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Gerry Murray
Research Director, Marketing and Sales Technology, IDC
About
Gerry Murray is a Research Director with IDC’s Marketing and Sales Technology research service. He has 20 years of experience in the high tech industry as an analyst and a marketer. He provides best practice guidance to senior marketing executives at many of the world’s largest high tech companies. Gerry gives inspiring and thought-provoking presentations to help modern marketers perform better in the present and more effectively prepare for the future.
Posts by Gerry Murray
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Marketing & Commerce | April 28, 2020
HCL Leans into Unica Big Time (via IDC)
By Gerry Murray, Research Director, Marketing and Sales Technology, IDC Normally, when a global enterprise acquires a major software business, it takes years before significant improvements and integrations are released. But when HCL acquired Unica in July 2019, it was in a unique position. It had been implementing and supporting Unica customers for years. Thus, HCL had significant engineering and technical support capabilities already in place with deep knowledge of the codebase. However, it was not clear how much of a commitment HCL would make to bringing Unica into the modern cloud era—until now. And the commit is big and fast on every level. Customers should be extremely confident in how quickly and significantly HCL Unica will modernize their marketing infrastructure and enable their journey to the cloud.  Your MarTech Is Your Brand There is a lot of new and improved product functionality in Unica's recent and upcoming releases. But before we get into those details, it's important to think about modern digital marketplaces, new buyer expectations, and the fact that in many ways, marketing technology today is your brand. Digital marketplaces are characterized by connected diversity. Brands must provide continuity across identities, devices, timeframes, locations, interactions, and keep up with the constant change going on in and between those vectors. That puts enormous importance on getting your marketing infrastructure right. It must be compliant, responsive, scalable, open, flexible, fast, intelligent, precise, transparent, affordable, intuitive. It must be able to embrace change, simplify complexity, and maintain control.  It must operate as an integral part of a holistic end to end system that can enhance customer experience from ad click to call center and back again because customers today expect brands to behave as a single entity. What happens in one interaction should enhance the next interaction wherever and whenever it...
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