Customer Experience Matrix

MARCH 19, 2007

I’ve spent a lot of time recently talking to vendors of Web site testing systems. One topic that keeps coming up is whether Taguchi testing—which tests selected combinations of variables and infers the results for untested combinations—is a useful technique for this application. Some vendors use it heavily; some make it available but don’t recommend it; others reject it altogether.

Vendors 120

Vendors Tagging Traffic Lead Scoring 120

Customer Experience Matrix

MARCH 16, 2007

I’ve received online newsletters in the past week from three Web optimization vendors: [x+1] , Memtrics and Optimost. All are interesting. The article that particularly caught my attention was a Jupiterresearch report available from [x+1], which contained results from a December 2005 survey of 251 Web site decision makers in companies with $50 million or more in annual revenues.

Planning 120

Planning Sample Vendors Customer Surveys 120

Customer Experience Matrix

MARCH 15, 2007

Tuesday’s post and subsequent discussion of whether SiteSpect’s no-tag approach to Web site testing is significantly easier than inserting Javascript tags has been interesting but, for me at least, inconclusive. I understand that inserting tags into a production page requires the same testing as any other change, and that SiteSpect avoids this. But the tags are only inserted once, either per slot on a given page or for the page as a whole.

Vendors 120

Vendors Comparison Tagging Case Studies 120

Customer Experience Matrix

MARCH 14, 2007

I consider it a point of honor not to simply reproduce a vendor’s press release. So when Marketing Management Analytics sent one headed “ Most Financial Executives Critical of Marketing Effectiveness Measures: Only 7% Say They are Satisfied with their Company's Ability to Measure Marketing ROI ”, I asked to see the details. In this case, it turned out that not only did the press release represent the study accurately, but it also picked up on the same two points that I found most intriguing: - “

Effectiveness 120

Effectiveness Paid Search Agency Work Management Press 120

Customer Experience Matrix

MARCH 12, 2007

I did go ahead and implement the “One Big Button” opportunity analysis in my sample LTV system (see last week's posts for details). As expected, it took about a day’s work, mostly checking that the calculations were correct. That still left the challenge of finding report layouts that lead users through the results. There is no one right way to do that, of course.

Cross-Selling 120

Cross-Selling Sample Lead Scoring Lead Ranking 120

Customer Experience Matrix

MARCH 9, 2007

I spoke earlier this week at the DAMA International Symposium and Wilshire Meta-Data Conference , which serves a primarily technical audience of data modelers and architects. My own talk was about applications for customer value metrics, which boiled down to lifetime value applications and building them with the Customer Experience Matrix. (In fact, preparation for this talk is what inspired my earlier series of posts on that topic.

Marketing Management 120

Marketing Management Allocation Forecasting Budget Programs 120

Customer Experience Matrix

MARCH 7, 2007

My last two posts started a discussion of using generic Lifetime Value figures to identify business opportunities. Yesterday described the calculations for acquisition orders. Today will finish up with renewal and cross sell orders. The general approach is similar. - for renewal orders, the key variable is renewal margin (which I am defining as renewal marketing and product cost divided by renewal revenue).

Cross-Selling 120

Cross-Selling Ad Building Acquisitions Business 120

Customer Experience Matrix

MARCH 6, 2007

Yesterday’s post described key leverage points within the three major Lifetime Value components of original, renewal and cross sell orders. It further showed how each is related to total LTV. We want to use these to build a prioritized list of business opportunities—putting something behind the One Big Button in the LTV system. Building this list three steps: finding where improvement seems possible; estimating the amount of potential improvement; and prioritizing the results.

Cross-Selling 120

Cross-Selling Ad Building Acquisitions Business 120

Customer Experience Matrix

MARCH 2, 2007

Literal-minded creature that I am, yesterday’s discussion of organizing analysis tools around questions led me to consider changing my sample LTV system to open with a list of questions that the system can answer. Selecting a question would take you to the tab with the related information. (Nothing unique here—many systems do this.) But I soon realized that things like “How much do revenue, marketing costs and product costs contribute to total value?

Work Management 120

Work Management Business Marketing Management Acquisitions 120

Customer Experience Matrix

MARCH 1, 2007

I hope you appreciated that yesterday’s post about reports within the sample Lifetime Value system was organized around the questions that each report answered, and not around the report contents themselves. (You DID read yesterday’s post, didn’t you? Every last word?) This was the product of considerable thought about what it takes to make systems like that useful to actual human beings.

Tools 120

Tools Work Management Analysis Sample 120

Customer Experience Matrix

MARCH 5, 2007

As anyone who reads this blog regularly might have expected, I did go ahead and add the page of questions (see last Friday’s post ) as a sort of index to the sample Lifetime Value system. I like the results even more than I had expected. It’s much easier to read the questions than to look at the report names and remember which data that report presents.

Cross-Selling 120

Cross-Selling Ad Building Business Acquisitions 120

Customer Experience Matrix

MARCH 23, 2007

I’m just finishing a review for next month's DM News of ClickFox , a product that visualizes the paths followed by customers as they navigate interactive voice response (IVR), kiosks, Web sites and other self-service systems. John Pasqualetto, ClickFox’s Director of Business Development, tells me the product is easy to sell: basically, the company loads a week’s worth of interaction logs, plots them onto a model that classifies the different types of events, and shows customer paths through that

Generation 120

Generation Work Management Display Analytics 120

Customer Experience Matrix

MARCH 8, 2007

So far the posts in this series have described how to identify and rank opportunities for business improvements in acquisition, renewal and cross sell orders. The obvious next step is to combine these into a single list. That’s easy enough for acquisition and cross sell orders, since both are being ranked by return on (marketing) investment. But renewal orders were being ranked with a different measure, change in Lifetime Value per customer.

Cross-Selling 120

Cross-Selling Ad Building Acquisitions Business 120

Customer Experience Matrix

MARCH 13, 2007

I had a long and interesting talk yesterday with Larry Epstein at SiteSpect , a vendor of Web site multivariate testing and targeting software. SiteSpect’s primary claim to fame is they manage such tests without inserting any page tags, unlike pretty much all other vendors in this space. Their trick, as I understand it, is to use a proxy server that inserts test changes and captures results between site visitors and a client’s Web server.

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Tagging Work Management Marketing Management Vendors 120