The following is cross-posted from the original at the IBM Unica blog.
Exciting news for our IBM Unica NetInsight OnDemand customers and really all marketers: IBM today announced the new IBM Digital Marketing Optimization Suite which accomplishes three great “coming-togethers”. Namely, the following:
1. Combines the Best of IBM Coremetrics and IBM Unica NetInsight OnDemand
Since IBM’s acquisition of Coremetrics and Unica our web analytics teams have been merged together like a deck of cards to make the best use of the combined development and best practices expertise. Our combined team now takes care of both IBM’s on demand and on-premises offerings and customers for web analytics.
And as previous competitors, it was much to my surprise that we had been very like minded in the decade leading up to this merger. Both Unica and Coremetrics had been working in parallel to make sure web analytics delivered not just reports for optimization but also provided individual customer insights for refining relevancy of marketing messages.
2. Fuses together: Customer Profiles, Analytics, and Digital Marketing Execution
The next great coming together I see for our customers in the IBM Coremetrics Digital Marketing Optimization Suite is the tight integration between LIVE Profiles, Web Analytics, and the IBM Coremetrics Digital Marketing Applications such as IBM Coremetrics LIVEmail and IBM Coremetrics Intelligent Offer. This tight integration is the secret sauce that enables our users to execute more relevant digital marketing campaigns driven by analytics. The IBM Coremetrics suite inherits this product design from the Coremetrics side where this combo had been available for years while other vendors were merely talking about it in Powerpoint presentations.
3. Adds a More Flexible and Open Data Architecture for Multichannel Analytics
Now, like D’Artagnan teaming up with the three musketeers, the new IBM Coremetrics Suite adds increased flexibility and openness to the trio of LIVE Profiles, analytics, and digital marketing applications. This is being achieved thanks to experience and technology assets coming from Unica NetInsight OnDemand. And it is a true 1+1 = 3 situation. Not only can marketers extend their analytical lens by combining online and offline insights (using the new IBM Coremetrics Multichannel Analytics add-on), but now they can also target digital marketing execution programs, e.g. through IBM Coremetrics LIVEmail, using the cross-channel picture of an individual’s interests.
The Result: Two Great Growth Paths for our Customers
All marketers have web metrics available to them. Competing on analytics requires us to be cleverer with our use of analytics than the next marketer.
Technology needs to be our “power arm” that helps get things done quickly that would be very tedious, expensive, and time consuming otherwise. The new IBM Coremetrics Digital Marketing Optimization Suite provides IBM customers with a “power arm” that helps them go beyond commodity web metrics and move towards digital analytics where discovering new opportunities with segments or individual prospects and customers means more strategic opportunities.
Our customers also have another growth path to go from analytics to digital marketing execution, and from there to integrations with their enterprise (e.g. to their Netezza data warehouse or their IBM Unica Enterprise Marketing Management system), and with the rest of their digital marketing eco-system, e.g. through the eco-systems of IBM Coremetrics LIVEmail (i.e. Email service providers), and IBM Coremetrics AdTarget (i.e. display ad networks).
Now the ball is in your court. How are you going to put all these multichannel analytics and digital marketing opportunities into the race for beating out your competition?
For Our Customers …
Existing NetInsight OnDemand and Coremetrics customers, please keep your eyes peeled for further information by email. Please register for the upcoming customer-only launch webinars. There is no requirement to move to the combined solution immediately. IBM plans on continuing support of the existing Unica NetInsight OnDemand and Coremetrics versions into the future, accompanied by the same industry leading service and support you have come to expect. IBM believes there are compelling components in the combined release that are meaningful and important to your business. In the launch webinars, you will learn about all the great business benefits that our Unica NetInsight OnDemand customers that upgrade will have available. For example, all customers can use their current and new release in parallel during their upgrade process.
For More Information …
Please keep an eye on Unica.com and Coremetrics.com as we will progressively publish more details in the next 10 days of about the new capabilities that our customers can expect. For now, see: