More Marketing Management: Decision Software’s MarketWide 4.0

Pedro Hernandez

Updated · Jul 29, 2013

Decision Software, a Landover, Md.-based provider of marketing software, today unveiled a number of enhancements that the company is baking into its MarketWide 4.0 offering.

The company’s Big Data-driven campaign management and marketing analytics platform boasts additional functionality and several under-the-hood improvements, indicated MarketWide founder Jeff Fowler in company remarks. However, it’s the visual makeover that users may notice first. MarketWide 4.0 ships with a revamped user interface that emphasizes responsiveness and intuitive operation.

“Having spent years developing and improving our world-class campaign management system, we felt that it was time to concentrate on MarketWide’s sex appeal,” Fowler said.

Big Data’s worth to marketers is diminished by traditional SQL query-based systems and proprietary databases, argues the company. In general, they’re held back by performance roadblocks that make real-time campaign management and reporting impractical.

In contrast, Decision Software asserts that its “unique hybrid approach connects directly to relational databases such as Oracle and SQL Server while using a proprietary in-memory segmentation engine that makes a single pass of the database to generate campaigns composed of hundreds and even thousands of segments.” Moreover, the software functions both in the cloud or directly on top of a client database, claims the company.

“When it comes to running multi-channel campaigns with hundreds of segments against SQL databases with hundreds of millions of transactions, nobody’s been able to beat MarketWide. Our one-pass engine can segment large databases in minutes that can take competitive systems hours to process,” stated Fowler.

Also new in this release is automated report distribution and a “robust” new OLAP report component called Analyzer, which generates “polished output,” according to a company blog post. The software also now supports the creation of database objects via a graphical interface.

MarketWide 4.0 arrives just as the marketing management and automation market is heating up.

Last month, Adobe bought Neolane, a specialist in cross-channel campaign management, to beef up its Marketing Cloud. In December, Oracle parted with $871 million to acquire Eloqua’s cloud-based marketing automation and revenue performance management technology. Also in December, Microsoft snapped up MarketingPilot to complement its Dynamics CRM product slate.

Pedro Hernandez is a contributing editor at Enterprise Apps Today and Follow him on Twitter @ecoINSITE.