Tag Archives: MRM vendor

MRM Case Study: Arizona and Santander

Another MRM case study this week, this time of a collaboration between Brazilian software vendor Arizona and the Brazilian division of Spanish bank Santander. Before, the marketing department was run in an ad hoc manner: information was kept on paper, on Excel sheets, which made it difficult to share information. Enter MRM vendor Arizona. The marketing team name a few features that switching to an MRM solution has brought them: easily sharing and sending files to and from agencies, budget management, and planning tools.

What’s interesting is that they approached the MRM project very thoroughly. Starting at the bottom of the organization, at the production level, the implementation of MRM software is working its way up via management to analysis. This division of is actually quite similar to MRMLOGIQ‘s Ten Functional Areas model. The integrated approach makes all marketing-related information visible quickly and easily, which allows marketers to justify their expenses and become fully accountable.
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MRM According to Brandworkz

‘You control your brand, its assets and its information with just a few clicks.’ MRM vendor Brandworkz demonstrates its features in this (rather modest) video. It covers multiple areas of the marketing production process, from production to reporting. Customizable for each organization, it includes web-to-print, an extensive DAM function with access rights, a planning and workflow tool and a reporting function.

Brandworkz promises to increase brand consistency, quicker time-to-market, and fewer man hours required to do the same tasks. The system looks fresh and easy to use, but this video also create the impression that the benefits will are attainable by simply implementing a marketing software tool. And that’s not true. While a well-oiled marketing system is certainly a requirement for a smooth marketing production process, it must be backed up by a solid organizational structure, with clearly defined tasks, roles and responsibilities.
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MRM According to MultiAd

MultiAd keeps it simple: you want it, we’ve got it. In this silent (yes, we were a bit surprised as well) video, the MRM software vendor showcases the benefits of its features: maintain your brand, accellerate time to market, create locally relevant materials, manage digital assets, focus on strategic marketing. And in a way, that’s all there’s to Marketing Resource Management: full control over your marketing operations, so you can focus on creating original and creative content.
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Teradata Leader in Maturing MRM Quadrant

Teradata (Aprimo) has been named leader in Gartner’s 2012 Magic Quadrant for MRM. Along with large international players SAS, SAP, IBM (Unica), Orbis and BrandMaker, the software vendor was rated the best in its field by the annual Gartner overview. According to the research firm, however, the field is very difficult to compare with last year’s quadrant. The vendors providing marketing software are becoming increasingly mature, but the companies that adopt their solutions have grown in the way they employ the technology. Moreover, recent mergers and takeovers have shaken things up in the quadrant.

Two of the major players, Teradata and IBM, entered the quadrant two years ago by taking over Aprimo and Unica respectively. SAS joined only last year with the acquisition of Assetlink. On the other hand, large companies such as Alterian and Oracle have disappeared off the map, while CDC Software, Code Worldwide, and PTI Marketing have entered the field. Read More…