Dive Brief: 

• Dell is following other legacy software firms like Oracle and IBM into the marketing industry with new offerings. 
• A "digital transformation" business offering will soon be introduced that includes consulting services and tailored technology. 
• The company will add analytics to its current social listening and strategy tools to help clients make sense of the data they are collecting. 

Dive Insight: 

Big data has everyone's head spinning. For that reason, Dell is wise to help clients make sense of all the noise by jumping into the marketing industry. The advantage to launching after two leaders like Oracle and IBM is that the company can emulate some things and recognize where it could differentiate itself from competitors.