Aprimo, Incorporated, a global leader in enterprise marketing management (EMM), and SPSS, a leading worldwide provider of predictive analytics software, announced from the Gartner Customer Relationship Summit 2006 a strategic partnership to offer an integrated customer data mining and EMM solution.
As marketing is becoming more strategic and requiring increased accountability, organizations are turning to EMM and data analytics to ensure that marketing dollars are spent effectively. Aprimo will resell SPSS' suite of enterprise data mining products as an integrated component of their marketing application. Through their partnership, SPSS and Aprimo will integrate Aprimo's industry-leading EMM software, Aprimo Marketing with the SPSS Predictive Marketing product and globally market and promote these offerings to targeted prospective and current customers.
"Companies that have selected solutions tactically in different parts of the marketing organization should consolidate and integrate vendors, preferably standardizing on one platform within marketing," said Kimberly Collins, Ph.D., research vice president, Gartner, in a recent report. "Even greater benefits lie in aligning art and science to create synergistic benefits that enable a company to more rapidly grow revenue and customer profitability."
The integration of the two leading software products will provide marketers with analytical modeling and segmentation capabilities, allowing joint customers to manage multiple channels, products and offers to specialized target audiences. The partnership will also enable automated and real-time marketing via the call center, mail and email marketing - providing the right offer to the right target via the right channel at the right time and contact optimization capabilities to customers trying to maximize contact strategies with their customers.
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