Disruption Revolution: The ROI of Acknowledgement

Vice President and Principal Analyst, Constellation Research
Constellation Research

Role: Vice President and Principal Analyst focusing on the IOT of Customer Experience and how the cloud is driving more flexible, agile, and robust customer service and customer experiences. In-app or in device customer service is the future. Coverage Areas: Next Generation Customer, Digital Marketing Transformation Bio: As a Vice President and Principal Analyst at Constellation Research, Inc, Petouhoff works with Fortune 100 and 500’s Senior Leadership teams to create strategic customer experience (marketing, sales and service) solutions which engage customers, build brands and grow businesses. Combining her experience as a former Forrester software analyst, PWC systems integrator and change management consultant, Petouhoff leads executive workshops to discuss to not only…...

Read more

The following is an excerpt from “Disruption Revolution”, a great e-book that you can download for free here.

You were one of the first people to calculate an ROI model for social media. Can you explain how to go about quantifying the value of things that a lot of people think are intangible? How does what you do now with social media ROI models relate to the work that you did before the rise of social media?

Calculating the ROI for social media is not for the faint of heart. It requires three basic components:

1. Your traditional business goals and how you measure them
2. Your social media goals and how you are measuring them (Most people don’t have goals or if they do, they are measuring metrics– Likes, Impressions. Metrics are important, but KPIs are not ROI.)
3. Knowing how social media affects your traditional business goals

Being able to give attribution to how social media is affecting in the business is not easy. You have to use software to measure and track attribution. But it’s not just about technology. It’s also about strategy

Being able to give attribution to how social media is affecting in the business is not easy. You have to use software to measure and track attribution. But it’s not just about technology. It’s also about strategy. And Chasm Crossers must have the ability to see both sides of the conversation. That’s why I created a 7-step framework and a methodology for executive business success for social media ROI— it gives a point of reference for both sides.

Most companies started in social media with a tactical approach. Creating a Twitter handle and a Facebook page, they said, “Happy Monday and buy our stuff.” And then were disappointed in the business results. Why? Most companies don’t have a point of reference to know if what they are doing will drive better business results in Customer Service, Marketing, PR, Innovation.

Dr. Natalie Petouhoff – UCLA Anderson 

Related articles

• The Trouble With ‘Social ROI’ – Companies Are Moving Away From Trying To Track Social Media’s Dollar Value
• Customer Conversations are Key to Your Business
• Investing in Social Media
• ROI in Social Media
• Advertisers See Growing ROI with Social Media

Marketing Transformation Next-Generation Customer Experience B2C CX Chief Customer Officer Chief Marketing Officer Chief People Officer Chief Human Resources Officer

Marketing in the Modern Attention Econo-me, 9 M-words Modern CMOs Should Consider

1

Marketing has always been an inexact science. Starting with John Wanamaker famously saying over a century ago "Half the money I spend on advertising is wasted; the trouble is I don't know which half" to modern day marketing pundits suggesting social media tips and tricks are the new marketing.

Digging deep, we find marketing is psychological, and personal; not technical and mathematical as some may suggest, and very much just as inexact as John Wanamaker described. Ergo, modernizing marketing is a study of the modernization of psychology. The psychology of the world is now more about "me" than us. In 2010 the New York Times published an article on the "Me Economy" suggesting that every individual is now a marketer. While this is true and I am guilty of this, there is something new happening in psychology affecting marketing and advertising beyond every individual becoming a individual marketer.

We are going from a Me Economy, to an Econo-Me.

Consumers want marketing and advertising to be more personal, engaging, and meaningful. Consumers want to skip ads, we want shorter versions, we want mini stories, we want to be emotionally and psychologically jolted before we buy. Telling us about your product is boring.

I call this, marketing and advertising in the "Modern Attention Econo-Me"


Below are nine things CMOs should consider about consumers who now no longer want to give their attention to boring and scripted product descriptions.


1. Messaging - Be greater than the sum of your products. Winning brands are within narratives beyond their offerings. Think Nike: do you remember the last time they implored you to buy their shoes?

2. Media - We're a visual culture. Aesthetics are equal part to your message. Engagement statistics don't lie: posts with photos and videos garner highest-level buzz.

3. Measured - Strive to quantify your effectiveness. Otherwise, you're at risk of appearing out-of-touch with consumers that are increasingly less forgiving.

4. Medium - Be ubiquitous across all devices--achieve ominchannel. Undoubtedly, mobile is the new mission critical. By being ever-present, ever-visible, you have an opportunity to generate incredible emotional equity with consumers.

5. Many - Accept that people are more influenced by others than brands. It's a secondary influence marketplace. Elevate the share-ability of your message. You now need to capture your audience's audience.

 

Elevate the share-ability of your message. You now need to capture your audience's audience.

6. Minutes - The one-post-a-day mentality is dead. It's now minute-by-minute updating. Strive for rapid-fire, top-of-feed content initiatives. Be consistently visible to capture consumers with now microscopic attention spans.

7. Multi-directional - Touchpoints are everywhere, in every direction. Listen to and understand the diverse ecosystems where consumers are letting their voices be heard.

8. Meaningful - Intelligence is being democratized. Consumers don't read ads, they're reading for brain food. If your message isn't contextual and focused on proliferating valuable information, it will fall flat.

9. Movement - Join one. No brand is an island. All of today's market leaders are a part of a movement--whether it's about celebrating the human spirit or educating someone--it centers on something good that you just happen to be a part of.

Is your CMO a modern marketer?
-r

 

New C-Suite Marketing Transformation Data to Decisions Future of Work Innovation & Product-led Growth Tech Optimization Chief Customer Officer Chief Marketing Officer

Workday Update 21 - All about the User Experience ... and some more

Holger Mueller

Vice President and Principal Analyst
Constellation Research

Holger Mueller is VP and Principal Analyst for Constellation Research for the fundamental enablers of the cloud, IaaS, PaaS and next generation Applications, with forays up the tech stack into BigData and Analytics, HR Tech, and sometimes SaaS. Holger provides strategy and counsel to key clients, including Chief Information Officers, Chief Technology Officers, Chief Product Officers, Chief HR Officers, investment analysts, venture capitalists, sell-side firms, and technology buyers.  Coverage Areas: Future of Work Tech Optimization & Innovation  Background: Before joining Constellation Research, Mueller was VP of Products for NorthgateArinso, a KKR company. There, he led the transformation of products to the cloud and laid the foundation for new Business Process as a…...

Read more

On January 23rd Workday officially unveiled its Update 21 to the public in various webcasts, the details of the release can be found in the press release here. The new user interface was certainly the highlight of the release - but there was more - and Workday always packages its view on the release highlights on a website that can be found here.

Download report snapshot: Six Things to Watch About Workday

A new user experience

With Update 21 Workday (finally) gets away with its decision to run its user interface on top of Adobe flex - a decision that in hindsight (that is always 20:20) - wasn't the best. It is never easy for enterprise software vendors to change user interfaces - first and foremost for their customer's users that need to learn a new user interface - but it is also a lot of work for the vendor. Even when you build on a declarative architecture as Workday says they do, it means testing and validating all the screens - not to mention the time to design and improve existing screen layouts. There are simply only so few hours and days between releases in the SaaS world - so moving the whole user experience is a huge task that the Workday team deserves kudos for. 

Tech Optimization Future of Work Innovation & Product-led Growth Data to Decisions Digital Safety, Privacy & Cybersecurity infor workday SAP Oracle AI Analytics Automation CX EX Employee Experience HCM Machine Learning ML SaaS PaaS Cloud Digital Transformation Enterprise Software Enterprise IT Leadership HR Chief People Officer Chief Information Officer Chief Customer Officer Chief Human Resources Officer Chief Technology Officer Chief Information Security Officer Chief Data Officer

IBM Sells x86 business to Lenovo for US$2.3B – Another good deal for old friends

Founder, capioIT
calitolIT

Phil is the founder of capioIT, a research analyst firm focussed on driving change in the analyst and research market through innovation and collaboration, with a strong focus on IT services and BPO strategies in the Asia/Pacific region. He has 17 years' experience in corporate strategy, consulting and market intelligence, gained in a diverse range of organisations and industries. Prior to founding capioIT, he established the Australian and Services business units at Springboard Research. Prior to Springboard Research, Phil was responsible for driving analyst firm IDC's research in the services marketplace across the Asia/Pacific region. During his 6 years at IDC, Phil led a large multi-national team of analysts across a range of IT related services with a particular focus on IT…...

Read more

1

Details of the long awaited transaction between Lenovo and IBM were announced on Friday January 24^th. IBM has sold its low end server business for US$2.3 billion. This transaction represents approximately US$5B in revenue, and 7,500 employees, largely in the US and China.

This deal comes as no surprise to capioIT. It has been flagged by us for a couple of years as a necessary transaction,  most recently. According to media reports in the NY Times, the price paid was much closer to what Lenovo wanted to pay, than what IBM wanted to sell for. Given the recent numbers from IBM, this is not a surprise.

In general (with the necessary quality of execution caveat), the deal is positive for both parties.

Lenovo can extract several key benefits

• Instant market relevance with a market share going from 2% to at least 10% in the market place
• As with the PC business it acquired from IBM, and made into the world’s largest it can now focus on growth and volume.
• Selling the x86 server products into the Chinese markets will be much easier for Lenovo than IBM. IBM has produced some disappointing numbers in China in recent quarter due to both internal execution issues as well as market perception. This will not be as much of a problem for Lenovo.
• Price of production can be expected to shift downwards as more inputs are obtained from China.
• The Chinese connection for Lenovo will be also incredibly important when it is doing business in China against the likes of HP and Dell.
• Increased scale and momentum for Lenovo. Lenovo is a contender in another market. This builds both its momentum and visibility. It can be seen alongside Huawei as the genuine global leaders  from China in terms of IT capabilities.
• capioIT anticipates that the acquisition will help drive Lenovo to invest further in IT services business. It has come close to acquiring global IT services providers before, and it is expected that this deal will only accelerate these plans.

IBM has simple benefits

• It has executed on a long standing strategy of leaving low margin commoditized markets. This deal follows the sale of the CRM BPO business late in 2013, and of course the PC market.
• The focus on the comparatively higher margin growth markets aligned to traditional IBM areas (software, Mainframe, Services) is maintained.
• Smarter Commerce, Analytics, Cognitive computing and Cloud are all able to take more executive mindshare. Senior leaders have freed up time spent trying to work through the future of the x86 business and can spend time to tighten strategy and execution in other areas of the business.

Potential losers from the deal are also clear

• HP, Dell and other x86 providers will have a competitor who is fully committed to the space, and has a proven track record of growing share and revenue in a tough commoditized marketplace. This will be at a global level and of course China and other emerging markets.
• Raleigh – The city of Raleigh, North Carolina has been associated with IBM for over a generation. With the shift to Lenovo the dynamic has changed for the city again. It is inevitable that whilst operations will remain, jobs over the long term will be lost. The Research Triangle is an innovative city, so it will be well placed to fill the void.

Capture Point

The deal by IBM to sell the x86 server business to Lenovo surprised no-one. In fact the only surprise was the time that it took to get the deal finalized.

The deal is aligned to both organizations strategy, and if it is as successful as the PC deal, then both parties will be happy, and will achieve their objectives. Perhaps the only question that remains is what IBM will sell to Lenovo in the next five years!!!!

If you require further information, please contact Phil Hassey,  Founder capioIT. capioIT is an advisory firm focused on helping organisations to understand emerging technology in emerging markets. Phil may be contacted by email or phone below,

 [email protected]

+61 (0) 422 231 793

New C-Suite Tech Optimization Revenue & Growth Effectiveness Innovation & Product-led Growth Data to Decisions IBM Chief Customer Officer Chief Financial Officer Chief Information Officer

Customer Conversations are Key to Your Business

Vice President and Principal Analyst, Constellation Research
Constellation Research

Role: Vice President and Principal Analyst focusing on the IOT of Customer Experience and how the cloud is driving more flexible, agile, and robust customer service and customer experiences. In-app or in device customer service is the future. Coverage Areas: Next Generation Customer, Digital Marketing Transformation Bio: As a Vice President and Principal Analyst at Constellation Research, Inc, Petouhoff works with Fortune 100 and 500’s Senior Leadership teams to create strategic customer experience (marketing, sales and service) solutions which engage customers, build brands and grow businesses. Combining her experience as a former Forrester software analyst, PWC systems integrator and change management consultant, Petouhoff leads executive workshops to discuss to not only…...

Read more

This post is part of the Deep Thoughts at Dreamforce Series of candid interviews with customer experience thought leaders. You can view the other videos in the series here.

Related articles

• The Customer Experience Advice That No One Is Giving You [VIDEO]
• Feed Customer Conversation Back into the Business
• Social CEM: Moving Beyond Customer Loyalty to Customer Advocacy (Part 5)
• Using Social Media for Customer Service: 5 Key Steps
• Customer Service Experience Must Be Unified, Say Consumers

Marketing Transformation Next-Generation Customer Experience Data to Decisions Future of Work Innovation & Product-led Growth New C-Suite Digital Safety, Privacy & Cybersecurity Dreamforce salesforce B2C CX Chief Customer Officer Chief Marketing Officer Chief People Officer Chief Human Resources Officer

Have Your Own Device is the business changer

Andy Mulholland

Vice President and Principal Analyst, Constellation Research
Constellation Research

Andy Mulholland is Vice President and Principal Analyst focusing on cloud business models. Formerly the Global Chief Technology Officer for the Capgemini Group from 2001 to 2011, Mulholland successfully led the organization through a period of mass disruption. Mulholland brings this experience to Constellation’s clients seeking to understand how Digital Business models will be built and deployed in conjunction with existing IT systems. Coverage Areas Consumerization of IT & The New C-Suite: BYOD, Internet of Things, IoT, technology and business use Previous experience: Mulholland co authored four major books that chronicled the change and its impact on Enterprises starting in 2006 with the well-recognised book ‘Mashup Corporations’ with Chris Thomas of Intel. This was followed in…...

Read more

Have Your Own Device, HYOD, is the driver of Digital Business and the issues for DAVOS 2014.

(Bring Your Own Device, BYOD, is only important to internal IT operations!)

A very popular slide during 2013 has shown four technologies grouped together as the drivers of change and, invariably, in the presentation that follows Cloud will be positioned as the biggest factor, followed by mobility, big data and then collaboration tools. Indeed some three years ago I produced such a slide myself as part of the struggle to identify, and understand, the new wave of technologies. But why does Cloud always get the leading position? I believe its because the changes that it first produced where understandable in terms of the current IT function, and Client-Server technology, rather than it being the true disruptive game changing leader. That role belongs to Bring Your Own Device, BYOD, or at least to the impact of new user devices and consumerisation of technology.

Actually the term really ought to be Have Your Own Device, HYOD, apparently 50% of all Britons now have, or have access to, a Tablet device, and if you translate that into the use they make of them, then you have the true massive disruption force in computing.

So why did, and still does, Cloud get the top billing? Probably for the same reason that Networking initially got the attention in the late eighties before the real impact of the PC as a true technology disruption, and a driver in Business change, became clear. Networking existing Mainframes and Minis could be understood, and deployed, to improve the operational effectiveness of the existing technology. A quick win! As it is with Clouds and Servers, where Virtualisation is a quick and effective win, and external resource hosting increasingly offers further benefits. Clouds answer the basic question for the IT operations of ‘do more with less’ and as such it’s right to focus on this. But to do this at the expensive of investigating further to understand the real disruption that true Clouds are enabling is to fail to see the real Business issue.

Consider this, with the benefit of hindsight can you really place networking as more important than PCs? Of course not, it was the PC that changed the usability, availability, and capabilities of computing based technology with networking technology then quickly growing in importance and capabilities driven by a whole new set of PC roles and uses. It was then, and is now, a disruption driven by users and usability. If you think of Mobility as delivering current IT applications to Smart Phones and Tablets then that’s more ‘networking’, just as providing a web site as an alternative method to allow customers to order goods is not Digital Business.

The first iPad appeared four years ago to a world that didn’t know it wanted them because they could only visualize using them in the current uses supported by a PC. If you want to do computer centric data transaction work then a PC with a keyboard still remains best, but the iPad, Android tablet, even the Kindle, have all disruptively changed use towards people centric interactions around pictures, music, video, and a host of other new capabilities all driven by simple touch screens, with not a key board in sight. The simplicity of the Cloud enabled mass scalability of simple small Apps delivered by Browser based technology instead of heavy weight Client-Server monolithic applications is the enabler that is powering the huge and rapid growth. But it is the new generation of Devices and their wide spread ownership that is at the heart of the disruption.

Tablets, and the Smart Phones, pretty well only differentiating in details of size and connectivity options, offer a model that allows mass participation in every sense of the word. Taken together these devices are driving computing still further from its starting point, and towards ubiquitous ownership. It’s a change not just in computing, or even in business, but in society as a whole. Digital Business means wholly new sets of Government, Business and Social models. Not for nothing does the Davos 2014 executive summary of the event for World Leaders state;

“Profound political, economic, social and, above all, technological forces are transforming our lives, communities and institutions. Rapidly crossing geographic, gender and generational boundaries, they are shifting power from traditional hierarchies to networked heterarchies.”

 

These are not the issues caused by the availability of Clouds, its caused by what people all over the world are choosing to do with the Devices of their choice! Having Your Own Device, HYOD, also means choosing what you what to do with it, without the constraints, and (necessary) restrictions, of the internal Enterprise IT model. And that in turn creates the huge and rapidly growing Digital Business model, together with a complex change in social behavior. That’s why BYOD might be an IT led decision in terms of what is supported in terms of existing PC based internal IT services, but for any business surviving, and prospering, means recognizing and enthusiastically grasp HYOD and Digital Business in all its disruptive dimensions.

New C-Suite Marketing Transformation Tech Optimization SaaS PaaS IaaS Cloud Digital Transformation Disruptive Technology Enterprise IT Enterprise Acceleration Enterprise Software Next Gen Apps IoT Blockchain CRM ERP CCaaS UCaaS Collaboration Enterprise Service Chief Information Officer Chief Technology Officer Chief Information Security Officer Chief Data Officer Chief Executive Officer

Must Innovation always happen outside of IT?

Andy Mulholland

Vice President and Principal Analyst, Constellation Research
Constellation Research

Andy Mulholland is Vice President and Principal Analyst focusing on cloud business models. Formerly the Global Chief Technology Officer for the Capgemini Group from 2001 to 2011, Mulholland successfully led the organization through a period of mass disruption. Mulholland brings this experience to Constellation’s clients seeking to understand how Digital Business models will be built and deployed in conjunction with existing IT systems. Coverage Areas Consumerization of IT & The New C-Suite: BYOD, Internet of Things, IoT, technology and business use Previous experience: Mulholland co authored four major books that chronicled the change and its impact on Enterprises starting in 2006 with the well-recognised book ‘Mashup Corporations’ with Chris Thomas of Intel. This was followed in…...

Read more

Must Innovation happen outside of IT?

Download Quark snapshot:  The Path to Digital Innovation Amidst Consumerization of Tech

Read the title again very carefully; it doesn’t say ‘the IT department’, it just says ‘IT’.  In todays pressures we need to be very careful to fully understand exactly what the ‘IT’ really means in terms of the business capabilities it delivers together with the experience and governance models developed for successful operation. And right upfront lets recall if we are old enough, or do a little on line research engines to establish that this term was deliberately introduced in the mid 1990s to define a wholly different era of technology and its business use from the computing services that preceded it.

IT, IT departments and the role of the CIO to manage both, defined the rapidly growing new and innovative business use of networked PCs, and the adoption of Client-Server architected Enterprise Applications. This was a time of great business model innovation as the new ‘Information Technology’ allowed genuine innovation in how a business was organized around efficient processes that ran across the entire enterprise. The Business Schools dubbed the resulting Transformation of Business models and organization Business Process Re-engineering, or BPR, and this in turn led to the revolution of Enterprise Resource Planning, or ERP, which today has become so dominant in our thinking and methods when faced with new business requirements.

My point is at this time ‘innovation’ meant going outside the existing business model based on completely separate and self contained specialized departments where terminal based mainframes and mini computers were used to run non integrated separate departmental applications. In short you use the word ‘Innovation’ you should be carefully identifying something that couldn’t exist within the current circumstances and therefore by definition is happening ‘outside’ the existing circumstances!

That’s as true today in respect of Innovative Business models based on a new generation of touch screen, personal devices, supported by Clouds to deliver Apps, as it was back then to define the then new technologies of PCs, Networks, with Enterprise Applications supported on Client-Server. In fact we can easily go on stage further and identify Information Technology as having revolutionized the manner in which an enterprise operates its ‘Back Office’ internal ‘processes’ and ‘transacts’ the business outcomes. A key part of this is to reduce the involvement of expensive and error prone people as the benefit will be shown principally as ‘cost reduction’.

Conversely the new technologies and innovation in business are all about how an enterprise does business externally through improving the ability of ‘people’ to ‘interact’ around ‘events’ with the aim of optimizing the ability to win business revenues. Again conversely this means people, their experience, and judgment, are at the center of what creates ‘value’ in the form of increased sales, better service, etc.

So its time to return to the title and ask does the experience, methods and even role definition of ‘IT’ developed over the last twenty years to operate PC based Client Server data centric integrated large enterprise applications protected by the Firewall, really fit with the new genuinely innovative use of Tablet/Smart Phone based Cloud architected people centric interactions through Apps used outside the Firewall?

I’ll assume that you recognize this point, and accept the reality of the title question and understand exactly what is meant by ‘Innovation outside of IT’! BUT does this mean without the CIO and the experience of members of the IT department? After all there needs to be a recognition of the realities of a ‘joined up’ enterprise functioning responsibly within the requirements of compliance and the auditors. No, but it does mean approaching how to align with new business objectives based on completely new technologies with a recognition of this, and a change in approach. Consider instead the following question:

Not what is the role of IT in the enterprise, but ‘what role should technology be playing in the enterprise?’ That’s the question I am keen to address starting in my recent report ‘The Pathway to Digital Business for IT Amidst the Consumerisation of Technology’.

Download Quark snapshot:  The Path to Digital Innovation Amidst Consumerization of Tech

New C-Suite Tech Optimization Data to Decisions Future of Work Innovation & Product-led Growth Chief Information Officer Chief Marketing Officer

Getting Social with Siebel #7: Is It Ready Yet?

Constellation Research

J. Bruce Daley is a former vice president and principal analyst at Constellation Research, Inc.  , Title: Big Ideas Age Before Beauty Before there can be a wholesale conversion to the Cloud legacy applications must be converted. This will take decades and not every vendor has taken this obstacle into account when projecting growth. Professional Services Firms Need a Recurring Revenue Model The services business has a lot of advantages but one big disadvantage in that you are always going out of business. Some organizations are using the Cloud to offer clients new ways to spend money than just time-and-materials or fixed price projects. ...

Read more

By Richard Napier

In this final post in our little series about selecting a Social Engagement solution, we come to our last question. It is probably one of the most important, if not the most obvious.

Question 8 : Is the solution ready yet?

Of course, I hear you say. It is ready! I have seen the powerpoints and watched the (same) demo many times. But who is using it? Are there any companies out there you can talk to?

Does the solution actually feel like a solution or just a bunch of loosely connected disparate applications? If you are looking for real integration into embedded processes and business flows, you might want to ask that question…

Check out the list of Buzzient Features

Ready to get started learning about Buzzient for Social Engagement?  

This post originally appeared in the On Demand Education Ltd. Blog

New C-Suite Tech Optimization Future of Work Innovation & Product-led Growth Marketing Transformation Next-Generation Customer Experience Digital Safety, Privacy & Cybersecurity Chief Information Officer Chief Marketing Officer Chief Customer Officer Chief People Officer Chief Human Resources Officer

News Analysis: HootSuite Acquires uberVU For Analytics And Enterprise Growth

R "Ray" Wang

Principal Analyst and Founder
Constellation Research

R “Ray” Wang is the CEO of Silicon Valley-based Constellation Research Inc. He co-hosts DisrupTV, a weekly enterprise tech and leadership webcast that averages 50,000 views per episode and blogs at www.raywang.org. His ground-breaking best-selling book on digital transformation, Disrupting Digital Business, was published by Harvard Business Review Press in 2015. Ray's new book about Digital Giants and the future of business, titled, Everybody Wants to Rule The World was released in July 2021. Wang is well-quoted and frequently interviewed by media outlets such as the Wall Street Journal, Fox Business, CNBC, Yahoo Finance, Cheddar, and Bloomberg. Short Bio R “Ray” Wang (pronounced WAHNG) is the Founder, Chairman, and Principal Analyst of Silicon Valley-based Constellation Research Inc. He…...

Read more

HootSuite Prepares For Enterprise Growth

On January 22nd, 2014, Hootsuite announced its acquisition of analytics provider uberVU for an undisclosed sum. The Bucharest, Romania and Cambridge, MA based software company brings 42 employees and over 200 customers to HootSuite. Key insights for customers and prospects include:

• uberVu provides Hootsuite with enterprise class analytics. uberVU’s technology aggregates, analyzes, and distributes real time social data. The solutions supports data sources such as blogs, forums, and social networks. HootsSuite intends to keep uberVU as a separate offering and integrate the products over time.
  
  Point of View (POV): Most big data and analytics solutions in the social and cloud space are misnomers. In fact, these solutions often provide simple, retroactive reporting and dashboards. The addition of uberVU will allow HootSuite users to gain real-time analysis and future industry specific benchmarking capabilities. Moreover, Hootsuite has invested in an increasing set of enterprise features over the past three years (see Figure 1). This analytics acquisition marks a commitment to enterprise class features.

• HootSuite gains key clients. uberVU brings big brands and enterprise logos to HootSuite. Marquee names span across a variety of industries including Ariad, Dassault Systems, DDB, Fujitsu, Getty Images, Giant Eagle, Indiegogo, JDRF, L’Occitane, Method, NBC, Phillips, SC Johnson, Method, NBC, Phillips, and Wolverine Worldwide.
  
  (POV): Using globalization and in-depth industry thought leadership, the uberVU team had grown the company via international enterprise expansion. Most customers praised uberVU for a fair pricing model based on streams, not mentions. HootSuite intends to keep this pricing.

Figure 1. HootSuite’s Product Roadmap Represents A Methodical March To Enterprise

Source: HootSuite

The Bottom Line: Customers Should Demand Better Analytics From Their Vendors

Most HootSuite customers have had positive comments about the core social media management offering. However, a key area of opportunity has been better analytics. This acquisition provides a short term solution for existing customers. However, the true benefit arises when HootSuite integrates uberVU into the overall user experience.

Your POV.

As a HootSuite customer are you excited about improved analytics? As a uberVU customer, do you have any concerns with the acquisition? Are you embarking on a digital business transformation? Let us know how it’s going! Add your comments to the blog or reach me via email: R (at) ConstellationR (dot) com or R (at) SoftwareInsider (dot) org.

Please let us know if you need help with your Customer Centricity and Digital Business transformation efforts. Here’s how we can assist:

• Assessing customer centricity readiness
• Developing your digital business strategy
• Connecting with other pioneers
• Sharing best practices
• Vendor selection
• Implementation partner selection
• Providing contract negotiations and software licensing support
• Demystifying software licensing

Related Research:

• Tuesday’s Tip: Focus On The Business Outcomes, Not Technology With Big Data
• Tuesday’s Tip: Why Context Matters – Forget Real-Time, Achieve Right-Time
• Monday’s Musings: Beyond The Three V’s of Big Data – Viscosity and Virality
• Monday’s Musings: The Three V’s of Big Data
• Research Report: Rethink Your Next Generation Business Intelligence Strategy
• News Analysis: Verint Announces Intent To Acquire Kana For $514M
• Quips: #CES2014 Preview – Trends In Digital Disruption For Consumers Center Around Mass Personalization At Scale
• Tuesday’s Tip: Seven Lessons Learned In Customer Experience Strategies During A Data Breach (such as Target’s)
• Tuesday’s Tip: Understand The Five Generation Of Digital Workers
• Monday’s Musings: The Chief Digital Officer In The Age Of Digital Business
• Slide Share: The CMO vs CIO – Pathways To Collaboration
• Event Report: Seven Trends From This Year’s Human Resources Technology Conference 2013 (#HRTechConf)
• Event Report: Metaio’s #InsideAR Conference Hails The Future Of An Always On, Always Augmented Reality
• Event Report: CRM Evolution 2013 – Seven Trends In The Return To Digital Business And Customer Centricity
• Research Summary And Speaker Notes: The Identity Manifesto – Why Identity Is At The Heart of Digital Business
• Trends: Seven Priorities In The Shift From CMO to Chief Digital Officer
• Monday’s Musings: Understand The Four Organizational Personas Of Disruptive Tech Adoption
• Monday’s Musings: Balancing The Six S’s In Consumerization Of IT
• Monday’s Musings: A Working Vendor Landscape For Social Business
• Product Review: Google+, Consumerization of IT, and Crossing The Chasm For Enterprise Social Business
• Monday’s Musings: Using MDM To Build A Complete Customer View In A Social Era
• Research Summary: Software Insider’s Top 25 Posts For 2010
• Monday’s Musings: Avoiding Failure In Social CRM Projects Requires Ecosystem Coordination
• Research Report: The 18 Use Cases of Social CRM – The New Rules of Relationship Management
• Monday’s Musings: Why Every Social CRM Initiative Needs An MDM Backbone
• Monday’s Musings: 10 Essential Elements For Social Enterprise Apps

Reprints

Reprints can be purchased through Constellation Research, Inc. To request official reprints in PDF format, please contact Sales .

Disclosure

Although we work closely with many mega software vendors, we want you to trust us. For the full disclosure policy, stay tuned for the full client list on the Constellation Research website.

* Not responsible for any factual errors or omissions. However, happy to correct any errors upon email receipt.

Copyright © 2001 – 2014 R Wang and Insider Associates, LLC All rights reserved.
Contact the Sales team to purchase this report on a a la carte basis or join the Constellation Customer Experience!

 

Marketing Transformation Matrix Commerce New C-Suite Next-Generation Customer Experience Data to Decisions Future of Work Innovation & Product-led Growth Tech Optimization Revenue & Growth Effectiveness SoftwareInsider B2C CX Marketing B2B Customer Experience EX Employee Experience AI ML Generative AI Analytics Automation Cloud Digital Transformation Disruptive Technology Growth eCommerce Enterprise Software Next Gen Apps Social Customer Service Content Management Collaboration Machine Learning LLMs Agentic AI Robotics HR HCM business Metaverse developer SaaS PaaS IaaS Supply Chain Quantum Computing Enterprise IT Enterprise Acceleration IoT Blockchain CRM ERP Leadership finance Healthcare VR CCaaS UCaaS M&A Enterprise Service Chief Customer Officer Chief Financial Officer Chief Marketing Officer Chief Information Officer Chief Technology Officer Chief Information Security Officer Chief Data Officer Chief People Officer Chief Revenue Officer Chief Executive Officer Chief Digital Officer Chief Analytics Officer Chief Operating Officer Chief Human Resources Officer Chief Experience Officer