On Informatica, Evangelism, Audience Strata and BIG-DATA
I attended an event the other week in London organised by Informatica entitled The Enterprise Data Management Forum.
I thoroughly enjoyed the event – except that it overran and I had to miss the Q&A panel to run and get a flight. That aside, it’s really gratifying to watch a large-ish vendor execute on marketing strategy with a single vision. I’ve long admired Informatica’s marketing, having worked alongside a couple of their ex-senior marketing folks and seen the disciplines they learned at Informatica. And it’s clear that the company is focussed, knows who it sells to and why they buy.
But I thought I’d share a couple of observations that reminded me that the Informatica marketing machine is not… Continue reading
Posted in Data integration, marketing | 
audience, big-data, gartner, informatica, john radcliffe, mdm, Target audience | 
Leave a commentThe marketing strategies of open source versus closed source ESBs
I’m continuing my series of blog entries where I am sharing some early results from REPAMATron – my automated competitive marketing intelligence gathering tool. In this entry I’m looking at the difference in marketing strategy between open source and closed source enterprise service buses (EBSs).
REPAMATron automates my REPAMA competitive marketing intelligence methodology and is currently in Alpha. I’m using the ESB market, a market I know well, to help to tune the algorithms at the heart of REPAMATron.
In my previous entry I looked at 3 Enterprise Service Bus vendors’ marketing strategies (WSO2, Talend and FuseSource) and compared them to the computed market mean. I’ve now added another 6 ESB vendors to the study from the long list… Continue reading
Posted in Competition and Competitive Intelligence, esb, marketing, REPAMATron, REPAMATron ESB Study | axway, benefit, ci, closed source, competitive intelligence, Competitive Marketing, competitive marketing intelligence, Enterprise Service Bus, esb, features, fiorano, fuse, fusesource, intersystems, iway software, JBOSS, MITICOR, mulesoft, natural language processing (nlp), nlp, open source, PIPESCOM, progress software, REPAMA, REPAMATron, seeburger, talend, tmaxsoft, value proposition, wso2 | Leave a commentPart 2 – First output from REPAMATron – WSO2 versus FuseSource versus Talend versus the ESB market
In the previous post I shared some of the early results from REPAMATron – the technology I’ve developed that automates the process of gathering competitive marketing intelligence.
The previous post described what REPAMA and REPAMATron are all about so if you’ve landed here and have no idea what this is, then I’d recommend that you read the first post in this series. Having taken a look at how a section of the Enterprise Service Bus market (WSO2, FuseSource and Talend) communicates benefits or value propositions, I’m now going to share the research into the product features that each vendor communicates most prominently. To allow a comparison to be made between the vendors and to the market mean… Continue reading
Posted in Competition and Competitive Intelligence, esb, marketing, REPAMATron, REPAMATron ESB Study | axway, benefit, ci, competitive intelligence, Competitive Marketing, competitive marketing intelligence, Enterprise Service Bus, esb, features, fiorano, fuse, fusesource, intersystems, iway software, JBOSS, MITICOR, mulesoft, natural language processing (nlp), nlp, PIPESCOM, progress software, REPAMA, REPAMATron, seeburger, talend, tmaxsoft, value proposition, wso2 | Leave a commentFirst output from REPAMATron – WSO2 versus FuseSource versus Talend versus the ESB market
If you’ve been following this blog you’ll know that I analyse the marketing tactics and strategies of high-tech vendors – mainly in the infrastructure software space. It’s…
…an emotional day for me as I share the first output from my automated competitive marketing intelligence gathering system – REPAMATron. Well perhaps it’s not that emotional, but it certainly represents a significant milestone in a project that has been in development in my ‘spare time’ for a little while now. Below you’ll find my first tentative steps at automated analysis of the Enterprise Service Bus market.
REPAMA is a research methodology that allows me to categorise and compare the marketing strategies of high-tech vendors inferred from the language they use to… Continue reading
Posted in Competition and Competitive Intelligence, esb, marketing, REPAMATron, REPAMATron ESB Study | axway, benefit, ci, competitive intelligence, Competitive Marketing, competitive marketing intelligence, Enterprise Service Bus, esb, features, fiorano, fuse, fusesource, intersystems, iway software, JBOSS, MITICOR, mulesoft, natural language processing (nlp), nlp, PIPESCOM, progress software, REPAMA, REPAMATron, seeburger, talend, tmaxsoft, value proposition, wso2 | Leave a commentA Technology Reading Ease Index – Goodall-Arcanicity (First Draft)
I thought Arcanicity was an album by The Police, but it turns out that it’s a measure of the complexity of the words that high-tech vendors use in their marketing. As I mentioned in my last post, I’ve produced an Acanicity Index. This is a readability index that looks to estimate the amount of domain-specific or technical knowledge a reader needs to posses in order to understand a piece of text. Well here’s a little bit more detail…
I’ve been posting recently about my desire to rate the readability of high-tech vendors’ marketing copy. There are many existing readability indexes. Each of which looks to calculate the ease at which the structure of… Continue reading
The Goodall Technology Reading Ease Index – How Complex is Your Marketing Copy?
I’ve often wondered what sort of ego people must have in order to name a discovery or invention after themselves. Well it appears I’ve got one of those egos myself as I’m about to introduce something similar.
[EDIT: My thoughts on this subject have matured a little. See my posts on the Arcanicity Index]
I read a lot of marketing copy as part of the REPAMA studies that I carry out. And I can tell you that some vendor’s marketing copy is very easy to consume whilst others’ copy is impenetrable. I’m not sitting in judgement here because I realise that my own natural writing style is quite formal and where possible I try to use the right words… Continue reading
Taking an automated look at marketing the Enterprise Service Bus (ESB)
As you’ll have read elsewhere in these pages I’ve decided to test REPAMATron – my automated marketing analysis software, by pointing it at the way ESB vendors take their products to market.
As I’ve mentioned before, REPAMATron is a project that looks to automate the REPAMA methodology for analysing and visualising vendors’ go-to-market strategies from the language they use to address their prospects. I’ve chosen the ESB space to test the software because it’s a market I know well and therefore I should be able to decide if the software is making the right sort of inferences behind the language it will be analysing.
At the moment the software is way off alpha release and needs lots of testing… Continue reading
Posted in All Blog Categories, esb, go-to-market, marketing, REPAMATron | axway, cordys, e2e technologies, Enterprise Service Bus, esb, extol international, fiorano, fujitsu, gxs, hitachi, ibm, intersystems, iway software, magic software, microsoft, mulesoft, MuleSource, natural language processing (nlp), nec, nlp, oracle, pervasive software, progressosoftware, Red Hat, REPAMATron, sap, seeburger, software ag, sopera, spa, sterling commerce, talend, tibco, tmaxsoft, wso2 | 2 Comments
Well here in the UK it’s been unseasonally warm these last couple of weeks which has really made it feel like Spring is here.
So I thought I’d also give the Lustratus REPAMA web site a bit of a spring clean with a new theme. Just a nip here and a tuck there. Actually more like a moved menu structure, a larger content area and perhaps most importantly a more secure theme – following a recent hack.
I hope you like it.
Danny Goodall
I’ve created a monster… REPAMATron – A Search Engine for Competitive Marketing Intelligence?
…Well strictly speaking that should be I’m creating a monster. You see, I’m in the process of automating our REPAMA methodology. Let me explain.
I’ve been using the REPAMA competitive research methodology for many years to understand vendors’ marketing strategies. Long before the formation of Lustratus in fact. It wasn’t a strict methodology back then. It was a set of relatively loose processes, measures and classifications that I used to ‘score’ various elements of a specific software vendor’s marketing strategy.
I used the process when I worked on the vendor side in various senior marketing positions. It allowed me to understand how I could differentiate my company’s technology from our competitors. And to differentiate, first I had to know how… Continue reading
Posted in All Blog Categories, communication, Competition and Competitive Intelligence, differentiation, ideal customer, marketing, Marketing Strategy, Marketing Tactics, pain, REPAMATron | analysis, automated, competition, Competition and Competitive Intelligence, competitive, Lustratus REPAMA, marketing intelligence, nlp, REPAMA, REPAMATron, search engine | 6 CommentsTruth Denied? The Software Appliance Revisited.
As I mentioned in my last blog entry I’ve had a minor disagreement with Blake Dournaee of Intel over…
…whether spin was used in the naming of the product category in which the folks at Intel have placed their SOA security/acceleration technology. You can read about our failure to find common ground as well as our apparent inability to handle each other’s blog comments correctly here. But whilst I was writing that blog I thought I’d dwell a little and idly speculate at what might lie behind Intel’s naming strategy. And before I do so I have to declare an interest. I am a big fan of the marketing techniques that Intel has used here. It’s a smart… Continue reading
Posted in All Blog Categories, Competition and Competitive Intelligence, marketing, Marketing Strategy, Marketing Tactics, positioning, product category, product name, SOA and Integration | appliance, competition, depositioning, intel, positioning, soa, soa expressway, software appliance | 2 Comments
- On Informatica, Evangelism, Audience Strata and BIG-DATA
- The marketing strategies of open source versus closed source ESBs
- Part 2 – First output from REPAMATron – WSO2 versus FuseSource versus Talend versus the ESB market
- First output from REPAMATron – WSO2 versus FuseSource versus Talend versus the ESB market
- WSO2 – Fits in between Talend and FuseSource…
- WSO2, or rather one of its competitors, has thrown its hat into the ring
- Wordcount.org – it counts words…
Recent Comments
May 12, 2011 (12:01) The Goodall Technology Reading Ease Index - How Complex is Your Marketing Copy? Hmm. I really do like the name Sarah but what about my ego? If I were to call the index 'GoodRead...
May 12, 2011 (11:36) The Goodall Technology Reading Ease Index - How Complex is Your Marketing Copy? I suggest calling it the GoodRead Index. Maybe it's over-reaching a bit, but you'll just have to ...
October 14, 2010 (4:19) Truth Denied? The Software Appliance Revisited. I hope you could tell that I was being more than a little flippant here Jacques. Perhaps I should...
October 13, 2010 (1:56) Truth Denied? The Software Appliance Revisited. Allow me to disagrre. At a customer, we have used Datapower for years to process XML (BTW, it is ...
June 7, 2010 (4:38) New Report From Lustratus Research: A Competitive Review of SOA Appliances Pete,Thanks for your comments, and those of your colleague. I think Danny has answered the 'mar...
June 4, 2010 (4:03) New Report From Lustratus Research: A Competitive Review of SOA Appliances Hi,I'd very much like to develop a point made in the report where it is asserted that software ...
May 6, 2010 (12:35) New Report From Lustratus Research: A Competitive Review of SOA Appliances Thanks for your comment Blake. This is a marketing-focused blog that looks at different vendors' ...
May 5, 2010 (1:23) New Report From Lustratus Research: A Competitive Review of SOA Appliances Hello There - It seems that this is a very provocative report, especially with respect to the sta...
April 14, 2010 (2:57) The Decision Making Unit for Cloud Computing Nice Technology Related Blog. Will visit again.
October 16, 2009 (5:56) The Decision Making Unit for Cloud Computing Very interesting point of discussion. I would be very interested to hear your results.