Follow-up to Using Wordles for Competitive Intelligence

This is just a quick follow-up to my post on using word clouds or wordles for competitive intelligence. ScrewTinny – the competitive marketing intelligence service that I’m developing, now creates wordles based on vendors’ marketing copy, but there was a problem when looking at wordles containing the marketing copy for more than one product.

I’ve now updated some of the wordle-creation logic in ScrewTinny so that word counts from multiple vendor are now normalised. What does this mean? Well, previously I used an absolute count of the number of times each word occurs. This is fine when the wordle represents only one vendor’s marketing copy. But when combining the marketing copy from more than one vendor, the resulting wordle… Continue reading

Using Word Clouds (Wordles) for Competitive Intelligence

[An updated version of this post can be found here]

It’s been a while since I updated this blog on my efforts to build my on-line competitive intelligence service (codenamed ScrewTinny). As I’m now not too far away from releasing an alpha version, I thought I’d start to share some of the output. At the same time I’m starting to see some competitive intelligence value in the humble wordle.

ScrewTinny is a competitive intelligence tool that I’m building to examine and visualise high-tech vendors’ marketing copy in an attempt to expose the strategies within. The principle is simple. As we market any product or service, the words we use to cunningly ensnare our prospects also betray the strategy we… Continue reading

Don’t put Serendipity Into Your Business Plan

If your business plan has a section entitled Repeatable Serendipity then think again.

I was talking with an ex-colleague recently who was describing her frustration at her current company’s difficulties in closing new business. They are a small company in a fast-moving high-tech market and they are struggling to get traction outside of one or two key customers.

I went through my mental check-list of ‘have you tried x’ with her. The conversation went something like this.

I asked where the company’s focus was. I like focus you see – focus brings results and/or aids decision making. But she smiled and told me that they really had focused their efforts on a vertical market.

I asked her if they had… Continue reading

Corporate DNA @ Progress Software – Redux

Its déjà vu all over again. It was just under a year ago that I wrote about a massive restructuring at Progress Software, and here am I about to do the same again. But in the words of the song, this time I know it’s for real.

Progress appears to have finally thrown in the towel in a number of the market segments that it competes in. From the press release that accompanied the announcement, it is clear that some deep corporate soul searching has gone on over the past several months and that somebody finally had the balls to introspect and ask “What is Progress Software good at?”. Having the corporate balls to ask the question… Continue reading

Heroku Versus AppEngine and Amazon EC2 – Where Does it fit in?

I’ve just had a really pleasant experience looking at Heroku – the ‘cloud application platform’ from but it’s left me wondering where it fits in.

A mate of mine who works for suggested I look at Heroku after I told him that I’d had some good and bad experiences with Google’s AppEngine and Amazon’s EC2. I’d been looking for somewhere to host some Python code that I’d written in my spare time and I had looked at both AppEngine and EC2 and found pros and cons with both of them.

As it turns out it was a good suggestion  because Heroku’s approach is very good for the spare-time developer like me. That’s not to say that it’s… Continue reading

…We didn’t have an ice cream…

I’m doing the first phase research for the REPAMA study into cloud computing and I’m spending my time wading through lots of communication from many small, start-up companies.

And in doing so I was reminded of the ‘parable’ about the child and the ice cream…you know the story. It goes something like this.

A mother and her six year old daughter are out shopping and as a treat for her well-behaved daughter, the mother buys her an ice cream. But the mother is worried that her daughter’s elder brother, who is at home, will be jealous that his sister got an ice cream but he didn’t.

So the mother says…

When we get home, don’t tell your brother that we… Continue reading

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

The 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

Part 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

First 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

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  • Gravatar icon of Danny Goodall Danny Goodall
    August 26, 2012 (10:28)
    On Informatica, Evangelism, Audience Strata and BIG-DATA It’s always nice to get feedback Jeff and thank you for your kind words. I know 29West and the ...
  • Gravatar icon of Jeff Brokaw Jeff Brokaw
    August 24, 2012 (6:07)
    On Informatica, Evangelism, Audience Strata and BIG-DATA Thanks for the interesting and considered feedback. Big Data is definitely a trend, but it does a...
  • Gravatar icon of Ken Ken
    May 30, 2012 (8:40)
    New Report From Lustratus Research: A Competitive Review of SOA Appliances I realize I'm responding to an inactive 2yro post, but perhaps some other wayward information goo...
  • Gravatar icon of Danny Goodall Danny Goodall
    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...
  • Gravatar icon of Sarah Bourne Sarah Bourne
    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 ...
  • Gravatar icon of Danny Goodall Danny Goodall
    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...
  • Gravatar icon of Jacques Talbot Jacques Talbot
    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 ...
  • Gravatar icon of Steve Craggs Steve Craggs
    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...
  • Gravatar icon of Pete Logan Pete Logan
    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 ...
  • Gravatar icon of Danny Goodall Danny Goodall
    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' ...