On Monday, while many marketers were civilians enjoying Columbus Day, Dell agreed to buy corporate software, storage and security giant EMC Corp. for $67 billion. Bloomberg says it’s only $64 billion, but either way, it’s billion with a “B.” That means the data revolution really matters to at least one marketer — Dell. And by extension, a heated-up data market may mean marketers ignoring predictive analytics, machine learning, marketing automation and the ilk are doing so at their own peril.
In a radio interview aired on Monday by WBUR’s “Here and Now,” SAS CEO Jim Goodnight emphasizes the importance of predictive analytics to marketing and to the future of his company. This may allude to why Dell agreed to pay such a premium for EMC.
“We are in the analytics business,” Goodnight says. “We analyze large amounts of data and help companies plan their future based on modeling that we do. … If you want to borrow money to buy a car, we will create models for banks that say ‘yes’ or ‘no.’ We are very big at marketing automation, and that’s where we are doing customer intelligence to understand the customers better, to know what ads to offer them or what new products to offer them.”
A statement housed on emc.com comments on the significance of Dell/EMC deal itself, as well as what the technology means to marketers.
“The transaction creates the industry-leader in the extremely attractive high-growth areas of the $2 trillion IT market with complementary product and solutions portfolios, sales teams and R&D investment strategies,” reads the emc.com statement.
“Our new company will be incredibly well-positioned for growth in the most strategic areas of next-generation IT, including digital transformation, software-defined data center, converged infrastructure, cloud, mobile and security,” Dell says. “We are extremely advantaged by having a foundation to build upon that features two of the world’s greatest technology franchises with leadership positions in servers, storage, virtualization and PCs.”
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