Enterprise Marketing Management (EMM) Features and Functions
The Enterprise Marketing Management (EMM) Knowledge Base research helps determine support levels of various systems that help companies market their services or products effectively and efficiently. EMM tools help manage strategic planning and marketing resources (sometimes referred to as marketing resource management or MRM). This KB also covers rule-based techniques, pattern recognition, and other profiling features.
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Marketing Automation
Marketing automation creates a beneficial bind between service and sales organizations. The software should be able to deliver on a range of goals in multiple environments (such as business-to-business and business-to-consumer). Often, the software is expected to be able to identify market segments and target them in as many ways as possible. Marketing automation software should be able to identify customer prospects by name, location, and buying habits. In addition, it must have appropriate analytical components to support reporting and prediction of customer behavior so that it can improve future campaigns.
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Marketing Resource Management
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Digital Asset Management
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Financial Management
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Reporting
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Configuration/Customization Points
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Integration Points
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Platforms/Architecture
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Security and Access
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System Administration and Implementation
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Sales Lead Management
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E-mail Marketing
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Industry Vertical Module Availability
Industry vertical models are specialized vertical modules that provide out-of-the-box functionality, which matches industry-specific processes.
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Product Technology
This group of criteria defines the technical architecture of the product as well as the technological environment in which the product can run successfully. Criteria include product and application architecture, software usability and administration, platform and database support, application standards support, communications and protocol support and integration capabilities. Relative to the other evaluation criteria, best practice selections place a lower relative importance on the product technology criterion. This apparently lower importance is deceptive because the product technology usually houses the majority of the selecting organization's mandatory criteria, which generally include server, client, protocol and database support, application scalability, and other architectural capabilities. The definition of mandatory criteria within this set often allows the client to quickly narrow the long list of potential vendors to a short list of applicable solutions that pass muster relative to the most basic mandatory selection criteria.
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Support
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Customer Relationship Management (CRM) Features and Functions
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