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Broadbase to Drive Analytics Across Back-Office & Front-End.

Broadbase Software Inc - now a self-described application company - is gearing up to drive its analytics software into use across front and back-office systems based on its assumption that the ERP, e-commerce and front-office market are looking for query and analysis tools that can operate across a company's entire data store. It believes that business process integration is key to connecting related data and expects the analytics opportunity to be driven by the increasing personalization of customer-facing applications.

Broadbase has just landed former Baan executive Anil Gupta as its new marketing VP and is about to hold an IPO. Gupta is convinced that employee-facing sales force automation selling and service applications will be consolidated with customer-oriented marketing automation applications and supplier networks, lending Broadbase the perfect opportunity to sell its wares. The front- office market which is currently focused on direct sales will extend its footprint into indirect and e-commerce channels.

In the analytics market, the likes of Sagent and Informatica work on the back-end while Business Objects, Cognos and Brio control the front-end. Gupta says that Broadbase can occupy both markets and cover the front-office market too. As soon as its IPO is away it will be on the road with a new product roadmap, he says.
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Publication:Computergram International
Geographic Code:1USA
Date:Sep 2, 1999
Words:207
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