborative content and team services including wikis and team blogs. By migrating content from file servers, intranets and legacy systems into Lotus Quickr’s scalable content repositories, Vamosa helps organizations implement Quickr faster. Vamosa Content Migrator for IBM Lotus Quickr software is expected to be available before the end of 2007. Pricing will be available later in the year. http://www.vamosa.com