For Marketing Leadership Professionals

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	January 18, 2008 The Forrester Wave™: Marketing Asset Management, Q1 2008 Open Text Leads, But No One Meets All Of Marketing's Needs by Lisa Bradner with Jaap Favier, Stephen Powers, Evadne Cokeh, Jennifer Joseph	Average: 10  (2 ratings)

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Executive Summary

Forrester evaluated five of the leading marketing asset management (MAM) vendors across 72 criteria and found that Open Text's Artesia DAM established early MAM leadership thanks to its enterprise capabilities and marketing data management focus. ClearStory Systems, EMC Documentum, and Interwoven place as Strong Performers, each with very different strengths and weaknesses. ClearStory has more MAM vision than the others. EMC Documentum struggles to deliver on its full vision of marketing support. Interwoven has strong content delivery capabilities, but needs to fully integrate its new analytics platform into its MAM approach. North Plains Systems squeaks into the Strong Performers category on the basis of good core digital asset management (DAM) functionality. Its integration map with other marketing technologies is not as fully developed as other products we reviewed.

TABLE OF CONTENTS

• Marketers Need Asset Management
• The MAM Vendor Landscape
• MAM Products Aren't Quite "Marketing Ready"
• Supplemental Material
• Related Research Documents

This is an excerpt

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