DM p12-17 Systems Feb09.qxp 27/01/2009 15:26 Page 17
Integrated Systems for Marketing
“bespoked” data set underneath. According to the and so forth. Indeed, Gartner predicts that, by 2012,
company, it uses open standards exclusively to make at least one-third of business application software
it easier to integrate with third-party best-of-breed spending will be as service subscription instead of as
tools and pass data between applications. product license and there are plenty of vendors cur-
“Ongoing development of new functionality effec- rently trying to make “cloud computing”, SaaS and
tively benefits a range of clients, and to that extent its various stablemates like BPU (Business Process
means the package cost is lower than if they were to Utility) the next big software wave.
try to do this themselves,” says Magson. Whether it works for marketing is down to the
Magellan is probably closer to the increasingly complexity of each individual company’s current and
common hybrid solutions, such as using installed potential future needs, plus total cost over, say, five
Managed
software in an in-house data centre that can still be years.
services will be
maintained remotely by the vendor. This way the Straightforward processes with little integration
client gets the advantages of installed software but requirement like collaboration tools or vanilla mid-
more flexible for
with the ever-ready hand of the supplier there to sort market CRM fit SaaS well, while those looking for
those with
out problems. complex highly-customised, tightly-integrated corpo-
ambition, but
According to Annis, a third-party external hosting rate infrastructures will likely be better off with
vendors must
centre can “offer the best of both worlds, as in-house installed applications or conventional bureau-style
serve both
data centres tend to be less well set-up for secure ASP hosting.
external connections”. SAS itself is also planning to With its low risk and quick start-up time, a SaaS
markets.
Mark Robinson, managing
replicate its US model here in the UK. More of a man- application is certainly a great way to run a pilot
director, Marketing
aged service package, the company is nonetheless project. And, as all aspects of SaaS continue to Databasics.
happy to take on customers that only want self-serv- improve, more companies may find they can support
ice from a standard set of tools. their data-driven marketing.
“Companies must fit the toolkit to what they want
SaaS for the future? to achieve,” concludes Robinson. “Managed services
There’s no doubt that SaaS is a compelling model for will be more flexible for those with ambition, but
all the reasons noted above: risk, quick deployment vendors must serve both markets.”
n
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