Veridiem Changes Its Focus

For Veridiem, the name of the game is software as the company continues to transform itself from a consultancy into a provider of products that power the marketing programs.

Formed in 1998, the Maynard, Mass., company had mainly offered consulting services, along with software programs as part of that package. In the past year, however, as the economy slumped, Veridiem’s creative began to show that focusing on products, rather than advice, might yield greater gains in the long term.

Chief marketing officers as well as research and planning executives at agencies are seeking solutions to create and track campaigns and, ultimately, maximize their marketing budgets, Veridiem officials said.

With that in mind, Veridiem began de-emphasizing consulting services and enlisted Rick Cramer as CEO last fall to replace Dan Cerutti, who left the company.