SOURCE: Kickfire


March 22, 2010 17:56 ET

Kickfire and Third Nature to Discuss Integrated Marketing Analytics Strategies and Techniques

Mark Madsen, a Business Intelligence and Open Source Expert, Will Detail Platform Requirements to Support the Analysis of Web and Marketing Data

SANTA CLARA, CA--(Marketwire - March 22, 2010) - Kickfire™, Inc., the price/performance leader in analytic appliances, announced today that Mark Madsen, founder and president of Third Nature, a research and consulting company specializing in business intelligence (BI), information delivery and open source technologies, will headline a Kickfire-sponsored web seminar entitled "The Next BI Frontier - Marketing Analytics." In the Web seminar, Madsen will discuss the evolution of web analytics and online marketing measurement and what organizations can do to plan for the coming merger of this information into traditional BI environments.

The free web seminar will be held on Tuesday, March 23 at 2:00 pm ET. To register, please visit:

To access the replay after the webinar, visit the Kickfire News/Events page

Madsen, a former CTO and CIO with extensive experience working in IT before becoming an independent consultant, will utilize his real-world experiences in sharing how customers and their associated behavior is increasingly valuable and is more accessible than ever thanks to the Web and mobile devices. According to Madsen, the biggest areas of impact are marketing and sales, where BI and analytics support has been relatively weak.

"Combined with modern architectures and analysis techniques, Web and social media data have the potential to transform marketing and sales," Madsen said. "The current challenge facing most organizations is the limitation of what they can achieve with individual silos of data. Providing a complete picture of an organization's marketing performance means that data about online operations can't be kept in separate silos at outside service providers or locked up in individual spreadsheets," Madsen said. "A plan is needed for integrated measurement that marries the strengths of business intelligence with the quickly changing analytical models required by marketing." 

Attendees to the Web seminar will learn:

  • The current management of online marketing data
  • How to obtain more insight than is possible with off-the-shelf web analytics software
  • Platform requirements to support the analysis of web and marketing data

Joining Madsen on the web seminar will be Kickfire Senior Vice President Richard Nieset, who will detail a Kickfire marketing analytics case study showcasing a Kickfire customer analyzing nearly a terabyte of clickstream, demographic and other relevant web and marketing data to quickly provide detailed analysis and reports to management.

"The typical internal data warehouse is focused on core financial and operational transactions, with little thought about detailed customer interactions, online channels and the data needed to manage them," Nieset said. "This web seminar will clearly lay out a strategy for rapidly implementing and deploying a cost-effective, high performance marketing analytics platform that quickly delivers value to the business."

About Kickfire
Kickfire's analytic appliance is the price/performance leader in data warehousing. Based on a patented SQL Chip that packs the power of tens of CPUs into an exceptionally small, low-power form factor, Kickfire delivers a quantum leap in performance efficiency -- avoiding the hardware build out, power, and space costs of traditional data warehouse offerings. By delivering blazingly fast query performance out of the box, Kickfire's plug-and-play appliance enables organizations to enjoy faster time-to-insight for demanding business intelligence, reporting, and analysis. Kickfire appliances scale from gigabytes to terabytes and are based on Linux and commodity hardware. They leverage the openness of MySQL and its entire ecosystem to ensure compatibility and rapid deployment. Kickfire is backed by blue-chip venture capital firms: Accel Partners, Greylock Partners, The Mayfield Fund and Pinnacle Ventures. For more information, please visit

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