Search to eMarketing: A Bridge Too Far?
September 14, 2011
I find the creativity of search vendors fascinating. We have the search to customer support method. The play worked for InQuira,which was snapped up by the Google nemesis Oracle. We have the search to freebie, which is the path Microsoft is taking with the remarkable Fast enterprise search platform. We have the search to business intelligence play which has worked well for SAS and its Teragram acquisition. Now we have search to eMarketing.
Navigate to “E-marketers Using Less Than Half the Data Available to Them.” Sponsored by Endeca, the article highlights some data which I find useful when I need to support my assertion about how little progress has been made to make information findable and actionable:
half of the respondents report that they are still using multiple tools (at least three or more) to support business intelligence (BI) decisions, underscoring the need for data to be lifted from these separate silos and streamlined into a unified and easy-to-understand view.
The conclusion I draw is that I should use a tool such as Exalead’s search based application technology. But my hunch is that Endeca wants me to embrace the Endeca approach.
A handful of other findings reported strike me as suggestive:
- 35% say they spend hours combining data from various data sources and over half say they would like to analyze all information in a single view.
- 48% of respondents say their analytics requirements change at least monthly, with 20% of respondents requirements changing daily or hourly.
- More than 40% of respondents cite that it often takes months to have their BI requests fulfilled or they often cannot get their requests fulfilled at all.
Will emarketing business intelligence become the next big gold mine for search vendors? My thought is that companies like Attensity have been in the game for a while and may have a head start.
Stephen E Arnold, September 14, 2011
Sponsored by Pandia.com
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