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Another Cloud Computing IPO That'll Price Big
21 Mar 2012 EDT - CNBC.com
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The hot IPO this week is — what else — another cloud computing-type company, ExactTarget (check ticker when live:), looking to price 8.5 million shares from $15-$17 tonight (Wednesday), for trading tomorrow.

It will certainly price above that, and open in the $20s, if recent history with cloud computing companies hold.

I've used "cloud computing" as a generic term, but companies like ExactTarget are really about interactive marketing, specifically cross-channel interactive marketing.

That's just a fancy term for pulling together all the ways that people communicate with each other into one giant database. It's the ultimate way of solving the dilemma of marketers: Consumers today are highly connected and can interact with friends in seconds — how do marketers stay relevant and connected?

Imagine combining what you do on email, mobile, Facebook, Twitter, text messaging, and the web into one giant, and very sophisticated, database. You'd know an awful lot about you and what you like to buy, wouldn't you?

ExactTarget has a platform called the Interactive Marketing Hub that enables marketers to integrate data from any source, including point of sale and social media. They can leverage the data to send highly personalized messages to individuals.

This of course raises tremendous privacy concerns: do you want powerful computers to sift out every detail of your digital life?

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