Customer Experience Matrix

JULY 25, 2014

The past week brought two industry announcements: acquisition of Bizo by LinkedIn and new “Data as a Service” offerings from Oracle. The Oracle announcement provided unintentional symmetry with Bizo: as LinkedIn was leaving the customer data sales business, Oracle was expanding its offerings.

Marketing Management 120

Marketing Management Linkedin Buy Privacy Policies 120

Customer Experience Matrix

FEBRUARY 22, 2011

SAS today announced its acquisition of marketing resource management vendor AssetLink. The larger challenges are rooted in corporate culture and require changes in areas like pricing and sales compensation. This requires integrating the marketing system with sales, customer service and Web systems.

Resource Management 120

Resource Management Enterprise Management Marketing Automation Services Marketing Management 120

Customer Experience Matrix

APRIL 25, 2013

These systems that gather customer data from multiple sources, combine information related to the same individuals, perform predictive analytics on the resulting database, and use the results to guide marketing treatments across multiple channels. All this is a very long-winded introduction to Causata , yet another member of this new class.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Class 120

Customer Experience Matrix

DECEMBER 18, 2007

This has mostly meant incremental development of existing components, including continued assimilation of past years’ acquisitions in Web analytics, email, marketing planning, lead management, and event detection. The one major acquisition in 2007 was Marketing Central, which provides hosted marketing resource management.

Enterprise Management 120

Enterprise Management Work Management Course Marketing Management 120

Customer Experience Matrix

MAY 2, 2007

It’s important to distinguish measurements of customer acquisition efforts from measurements of other customer contacts. Once a customer is acquired, it becomes much more plausible to consider each sale as independent.

Product 120

Product Acquisitions Tagging Contacts 120

Customer Experience Matrix

MARCH 2, 2007

It involves comparing the results of on-going efforts—things like different customer acquisition programs—and shifting investments from below-average to above-average performers. An automated forecast based on toy sales by week would predict incredible sales each January. But here’s where we get back to human judgment.

Work Management 120

Work Management Business Marketing Management Acquisitions 120

Customer Experience Matrix

APRIL 15, 2012

One of the things I’m enjoying about my new role as head of analytics at Left Brain DGA is being closer to hands-on marketing than I was as a consultant. It includes figures for B2B Sales, B2B Service, Industrial/Manufacturing, and IT. That one came up last week and led me to review my files on industry benchmarks.

Advertising Benchmark 120

Advertising Benchmark Eloqua B2B Click Rate 120

Customer Experience Matrix

NOVEMBER 16, 2011

Remember all that yammering about how today’s buyers do their own research, don’t talk to sales until late in the process, and get their information from social media rather than experts? Marketing process: describe your current methods for customer acquisition, relationship development, and retention. How did we come to this?

Work Management 120

Work Management Marketing Automation Services Marketing Management Vendors 120

Customer Experience Matrix

NOVEMBER 16, 2010

The big exception on the data front is what Eloqua calls “revenue performance management” (RPM), which uses a new analytical database that tracks the movement of leads through stages within the buying process. Unfortunately, Eloqua hasn’t released the actual reports that will be provided for RPM.

Eloqua 120

Eloqua Allocation Enterprise Management Lead Scoring 120

Customer Experience Matrix

AUGUST 21, 2009

These are supported with Web analytics and extensive marketing operations features including workflow, digital asset management and financial analysis. The site offers a free copy of an excellent Forrester Research report on interactive marketing, which is well worth the inevitable Aprimo sales call that will follow.

Marketing Automation Services 120

Marketing Automation Services Digital Asset Management Marketing Management Paid Search Agency 120

Customer Experience Matrix

SEPTEMBER 2, 2011

I also still expect that Salesforce will continue to enhance its core Sales application with features that make it better at specific marketing automation functions like complex campaign flows and Web tracking. Both share a vision of combining marketing automation data with sales data, and ideally with data from other sources.

Enterprise Management 120

Enterprise Management Marketing Automation Services Salesforce.com Work Management 120

Customer Experience Matrix

NOVEMBER 19, 2010

Many costs are not fixed: staffing for customer support, marketing, sales and administrative functions will all increase as clients are added. Those are exactly the areas that Marketo is now pursuing through add-ons such as Revenue Cycle Analytics and Sales Insight, and enhancements for large companies in its Enterprise Edition.

Marketo 120

Marketo Enterprise Management Marketing Automation Services Marketing Management 120

Customer Experience Matrix

OCTOBER 18, 2007

By contrast, many Neolane competitors have added these three functions at least in part through acquisition. Apart from personalization, Neolane doesn’t seem to offer execution features for channels such as Web sites, call centers and sales automation. Analytics is the final function. Neolane does provide standard reporting.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Work Management Marketing Management 120

Customer Experience Matrix

JUNE 17, 2019

Because the marketing clouds are built from acquisitions that remain technically separate, integrations for each component are developed and delivered in whatever sequence the vendor thinks best. Salesforce is the only marketing cloud vendor on this list and they've positioned Datorama as a campaign analytics product, not a CDP.

Enterprise Management 209

Enterprise Management Work Management Marketing Management Marketing Automation Services 209

Customer Experience Matrix

JUNE 18, 2017

Most of the comments I’ve seen about Amazon ’s acquisition of Whole Foods have described it as Amazon (a) expanding into a new industry (b) continuing to disrupt conventional retail and (c) moving more commerce from offline to online channels. Delegation requires the members to trust the network to make the right decisions on their behalf.

Amazon 212

Amazon Paid Content Buy Marketing Management 212

Customer Experience Matrix

NOVEMBER 22, 2013

Conference presentations confirmed that Pardot, the B2B marketing automation system that Salesforce acquired as part of its ExactTarget acquisition, has been separated from the rest of ExactTarget and made part of the Sales cloud. What this means is that Salesforce sees B2B marketing automation as just an appendage of sales automation.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Work Management Marketing Management 120

Customer Experience Matrix

OCTOBER 8, 2010

Summary: One way to understand consolidation and competitive trends affecting marketing software is to look at systems across several dimensions: how closely they relate to customers; whether they are operational or analytical; and whether they support online or offline activities. The combination is tough to digest.

Work Management 120

Work Management Marketing Automation Services Marketing Management Vendors 120

Customer Experience Matrix

AUGUST 18, 2016

Execute Interactions Deliver Messages This includes systems to deliver emails, personalized messages on the company Web site, display advertisements, and includes alerts and advice to sales reps. Flows may also trigger actions other messages, such as purchasing more contact names or alerting a sales person.

Work Management 120

Work Management Marketing Automation Services Marketing Management Account Based Marketing 120

Customer Experience Matrix

JUNE 27, 2012

Other products in the suite include Salesforce.com for sales automation and customer service, Adobe EchoSign for e-signatures, AppExtremes Conga Composer for proposal creation, Dell’s own Boomi for application integration, and a Dell-built analytics platform. That is some pretty good company to keep.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Automation Salesforce.com 120

Customer Experience Matrix

DECEMBER 6, 2011

Alterian also had a bold vision of extending beyond traditional campaign management and analytics to include marketing resource management and web content management as well as social media. The content management piece, about 27% of Alterian sales , will presumably be merged with SDL’s much larger Web content management business. (See

Marketing Automation Services 120

Marketing Automation Services Marketing Management Vendors Marketing Automation 120

Customer Experience Matrix

FEBRUARY 17, 2011

Small-business email provider Constant Contact yesterday announced the acquisition of "social CRM"* vendor Bantam Live. This is a major expansion for Constant Contact, placing it more squarely into competition with CRM and marketing automation vendors.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Vendors Contact Marketing 120

Customer Experience Matrix

JUNE 2, 2011

This is largely because Marketing systems typically contain many more leads than Sales wants in CRM. Oracle’s new Marketing system supports this with a separate analytical database, which is essential for advanced revenue reporting such as time-series analysis.

Work Management 120

Work Management Marketing Management Marketing Automation Services Market2Lead 120

Customer Experience Matrix

MARCH 29, 2010

As I mentioned in my post on PegaSystems’ acquisition of Chordiant , I’ve been planning for months to write about the thinkAnalytics recommendation system. The technical hub of thinkAnalytics is the enterprise server, which needs to handle traffic among touchpoints, data sources, and the analytical components.

Enterprise Management 120

Enterprise Management Ideal Customer Profiles Marketing Automation Services Marketing Management 120

Customer Experience Matrix

OCTOBER 2, 2011

HubSpot's purchase of Performable will also improve its Web analytics, event tracking, and email campaign capabilities. Adding the platform and services marketplace both enable further growth with minimal investment, and (perhaps more important) make it easier to recruit allies in the sales process.

Marketing Automation Services 120

Marketing Automation Services Top of Funnel Work Management Hubspot 120

Customer Experience Matrix

MARCH 5, 2007

For original orders, the key components are acquisition cost and customer quality. Quality is measured by back-end results; that is, renewals and cross sales). It’s hard to identify a single variable that impacts experience quality in the same way that source mix affects acquisitions. The key decision is source mix.

Cross-Selling 120

Cross-Selling Ad Building Business Acquisitions 120

Customer Experience Matrix

OCTOBER 18, 2012

As I noted in yesterday’s post , B2C marketing systems like Epiphany have actually been more popular acquisition targets than B2B products. This looks at the likelihood scores for the eligible offers, the value (revenue or profit) from each offer, and perhaps other considerations such as inventory levels or sales quotas.

Marketing Automation Services 120

Marketing Automation Services Digital Asset Management Interactive Marketing Enterprise Management 120