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Hanging on to No. 1

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Aprimo will attempt to hold the leadership position it has forged in its niche by being on the market for more than a year.

Already used by companies such as Agilent Technologies Inc., Ernst & Young L.L.P., Tektronix Inc. and PricewaterhouseCoopers L.L.P., Aprimo has licensed marketing analytics—and other forms of business analysis software from SPSS Inc. and Hyperion Solutions Corp.—which provide predictive modeling and data-mining tools, respectively.

Karen Jung, product marketing manager for Indianapolis-based Aprimo, said the new analytics will allow marketers to segment customers by the advertising medium in which they responded (print, e-mail or direct mail) and calculate how one marketing technique compares with another.

The analytics suite will cost an additional $25,000 on top of the $100,000 base price for Aprimo’s platform. Aprimo also has launched a consulting business, dubbed MXAprimo, that provides best-practices information to Aprimo customers for $25,000 a year.

Jill Snyder, VP-corporate marketing, said Aprimo’s ability to track all of the activities of a marketing department is particularly valuable in today’s economy.

"Marketing departments are going to go from the least automated department in a company to the most automated," Snyder said. "Where we differentiate ourselves is in managing all aspects of a marketing operation."

Impresse will likewise launch an exchange, to be called Impresse Supplier Network, that will aggregate suppliers of products and services to corporate marketing departments.

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