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In The News

Is the Marketing Cloud Right for You?

20-Jun-2016 | EContent | "Kashyap Kompella on Marketing Cloud"

It's difficult for even large enterprise customers to comb through their data to gain a comprehensive view of their prospects and customers. "If I want a 360-degree view--or at least a coherent view of the customer or the target or prospect that you're trying to reach--that's a hugely difficult task," says Kompella.
Getting the most value from a marketing cloud platform is hard work, and customers are coming around to that viewpoint, Kompella says. He suggests investing in people "who can make sense of all the data that is coming at you," as it may be even more important than the tools.
A lack of content is another reason that a marketing cloud platform may be viewed as a bad investment for a company, especially for small to mid-sized companies. "A lot of the power or value of this all comes from being able to divide your audiences into different segments," Kompella says. "So having appropriate content for each of these segments becomes very complex."

Read the Full Article Here.

A Guide to Digital Experience Management for Nonprofit Organizations

15-Jun-2016 | EContent | "Kashyap Kompella on Digital Experience Management"

Digital experience management (DXM) connotes the coming together of strategy, technology, and process to provide the True North of highly satisfying digital interactions to customers. This fundamental notion of DXM remains relevant across industries, including nonprofit organizations (nonprofits)-although your DXM priorities, approach, and techniques may vary based on your core mission and goals.

Unfortunately, nonprofits usually find themselves operating under severe resource constraints-budget limitations and staff shortages are almost a given. Staffers (sometimes part-time) play several roles, and in such a scenario, dedicated staffing for digital projects seems to be a luxury. However, we all have experienced high-quality digital interactions in other spheres (such as commerce and marketing); right or wrong, we have come to expect the same from nonprofits. This sets the bar for nonprofits high, and DXM is fast becoming a strategic imperative. With this in mind, here are eight DXM projects that nonprofits should consider, beginning with the relatively simple and ending with those requiring increasing levels of expertise/investment. Read Full Article Here.

Kashyap Kompella on Martech adoption

07-Jun-2016 | Komarketing Associates | "The Slow Adoption of MarTech for Digital Marketing Execution [Interview]"

"...there is a paucity of internal expertise – what is a bit surprising is that even large enterprises seem to face this challenge. If CMOs are going to be spending heavily on technology, then it is imperative that they pay attention to their current capabilities, benchmark themselves against best-in-class industry peers and invest in building capabilities where they may be lacking." Read the Complete Article Here."

Kashyap Kompella on mobile-app ecosystem

27-May-2016 | Nikkei Asian Review | "India's Hike aims to build on messaging success"

But despite the advantage of cross-promotions with Airtel, competition will make breaking into the black difficult, analysts say.

"There is [WhatsApp], a deep-pocketed, well-entrenched market leader and another deep-pocketed rival entering," said Kashyap Kompella, analyst at tech consultancy Real Story Group, referring to Reliance Jio, owned by Indian tycoon Mukesh Ambani. Reliance Jio last month launched mobile services on a trial basis and is developing its own mobile-app ecosystem. Read the Complete Article Here.


Kashyap Kompella on digital experience

27-May-2016 | EContent | "A Guide to Digital Experience Management for Financial Services"

The financial services industry is an early adopter and often enthusiastically embraces new technology. So it may be a bit of a surprise that many companies still lack the techniques and the technology to deliver superior digital experiences. Read the Complete Article Here.


MarTech Survey Results - Executives wonder whether they are fully leveraging their tools’ potential

18-May-2016 | eMarketer | "Marketers Struggle to Balance Marketing Technology Tools and Talent"

Attitudes Toward Marketing Technology Use at Their Company Among Marketing Technology Practitioners Worldwide, Jan 2016 (% of respondents)Many large- and midsize businesses are integrating marketing technology into their toolsets, creating a variety of challenges as the companies struggle to process large amounts of data and integrate competing platforms. In fact, research suggests many executives are uncertain if their firms have the right talent and resources to maximize their investment.

According to January 2016 research from Real Story Group, many executives believe their companies are not fully using their marketing technology investments. Executives in Real Story Group’s survey were split as to whether their organizations had the right marketing technology tools, with 47% agreeing and 47% disagreeing. Executive opinion was also split as to whether their firms had the necessary internal expertise to process the data produced by such marketing technology efforts, with opinion once again tied at 49% agree and 49% disagree.

Read the Complete Article Here.

Kashyap Kompella on Facebook as Enterprise Collaboration Platform

10-May-2016 | The Hindu Business Line | "Enterprise is the next frontier for Facebook"

Get set for a bruising battle in the enterprise social network (ESN) space with Facebook at Work moving a step closer to launch. According to Julien Codorniou, Director, Facebook at Work , “We have been adding one new company every day last few months, and India has seen the fastest adoption rates.”

Globally, 450 companies have adopted Facebook’s workplace collaboration solution that is still in beta mode (expected to launch this year). In India, Yes Bank, Godrej, L&T Infotech, Zomato, Urban Ladder are among those who have got their employees to climb on to the platform. Read Full Article Here.

Productivity app

Significantly, the global market size for Enterprise Social Network, which is part of the overall enterprise collaboration sofware space, is not all that large. “We estimate current global market size for this segment is about a billion dollars,” says analyst Kashyap Kompella, research director with The Real Story.

So why is FB making a play for this space?

“We are not calling this an enterprise social network – we are calling it a productivity app,” says Codorniou, implying that the play is wider than ESN.

Expanding user base

Kompella, however, feels that this is a push by FB to expand its user base. "Being shut out of China, enterprise is the next frontier for Facebook," says Kompella. If you look at the major consumer tech firms they all have an enterprise story. "

He expands, " Facebook is facing saturation when it comes to its user growth. The next big push for growth in user numbers will happen only when currently under-served population cohorts in emerging markets come online first (this is the subtext for the Free Basics debate) and then sign-up for Facebook . FB is shut out of China by the regulators there, so a potentially large user base is out of bounds," says Kompella.

Read Full Article Here

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Recent Press Releases

01-Jul-2016 - New Research Finds Cloud Roiling the Digital Asset Management Marketplace

22-Jun-2016 - New Research Suggests Social-Collaboration Technology Is Underachieving in the Enterprise

28-Apr-2016 - New Research Reveals Marketing Technology Underperforming in the Enterprise

09-Mar-2016 - Real Story Group Releases New Application to Benchmark Digital Effectiveness

08-Dec-2015 - The Digital Workplace & MarTech Sizzles and Fizzles of 2016: Real Story Group Predicts Twelve Trends

23-Sep-2015 - How the Cloud Is Disrupting Digital Asset Management

14-May-2015 - Real Story Group Announces New Digital Workplace and Marketing Technology Map

See all press releases.