More and more, the market is requesting that a CRM or an ERP application include analytics which can be used in a myriad of businesses to predict customer behavior and help businesses increase the effectiveness of their customer acquisition, retention, and cross-sell programs. It is a costly operation to develop such functionality from scratch. Vendors like I-Impact offer packaged application providers the opportunity of a shortcut.
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to analytics to understand what their customers want and how to keep them satisfied. Despite recent market volatility, acquisitions, and consolidations, we're witnessing two main motivations for these actions from vendors: Market consolidation such as SPSS acquiring DataDistilleries , Business Objects taking over Acta , SAS acquiring Marketmax , and Applix concentrating on analytics Integration including PeopleSoft adding a new analytics tool, the SAP CRM analytics upgrade, and Siebel getting more