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 InternetNews.com. Follow him on Twitter @ecoINSITE.

Pedro Hernandez
Pedro Hernandez

Pedro Hernandez contributes to Enterprise Apps Today, and 11Press, the technology network. He was previously the managing editor of Internet.com, an IT-related website network. He has expertise in Smart Tech, CRM, and Mobile Tech, Helping Banks and Fintechs, Telcos and Automotive OEMs, and Healthcare and Identity Service Providers to Protect Mobile Apps.