The451 believes a strong market opportunity is emerging for customer relationship management (CRM) analytics software – an emerging market that will see rapid technology development, acquisition and consolidation over the next 18-24 months. These findings are outlined in a 451 Special Report – “CRM Analytics: Have the BI vendors missed the boat?” – which is being released today by the451, an analysis firm covering the business of emerging information technologies.

There is significant, unmet enterprise demand for marketing analytics software. Enterprises need software that is robust but user-friendly, that doesn't require a PhD in statistics to operate and that can derive both ROI and higher-level business value from existing investments in CRM software suites. Four vendor segments – business intelligence (BI) vendors, application suite vendors, marketing automation vendors and pure-play analytics companies – are competing to own this emerging market; however, none of the more than 30 companies reviewed by the451 for this report are quite there yet. This report provides clear recommendations for vendors on what steps they must take to seize this market opportunity.

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