A snapshot of online marketing suite solution and it's viability and strategic advantages from creative agency point of view.

1. Online Marketing Suite
An Introduction

2. Preface
As digital practices increasingly acquire the centre stage in
marketing and agencies continue to respond by increasing their
footprint in the digital arena, there arises a need to understand
the key attributes of this space.
A dominant trend in digital marketing management is Online
Marketing Suite – a comprehensive platform that serves the entire
digital marketing life cycle, including data, content, optimization,
measurement, and channel execution.
This powerpoint slideshow aims at providing an overview of
Online Marketing Suite. The different components of Online
Marketing Suite are discussed, together with an outline of the
system architecture and a snapshot of key vendors in this space.

3. Contents
• Preface
• Emerging Trends in Marketing
• Challenges: Digital Marketing Campaigns
• Online Marketing Suite as a solution
• Benefits: Online Marketing Suite
• Key Players: Online Marketing Suite

4. Emerging Trends in Marketing
Source: Stanhope J, Vittal S, and Dickson M, Revisiting The Online Marketing Suite
©2011 Forrester Research, Inc.

5. Challenges: Digital Marketing Campaigns
A common response to the
complexity of digital marketing
is the practice of running
campaigns in isolation from one
another
Problems with running isolated
marketing campaigns:
• Leads to siloed approaches
on customer experience
• Relationships become
channel-centric, rather than
being defined around the
customer
— Negative impact on
relevance to
customer
• Inability to perform accurate
analytics and attribution
Source: Stanhope J, Vittal S, and Dickson M, Revisiting The Online Marketing Suite
©2011 Forrester Research, Inc.

6. Online Marketing Suite as a solution
Web
Online marketing suite is a analytics
Collect and
comprehensive platform to measure
Bid External
serve the entire interactive management
website
applications
activity
marketing life cycle Execute and Connect to
spanning data, content, optimize pay- external systems
per-click such as CRM and
workflow, optimization, search eCommerce
measurement, and channel advertising platforms
execution.
This supports businesses CENTRAL HUB Content
Ad serving
by providing: Target and Optimization, management
1. Cost efficiencies from deliver ads to segmentation and Manage and
online business rules, deploy content
coordinated processes collaboration and across multiple
publishers
2. Measurement to data repository channels
identify areas of strong
and weak performance
3. Improved marketing
relevance from the Social Email
Deploy and Design and
coordinated design and track messages, deploy email
delivery of multichannel applications and marketing
activity on social
Mobile
campaigns Deploy and campaigns
networks
track
messages,
content and Bi-directional data flows and APIs
applications to
mobile devices

7. Benefits: Online Marketing Suite
Online marketing suite offers many configuration options because
functionality is delivered natively or via integration with third-party
technology or service providers. The online marketing suite’s central
hub makes this flexibility possible by enabling:
• Collaboration tools for efficient processes – Provision of a
structured workflow to guide campaign production and analysis
across stakeholders, ensuring consistency, process visibility, and
time and cost efficiencies
• A data repository to build a single view of the customer –
Collection of data across channels in a unified repository to
deliver a view of the entire interactive marketing mix from a
single application
• A single set of segments and business rules – Centralization of
segmentation and business rules as a service to all other
functions, to be informed by and shared across all activities.
• Optimization across the entire funnel - The online marketing
suite offers consolidated optimization functionality to facilitate
consistent testing across individual and multiple channels. This
can help understand how interactions across channels drive
conversions and campaign performance.
• An integration layer to synchronize third-party applications –
Built on a standards-based architecture and supports tight
integrations with third-party applications and service providers.
Source: Stanhope J, Vittal S, and Dickson M, Revisiting The Online Marketing Suite
©2011 Forrester Research, Inc.

8. Key Players: Online Marketing Suite
OMS Category Vendors Native Strengths Native Weaknesses Best Fit For
Web Analytics • Adobe • Measurement and analytics • Limited campaign execution • Interactive analytics and
Digital across interactive channels capability optimization
Marketing • Site optimization • Limited involvement in • Complementing best-of-
Suite • Data warehousing content management breed campaign
(Omniture) components execution capabilities
• Webtrends • Limited workflow Capability with consolidated
• Coremetrics analytics
Web content • Autonomy • Content management across • Limited analytics capability • Website engagement
management • SDL Tridion interactive channels • Limited data warehousing • Providing marketing and
• Sitecore • Support for a broad capability to support analytics capabilities to
spectrum of website analytics and marketing content contributors
interactions
Email service • e-Dialog • Messaging across interactive • Limited analytics capability • Campaign management
provider • Exact Target channels • Limited involvement in in interactive channels
• Responsys • Campaign management content management
across interactive channels components
Marketing • Agillic • Marketing resource • Limited analytics capability • Extending legacy
automation • Neolane management • Limited involvement in marketing infrastructure
• IBM-Unica • Decision and offer content management • Advanced process and
management components workflow requirements
Social Media • Radian 6 • Social media strategy • Limited involvement in • Social media strategy
Management • Buddy formulation and execution content management formulation and
Media • Support for a broad components execution
• Nielsen spectrum of social media • Limited analytics Capability • Gaining social market
Buzzmetrics interactions intelligence
Source: Stanhope J, Vittal S, and Dickson M, Revisiting The Online Marketing Suite
©2011 Forrester Research, Inc.