Heather Fletcher is senior content editor with Target Marketing.

Summary: Salesforce is trying hard and spending large to diversify from its CRM base. Today it announced plans to buy ExactTarget for $2.5 billion on top of about $1.5 billion it spent on companies such as Heroku, Radian6 and Buddy Media. ... “The CMO is expected to spend more on technology than the CIO by 2017,” said Marc Benioff, chairman and CEO, “The addition of ExactTarget makes Salesforce the starting place for every company and puts in the pole position to capture this opportunity.”

For many Americans, the Presidential debate held last night in Denver created many conversations and solidified many opinions. Personally, I enjoy watching a good debate. President Obama and Mitt Romney are seasoned professionals in the art of speech. We are not going to argue, nay debate, the merits of each man's views and opinions. However, we did see a trend emerge past government and taxes. Twitter users generated over 10 million tweets in 90 minutes. Let's view this through a different lens: around 1900 tweets were generated every second.

International Dairy Queen franchisee Dave Reasner wanted a blizzard of customers to join his loyalty program. He got his precipitation: By the end of his pilot mobile loyalty rewards program, nearly 1,000 customers became members. Not too shabby, considering he targeted the 12,000-resident-strong community of Rochester, Ind.

Predictive analytics can help marketers upsell and cross-sell products to customers. But the key word in that sentence is “customers.” Different divisions handling different channels or various departments in charge of various products can cause problems for customers if companies decide to organize data based on those guidelines alone when creating predictive models.

Super Bowl XLVI host city Indianapolis has concocted a new way to deal with the madness that comes with managing the world’s biggest annual sporting event. The solution? The Super Bowl’s first-ever social media command center. A team of strategists, analysts and techies will monitor the digital fan conversation via Facebook, Twitter and other platforms from a 2,800-square-foot space downtown.

While marketers adjust to the merging of social networks and email platforms, they should keep an eye on the new messaging option from one of the biggest social media companies around—Facebook Messages debuted on Nov. 15.

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