Marketing Research Agenda for 2020

Ventana Research Marketing Research in 2020 Setting the annual expertise and topic agenda

Mark Smith blog.ventanaresearch.com @ventanaresearch In/ventanaresearch CEO & Chief Research Officer

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Mission: We pride ourselves on delivering uniquely insightful independent research and services through a tailored, trusted and empathic client experience. Markets Value: • We help you discover and guide your unique potential in the business you serve to improve Research your efforts from our experience. Experience • Working with our firm in business processes you Expertise can elevate your performance through our objective and educational approach. Organization Products • Embrace our expertise to help you realize your full potential across entire organization. Excellence. Independence. Innovation. Reliability. Research. Teamwork.

Our Research Agenda and expertise in critical business and technology topics is driven by our analysts’ experience and expertise of business requirements and our knowledge of technology vendors and products.

Through our primary and secondary market research methods, we are able to provide insights and best practices to line of business and IT, and across vertical industries that will help any organization reach its maximum potential.

Our business areas of expertise help organizations examine how to innovate and transform their processes and enable their people to effectively execute.

Expertise Areas

Analytics Data Customer Experience

Human Capital Digital Technology Marketing Management

Operations and Office of Finance Sales Supply Chain

Digital Technology helps organizations innovate and transform business and IT processes to improve efficiency and effectiveness.

Artificial Intelligence and Analytics and Data Blockchain Machine Learning

Collaborative Conversational Internet of Things Computing Computing

Mobile Robotic Process eXtended Reality (XR) Computing Automation

Marketing maximizes the value of the brand and demand and reach in its markets through the use of digital technologies.

Conversational Marketing Digital Commerce Digital Marketing

Product Information Intelligent Marketing Voice of the Customer Management

Overview • Conversational Marketing is an approach that intelligently automates marketing-related processes and customer interactions through voice and chat. Direction • Digital technologies are advancing marketing potential for improved performance. • Optimizing engagement of marketing increases potential in achieving outcomes. • New investments are required to automate and optimize marketing actions. Market Research • Dynamic Insights: Digital Marketing (Q2 Launch) • Value Index: Digital Marketing (Q3 Launch)

© 2020 Ventana Research © 2020 Ventana Research © 2020 Ventana Research © 2020 Ventana Research Digital Commerce By 2021, half of today’s digital commerce systems will be obsolete, lacking the Overview technology needed to provide effective customer • Digital Commerce enables any organization to engage with and product experiences. any type of customer across digital channels – the web, mobile apps, text, voice-activated “agents,” video and social channels and deliver an optimal customer and product experience. Direction • The customer and product experience for digital commerce is and should be top differentiator. • Conversational computing will transform customer engagement for digital commerce. • Renovate digital platform that optimizes customer and product experiences. Market Research • Benchmark: Digital Commerce (Q1 Launch) • Value Index: Digital Commerce (Q2 Launch)

Overview • The marketing of products and services digitally is transitioning organizations’ investments as well as their priorities, using emerging tools and technologies to focus more effectively on how to attract and engage customers. Direction • Marketing has radically changed using to technology to focus on digital effectiveness. • Use of social media and analytics optimizes the targeting of digital marketing. • Assess the potential impact of increase the demand generation and inbound marketing. Market Research • Dynamic Insights: Digital Marketing (Q2 Launch) • Value Index: Digital Marketing (Q3 Launch)

Overview • Intelligent Marketing seeks to optimize marketing using insights gained through the use of analytics and machine learning. Direction • Shift to predictive and ML techniques to optimize marketing processes and performance. • Leverage predictive analytics and big data to guide marketing performance. • Utilize predictive marketing and AI technologies to optimize actions and results. Market Research • Dynamic Insights: Digital Marketing (Q2 Launch) • Value Index: Digital Marketing (Q3 Launch)

Overview • Product Information Management is technology that provides the ability to consistently manage product and related information being used by business processes and consumers to improve product experiences. Direction • Modernizing PIM to support digital experience across supply chain operations. • Transition of PIM to cloud will accelerate time to advance value in products. • Adopt ML and robotic automation for improve product information quality. Market Research • Benchmark Research: Product Experience Management (Q1 Launch) • Value Index: Product Information Management (Q1 Release)

Overview • Voice of the Customer (VoC) programs are required set of processes and technology that enable the opportunity to improve the customer experience across the journey from feedback and sentiment using analytics and AI. Direction • VoC processes and apps provide insight to experience to optimize improvement. • Unified view of customer applying ML and analytics can optimize operations. • Prioritize investments to gain continuous insights on customer sentiment. Market Research • Benchmark: Customer Analytics (Continuous) • Dynamic Insight: Voice of the Customer (Q1 Launch)

Digital Marketing Marketing Performance Management • Assets and knowledge management • Analytics • Demand generation • Collaboration • Market intelligence • Planning • Mobile enablement Product Information Management • Product content and engagement • Catalogue Management • Lead management Salesforce automation (SFA) • Content Management • Collaboration Digital Commerce • Data, integration and analytics • Billing and order management • Digital Asset Management • Integration and analytics • Master Data Management • Mobile enablement • Product experience • Product content and engagement • Site development and optimization

Benchmark Research Value Index Research • Customer Analytics (Continuous) • CX Suites (Q3 Launch) • CX Suites (Q3 Launch) • Digital Commerce (Q2 Launch) • Digital Commerce (Q2 Launch) • Product Info. Management (Q1 Release)

Dynamic Insights Research • Digital Marketing (Q2 Launch) • Voice of the Customer (Q3 Launch)

Technology Buyers Technology Providers

• Advisory and Research Services • Advisory and Research Service • Benchmark Assessment • Benchmark Research Services • Educational Workshops • Digital Content Services • Market Consultation Service • Market Consultation Service • Research Reports • Research Reports • Technology Assessments • Speaking Services • Vendor Selection Guidance • Strategic Consulting

Passion: A digital technology native and enthusiast who loves the art and science of research for educating technology buyers and suppliers. Expertise: A founder and head of research, Mark is responsible for the overall business and research direction of the firm and specializes in all aspects of Customer Experience across marketing, sales and service. Experience: With 30 years of experience and 20 years being a technology analyst, with a decade of work in technology industry as CMO and in product @marksmithVR marketing and alliances at companies like Oracle, SAP and IRI Software. Research: His research covers the full range of enterprise software and business technology innovations including: AI & ML, analytics, big data, cloud computing, collaboration, conversational computing, eXtended Reality, IoT, and mobile technology. Background: Mark was rated the 2011 software industry analyst of the year by The Institute of Industry Analyst Relations (IIAR). Ranked as one of the top ten technology influencers in 2012 by Human Resources Executive magazine.

Responsibility: Alan manages the development, publication and syndication of the company’s research projects and other analytic and advisory materials. Alan is a veteran business journalist, newspaper and magazine editor and publication consultant who has written in and directed coverage of many of the areas addressed in Ventana’s research agendas.. Background: He served as executive editor of Corporate Computing and editor @alankayVR of Knowledge Management, and his writing has appeared in BusinessWeek, CIO, Forbes, Fortune, InformationWeek, the Washington Post, Wired, and more. Alan attended Brooklyn College of the City University of New York and Princeton and Yale universities.

Responsibility: Katie is responsible for ensuring the effective operations of research programs and editing written content to ensure its maximum value to the firm. Background: Katie is an experienced writer and editor who worked as an English professor, a television producer and a newspaper reporter before joining @KatiePrinceVR Ventana Research in 2017. She has a BA from St. John’s College and an MFA from NC State University, and has won two Emmys for her investigative reporting and writing.

Responsibility: Ryan is the Director of Content Services at Ventana Research. He is responsible for the guidance of production of content deliverables to ensure that they reflect Ventana Research standards while satisfying client needs and ensuring client satisfaction. Background: Prior to joining Ventana Research, Ryan worked as professional writer and marketing consultant, Director of Operations for the Business @RyanSwagVR Analytics Collaborative, Manager at TM Financial Forensics, and as a Senior Consultant for Navigant Consulting, working with clients on content creation and marketing strategy. Ryan has a B.S. in Business Management from the University of Southern California.

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Mark Smith blog.ventanaresearch.com @ventanaresearch In/ventanaresearch CEO & Chief Research Officer