Enterprise marketing management
From Wikipedia, the free encyclopedia
Enterprise Marketing Management defines a category of software used by marketing organizations to manage their end-to-end process from gathering and analyzing customer data across websites and other channels, to planning, budgeting and managing the creative production process, to executing targeted customer communications to measuring results and effectiveness. EMM is a superset of other marketing software categories such as Web Analytics, Campaign Management, Marketing Resource Management, Marketing Dashboards, Lead Management, Event-driven Marketing, Predictive Modeling and more. The goal of deploying and using EMM is to improve both the efficiency and effectiveness of marketing by increasing revenue generation, decreasing costs and waste, and reducing time to market. The benefit of using an EMM suite rather than a variety of point solutions is improved collaboration, efficiency and visibility across the entire marketing function, as well as reduced total cost of ownership. When used as an integrated suite, the solutions help to deliver a marketing system of record critical to delivering an integrated customer experience, resource optimization, and improved decision-making.
