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Event Report - Salesforce Dreamforce 2018 - AI, Apple & Customer 360 - and CRM?

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…...

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We had the opportunity to attend Salesforce's Dreamforce conference, held from September 25th till 28th in San Francisco. It was the usual 'zoo' of marketing spend and attendees all over San Francisco. Salesforce claimed over 170k in person attendees, at least on Tuesday it did not feel like that. But certainly, this is the yearly come together of the Salesforce ecosystem. 

Prefer to watch – here is my event video … (if the video doesn't' show up – check here)
 

Here is the 1 slide condensation (if the slide doesn't show up, check here):
 

 

Event Report - Dreamforce 2018 - Where is the Innovation from Holger Mueller

Want to read on? Here you go:

Salesforce and Apple partner. At first glance, enterprises love it when market leaders' partner, especially when they are joint customers. With Salesforce committing to build iOS specific apps, taking advantage of iPhone features, moving closer to Swift – is a big favor to Apple. The concern for CIOs is – Salesforce is creating two classes of mobile users. The concern for developer is that Salesforce has sacrificed a key benefit of its Lightning platform – the develop once, deploy everywhere value proposition. That weighs hard on admins, single developers and small development shops. All for the value of a ritzy partnership announcement? Let's hope that a similar announcement for the #1 OS – Android – is coming soon, supporting both mobile OS in an equal way. Let's not forget the world runs on Android and that's where Salesforce has the most growth potential. 

 

Apple and Salesforce partnership

Customer 360 – never gets old. Quite a surprise, as Customer360 is a 20+ year old CRM promise, to enable CRM users to see all that matters to be successful. To some point gutsy by Salesforce, as the long-time customers in attendance at DreamForce rightfully may expect this to be their real modus operandi today. But Salesforce had to acquire MuleSoft for that… and we will see how much of a difference it will make. If Salesforce can make Customer 360 real – that will be a huge value for its install base. To do so, Salesforce needs to address some DNA changes in MuleSoft, which primarily served coders, but Salesforce needs support for the admins, which means low-code if not no-code. 

 

Salesforce Customer 360

Einstein AI. A cross platform (good – much better than the Apple announcement) conversational assistant is coming in 2019. Cross platform (Alexa, Google Assistant and Siri mentioned – Cortana notably but not surprisingly absent) support is important, the challenges to get the voice corpus for the dynamic customer and contact name space right – are massive. Will be interesting to see how this will work – the benefits to CRM users will be substantial. It also means that neural networks are the tool of choice, the analyst track talk by Robert Socher was all about neural networks (in contrast to last year, where neural networks where just one of many analytical algorithms…). But deployment, runtime, platforms and deep learning questions were all skirted in a Q&A. 

 

Einstein Voice - The most prominent member of the Einstein family at Dreamforce

AWS and Salesforce partner. 2 years ago, the key IaaS partner was AWS, now it was Google, now it's back to show progress with AWS – making connections safe, using e.g. the AWS Call Center product (begs for questions) and more. This is where the real work is happening, as Salesforce is trying (still) to move of its old, Oracle based infrastructure, towards the public cloud for its core SalesCloud, ServiceCloud and all Apex based offerings.

 

AWS and Salesforce partnership Source: Salesforce Keynote

 

MyPOV

It was the usual mega event for Salesforce, it's partners and its users. Attendees were optimistic and looking forward on innovation to come in 2019. Good to see the shift towards more neural network-based AI, which at the moment is clearly the AI technology of choice. Good to keep Einstein's voice efforts cross platform. But details were not shared – where does Salesforce plan to build all these models, where does the data have to be, etc. Good to see what MuleSoft is ultimately about, pulling off Customer 360 – if Salesforce managed to implement this architecture (and get customer to pay for it) – it may justify the princely cost of MuleSoft. To be fair – that is little of concern for Salesforce users, who they want to see value coming form their vendor overall, across the product suite.

On the concern side, the logistical challenges for a conference are massive and Moscone being under construction does not help. The problem is, that the conference is getting too big and the format needs a refresh. That may also be the whole Trailhead concept from an exhibition theme, I am sure it was not left unnoticed by Salesforce marketeers. The Apple partnership is not balanced – Apple is the big winner, Salesforce a little and CIOs and developers loose, as mentioned above. It's high time for Benioff and his team to show some customer empathy and use Salesforce on an Android device – for a few weeks. That will make sure Salesforce has eyes and ears on record for where likely the majority of its mobile users are. And no word on Salesforce re-platform efforts towards AWS (hence a lot of partner announcements) and Google (zilch…) – which is the real story on what keeps Salesforce developers busy. This was the opportunity to share an update, some kind of roadmap, but it did not happen…

But overall Dreamforce is an impressive event, customers are happy, partners a little less, as they keep draining their marketing budgets for the event – and seem to get less of a return year after year. Salesforce is better advised for partners to spend their precious marketing $s at their and other events – than at Dreamforce. The selected showcase customer concept in keynotes is very well executed, Salesforce leads with it across all events this year, beyond the keynotes, e.g. with bill boards all over San Francisco. The celebration of end users and admins as Trailblazer coupled with the Trailblazer Learning (kudos to Salesforce for calling it now what it is) community is one of the efforts in the industry. Salesforce now needs some compelling CRM thought leadership in the 21st century CRM best practices ensure its lead not only from a market share, but also a thought leadership perspective.


Want to learn more? Checkout the Twitter Moment below (if it doesn't show up – check here).


 

Microsoft Steps Up Data Platform and AI Ambitions

Doug Henschen

Former Vice President and Principal Analyst
Constellation Research

Doug Henschen is former Vice President and Principal Analyst where he focused on data-driven decision making. Henschen’s Data-to-Decisions research examines how organizations employ data analysis to reimagine their business models and gain a deeper understanding of their customers. Henschen's research acknowledges the fact that innovative applications of data analysis requires a multi-disciplinary approach starting with information and orchestration technologies, continuing through business intelligence, data-visualization, and analytics, and moving into NoSQL and big-data analysis, third-party data enrichment, and decision-management technologies. Insight-driven business models are of interest to the entire C-suite, but most particularly chief executive officers, chief digital officers,…...

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Microsoft unveils big-data-capable SQL Server 2019 and extended AI capabilities to power data-driven innovation. Here’s my analysis.  

Microsoft CEO Satya Nadella set the tone at the September 24-27 Ignite events in Orlando by sharing at least half a dozen stories of leading companies innovating and pioneering new business models with the aid of artificial intelligence (AI). It was a crisp, one-hour presentation long on vision and surprisingly short on promotion or even mentions of the significant technology announcements that followed.

Nadella warned the more than 30,000 attendees that the ability to innovate and drive new business models is as much or more about changing corporate cultures and business processes as it is about applying technology. And when the technology decisions are ready to be made, Nadella counselled executives to know which capabilities are commodities and which warrant custom development to drive differentiation. Nadella said he sees smart companies liberating data silos and moving the bulk of enterprise workloads and innovation initiatives to “the intelligent cloud” and the “intelligent edge.”

From the perspective of my data-to-decisions research, the standout tech announcements that followed Nadella's keynote included the public preview release of Microsoft SQL Server 2019, a string of Auto ML and artificial intelligence (AI) enhancements, and new analytical capabilities for big and small data. Here’s a look at what’s available, what’s coming and how they'll stand up.

SQL Server 2019 Evolves from Database to Unified Platform.

Introduced in public preview at Ignite, Microsoft SQL Server 2019 is an ambitious step forward from mere database to unified data platform. Those who wish to keep using SQL Server as a conventional database deployed in conventional ways will be able to do just that, but the release promises so much more. For starters, SQL Server 2019 is built to deploy and scale out using Kubernetes, so it’s ready to support whatever evolving, elastic hybrid deployment approach required.

The next innovation is big data cluster software (see image below) that puts both SQL Server and Apache Spark query and processing engines on top of HDFS (Hadoop Distributed File System) data nodes. The architecture also supports high-scale, columnar data marts said by Microsoft execs to beat Impala and other database-on-HDFS options on query performance.

Microsoft’s Polybase technology, previously used mostly to tap into HDFS, will be used by SQL Server 2019 to tap into external sources such as Oracle, Teradata, MongoDB, PostgreSQL and IoT sources without moving data. As shown below, the architecture brings together the worlds of SQL and big data on a single platform. A new Azure Data Studio user interface, also announced it Ignite, will support both SQL-based querying and a notebook-style experience for data scientists.

Microsoft SQL Server 2019 deploys on Kubernetes and includes a big data cluster architecture that unifies the worlds of relational and big data analysis.

Data scientists and progressive data analysts and data power users have been blending structured, variably structured and unstructured data for years. In SQL Server 2019, all data, including highly structured data as well as raw log files, social streams, JSON data from mobile apps, web clickstreams and more can reside on one platform with elastic and scalable deployment capabilities and myriad data analysis possibilities. As noted, Microsoft SQL Server 2019 will still be deployable and usable as a conventional database. The heart of the database management system is all in the head node. But Microsoft expects visionary companies to also deploy the SQL Server 2019 big data cluster, included software that won’t be a separate SKU or extra-cost option.

MyPOV on Microsoft SQL Server 2019. This is a compelling unification of the SQL and big data worlds, but as a practical matter, many if not most enterprises have already re-platformed with some combination of Hadoop and Spark capacity. Many if not most also have a mix of cloud-based capacity including object storage. Finally, Microsoft’s rivals ranging from Oracle, Teradata and IBM to Cloudera, Hortonworks and MapR have also been working on blending, streamlining and cloud-enabling relational and big data capabilities.

I’m sure Microsoft SQL Server 2019 will keep current SQL Server customers on the upgrade path, but the Big Data Cluster capabilities are likely to get a mixed response. The unification will be very appealing In greenfield situations, but where there are legacy deployments, existing workloads and employee familiarity to consider, Microsoft will have to come up with very practical and cost-competitive migration options that avoid rip and replace. One Microsoft exec suggested existing HDFS instances could be brought under Microsoft management without having to move or recreate the clusters, but I suspect it won’t be that simple.

In short, I see SQL Server 2019 as driving greenfield, day-forward or gradual migrations to its unified platform, not immediate replacements. That’s fine. The platform won’t be generally available until next year and would-be customers will need time to plan their future data platform strategies.

ML and AI Roundup

AI figured in many of the customer innovation stories that Nadella shared, whether it was BMW’s Azure-powered Intelligent Personal Assistant, Buhler adding machine vision to  its grain-processing equipment to spot and extract foreign matter before it enters the food supply, or real estate services firm CBRE using Azure IoT to optimize energy usage and Azure Digital Twins to simulate and better manage office space. Microsoft made announcements on all five levels what it describes as its AI stack, shown below.

Microsoft is investing in machine learning and AI at five levels.

Cognitive Services: At the top are Microsoft’s Azure Cognitive Services, where the company announced the general availability of Speech services including speech-to-text, text-to speech and translation. It also delivered the ability to customize models by training against your own industry- or company-specific language and terms. MyPOV: These are the sort of services that Nadella alluded to as commoditized. Indeed, AWS, Microsoft and Google have all delivered vision, speech, language and translation services and the ability to do custom training, but I’d say Google has performance advantages on many of these core services.

Frameworks and Languages: Microsoft is beefing up support for Python and extending its work with Facebook, Nvidia and other partners on ONNX (the Open Neural Network Exchange) to encourage framework diversity and usability. MyPOV: It was interesting to see Google add support for Scikit-Learn and XGBoost at this year’s Google Next event, which was a win for framework diversity beyond TensorFlow. I like the objectives of ONNX and laud Microsoft for promoting openness, modeling efficiency and choice.

Services: At this level the big news was the introduction of automated machine learning and hyper parameter tuning. These are must-have features if data science is to be made accessible to developers, power-user analysts and aspiring data scientists. Azure ML also gained a Python SDK, another acknowledgement of the rise of this language. MyPOV: Microsoft is in a close horse race with AWS and Google, both of which have introduced similar automation and hyper parameter tuning features.

Infrastructure: Microsoft offers GPU capacity, but it’s alone among its cloud rivals in heavily pushing FPGA (field programmable gate arrays) for accelerated inferencing. Here it added support for five more deep learning algorithms (beyond the few previously supported) for image classification and recognition. MyPOV: Microsoft is touting cost and power-consumption advantages over GPUs in the inferencing role, but the evidence I’ve seen is in whitepapers and lab benchmarks. I’m waiting to see more real-world adoption and production success stories that prove these claimed advantages.

Deployment: At the deployment level, Microsoft has a particularly strong strategy around IoT and Edge deployment, and it’s clearly gaining adoption. WalMart’s CIO, Clay Johnson, shared details at Ignite on retailer’s massive IoT deployment aimed at optimizing energy usage across its 10,000-plus stores worldwide. MyPOV: Azure Sphere was a brilliant move to get Azure security and services built right into the microcontrollers that power sensors and devices. Azure IoT Edge is a comprehensive environment that supports deployment of models and gathering of intelligence and predictions from the edge. There are plenty of real-world customer success stories.

In Other News…

Other interesting data-related announcements from Ignite included the coming integration of Azure Cognitive Services and Automated ML into Microsoft Power BI, which fits with my research and predictions early this year on “How ML and AI Will Change BI and Analytics.” The company also introduced Azure Data Explorer, a powerful ad hoc discovery and visual analysis cloud service for big data discovery. Data Explorer looks like a handy, scalable service offering fast, big-data querying through a SQL-like intuitive language that can handle structured and variably structured data including log files, clickstreams and JSON data.

Microsoft also made a splashy Open Data Initiative announcement with the CEOs of SAP and Adobe joining Nadella on stage. Some cynically read this as an effort to steal thunder from Salesforce Dreamforce event, which followed Ignite by just one day. I’ll take partners Microsoft, SAP and Adobe at their word that they’re trying to help customers by developing and promoting open data-sharing standards and data schemas that could be used by other software providers (including, say, Salesforce and Oracle). It’s very early days however, as executives acknowledged, so we’ll have to see if this bears fruit. We’ll know whether it’s real if we hear about it again next year or three years down the road.

Related Reading:
Google Next: A Deeper Dive on AI and Machine Learning Advances
Cloudera Transitions, Doubles Down on Data Science, Analytics and Cloud
Amazon Web Services Adds Yet More Data and ML Services, But When is Enough Enough?

Progress Report - ADP Analyst Day 2018 - Things are looking up

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…...

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We had the opportunity to attend ADP's yearly analyst summit, held on September 20^th 2018 at its innovation lab in Chelsea / New York City. With over 20 analysts, the event was well attended.

ADP is in an improving position when it comes to breadth, depth and strength of its products. And the analyst meeting reflected this well, too, with a clear structure of five evolutionary trends for the future of work, and then following up with ADP products and software demos. That's a great format for an analyst meeting.
 

A HR Core / Lifion Screen

PI and Lifion on track. ADP is at the very end of the development process of its new HR Core solution (Lifion) and Payroll (Pi). This means validation with the first customers in regards of applicabilty to day to day use, validation of best practices and payroll accuracy. The DNA of both products I s exciting and healthy, a team oriented approach to HR Core and a rule based approach to payroll.
 

The AI powered assistant that leads users to insights in ADP DataCloud

News Analysis - Adobe, Microsoft and SAP announce the Open Data Initiative to Empower a New Generation of Customer Experiences

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…...

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Today at Microsoft's Ignite conference in Orlando, Microsoft CEO Satya Nadella was joined by Adobe CEO Shantanu Narayan and SAP CEO Bill McDermott to announce the Open Data Initiative across the three vendors. Important enough to merit a traditional commented press release – you can find the original here. As this was a well concerted launch with three CEOs present – each vendor has put up their microsite for this, I recommend to visit them to catch the slightly different POVs of the vendors…- Adobe is here, Microsoft is here and SAP is here.

ORLANDO, Fla. — Sept. 24, 2018 — On Monday, the CEOs of Adobe (Nasdaq: ADBE), Microsoft (Nasdaq: MSFT) and SAP (NYSE: SAP) introduced the Open Data Initiative at the Microsoft Ignite conference. Together, the three longstanding partners are reimagining customer experience management (CXM) by empowering companies to derive more value from their data and deliver world-class customer experiences in real-time.

In today's world, data is a company's most valuable asset. However, many businesses struggle to attain a complete view of their customer interactions and operations, because they are unable to connect information trapped in internal silos. At the same time, important customer information also resides in external silos with intermediary services and third-party providers, limiting a company's ability to create the right connections, garner intelligence and ultimately extract more value from its own data in real time to better serve customers.

The Adobe, Microsoft and SAP CEOs on stage at Microsoft Ignite Source: Microsoft Ignite Webcast

Companies around the world use software and services from Adobe, Microsoft and SAP to run product development, operations, finances, marketing, sales, human resources and more. Today, Adobe, Microsoft and SAP are joining forces to empower their mutual customers with the Open Data Initiative, which is a common approach and set of resources for customers based on three guiding principles:

• Every organization owns and maintains complete, direct control of all their data.
• Customers can enable AI-driven business processes to derive insights and intelligence from unified behavioral and operational data.
• A broad partner ecosystem should be able to easily leverage an open and extensible data model to extend the solution.

Based on these principles, the core focus of the Open Data Initiative is to eliminate data silos and enable a single view of the customer, helping companies to better govern their data and support privacy and security initiatives. With the ability to better connect data across an organization, companies can more easily use AI and advanced analytics for real-time insights, "hydrate" business applications with critical data to make them more effective and deliver a new category of AI-powered services for customers.

"Adobe, Microsoft and SAP are partnering to reimagine the customer experience management category," said Shantanu Narayen, CEO, Adobe. "Together we will give enterprises the ability to harness and action massive volumes of customer data to deliver personalized, real-time customer experiences at scale."

"Together with Adobe and SAP we are taking a first, critical step to helping companies achieve a level of customer and business understanding that has never before been possible," said Satya Nadella, CEO of Microsoft. "Organizations everywhere have a massive opportunity to build AI-powered digital feedback loops for predictive power, automated workflows and, ultimately, improved business outcomes."

"Microsoft, Adobe and SAP understand the customer experience is no longer a sales management conversation," said Bill McDermott, CEO of SAP. "CEOs are breaking down the silos of the status quo, so they can get all people inside their companies focused on serving people outside their companies. With the Open Data Initiative, we will help businesses run with a true single view of the customer."

To deliver on the Open Data Initiative, the three partners are enhancing interoperability and data exchange between their applications and platforms — Adobe Experience Cloud and Adobe Experience Platform, Microsoft Dynamics 365, SAP C/4HANA and S/4HANA — through a common data model. The data model will provide for the use of a common data lake service on Microsoft Azure. This unified data store will allow customers their choice of development tools and applications to build and deploy services.

A first Marketecture of the Open Data Initiative Source: Microsoft Ignite Webcast

With the Open Data Initiative, companies will be able to:

• Unlock and harmonize siloed data to create new value
• Bi-directionally move transactional, operational, customer or IoT data to and from the common data lake based on their preference or needs
• Create data-powered digital feedback loops for greater business impact, while also helping to enable their security and privacy compliance initiatives
• Build and adopt intelligent applications that natively understand data, relationships and metadata spanning multiple services from Adobe, SAP, Microsoft and their partners

Technology leaders at top retail and consumer products companies, such as The Coca-Cola Company, Unilever and Walmart, have expressed support and excitement about the Open Data Initiative."This initiative from Adobe, Microsoft and SAP is an important and strategic development for the Coca-Cola System," said Barry Simpson, chief information officer at the Coca-Cola Company. "Our digital growth plans centered around our customers are fueled by these platforms and open standards. A more unified approach to the management and control of our data strengthens our ability to support our growth agenda and our ability to satisfy security, privacy and GDPR-compliance requirements. The industry needs to follow these leaders.""Every day, 2.5 billion people use a Unilever product in over 190 countries around the world," said Jane Moran, CIO, Unilever. "The Open Data Initiative from Adobe, Microsoft and SAP is an important undertaking that will help us reimagine customer experience management by bringing together data across our entire organization to build more direct, meaningful relationships with consumers in real time.""We're excited about the Open Data Initiative and the value it will unlock for Walmart," said Clay Johnson, executive vice president and enterprise chief information officer, Walmart Inc. "With greater ability to connect and harness the power of our data, we can enhance the associate experience and create entirely new ways to serve our customers online and in our stores."

Overall MyPOV

• The  cloud is a better platform: Customer processes are dynamic, and the cloud offers the flexible platform… and customer processes need automation (AI, Chatbots etc.) and that is better (or only) provided effectively in the cloud.
   
• SaaS vendors with no IaaS: Adobe and SAP have no longer a horse in the IaaS race – and partner with IaaS providers – this allows in this case Microsoft to become the underlying platform for this new offering… and Adobe and SAP are partners already.
   
• Multi-vendor interfaces become real: The cloud / PaaS and DaaS (LinkedIn wasn't mentioned – but I am sure is part of the conversation) makes n:m vendor interfaces possible… replacing the 1:1 partnerships of the past. Those 1:1 partnerships still left customers with the dreaded spaghetti integration scenario….

Adobe and Marketo: The Biggest Deal in Martech is a Solid Match

Cindy Zhou

CMO
Level Access

Cindy Zhou is a practicing CMO.  Prviously, she was Vice President and Principal Analyst at Constellation Research covering Digital Marketing Transformation and Sales Effectiveness. With over 18 years of practitioner experience in corporate marketing, product marketing, product management, and sales operations, Zhou has spearheaded marketing transformation at multiple technology companies. She advised Constellation’s clients on strategies to light-up demand generation, prove revenue contribution, and maximize sales productivity. Prior to joining Constellation, Zhou was Global Senior Vice President of Marketing and Sales Operations at BackOffice Associates, a global provider of data quality and information governance solutions to the Fortune 1000 and SAP SolEx partner. Before…...

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• Why Adobe needed Marketo? A foothold into the B2B market and customers - Adobe is a marketing powerhouse with big consumer brands and a full suite of solutions from creative to AI, but glaring missing was a share of the B2B market. Despite the acquisition of Neolane which subsequently became Adobe Campaign, Adobe did not have a voice in the B2B world. In many conversations and briefings with Adobe executives, I often pushed on their lack of B2B capabilities and customers. Marketo brings a solid base of B2B customers including CA, Verizon, GE, and Microsoft (which I’ll get to later in this post), which immediately provides a wealth of cross-sale opportunities to Adobe Experience Cloud. It’s not just about the big enterprise brands though, Marketo has a firm hold on the mid-size B2B customers, those companies in the $20m-$500m in revenue range that can help expand Adobe’s customer base further into mid-market - perfect for future up-sell. Ultimately, the Marketo acquisition provides the ability for Adobe to compete with Salesforce and Oracle in the enterprise CX market.
   
• Why Marketo needed Adobe? It’s no longer about MarTech, but CX suites - The walls between marketing, sales, and service are coming down, and clients I worked with at Constellation all expressed frustration with the sheer amount of technologies they were managing. My research survey showed companies were using an average of 29 different technologies in the customer experience stack. Not only is it a pain to integrate and manage so many different solutions, but a tremendous drain on talent. Marketing ops team members specialized in 1-2 solutions, and if they left the organization, well the stack then started to show cracks. Salesforce, Oracle, Microsoft, SAP, and Adobe understand that customers are looking for applications that bring the data from marketing, sales, and service into one and provide a simplified user experience with one CX suite versus 29 point-solutions. This is why consolidation is happening rapidly. Marketo was one of the last remaining independent MarTech providers and to stitch together a CX story on their own would be an uphill battle. Salesforce and Oracle aggressively sell suites, and many CFOs are attracted to the bundled deals which cut the price of the Marketing automation. Then there’s Microsoft. The partnership between Adobe and Microsoft which has gained solid momentum with customers such as 24Hour Fitness creates the CX suite with Microsoft augmenting the Sales Force Automation side of the equation with Dynamics 365. Microsoft is also a customer of Marketo, so some instant synergy on this front.
   
• Why is this deal great for Adobe and Marketo customers? For Adobe customers, they’ll have access to more sophisticated customer engagement marketing features including drip-nurture, content management, and account-based marketing features from Marketo. Here is my speculative example, an Adobe customer such as Coca-Cola primarily on Adobe Experience Cloud and the ad platform for consumer marketing can leverage Marketo capabilities for their B2B distribution and retail outlet marketing. For Marketo customers, Adobe's vibrant community of creatives and brand marketers will provide much of the sizzle to inspire B2B campaigns. Marketo customers had to work with many outside partners for ad technology, analytics, and CMS. Being a part of Adobe provides Marketo customers access (and future tighter integration) to Adobe Experience Cloud CMS, Advertising Cloud, and Analytics cloud. The story here is really about better end-customer insight.

• This is an excellent story on the convergence of Marketing and AdTech. B2B Marketers are growing ad-spend, and Adobe’s Advertising Cloud has solid cross-sell potential with Marketo customers. Think about pricing and have a solution for the mid-market Marketo customers.
   
• Let Marketo be the replacement strategy for Adobe Campaign.
   
• Analytics and attribution is key. Marketo made a smart acquisition of Bizible for Marketing Attribution back in April. Bizible has excellent customer references, and it would be wise to expand its use and incorporate the technology within Adobe Analytics and Attribution IQ.
   
• Prioritize the integration of more Creative Cloud to Experience Cloud capabilities. I look forward to marketers having the ability to design emails in Photoshop/Illustrator using Adobe Stock imagery or Dreamweaver to design and format landing pages.

To Strategically Scale Digital, Enterprises Must Have a Multicloud Experience Integration Stack

Dion Hinchcliffe

Vice President and Principal Analyst
Constellation Research

Title: About Dion Hinchcliffe Dion Hinchcliffe is an internationally recognized business strategist, bestselling author, enterprise architect, industry analyst, and noted keynote speaker. He is widely regarded as one of the most influential figures in digital strategy, the future of work, and enterprise IT. He works with the leadership teams of large enterprises as well as software vendors to raise the bar for the art-of-the-possible in their digital capabilities. He is currently Vice President and Principal Analyst at Constellation Research. Dion is also currently an executive fellow at the Tuck School of Business Center for Digital Strategies. He is a globally recognized industry expert on the topics of digital transformation, digital workplace, enterprise collaboration, API…...

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For many organizations, it has become clear that they're falling behind in the digital race and the data has long shown this. There is simply too much to digitize, too many points of integration, too many apps, too many channels, too much data and not enough time or resources. And don't forget a growing amount of technical debt and what I have called legacy IT mountain, namely the accumulation of all the enterprise infrastructure, systems, and data currently in operation to date. These drain invaluable budget, time, and energy away from much needed net new digital outcomes.

IT departments, digital divisions, and marketing technology teams –  the three major groups that are struggling most – simply can't move fast enough to meet today's fast-paced and broad-based demands for new digital solutions and experiences that are highly integrated and personalized. At least, not structured and tooled the way they are today.

The industry has responded to this challenge in some ways however.  One trend is DevOps, which aims to solve the collaboration gaps preventing faster and more agile joint functioning of development and operations teams in highly iterative and responsive ways. Microservices and APIs are another way that organizations are making IT more readily composable, malleable and easier to consume, giving rise to the realization of a better Digital Core that will fuel a more responsive, data-driven, recombinant, self-service, and experience-centric digital delivery model. Microservices in fact have arguably become the flexible business architecture that orgs have long sought. Consequently, they are the strongest target architecture model we know of today. Finally, low code tools have matured to the point than in the last two years it's finally been possible to get 5x and even 8x productivity gains in remixing microservices into on-demand digital experiences.

But as important advances as they are, DevOps, microservices/APIs, and low code tools are just enablers. They aren't digital solutions themselves and can't directly realize value creation. And certainly not at scale using the way most digital units are organized today in terms of structure, process, and tooling. We must somehow marshall our limited delivery bandwidth to be much more efficient and productive using these methods.

So while these are laudable shifts in the IT and digital industry, they are not enough. Backlogs are a major issue in most organizations and must be reduced if digital teams are to stay relevant. Organizations have to actually move much faster than they are today to meet stakeholder needs. To do so they need to offer ready access to all applications, enterprise systems, their data, and devices, combined with the simpliest and most powerful way to turn these vital digital assets into new experiences. And experiences means value, as digital experience is the most important boundary across which business value is delivered and captured with stakeholders today, both within and outside our organizations.

What's really needed is a truly agile cloud-native capability that can strategically aid organizations in building a strong architectural and data foundation using microservices and APIs, then quickly and securely expose them for knitting together into experiences that meet business requirements. And to enable this in a truly industrial scale fashion. That's because most organizations now have what I like to call a Tesla manufacturing problem (referring to the tremendous scale up and now-famous difficulties therein in mass manufacturing their first mainstream car, the Model 3.) Many of us have suddenly found ourselves in a position where there is similar skyrocketing demand for our digital offerings. But we don't have a good way to take our IT assets and make the key value creating artifacts, the digital experiences, nearly fast enough or robustly enough (fully omnichannel, deeply integrated, automated, and data-driven.)

For lack of a better term – there are certainly others being bandied about, for this is far from a unique realization in the industry –  I am calling such a capstone digital delivery enabler a Multicloud Digital Experience (DX) Integration Cloud or MDXIS.

Each word is very important in this term. It must be multicloud because such a platform must be able to reach digital systems and data wherever they reside, no matter the location. The end goal of the platform is the last mile and most important step of digital value creation, digital experiences. It's about integration of digital assets within those experiences, because deeply connected solutions is now one of the most difficult challenges and largest opportunities in technology and business today. Finally, it's a stack in the true sense, from low-level services and infrastructure at the bottom to the high-value outcomes at the top.

The MDXIS can be built or bought, and some organizations will do some of both, and may have to do both because few vendors are – or can, given the number and complexity of integration scenarios in particular – offer a one-stop-shop yet. However, it's this robust capability or some close version of it that enterprises will need to acquire and wield to overcome the current shortfall in their "manufacturing capacity." Because we now find ourselves in a stakeholder market much hungrier and expectant today for rapidly delivered, personalized, omnichannel digital experiences that meet their needs, whatever they are. Organizations that can marshall such a platform will be able to meet business challenges far faster, more reliably, more repeatably and at much higher scale to capture opportunity and marketshare faster than those who do not have such scaled assembly lines.

There are five layers (a sixth is the existing applications, databases, content, devices themselves, but for simplicity, we'll consider them external) to the MDXIS stack that must be fully realized in order to get the high throughput and maximum number of experiences per integrator/developer unit of time.

The first and bottom layer of MDXIS is the support for a robust number of deployment models, from private cloud and on-premesis all the way out to public cloud, the edge, and Internet of Things (IoT), even embedded systems as necessary. The second layer is the delivery of a well-design and managed set of business-level microservices exposed by APIs in a fully secure and policy-driven way. The third layer is application services that organize existing experiences using a catalog and app store model (used to self-service as well as provision parts of MDXIS for partner/supplier use, etc.), as well providing lifecycle and performance management, personalization capabilities, extensibility, automation, and event services. The fourth layer consists of digital experience functions including experiences themselves, components (re-usable experience parts), templates for common types of business scenarios (sales, project management, operations, e-commerce, marketing, etc.), federated search, analytics/AI, low-code tools, and the ability to create custom experiences by hand for unique situations. The fifth layer is made up of role-based experiences that enable rapid systems integration of existing IT assets into a consistent microservices architecture, low-code/citizen developer integration tools, experience development tools, a cloud integration admin experience for administering the entire industrialized capability, devops support, and as well as the end-user experiences themselves, the ultimate output of the exercise.

There are plenty of more details that should be understood, but I'll be covering these in an upcoming report that explores the MDXIS in far more detail. For now, it's enough to know that most organizations badly need this capability and that it's what's missing to deliver operationally on key parts of digital transformation (assuredly, it must be hand-in-hand with the softer critical elements like culture change and education.) The CIO and CDO in most organizations will likely own the MDXIS but it's likely to have the CMO as one of its great supporters. Because make no mistake, this capability can really only be achieved by a member of the C-Suite that can force other operating silos and apps owned across the organization to participate. That's because any part of the organization that can opt out of participating will greatly diminish the value of such a stack. It's exciting that we seem collectively to have a much better understanding of one of the missing pieces for digital leadership. The MDXIS is a critical element to raise the maturity level of most digital efforts.

Note: I am currently building a shortlist of existing and emerging new players in this space for those interested to evaluate. Note that MDXIS is different that my Digital Transformation Target Platforms and to Ray Wang's Digital Experience Integrated Platforms shortlists for several key reasons, not the least that most of the tools on both those lists don't qualify. That's because MDXIS platforms put a) an overarching emphasis on microservices as the main enabling business architecture to build the strongest composable and future-ready enterprise-wide digital core based on all IT and content assets of every flavor, b) primary emphasis on low code to enable high scale integration and experience creation by anyone, especially local digital change agents, and c) a relentless focus on high integration/developer throughput across the stack, at least a 5x improvement.

A very initial list of qualifiying MDXIS players for now, which some currently call iPaaS (but again, doesn't always emphasize the essential capabilities above), which I'll expand soon is as follows:

• TIBCO Cloud Integration
• Outsystems 
• Jitterbit
• Mulesoft + Appian (overview)
• Warewolf + Low Code DX Tool / ALM
• Built.io
• AlohaDXP

I do reserve the right to change this list as we learn more. If you have others to add to this list, please contact me, but do explain how it hits each of the points above.

Event Report: Igloo Software ICE 2018

Alan Lepofsky

Vice President & Principal Analyst
Constellation Research

Alan Lepofsky - VP and Principal Analyst, Constellation Research. With almost two decades of experience in the collaboration software industry, Lepofsky helps organizations improve the way their employees work together to get their jobs done. Lepofsky’s primary research area The Future of Work, focuses on: integrating collaboration and business processes (Purposeful Collaboration), structuring work via Social Task Management, leveraging analytics and digital assistants to work more productively, the strategic impact of mobile computing on business transformation, and measuring workforce culture based on Digital Proficiency instead of age. Twitter: @alanlepoLinkedIn: https://ca.linkedin.com/in/alanlepo     , Title: Big IdeasIntelligent Collaboration: The Intersection of…...

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This week in San Antonio Texas, Digital Workplace vendor Igloo Software held their annual user conference Igloo Customer Experience (ICE, Igloo... get it!) In addition to attending, I had the honour of keynoting the second day. I highlighted some of the challenges employees are struggling with today, and how bringing together content, colleagues and conversations can help employees not only get work done but be creative and feel like they have a voice in the company. My talk was designed to complement the conference theme of providing customers with a Digital Workplace, the new term being used for intranets or communities.

Here is a short video review of the news, with more details below.

There were four main items announced at ICE:

1. Igloo Marketplace , a repository of templates and integrations that expand the capabilities of Igloo.

MyPOV: This is a significant step in evolving from a product to a platform. To compete against vendors like Microsoft and Google, you need to have a vibrant business partner ecosystem and you need to have integrations with the popular 3rd enterprise business applications. In order to create a seamless experience for employees, they need to be able to access their files, HR applications, CRM records and web-conferencing tools and more... all without switching between multiple applications. A marketplace or catalogue provides a central place for people to add the tools and integrations they need to get their jobs done. 

2. "Unified Search: Through a partnership with Lucidworks, Igloo will be incorporating the latest in artificial intelligence, machine learning, and natural language processing technology to improve search speed and relevancy."

MyPOV: While this is not available yet, it is a move well aligned with the trend of using AI to help people find, filter and focus on the things they need, ideally with personalized and context-aware results. It's not just about finding the right content, it's about finding the right content at the right time in the right location.  This partnership does not seem to be exclusive, leaving the door open for Igloo to leverage technologies from different vendors for things like image search or video indexing.

3. "Worldwide Data Residency: Igloo’s growing base of multinational enterprise customers will soon be able to use Azure for local data residency options in US, Canada and Europe"

MyPOV: This is a good indicator of the growth of Igloo's customer base. Clearly they are seeing demand outside of North America, and I look forward to hearing customer reference stories that leverage these new data centre options, as well as potential announcements around additional locations.

4. "General availability of the Networked Enterprise Edition provides complex and dispersed organizations with a hub and spoke architecture for connecting business units, vendors, suppliers, partners, and customers"

MyPOV: This appears to be a very interesting feature, enabling organizations to deploy a central "hub" of information that everyone can access, then multiple "spokes" that can be tailored to specific needs. I'd like to hear more about the benefits and challenges of administration and security of this architecture. Hopefully, Igloo will share case-studies and metrics around how their large customers are using this new feature.

Overall Impressions

No matter what you call it; Intranet, Employee Community, or Digital Workplace, the need to have a place where employees can create, share and discover knowledge is a critical component of empowering collaboration.

Several of the attendees I spoke to over the two days are currently using Jive Software or Microsoft SharePoint and are looking for alternatives. The high level of interest in Igloo is a good sign for the company, and they should continue to capitalize on the uncertainty in some of their competition's roadmaps and vision.

Igloo has always been very strong on design, not just in looks and branding, but in user experience around creating, finding and sharing knowledge.

They are now at the stage where they need to focus on enterprise needs such as scalability, security, compliance and administration.

The announcements at ICE this week are moves in the right direction, and validate why Igloo Software is one of the vendors on the Constellation ShortList™ for Corporate Intranet Platforms.

TIBCO Extends its Data Intelligence Vision

Doug Henschen

Former Vice President and Principal Analyst
Constellation Research

Doug Henschen is former Vice President and Principal Analyst where he focused on data-driven decision making. Henschen’s Data-to-Decisions research examines how organizations employ data analysis to reimagine their business models and gain a deeper understanding of their customers. Henschen's research acknowledges the fact that innovative applications of data analysis requires a multi-disciplinary approach starting with information and orchestration technologies, continuing through business intelligence, data-visualization, and analytics, and moving into NoSQL and big-data analysis, third-party data enrichment, and decision-management technologies. Insight-driven business models are of interest to the entire C-suite, but most particularly chief executive officers, chief digital officers,…...

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TIBCO is building out a comprehensive analytics portfolio through multiple acquisitions. Here's what's in store for Spotfire, Statistica and Alpine customers.

Sometimes one plus one really can turn into three. That’s the formula TIBCO is hoping will apply to multiple acquisitions in the data-management and data science spaces over the last 18 months including Alpine Data Labs and Statistica (both now part of the just-announced TIBCO Data Science Platform), and the CISCO Information Server, previously known as Composite Software and now called TIBCO Data Virtualization.

To set the stage, formerly public TIBCO was acquired by private equity firm Vista Equity Partners in 2014. It has annual revenues of about $783 million, according to Hoover’s estimate. Founded in 1997, the firm has long prided itself on punching above its weight among industry giants. It started out as a messaging and integration middleware vendor up against the likes of IBM and Oracle. The company has landed many large, notable customers over the years, including Adidas, Bank of Montreal, Coca-Cola, FedEx, Johnson & Johnson, Pfizer and Unilever.

TIBCO’s foray into analytics began with its acquisition of data discovery and visualization vendor Spotfire in 2007. The portfolio was extended in 2014 with the acquisition of Jaspersoft, a more reporting-centric, open-source business intelligence platform often used to embed analytical capabilities into commercial and custom software.

The analytics side of TIBCO is now billed as the “Augment Intelligence” portfolio, while the integration side is designed to “Interconnect Everything.” The two sides support each other, but I’ll focus here almost entirely on analytics. TIBCO NOW 2018, the vendor’s annual customer event, held September 4-6 in Las Vegas, gave some 1,600 attendees a great update and it gave me a better understanding of the company’s many acquisitions and strategy.

Since 2014, TIBCO has acquired Statistica, Alpine and the CISCO Integration Server (formerly Composite Software), among other assets, and has added a data catalog.

Analytics Update

Before we get into the vision and strategy, the key analytics-related announcements at TIBCO NOW included the following:

Spotfire gets smarter. Set for general availability this fall, Spotfire X (as in the 10.0 release – skipping 8.X and 9.X) adds natural language querying (NLQ) and AI-driven recommendations. NLQ lets users explore data through typed, English-language questions rather than SQL code. The AI-driven recommendations feature employs an ensemble of machine learning techniques to scan data and spot interesting variables, exceptions and drivers. The recommendations are exposed as a list of notable data-exploration possibilities.

Spotfire gets faster. Spotfire X gains a new Data Streams function from TIBCO’s StreamBase technology to support visual analytics on data streams. Spotfire Data Streams offers real-time intelligence for Internet of Things (IoT) applications and other (fast-growing) use cases for low-latency insight. Oil and gas, manufacturing, pharmaceutical and life sciences businesses are at the head of the list of potential customers. Spotfire Data Streams supports continuous monitoring as well as real-time analysis and comparison to historical data to support trend- and root-cause analysis.

Data science options integrated. TIBCO Data Science is a start on the integration of various TIBCO analytics and machine learning capabilities, including last year’s Alpine Data and Statistica acquisitions as well as the TERR (R server) and Statistics Server offerings long associated with Spotfire. Bundling brings together everything under a single license while initial integrations enable Statistica analytics to be run from Spotfire Analyst. Statistica can also call out to the Alpine engine to run analytics in cluster.

Jaspersoft gets cloud friendlier. TIBCO announced JasperReports IO to advance embedding of reports and visualizations in cloud-based apps. IO is a small-footprint rendering engine that wraps Java in RESTful endpoints for easier development. It’s initially available as a Dockerfile. Highly scalable microservices orchestrated by Kubernetes are a planned next step.

MyPOV On Key Announcements

Spotfire is a solid data discovery and visualization option that’s particularly popular with data-savvy analysts in manufacturing, oil and gas, life sciences, pharma and other demanding environments. TIBCO was ahead of the game in delivering integrated data-wrangling capabilities in 2015. Spotfire is not as intuitive for business users as is Tableau or Microsoft Power BI, but the addition of natural language query and AI-driven recommendations should help to make it more accessible.

The new streaming analysis capabilities in Spotfire X will give power users yet more sophisticated functionality for low-latency and IoT scenarios. Other upgrades in release X, including data visualization improvements and design-once, deploy-on-any-device responsive design, will please every Spotfire customer.

Every analytics vendor now seems to claim embedded analytics capabilities, but this is a market niche that Jaspersoft has focused on for a long time. Open source licensing gives developers a cost-effective, flexible foundation. With JasperReports IO, TIBCO is clearly intent on supporting state-of-the-art cloud architecture.

As for my take on the data science moves, let’s look at how the broader portfolio comes together.

The Data Intelligence Portfolio

TIBCO executives say underlying data intelligence capabilities including data wrangling, data cataloging and virtualization will be a boon to analytics and data science teams alike.

To get a better understanding of TIBCO’s analytics strategy, I sat down with Brad Hopper, vice president, analytics product strategy, who drew out a simple pyramid to explain what he informally calls the data intelligence portfolio. It starts at the top of the pyramid with the data wrangling capabilities built into Spotfire. These features enable individual analysts and data scientists to combine, manipulate, clean up, standardize and otherwise munge data for visual analysis in Spotfire or in data science work.

Data analysts and data scientists don’t tend to methodically build out workflows with every data-manipulation step planned out in advance, as would an ETL professional. The focus is on letting these users wrangle the data, yet each step they take is captured and recorded in the background. Even if the steps weren’t applied in a linear, planned-out way, Spotfire’s Data Canvas retains a logically ordered, documented and trackable workflow of all the joins, transformations and cleansing and editing steps behind each new source that can be edited, perfected, reused and audited.

The next layer down in the Data Intelligence pyramid is the TIBCO Spotfire Data Catalog, which is built on technology from Attivio that supports machine-learning-based crawling and indexing of all data in the enterprise. This includes data lakes with unstructured information, which the catalog parses and enriches with metadata. Fuzzy matching helps to find relationships among data.

This middle layer is designed to aid search, discovery and data prototyping, so it’s aimed at teams using Spotfire, but Hopper also sees it coming into play for data scientists. Teams might develop marts for standardized dashboarding and visualization through Spotfire or reporting through Jaspersoft. The catalog and data wrangling tools will help data science teams spot and develop new data sets.

At the bottom of the Data Intelligence pyramid is TIBCO Data Virtualization (formerly Cisco Information Server/Composite Software). This is where IT can draw on the data workflows captured on the Spotfire Data Canvas and turn them into hardened data marts and sanctioned, production-grade data sources. The heavy lifting is done through virtualization rather than traditional ETL and data-movement. Also described, variously, as data fabric, logical data warehousing or virtual data layer, data virtualization approaches are gaining traction. TIBCO Data Virtualization competes directly with Donodo (which I recently wrote about in combination with Looker in this recent case study).

MyPOV on TIBCO’s Data Intelligence Strategy

Analytics and data science can only thrive where there is ready access to solid, well-managed data. Thus, I do like how the data catalog and data virtualization assets complement Spotfire and, potentially, Tibco Data Science. I’ve been following Composite Software for a long time, so it’s good to see stepped up investment in what’s now known as TIBCO Data Virtualization. I didn’t get to see enough at TIBCO NOW, so I’ve asked for deeper briefings on how DV works with modern cloud architectures, unstructured sources and object stores such as Amazon S3.

The breadth of TIBCO’s portfolio and the one-stop-shop/one-throat-to-choke opportunity it affords is likely to appeal to IT buyers. I’d make a point of getting analytics buyers in the loop, too. You might use DV to deliver IT-sanctioned data sources for data governance purposes, for example. One Spotfire customer lamented, during a DV session at TIBCO NOW, that users want direct, not virtualized, access to the tables and sources they already know. Adoption of TIBCO DV may require a bit of change management, even if it’s ultimately a boon to data access and governance.

As for TIBCO’s data science portfolio, I see the moves to bring together the Statistica, Alpine and Terr/Spotfire assets on one platform as appealing to existing customers, but I doubt the collection will win over greenfield converts. For one thing, they remain separate products with very basic points of integration at this point. For another, data scientists starting from scratch are embracing all things open source, including Jupyter and Zeppelin notebooks and direct coding of open algorithms. Alpine Data certainly tried to cater to this next-generation crowd, but it wasn’t winning in the marketplace.

For now, TIBCO’s access-to-everything licensing will appeal to existing Statistica and Alpine Data customers (as will the complement of catalog, data wrangling and DV capabilities, if they’re also Spotfire customers). Long term, however, I’d want to see deeper integration and refactoring that truly brings these assets together as a single product worthy of the “platform” billing, with connected workflows and consistent user interfaces.

In short, I like what TIBCO is doing with Spotfire, catalog capabilities and TIBCO DV. Only time will tell if the data science portfolio can become more appealing than the sum of its parts.

Related Reading:
Tableau Advances the Era of Smart Analytics
UltraMobile Takes an Affordable Approach to Agile Analytics
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