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 commentWSO2 – Fits in between Talend and FuseSource…
…for the amount of jargon contained in it’s marketing copy.
In a previous post I mentioned that I would follow-up to with a calculation for how much jargon WSO2 uses in its ESB marketing when compared to Talend and FuseSource. I’ve now calculated the Arcanicity Index score for WSO2′s ESB marketing copy; and whilst not quite being the answer to life, the universe and everything, it’s not far off – see below.
The Arcanicity Index looks to measure how much jargon a text contains and by extension how much specialist knowledge a reader would need to posses in order to understand it. I’d previously scored both Talend and FuseSource which had shown that Talend’s marketing copy was much less arcane… Continue reading
WSO2, or rather one of its competitors, has thrown its hat into the ring
As mentioned before I’m pulling together a short list of ESB vendors that will feature in a REPAMA competitive marketing intelligence study. I’ve added, or rather I should say that one of WSO2′s competitors has added WSO2 to the short list.
I’m using this study to road-test Project REPAMATron – an automated system that infers a vendors’s marketing strategy from their marketing materials. I’ve decided to add WSO2 into the mix for a number of reasons. The main reason being that I spoke to a representative of one of the other ESB vendors on my long list who asked me “Are you going to be looking at WSO2?”. Which was good enough for me. If that vendor was… Continue reading
Wordcount.org – it counts words…
…or rather it lists English words in order of how frequently they appear on the Internet
EDIT: Here’s a link to the Arcanicity Index Calculator I mention lower down in this post.
I stumbled across this site the other day when looking for information on the frequency of words used in common English. The site is the brainchild of Jonathan Harris and is wonderfully minimalistic. It almost feels as though this simple Flash plugin were an installation in a museum’s white room. A real lesson to us “more is more” types that indeed, less is more.
Anyway, take a look at wordcount.org and marvel at where your favourite words, your first name, your last name or your company name… Continue reading
Talend and FuseSource Fight for the Title of “Geek of Geeks” – Who has the Most Arcane Content?
I promised that I would share some real-world examples of how high-tech vendors’ marketing copy scores in my Arcanicity Index. So first up is some text from the respective web sites of Talend and FuseSource – two ESB vendors that I’m looking at in detail to test project REPAMATron.
As a reminder the Arcanicity Index looks to rate how much technical, or domain knowledge a reader would need to posses in order to understand a given piece of text. At the moment it works from the density of the abbreviations and acronyms found in the text. Future version may also look for technical concepts as well. The equation and MUCH more information on the Arcanicity Index can be… Continue reading
Posted in All Blog Categories, communication, Competition and Competitive Intelligence, natural language processing, readability, REPAMATron, Vendor-Related Posts | abbreviations, acronyms, arcanicity, automated reading index, coleman-liau, Enterprise Service Bus, esb, flesch-kincaid, fusesource, gai, geek-of-geeks, goodall arcanicity index, gunning-fog, natural language processing (nlp), readability, REPAMATron, smog, syllables, talend, technology reading ease index | 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
Eureka – Arcanicity and the Technology Reading Ease Index
Well I wasn’t in the bath when it occurred to me, and I wouldn’t claim that I’ve advanced the general knoweledge of mankind in the way that Archimedes did, but I have made a little discovery.
[UPDATE - A more detailed description of the Goodall Arcanicity Index can be found here]
As I had mentioned before, I have been trying to create a mechanism to determine the amount of domain-specific knowledge a reader would need to posses in order to understand a text extract. The reason for this is that I am producing automated competitive-intelliegence studies using REPAMATron – a system I’m developing to infer marketing strategy from the marketing copy that high-tech vendors use to take their… Continue reading
Posted in All Blog Categories, natural language processing, readability, REPAMATron | abbreviations, acronyms, arcanicity, Archimedes, ari, automated reading index, coleman-liau, Danny Goodall, eureka, flesch-kincaid, gai, goodall arcanicity index, gunning-fog, readability, smog, technology reading ease index | 5 Comments
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.